Here’s the story of how a quirky toy transformed into a worldwide phenomenon.
Updated
January 8, 2026 6:35 PM
.jpg)
Labubu vinyl figure displayed with surprise blind boxes in a store in Guayaquil, Ecuador. PHOTO: ADOBE STOCK
Trends move fast. One moment it's Dubai’s viral “Kunafa” chocolate bar, the next it’s Labubu—a mischievous-looking doll—racks up US$670 million in revenue this year, even outpacing Barbie and Hot Wheels. Celebrities like BLACKPINK’s Lisa and Dua Lipa have been spotted with Labubu dolls—whether as bag charms or in playful social posts.
For those unfamiliar, Labubu is the breakout character from the book series“The Monster” by Hong Kong-born, Belgium-based artist Kasing Lung. Alongside Labubu, the series features other quirky monsters like Zimomo, Mokoko and Tycoco—often grouped together as “Labubus”. These vinyl Labubu figures first entered the collectible scene in 2011 as “Monsters”, produced by Hong Kong-based production house How2Work. In 2019, Lung signed an exclusive licensing deal with Pop Mart, a Beijing-based toy collectible company, which further boosted the recognition and popularity of the franchise.
At first glance, Labubu might seem like just another fad. But the craze shows something deeper: in digital marketing, virality doesn’t happen by accident. It’s the result of timing, relatability and the rway global communities amplify trends.
So, what can marketers learn from the Labubu phenomenon? Let’s take a closer look.
Labubu’s unconventional aesthetics—a notorious grin, sharp teeth and wide eyes—break the traditional mold of “cute” toys. The social listening report from Meltwater, a media intelligence company reveals that from January to May 2025, mentions of “cute” outnumbered “ugly” nearly five to one. This “ugly-cute” look gave Labubu its identity and helped it stand out in a crowded market.
Marketing lesson: In a world of where everything blends together on endless feeds, uniqueness wins. Standing out with bold, even unconventional design choices can spark curiosity and desire. By leaning into what makes a product different, brands create instant recognition and give people something worth talking about.
Labubu’s surge in popularity is deeply rooted in Pop Mart’s focus on building genuine relationships with its fans. The company encourages user-generated content— unboxings, fan art, influencer stories—that fueled Labubu’s spread online and build brand engagement. Fans weren’t just buying toys; they were becoming part of a community that celebrated each new design.
Marketing lesson: Customers don’t want to feel like faceless buyers. They want to feel seen, heard and part of something bigger. By encouraging engagement and valuing contributions, brands can turn casual customers into loyal advocates who spread the word on their behalf.
While Pop Mart notes Labubu is most popular among women aged 18–30, its audience has broadened beyond that group. The design draws on influences from Nordic mythology and East Asian “kawaii” culture, making it feel both familiar and new to global audiences.
For Millennials and Gen Xers, Labubu also sparks nostalgia for toy crazes like Tickle Me Elmo and Beanie Babies that once lit up childhoods before fading away. Together, these layers of cultural resonance and cross-generational charm give Labubu an unusually broad reach.
Marketing lessons: Relatability is a powerful driver of virality. When a product can connect across generations and cultures, it expands far beyond a niche fan base. Brands that blend familiarity with novelty can build bridges to much larger audiences.
Labubu’s blind box model makes buying feel like a game. The thrill of not knowing which design you’d unwrap made collecting Labubus fun. It also turns buying into an emotional experience rather than a rational choice, fueling the urge to complete entire collections.
Besides, the suspense itself became content—millions watched unboxing videos to share in the excitement. Even BLACKPINK’s Lisa admitted she began with “only three to four” Labubus but soon wanted “a whole box” of the latest collection.
Marketing lesson: Mystery creates excitement, and excitement drives repeat purchases. By adding an element of surprise, brands can make the buying experience feels less like a transaction and more like a story unfolding. That thrill keeps customers coming back and makes the product easy to share online.
Pop Mart releases Labubus in limited drops, often tied to holidays or cultural events. Some editions include ultra-rare “chase” figures—appearing only once in every 144 boxes—creating a strong sense of urgency and fear-of-missing out (FOMO) among buyers. This strategy fuels a booming resale market, where regular figures retailing at US$25 can sell for US$200–US$300, and rare editions have even fetched prices up to US$150,000.
Marketing lessons: Scarcity isn’t just about limiting supply—it’s about building anticipation. By tying releases to events and sprinkling in rare editions, brands keep fans watching for the next drop. This combination of urgency and exclusivity transforms ordinary products into must-have collectibles.
Labubu has expanded its reach through creative brand collaborations. For instance, the Labubu x Coca-Cola series features figures in iconic red-and-white themes, while a Vans Old Skool drop merged streetwear in the clothing brand’s notable checkerboard pattern with collectibles. The One Piece collaboration blended Labubu’s quirky style with beloved anime heroes, appealing to fans of both worlds.
