How Pop Mart & Labubu Turned Blind Boxes Into a Global Marketing Masterclass

From sell-out launches to social media hype, Pop Mart and their iconic Labubu dolls have taken the world by storm. It’s not just cute characters in a box — it’s a brilliant marketing strategy that brands can learn loads from. At SCROll STOP, we’re always tracking trends that get people talking, clicking, and buying. Here's how Labubu is leading the charge and what your business can take from it.

What’s a Blind Box?

If you haven’t seen them yet, Labubu dolls come in “blind boxes” — sealed packaging where buyers don’t know which character they’re getting. It’s a surprise every time, which creates massive buzz and long queues outside stores.

This mystery element taps into something powerful: excitement, curiosity, and the thrill of the reveal. And when it’s a sought-after Labubu figure? Even better.

Why Labubu is Winning Social Media

Pop Mart’s Labubu line, part of The Monsters series by Hong Kong artist Kasing Lung, is now the company’s top-selling product. Fans love collecting every version — from “Have a Seat” to rare secret figures. And of course, social media is full of Labubu unboxings, trades, and displays.

It’s a marketer’s dream:

• Viral unboxing content

• Built-in collectability

• Exclusive artist collabs

• High resale value on rare Labubu dolls

  
  

No wonder Pop Mart’s revenue outside China tripled in 2024.

What Your Brand Can Learn From Labubu & Pop Mart

You don’t need to sell toys to learn from this:

✅ Create anticipation – mystery drops or limited stock✅ Tell a story – build a world around your product✅ Use scarcity – like rare Labubu dolls, people want what’s hard to get✅ Tap into emotion – make your product feel like a gift, not just a purchase

Labubu’s rise proves that fans want more than products — they want connection and collectible experiences.

Final Word

Labubu isn’t just a doll — it’s a movement. The perfect example of how emotional branding, smart packaging, and community-building can fuel a viral brand.

Want help building something your audience can obsess over like Labubu? That’s exactly what we do at SCROll STOP.