Hype-driven loyalty: The Labubu phenomenon
Trends come and go, but some obsessions sneak up on us and never really let go.
Enter: Labubu.
A slightly spooky, sharp-toothed plush creature that somehow ended up on the arms of Rihanna and across millions of TikTok feeds. Labubu has become a full-blown cultural phenomenon, and its rise offers marketers a masterclass in how to build hype, loyalty, and love.
We've even seen Labubu's sell for a staggering $170,000. So, what's the secret?
The psychology of desire: Through blind boxes and scarcity
At the heart of Labubu’s appeal is psychology. These toys tick off several cognitive boxes that fuel our desire as consumers. They’re sold in “blind boxes” so you’re automatically getting that element of surprise. Labubu taps into the psychological principle of variable reward – the same mechanism that keeps us addicted to 2p machines and Instagram likes. You never know which one you're going to get, and that anticipation is a powerful driver.
Now combine that with scarcity bias. Limited-edition Labubus and seasonal drops fuel FOMO. If you don't grab it now, you might miss your chance, and that urgency pushes people to buy. This deliberate scarcity creates a fever pitch of demand that few brands can replicate.
Cute chaos = emotional connection
The visual design of Labubu is another genius move. With its pointy ears, serrated grin, and strangely sweet eyes, it toes the line between cute and creepy. This emotional contradiction makes it memorable. It feels like a tangible throwback to childhood, served with a wink of adult irony. In a hyper-digital world, that sense of nostalgic playfulness feels refreshing. It’s weirdly comforting, and incredibly shareable. People aren't just buying a toy, they're buying into an aesthetic, a feeling, and a new community of likeminded people.
Are they the Tamagotchi of 2025?
It feels like the Tamagotchi of 2025 and if they had this level of social media, influencers, and easier access to celebrities and their lifestyles, who knows what Tamagotchi could have become! Because without all this, would Labubu be as successful as it is? The answer is likely no. Social media has amplified the craze, allowing fans to share their collections, unboxing videos, and creative content, further fueling the hype and building a strong, engaged community around the brand. Seeing your favourite celebrity or influencer proudly displaying their Labubu adds an undeniable layer of aspiration and desire.
So, what can we take away?
The Labubu effect isn’t just about a cute toy, but more of a blueprint. And it is hype-driven loyalty to a T.
Marketers take note:
Create emotional resonance
Tap into nostalgia
Design surprise
Fuel scarcity
Tell a story
Make it human
Then, let the community take over. The most powerful marketing often comes from the very people who love your product the most. The Labubu phenomenon proves that when you ignite passion and give people a reason to connect, loyalty will follow.
