AllTargeting - The Labubu Success Story: How Influencers Helped Turn a Toy Into a Global Trend

How Did Labubu Become a Global Phenomenon?

Labubu first appeared as a character that was strange and cute at the same time. It has long ears, prominent teeth, and a smile unlike those of typical dolls. Some people loved it at first sight, while others found it odd or even a little scary.

Within a short time, though, Labubu went from a character in the toy world to a doll people hang on their bags, film in videos, and compete to collect in rare editions.

This did not happen by chance. Labubu's story combined several winning elements: a distinctive character design, a collectible product, boxes with surprises inside, limited editions, and celebrities and influencers who made the doll part of fashion and everyday life.

This is where the power of influencer marketing shows. Influencers did not just say Labubu was cute. They let audiences see it in real situations: on a bag, in a room, during an unboxing, or as part of a personal collection.

What Is the Labubu Doll?

Labubu is a character created by the artist Kasing Lung as part of an art series called The Monsters. The character became commercially famous through Pop Mart, a company known for selling designer toys and collectibles.

Some Labubu dolls are sold in what is called a "blind box." This means the buyer doesn't know which character or design is inside until the box is opened.

A buyer might get a common doll, or might find a rare edition. So buying one is not just a transaction. It becomes an experience full of curiosity, surprise, and excitement.

How Did Labubu Become Famous?

Labubu has been part of The Monsters universe for years, but it wasn't globally known from the start. For a while, it stayed within the community of toy and collectible enthusiasts.

An important turning point came in 2024, when Lisa from BLACKPINK appeared with a Labubu doll and shared photos of it on her accounts. Lisa has a huge global audience, so millions of people saw the doll in a personal, spontaneous context.

After that, Labubu appeared with a number of celebrities, including Rihanna, Dua Lipa, and Kim Kardashian. The doll was no longer tied only to children or toy hobbyists; it entered the world of fashion and accessories.

In the Arab world, too, Labubu photos and videos spread across TikTok and Instagram, with celebrities and regular users unboxing the blind boxes and showing off the dolls on their bags.

What Role Did Influencer Marketing Play in Labubu's Spread?

Influencer marketing is a collaboration between a brand and a content creator who has an audience interested in a particular topic, with the goal of introducing the product, encouraging engagement, or driving purchases.

In Labubu's story, influencers helped the doll spread in several ways.

1. They made the doll feel close to people

When someone sees a regular ad, they usually know it's an ad. But when they see an influencer using a product in daily life, the product can feel closer to them.

Labubu appeared with celebrities on bags and in personal photos. This led audiences to see it as an accessory they could use, not a doll that just sits on a shelf.

2. They brought the doll to a new audience

Labubu's original audience was toy and collectible fans. But appearing with music and fashion stars drew in a new audience.

Some of Lisa's or Rihanna's followers may not care about toys, but they do care about fashion and accessories. When they saw Labubu on a famous person's bag, they started asking: What is this doll? And where can I buy it?

Here the influencer becomes a link between the product and a new audience.

3. They turned unboxing into entertaining content

Unboxing videos were among the main reasons for Labubu's spread. Viewers want to know: Which character will the influencer get? Will it be common or rare? Will they get the design they're hoping for?

This kind of content creates natural curiosity. It also encourages followers to comment, share, and buy a box to feel the excitement themselves.

4. They encouraged the audience to participate

After seeing influencers show off Labubu, people started posting their own photos and collections. The company was no longer the only one talking about the product; customers themselves became part of the campaign.

Every photo of a doll on a bag, every unboxing video, and every comment about a rare edition helped increase conversation about Labubu.

5. They helped drive purchases

Some influencers began explaining where to buy, prices, and release dates, and live streams appeared to showcase and sell the products.

According to a Modern Retail report, Pop Mart generated $4.8 million in sales through TikTok Shop in the United States in April 2025, an 89% increase over the previous month. The report noted that live streaming was an important source of the company's sales on the platform.

These numbers don't mean influencers alone created all the sales, but they show how social content and live streaming can turn interest into purchases.

Why Did People Love Labubu?

A different, memorable look

It's hard to confuse Labubu with another doll. Its long ears, teeth, and smile make it easy to recognize even in a small photo or a quick video.

On social media, this is an important advantage. A product that can be recognized quickly has a better chance of spreading.

The element of surprise

The blind box makes every purchase different. The buyer doesn't know the design inside before opening the package, which creates excitement and curiosity.

Unboxing also produces ready-to-post content. An influencer can film the experience, and so can a regular customer.

Rare editions

When people know that some editions are limited or hard to find, they want them even more. This contributed to long queues and higher prices for some editions on the resale market.

However, scarcity is only effective when it is real and clear. Using the phrase "limited quantity" when the quantity isn't actually limited can damage customer trust.

A sense of belonging

Owning Labubu is no longer just buying a doll. It became a way to join a community of people who love collecting, photographing, and trading editions.

This is one of the secrets of successful marketing: when customers feel part of a community, they don't just buy the product. They talk about it, defend it, and share their experience.

What Do the Numbers Say?

According to Pop Mart's official 2024 annual report, the company's revenue was about RMB 13.04 billion. Revenue from The Monsters series, which Labubu belongs to, reached about RMB 3.04 billion, a significant increase over the previous year.

