GoKawiil‘It was like taking a rocket and putting nitrous in the rocket’: A Pop Mart executive, a collector, and the mind behind ‘Billie Jean Bling’ talk about the summer of Labubu in this brief oral history. With big eyes, sharp teeth, and a furry body with rabbitlike ears, Labubu—a character in the Chinese retailer Pop Mart’s The Monsters collection, based on Nordic folklore—ruled the summer of 2025. It adorned millions of belts and bags and created an entire mini-economy of customization around it.
How Labubu’s monster summer gave it a shot at Minions-like success
Why This Matters
Labubu's viral popularity in 2025 demonstrates how character-driven collectibles can significantly influence consumer culture and brand success in the tech and entertainment industries. Its rise highlights the potential for innovative marketing and product design to create mini-economies and foster brand loyalty. This case underscores the importance of leveraging folklore-inspired characters to engage a global audience and drive sales.
Key Takeaways
- Character-driven collectibles can create mini-economies and boost brand engagement.
- Innovative marketing strategies are key to viral success in the consumer tech space.
- Folklore-inspired characters have global appeal and can drive consumer loyalty.
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