In 2025, few consumer trends have been as explosive and instructive as the rise of Labubu. These quirky, “ugly-cute” plush monsters from Pop Mart skyrocketed from niche collectible to global sensation—generating nearly US$870 million in sales in just the first half of 2024 and powering their parent company’s revenue to 13.88 billion yuan (~US$1.93 billion) by mid-2025. Labubu’s triumph rests on a perfect storm of scarcity, surprise, storytelling, and celebrity culture. As a Melbourne-based business owner—whether specializing in website design Melbourne or offering expert SEO Melbourne services—you can learn pivotal marketing lessons from Labubu’s unexpected charm offensive.
Pop Mart Revenue Growth
| Period | Revenue (RMB) | Share of Total Revenue |
|---|---|---|
| H1 2024 | 6.3 billion | ~35% |
| H1 2025 | 13.9 billion | >40% |
Key Labubu Metrics & Growth
| Metric | Value |
|---|---|
| Plush sales growth (2024 vs 2025 H1) | +1,200% |
| Net profit (H1 2025) | RMB 4.6 billion (~US$636M) |
| Labubu revenue H1 2024 | US$870 million (~35% of total) |
| 2024 annual revenue | 13.04 billion RMB (~US$1.8B) |
| YoY profit increase | +396%; shares +600% |
1. Make the Familiar Feel Unpredictable: The Blind-Box Game
Labubu dolls thrive on the thrill of the unknown. You buy a sealed “blind box” and don’t know which variant you’ll get—maybe a rare secret version with odds as high as 1 in 72. This element of chance fuels repeat purchases, emotional excitement, and collector addiction. In 2025, Pop Mart sold scores of these figures—some rare editions even resold for US$3,000–US$7,000.
For Melbourne businesses, replicate this engagement by offering limited-time, unpredictable promotions or tiered service launches—think “mystery audit” giveaways or surprise upgrades. Treat each website launch or campaign as a collectible experience with discoverable value.
2. Scarcity = Desire
The limited-edition nature of Labubu releases positioned them as high-status collectibles. In 2024, a mint-green 4-foot Labubu sold at auction in Beijing for over $170,000, while dozens of other figures ranged from $10,000 to $170,000, generating ~$500,000 in single-event turnover.
Scarcity drives action. For website design Melbourne services, offering “Only 5 slots this month at this price” can push clients to decide faster. Just like Labubu’s ultra-rare collectors’ models, limited spots create urgency—and perceived value.
3. Ugly-Cute Design Wins Unexpected Fans
Labubu taps into the “kimo-kawaii” aesthetic—adorably odd rather than sanitized. Its Nordic-meets-kawaii look, with nine sharp teeth and round fuzzy faces, broke character toy conventions and found fans across age groups and cultures.
Melbourne designers: Cultivate a unique visual identity. Whether your site aesthetic is edgy, local, or minimalist, unpredictability in your branding can be memorable. A distinct style can set you apart in clashes of generic design—exactly what Labubu did when it became ubiquitous on handbags and TikTok feeds alike.
4. Influencers Accelerate the Spread
Celebrity promotion propelled Labubu into global pop culture. BLACKPINK’s Lisa, Rihanna, Naomi Osaka (with her bedazzled Labubu “Billie Jean Bling”), and others drove visibility. Osaka’s custom Labubu charm—festooned with 3,000 crystals—showed how the toy can symbolize style.
In Melbourne, work with local influencers—artists, educators, even small cafes—to feature your work. A fashion-forward shop or local artist wearing a branded design you’ve created can replicate that celebrity endorsement effect.
5. Cultivate Nostalgia and Cross-Cultural Appeal
Labubu thrived on nostalgia and fusion. 300+ variations—including anime collaborations and museum tie-ins—offered new layers for fans. Pop Mart’s 35% of revenue came from Labubu, with the rest supported by nostalgia for fans aged 15–40 craving a childhood connection amid adult stress.
Use nostalgia with modern relevance. Feature throwback design elements, local culture nods or brand stories from Melbourne’s past. For example, a reimagined Yarra River design on your site updates a nostalgia-laced symbol for a new generation.
6. Community and Experiences Strengthen the Brand
Pop Mart didn’t just sell toys—they built community. Retail stores, swap meetups, kiosks, “roboshops,” and even a “POP LAND” theme park in Beijing nurtured engagement. Fans exchanged Labubu, shared unboxings, and participated in official and fan-run events.
Your site should be more than a service page. Host design showcases, local workshops, or online polls. Encourage client feedback and community through behind-the-scenes blog posts—this builds trust and connection.
7. Concrete Figures That Tell the Story
- Over 300 different Labubu figurines by mid-2025
- Pop Mart revenue up 34% year-over-year: 13.88 billion yuan (~US$1.93 billion) in H1 2025
- Labubu contributed ~35% of company sales
- 4-foot Labubu auctioned for $170,000+ in Beijing
- Limited-edition variants fetch $3,000–$7,000 on resale market
Numbers sell stories. Display your results—for instance, “Helped a Melbourne small business triple traffic in 3 months” or “Ranked #1 for 5 local tech keywords.” Use analytics, testimonials, and growth charts to quantifiably show impact.
8. Beware the Counterfeit Risk—Authenticity Matters
Labubu mania spawned a counterfeit wave (“Lafufu”)—dangerous toys sold cheaply (~£2.99) that lacked quality controls, and posed choking or toxicity risks. Authorities warned consumers to buy only from trusted sellers, inspect QR codes, and avoid fakes.
For your business—trust is everything. Ensure your clients know you’re legitimate, transparent, and secure. Display trusted certifications, secure URLs (HTTPS), and clean UX. Be that “authorized provider” that clients can trust amid imitation competitors.
Marketing Takeaways for Melbourne Businesses
Labubu’s genius lies in harnessing surprise, scarcity, visual distinction, influencer buzz, nostalgia, community, and legitimized trust. As a Melbourne business, you can replicate these with:
- Limited-time offers and exclusives
- Strong, memorable design identity
- Targeted collaboration with creatives and influencers
- Building a local community through workshops and case stories
- Transparency and authenticity
Applying these tactics isn’t about mimicking blind-box toys; it’s about thinking differently about your brand experience.
Ready to Launch Your Own Labubu-Level Campaign?
If you’re ready to engineer buzz, build loyalty, and dominate your niche, start with standout design and SEO. Our team specialises in creating websites that go viral for all the right reasons—embracing excitement, authenticity, and local culture. Contact our Melbourne web design and SEO team to build a collectible brand for your business.
External link: Labubu on Wikipedia
