If you’ve been anywhere near TikTok, Instagram or even the handbag section at Selfridges lately, you’ve probably spotted a Labubu doll. These weird-but-cute figures with sharp-toothed grins and wild eyes have become THE viral accessory of 2025. But this isn’t just a quirky trend; Labubu is a masterclass in how collectible culture, community, and social media can collide to drive brand obsession.
From niche collectable to cult TikTok icon
Labubu is part of PopMart’s ‘The Monsters’ series, originally created by Hong Kong artist Kasing Lung. But what makes them so appealing? It’s the element of surprise (thanks to blind box packaging), the collectible mindset, and the Labubu community.
While the UK might be late to the party (Labubu actually first launched back in 2019), the craze has finally landed, and it sure is loud. Sporting one of these gremlins has quickly become the latest status symbol for young women. Much like how owning a Stanley cup in every colour was the ultimate flex last year, strutting around with a tiny monster clipped to your tote says you’re culturally tuned-in, style-savvy, and most importantly, part of the moment.
TikTok made me buy it (again)
Unboxing content has truly exploded on TikTok in 2025, and its influence is undeniable. The simple act of opening a mystery box taps into the user’s curiosity and in the case of Labubu, it’s become a full-blown content genre. A quick search for “Labubu unboxing” on TikTok reveals an ocean of videos: collectors meticulously showcasing their latest hauls, creators reacting live to surprise unboxings, and seasoned fans offering tips on how to boost your chances of scoring a rare edition.
The beauty of this content lies in its simplicity and shareability. It’s visually satisfying, emotionally engaging, and incredibly easy to replicate, making it perfect for virality. Each unboxing video is its own little dopamine hit, with viewers flocking to the comments to share their own experiences, swap tips, and bond over the collective thrill of the chase. In short, it’s not just content: it’s community.
The fashion accessory no one saw coming
One of the biggest surprises? How Labubu has infiltrated fashion content. Style influencers are styling their Labubu dolls alongside outfits, showcasing them clipped to designer bags or nestled on their nightstands. It taps into the ugly-cute aesthetic Gen Z loves, where weird and whimsical is in.
Labubu has become part of a wider visual language online, a shortcut to say “I’m in on this.” And because the designs are constantly rotating, there’s always a new doll to hunt for and show off. FOMO fuels content, and content fuels demand.
So, what can brands learn from the Labubu effect?
- Create collectability: Blind boxes and limited drops create urgency and buzz, especially when paired with the promise of “hidden gems.”
- Lean into lo-fi content: Unboxings, hauls, first impressions. It doesn’t have to be polished to go viral; it just has to be real.
- Let your product become part of the aesthetic: If your audience can style it, personalise it, or show it off, they will.
- Meet your audience where they scroll: For Labubu, that’s TikTok. That’s also where the hype is born, grows, and explodes.
Labubu may have started as a niche designer toy, but it’s now a full-blown social media star. This trend highlights the importance of spotting momentum early, creating content that resonates, and building campaigns that give communities a reason to share.
We recently launched The Entertainer’s brand new PopMart vending machine at their Bluewater store with a series of TikTok-native content to tap into the viral nature of these little monsters. The result? Record-breaking sales on opening weekend.
Want to see how we did it? Follow The Entertainer on TikTok here.