The report also stated that revenue from Hong Kong, Macau, Taiwan, and overseas markets made up 38.9% of the company's total revenue in 2024.

These figures relate to the company and The Monsters series, and they don't mean all sales came directly from influencers. But they show that Labubu is no longer just a short-lived trend. It has become part of a global business built on character, product, distribution, and content.

What Can Brands Learn From Labubu's Story?

Don't choose an influencer by follower count alone

Follower count matters, but it isn't the only indicator. What matters more is that the influencer's audience fits the product.

For example, an influencer with 50,000 followers who specializes in fashion may be a better fit for an accessories brand than an influencer with one million followers whose audience isn't interested in fashion.

Make the product easy to film

Ask yourself: Can customers film the product in an appealing way? Is there a moment of surprise or an experience worth sharing? Can the product be used in more than one situation?

Labubu spread because it can appear in an unboxing video, a bag photo, a collection video, or a live stream.

Give the influencer room to be creative

It's best for the brand to define the core message, then let the influencer present it in their own style. Audiences quickly notice when content feels artificial or doesn't sound like the influencer.

Measure the right results

Don't rely on views alone. Also track:

1. Link clicks
2. Messages and inquiries
3. Discount code usage
4. Add-to-cart events
5. Actual sales
6. Number of repeat customers
7. Quality of comments and questions

Plan for what happens after the spike

A post may go viral, but if the product isn't available or the audience doesn't know how to buy it, an important opportunity is lost.

Before launching a campaign, check inventory, pricing, shipping, customer service, and the purchase page.

How Can Your Brand Start an Influencer Campaign?

A campaign can be run in a few simple steps:

1. Define your goal: Do you want to increase awareness, collect orders, or drive sales?
2. Define your audience: Country, age, interests, language, and purchasing power.
3. Look for influencers who fit the product and the audience.
4. Compare engagement rate, audience quality, and collaboration price.
5. Start with a small number of influencers and test the results.
6. Use a different link or discount code for each influencer.
7. Expand collaboration with the influencers who deliver the best results.

To find influencers and manage your campaign, you can explore AllTargeting's services. The platform offers pages and tools that help brands discover influencers, compare data, and launch campaigns.

You can also use:

1. Influencer Radar to discover influencers by niche and audience.
2. The influencer list to browse available content creators.
3. An influencer comparison tool to compare audience, engagement, and cost.
4. The Create Campaign page to start collaborating with influencers.

Want to Join as an Influencer?

If you're a content creator who wants to collaborate with brands, you can join AllTargeting as an influencer.

By creating your profile, you can showcase your niche, audience, and platforms to brands looking for the right influencers for their campaigns.

To increase your chances of landing collaborations:

1. Write a clear description of your content niche.
2. List the countries your audience follows you from.
3. Showcase examples of your best work.
4. Maintain real engagement with your followers.
5. Clarify the types of products that suit you.
6. Provide clear rates and collaboration terms when asked.

A Simple Labubu-Inspired Campaign Example

Suppose a Gulf-based brand sells bag accessories.

The brand could launch a limited collection, then collaborate with three types of influencers:

1. A fashion influencer who shows how to style the accessory with a bag.
2. An unboxing-focused influencer who shows the packaging and the surprise.
3. A local influencer who explains the price, how to order, and shipping.

Afterward, the brand shares the best customer-generated content, uses a unique discount code for each influencer, and tracks visits and sales.

This example is illustrative only. It is not a campaign carried out by AllTargeting, nor a guaranteed result. The idea is to apply the same principle: a clear product, the right influencer, natural content, and real measurement.

Mistakes to Avoid

1. Choosing a famous influencer who doesn't fit the product.
2. Focusing on views and neglecting sales.
3. Forcing the influencer to read a script that doesn't match their style.
4. Launching a campaign before inventory is ready.
5. Using artificial scarcity.
6. Failing to disclose that the content is a paid ad or commercial collaboration.
7. Ignoring the laws and requirements of the target country.

In the UAE, there is an official service for obtaining a permit for individuals who publish advertising or media content through their accounts or websites, whether paid or unpaid. Brands and influencers should therefore check the current requirements before running any campaign.

FAQs About Labubu and Influencer Marketing

Are influencers the only reason Labubu became famous?

No. Influencers helped accelerate its spread, but the success also depended on the character's design, blind boxes, limited editions, and how easy the product is to film and share.

Why did Labubu spread among adults?

Because it wasn't presented only as a children's toy. It appeared as a bag accessory and a collectible, and it became linked to fashion, celebrities, and hobbyist communities.

What's the benefit of unboxing on camera?

Unboxing delivers a moment of suspense and surprise. This makes viewers engage, and it encourages buyers to film their own experience too.

Is follower count the most important thing when choosing an influencer?

No. Audience fit, engagement rate, content quality, and the trust between the influencer and their followers are all important. A niche influencer may be better than one with a broad, general audience.

How do I find the right influencers for my brand?

Start by defining your product category, audience, and budget, then use AllTargeting to discover influencers and compare their data. You can also contact the platform to learn about the options available for your campaign.

How does a content creator join the platform?

Content creators can visit the Join as Influencer page, create an account, and add their details, niche, and platforms so brands can find them.