Marketing takeaway: Collaborations breathe fresh life into a brand and open doors to new audiences. Partnering with well-known names adds cultural weight and collectible value, while keeping the brand relevant in different communities. Done right, collaborations turn niche products into mainstream sensations.
Labubu’s phenomenal success is more than a passing craze. It’s proof that bold design, authentic community building, clever scarcity and cultural collaborations can transform a quirky idea into a global movement.
For marketers, the takeaway is simple: don’t just chase trends—create something real and let your community shape the story with you. Be bold, stay authentic and bring your fans along for the ride. That’s how brands move from fleeting hype to lasting cultural icons.
Keep Reading
A closer look at the tech, AI, and open ecosystem behind Tien Kung 3.0’s real-world push
Updated
February 18, 2026 8:03 PM
Humanoid robots working in a warehouse. PHOTO: ADOBE STOCK
Humanoid robotics has advanced quickly in recent years. Machines can now walk, balance, and interact with their surroundings in ways that once seemed out of reach. Yet most deployments remain limited. Many robots perform well in controlled settings but struggle in real-world environments. Integration is often complex, hardware interfaces are closed, software tools are fragmented, and scaling across industries remains difficult.
Against this backdrop, X-Humanoid has introduced its latest general-purpose platform, Embodied Tien Kung 3.0. The company positions it not simply as another humanoid robot, but as a system designed to address the practical barriers that have slowed adoption, with a focus on openness and usability.
At the hardware level, Embodied Tien Kung 3.0 is built for mobility, strength, and stability. It is equipped with high-torque integrated joints that provide strong limb force for high-load applications. The company says it is the first full-size humanoid robot to achieve whole-body, high-dynamic motion control integrated with tactile interaction. In practice, this means the robot is designed to maintain balance and execute dynamic movements even in uneven or cluttered environments. It can clear one-meter obstacles, perform consecutive high-dynamic maneuvers, and carry out actions such as kneeling, bending, and turning with coordinated whole-body control.
Precision is also a focus. Through multi-degree-of-freedom limb coordination and calibrated joint linkage, the system is designed to achieve millimeter-level operational accuracy. This level of control is intended to support industrial-grade tasks that require consistent performance and minimal error across changing conditions.
But hardware is only part of the equation. The company pairs the robot with its proprietary Wise KaiWu general-purpose embodied AI platform. This system supports perception, reasoning, and real-time control through what the company describes as a coordinated “brain–cerebellum” architecture. It establishes a continuous perception–decision–execution loop, allowing the robot to operate with greater autonomy and reduced reliance on remote control.
For higher-level cognition, Wise KaiWu incorporates components such as a world model and vision-language models (VLM) to interpret visual scenes, understand language instructions, and break complex objectives into structured steps. For real-time execution, a vision-language-action (VLA) model and full autonomous navigation system manage obstacle avoidance and precise motion under variable conditions. The platform also supports multi-agent collaboration, enabling cross-platform compatibility, asynchronous task coordination, and centralized scheduling across multiple robots.
A central part of the platform is openness. The company states that the system is designed to address compatibility and adaptation challenges across both development and deployment layers. On the hardware side, Embodied Tien Kung 3.0 includes multiple expansion interfaces that support different end-effectors and tools, allowing faster adaptation to industrial manufacturing, specialized operations, and commercial service scenarios. On the software side, the Wise KaiWu ecosystem provides documentation, toolchains, and a low-code development environment. It supports widely adopted communication standards, including ROS2, MQTT, and TCP/IP, enabling partners to customize applications without rebuilding core systems.
The company also highlights its open-source approach. X-Humanoid has open-sourced key components from the Embodied Tien Kung and Wise KaiWu platforms, including the robot body architecture, motion control framework, world model, embodied VLM and cross-ontology VLA models, training toolchains, the RoboMIND dataset, and the ArtVIP simulation asset library. By opening access to these elements, the company aims to reduce development costs, lower technical barriers, and encourage broader participation from researchers, universities, and enterprises.
Embodied Tien Kung 3.0 enters a market where technical progress is visible but large-scale adoption remains uneven. The gap is not only about movement or strength. It is about integration, interoperability, and the ability to operate reliably and autonomously in everyday industrial and commercial settings. If platforms can reduce fragmentation and simplify deployment, humanoid robots may move beyond demonstrations and into sustained commercial use.
In that sense, the significance of Embodied Tien Kung 3.0 lies less in isolated technical claims and more in how its high-dynamic hardware, embodied AI system, open interfaces, and collaborative architecture are structured to work together. Whether that integrated approach can close the deployment gap will shape how quickly humanoid robotics becomes part of real-world operations.