Labubu’s success is not just a visual triumph, but a textbook case of how storytelling, emotional resonance, and IP-driven strategy can translate into scalable digital growth.
In 2025, POP MART’s iconic character Labubu ignited a global wave of enthusiasm. From long queues at the Westfield pop-up in the UK to viral Labubu challenges on TikTok across Southeast Asia, this quirky creature with childlike charm has become a symbol of self-expression for Gen Z audiences.
Created by artist Kasing Lung, Labubu is often seen as a “fairytale survivor in reality.” This narrative strikes a chord with young users seeking individuality and emotional identification in a world saturated with templated content.
Labubu’s playful look—with fur, sharp teeth, and a cheeky smile—was inspired by Nordic folklore. Creator Kasing Lung gave the character a magical, mischievous charm that stands out in the world of collectibles.
K-pop star Lisa from BLACKPINK has called Labubu her favorite toy and is often seen with Labubu-themed accessories. Her support has helped the character gain massive attention from fans around the world.
Labubu belongs to a fantasy world called The Monsters, which includes other quirky characters like Zimomo, Tycoco, Spooky, and Pato. Each has a unique look, making the series fun and collectible.
Labubu debuted at Milan Fashion Week via a collaboration with Chinese fashion label Pronounce. Apparel featuring Labubu motifs graced the runway, and matching plush items quickly sold out, reinforcing Labubu’s fashion credibility.
In Thailand, a life-sized Labubu mascot toured popular locations and even received a traditional costume welcome from local officials—amplifying its cross-cultural appeal.
Labubu’s rise is also closely linked to POP MART’s blind box strategy. Buyers don’t know which figure they’ll get until unboxing, adding an element of surprise and urgency. Limited editions and seasonal themes further drive collector behavior, secondary market trading, and social sharing.
This model increases purchase frequency while cultivating a loyal, active community.
While Labubu dominates the spotlight, it is part of a broader, intentional strategy—using IP to build app-centric ecosystems that drive engagement, retention, and monetization.
According to FoxData- Top Chart, on May 30, 2025, POP MART entered the Top 10 Free Apps in the U.S. App Store, ranking #9 in the Shopping category. This marks a rare breakout for a Chinese lifestyle brand in the Western digital market.
POP MART didn’t stop at merchandise. It extended the emotional power of its IP into a gamified, socially connected app that boosts conversion and lifetime value.
💡 Insight: Labubu didn’t just go viral—it became part of a digital ritual. Users return not just for products, but for status, community, and creative expression.
POP MART’s long-term engagement strategy goes beyond a single character. It has built a diverse portfolio of IPs targeting different segments and regions:
|
IP Name |
Visual Theme |
Target Audience |
Popular Regions |
|
Molly |
Retro fashion |
Women, designers |
Mainland China, Hong Kong |
|
Skullpanda |
Dark punk |
Urban youth |
Taiwan, South Korea |
|
Dimoo |
Dreamy fairytale |
Teens, students |
Japan, Thailand |
|
Pucky, Bobo |
Cute and healing |
General collectors |
Malaysia, China |
These character ecosystems allow POP MART to expand globally, adapting to local cultural preferences while maintaining core brand identity.
🔍 Explore more: What's Going on Inside Your Users' Minds? Review Sentiment Analysis Helps You Find Out.
On the digital front, the POP MART app is more than a shopping channel—it is a content hub, user relationship manager, and retention engine.
Features include:
POP MART offers a replicable framework combining IP, product design, and community engagement.
|
Strategy |
Tactic |
Growth Impact |
|
Emotional IP |
Relatable, weirdly cute characters like Labubu |
Drives identity-based virality |
|
Gamification |
Mystery box draws, countdowns |
Boosts session length and retention |
|
Offline-Online Link |
Pop-up stores linked to app rewards |
Converts retail traffic into installs |
|
Community Amplification |
Cultivated fandoms on RedNote/ Douyin |
Free UGC + sustained buzz |
✨ IP alone isn’t enough. It’s the system around it—design, community, gamification—that makes it scale.
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𝐌𝐨𝐛𝐢𝐥𝐞 𝐆𝐚𝐦𝐞 𝐃𝐚𝐭𝐚 𝐀𝐧𝐚𝐥𝐲𝐭𝐢𝐜𝐬 𝐓𝐨𝐨𝐥 𝐟𝐨𝐫 𝐅𝐑𝐄𝐄
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Discover the secrets of their success!
Based on Global App Market Research Tool, from March until now, POP MART app downloads and user activity have surged several-fold across key markets, reaching a peak of 64,154 global downloads on April 23.
POP MART: Global Downloads Trend
The United States dominates with over 95% of total downloads, followed distantly by Thailand, Australia, and Malaysia.
From China's top blind box brand to a global pop culture export, POP MART’s playbook is worth emulating.
Miniso is a well-known lifestyle and retail brand offering affordable products across categories like home goods, beauty, and toys. Its app, Miniso, targets mobile shoppers looking for convenient access to Miniso's product range.
According to FoxData- Competitor Analysis, POP MART dominates in performance despite a lower rating. While Miniso enjoys a better user rating (3.83), POP MART (3.32) leads in visibility, downloads, app store ranking, and active development. With improvements to user satisfaction, POP MART is well-positioned to solidify its lead in the competitive mobile shopping space.
POP MART, Miniso: Competitors Analysis
Q1: How to quickly create a brand IP without design resources?
Start with unified visual elements (like stickers), brand voice, and personified stories that gradually evolve into a recognizable character.
Q2: How to convert app downloads into retention and purchases?
Leverage points, badges, and challenge mechanisms to weave content into continuous engagement; build social sharing to boost organic growth.
Q3: Can POP MART’s model be applied outside trendy toys?
Absolutely. At its core, POP MART’s model is an “IP-driven user lifecycle management” framework, applicable to gaming, e-commerce, and tools where content, gameplay, and community interplay.
👀 Don’t miss this: How Do Players Engage with Your Game from Acquisition to Purchase?
Labubu is more than a cultural icon—it is a growth mechanism. POP MART didn’t just sell toys; it engineered a full-funnel IP engine. From offline branding to digital gamification, the Labubu phenomenon shows how emotional design, user ritual, and app integration can drive scale.
This isn’t just a story about cute collectibles. It’s a repeatable, transferable model for digital product success in 2025 and beyond.
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