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The Virality of LABUBU: How This Quirky Toy Took Indonesia by Storm

24 September 2024

LABUBU, the playful and quirky character created by Chinese designer Kasing Lung, has become an overnight sensation in Indonesia, taking over social media feeds, collector groups, and even influencer endorsements. The character is part of a broader universe of creatures inspired by Nordic fairy tales and has gained popularity worldwide, especially after its partnership with POP MART, a Chinese toy manufacturer. But what exactly is driving this viral surge, and what can brands learn from the phenomenon?

For those unfamiliar, LABUBU is part of the ZCWO art toy line, crafted with a distinct wide-eyed, mischievous expression that instantly appeals to both collectors and casual fans. Unlike mainstream toys, LABUBU is considered a designer collectible, often produced in limited quantities, which contributes to its desirability. LABUBU is a character from the "Monsters" collection created by Lung in 2015, has a unique charm with its pointed ears, mischievous smile, and sharp teeth. The fact that each release is scarce adds a sense of urgency among fans, pushing them to scramble for each drop.

The driving force behind LABUBU’s rise in Indonesia can be largely attributed to community-driven hype and scarcity. The limited-edition releases and exclusivity of the character have triggered a wave of FOMO (“fear of missing out”) that propels its virality. LABUBU's virality in Indonesia can largely be attributed to K-pop icon Lisa from BLACKPINK, who was seen carrying the doll in public. This sparked a trend across Southeast Asia, with fans eagerly searching for the doll. As a result, POP MART's stores in Indonesia, including their latest one in Jakarta, are frequently packed with shoppers eager to get their hands on these collectible figures. Prices for LABUBU dolls in Indonesia range from IDR 250,000 to over IDR 1.5 million, depending on the edition and rarity.

According to an article by PopCon Asia, many Indonesian collectors see LABUBU as more than just a toy—it's a status symbol, a piece of art that signifies exclusivity and a unique taste in collectibles. This feeling of exclusivity combined with clever product scarcity is a potent marketing tool that any brand could benefit from studying. Once you have a product that’s in short supply but high demand, the buzz becomes self-sustaining, as seen with LABUBU.

This growth is also accelerated by social media communities, particularly on platforms like Instagram, where unboxings, collections, and even resale of LABUBU are frequently shared. Through hashtags and dedicated fan pages, LABUBU enthusiasts engage in discussions and share their excitement for each new release. As we’ve seen with other viral products, community-driven marketing is powerful because it feels organic. For brands, this shows the importance of fostering a loyal and vocal community, where consumers become brand advocates without prompting.

Another major reason for LABUBU's appeal is its emotional connection. Collectors feel a strong attachment to the character's whimsical, almost childlike design. This isn’t just about buying a toy; it’s about being part of a story, an aesthetic, and a culture that the brand has carefully built over time. Many LABUBU owners report a sense of nostalgia and joy when they collect these figures, creating a deeper emotional bond than with regular toys or collectibles. This emotional branding strategy can be replicated by brands aiming to build long-lasting customer relationships.

Adding to this is the influence of celebrities and pop culture figures who have embraced LABUBU. Indonesian influencers and even some celebrities have shown off their own collections on social media, adding a layer of prestige to owning one of these coveted figures. When key opinion leaders show off their admiration for a product, it amplifies its desirability and social proof. Brands looking to tap into virality should recognize the impact that pop culture endorsement can have, even in niche markets.

The key takeaway from the LABUBU craze is that viral moments often come from a mixture of celebrity influence, global fandoms, and accessible, playful products that invite nostalgia or emotional connection. Brands looking to emulate this success in Indonesia should note the power of international partnerships, celebrity endorsements, and the creation of unique, relatable characters. Additionally, LABUBU’s success underscores the importance of exclusivity. Limited editions and collectible series have driven up demand, making these toys not only valuable but also an important part of pop culture. For businesses, focusing on creating scarcity and storytelling around their products could lead to similar viral moments.

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