Some marketing trends fade quickly, but every once in a while, something truly unexpected captures the world’s attention. That’s exactly what happened with Labubu, the quirky little collectible that has taken social media by storm.
From TikTok unboxing videos to Instagram fan art, Labubu isn’t just a toy, it’s a viral sensation. But why are people so obsessed with it? Studies on scarcity marketing show that when products feel limited or exclusive, our brains trigger a sense of urgency. This “fear of missing out” (FOMO) not only drives demand but also fuels conversation online. Combine that with a unique design that stands out in a sea of polished, predictable visuals, and you have a formula that brands can learn from.
In this article, we’ll break down the Labubu social media strategy and explore how your business can apply similar tactics to increase brand visibility, engagement, and conversions.
Here’s the thing, Labubu’s success isn’t accidental. It taps into two powerful principles of human behavior backed by research:
The psychology of scarcity – Studies by behavioral economists, such as the classic Worchel, Lee & Adewole (1975) experiment, show that when something is perceived as limited, people assign it higher value and want it more. This “fear of missing out” (FOMO) triggers urgency and fuels obsession.
The appeal of novelty and the “weird” – Research on the von Restorff effect (also known as the isolation effect) proves that things that stand out from their surroundings are more likely to be remembered. In the social media feed, “weird” equals memorable.
Labubu embodies both: its design makes it instantly recognizable, and its scarcity makes it irresistible.
The rise of Labubu: not your typical cute character
Most popular collectibles (think Funko Pop or Sanrio) lean into cuteness. Labubu, on the other hand, embraces the strange. This unexpected visual style means you can spot it instantly in a sea of perfectly styled Instagram shots. It’s not trying to please everyone, and that’s exactly why it wins.
From a marketing perspective, Labubu’s rise is a textbook example of niche appeal done right. Instead of competing with mass-market toys for generic attention, it built a dedicated tribe around its own quirks.
Why “weird” works in the social media era
On platforms where algorithms reward engagement, anything that interrupts habitual scrolling has an advantage. “Weird” content stands out visually, sparks curiosity, and triggers conversation, three things algorithms love.
Labubu checks all these boxes:
It’s visually distinct – You know instantly when you’ve seen it before, and that familiarity builds brand recognition.
It creates emotional reactions – Whether you love it or find it unsettling, you feel something, and emotion drives shares and comments.
It fosters inside jokes and culture – The online community around Labubu is full of collectors swapping stories, hunting for drops, and posting rare finds.
Scarcity fuels obsession
The Labubu social media strategy heavily leans on scarcity. Scarcity marketing isn’t just hype, it’s human psychology. Limited releases create urgency, and urgency drives action.
Labubu’s strategy is masterful:
Releases are often unannounced or come in tiny batches.
Rare editions (sometimes called “secret” editions) are hidden among regular stock, making them even more coveted.
If you miss a drop, your only chance is to pay inflated prices on resale markets.
This scarcity taps into FOMO, but it also builds community. Fans bond over the thrill of the hunt and the satisfaction of finally landing a rare piece.
What brands can learn from Labubu
You don’t have to be a collectible toy brand to benefit from these lessons. Here’s how you can apply the “weird wins” principle to your own strategy:
Be unapologetically different
Safe content is forgettable. Lean into what makes your brand unique, even if it’s unconventional. This could be your tone of voice, visual style, or campaign ideas.Create shareable moments, not just content
Just like Labubu’s unboxings and drop announcements, your brand can engineer moments that people want to talk about.Leverage scarcity strategically
Limited-time offers, exclusive access for loyal followers, or “drops” can increase perceived value and urgency.Build a loyal community
Give your audience reasons to come back such as special perks, sneak peeks, or a sense of belonging to something exclusive.
The “weird” as a content strategy
You don’t need to make your brand eccentric just for attention. The point is to stand out authentically. Your version of “weird” might be bold humor, unconventional visuals, or a completely different approach to storytelling.
The takeaway? In a crowded feed, the brands that win are often those willing to be different, sometimes even polarizing.
