In 2025, Labubu is not just a toy – it’s a symbol of a new generation of viral marketing. This quirky character, created by Hong Kong artist Kasing Lung, has taken the world by storm thanks to a carefully crafted strategy based on limited editions, community, and strong visual appeal.

Labubu figures come in blind box packaging, which adds an element of surprise and turns every purchase into a small ritual. That concept, combined with limited runs and exclusive lotteries, increases their value and creates a FOMO effect. Buyers don’t know what they’ll get, but they know something rare might slip through their fingers.

The key to virality lies in social media. Influencers and celebrities like Lisa from Blackpink, Rihanna, and Dua Lipa have embraced Labubu as a fashion accessory, further boosting its status. TikTok has become the central platform for sharing unboxing videos, swaps, and reactions, enabling organic growth and the formation of a dedicated community.

Aesthetically, Labubu perfectly captures the “weird cute” trend that dominates among Gen Z – adorable, slightly creepy, and visually striking. In an age of limited attention, Labubu manages to hold it.

Labubu proves that today’s consumer doesn’t just buy a product – they buy a story, a sense of belonging, and the chance to be part of a viral moment. That’s exactly why Labubu has become a global phenomenon.