The Element of Surprise: POP MART'S Secrets to Toyland magic
Niran PK
Content Strategist
When was the last time you felt truly surprised—excited like a child opening a gift without knowing what’s inside?
That feeling is at the heart of POP Mart, China’s leading designer toy brand. And it’s not just about toys. It’s about a culture of wonder, community, and curated curiosity that’s reshaping the retail experience.
POP Mart is a trendsetting Chinese toy company, best known for its “blind box” toys. Each box contains a collectible figure from a themed series—but you won’t know which one until you open it. This simple twist transforms buying a toy into a delightful emotional experience, powered by surprise.
Founded in 2010, POP Mart has grown into an empire with over 800 vending machines, 100+ retail stores across China, and a rising global presence in the U.S., Korea, Singapore, and beyond.
Labubu Fever: The Marketing Secrets Behind the Creepy-Cute Craze
It’s hard to miss them: wide eyes, sharp grin, and a look that’s equal parts creepy and adorable. The Labubu dolls have taken the world by storm, captivating both kids and adults alike. But beneath the viral frenzy lies a carefully crafted marketing strategy. So, what exactly makes this quirky little monster so irresistible?
More Than Just a Toy..
Toys have always carried a universal charm. For adults, they stir nostalgia and a longing for simpler times. For kids, they bring joy, excitement, and a sense of belonging.
Marketers understand this emotional pull. While toys are often targeted at children, it’s adults who hold the purchasing power. The genius behind Labubu lies in its cross-generational appeal — a toy that sparks curiosity, joy, and even status value for people of all ages.
The Origins of Labubu
Labubu was created by artist Kasing Lung, who was born in the Netherlands and now lives in Hong Kong. His inspiration came from Nordic mythology, which shaped the characters in his 2015 picture book, The Monsters Trilogy.
In 2019, Lung teamed up with Pop Mart, a global leader in collectible art toys. This collaboration transformed his illustrated monster into a tangible, highly collectible figure — and the phenomenon began.
The Unboxing Phenomenon
The real magic of Labubu lies in the unboxing experience.
Each figure is sold in a blind box, keeping buyers in suspense until the very last moment. Opening one isn’t just about getting a toy — it’s about the thrill of discovery. The sleek box gives way to a silver foil packet, which crinkles with anticipation as it’s torn open.
And here’s the hook: among the many Labubu variations hides a rare, secret edition, with odds of just 1 in 72. That tiny chance turns every purchase into a game of luck, igniting excitement and keeping collectors coming back for more.
This scarcity-driven thrill taps into consumers’ fear of missing out (FOMO), making every unboxing moment feel urgent, addictive, and share-worthy.
Social Media Supercharge
Without TikTok and Instagram, Labubu might have remained a niche art toy. Instead, the unboxing craze exploded online. Fans post videos of their Labubu hauls, showing off collections and trading duplicates, while millions watch in awe.
Celebrity endorsements pushed the craze even further. Rihanna and Lisa from Blackpink were spotted with Labubus clipped to luxury handbags, transforming the toy into a fashion statement as well as a collectible.
For marketers, the lesson is clear:
1-Harness fan communities to fuel conversation.
2- Encourage user-generated content (UGC) that spreads organically.
3- Collaborate with influencers and celebrities to amplify your brand’s cultural reach.
Creepy-Cute and Instantly Recognizable
Labubu’s design is unique: strange, slightly unsettling, yet irresistibly cute. That creepy-cute aesthetic has become its signature.
No matter how many themed editions Pop Mart releases, each still feels distinctly “Labubu.” This strong brand identity ensures instant recognition, even among people who aren’t collectors.
The takeaway? Build a brand identity so clear and consistent that it becomes unforgettable — whether people love it or not.
A Monster Marketing Masterclass
Labubu isn’t just a toy. It’s a masterclass in modern marketing strategy.
From scarcity-driven blind boxes and the addictive thrill of unboxing, to social media virality and celebrity endorsements, every element has been carefully designed to create hype, urgency, and cultural relevance.
What began as a character in a storybook has evolved into a global cultural icon — and proof that when marketing taps into emotion, community, and identity, even the creepiest little monster can become a worldwide obsession.
