How Do I Create a Viral Phenomenon?
Lessons from Pop Mart’s Labubu Success
Creating a viral product or brand is a coveted goal for creators worldwide. Pop Mart’s runaway success with its Labubu collectible toys offers a modern blueprint on how to ignite cultural passion, scale globally, and sustain growth. Since its inception, Pop Mart has transformed from a Chinese niche toy maker to a global powerhouse valued at nearly $40 billion, surpassing iconic toy brands like Barbie and Hot Wheels in sales. This article unpacks the key lessons creators can extract from Pop Mart’s story, supported by examples and actionable strategies.
The Rise of Pop Mart and Labubu: A Brief History
Pop Mart began tapping into the “blind box” collectible market—a model where customers buy mystery packages without knowing the exact product inside—in the early 2020s. It tapped into a post-pandemic desire for small pleasures and collectibles among young consumers in China amid economic uncertainty and lockdown fatigue. The flagship character, Labubu, created by artist Kasing Lung, is an “ugly-cute” elf-like figure that defies traditional cuteness but charms collectors with its quirky and mischievous design, making it stand out in a crowded market.
The company went public in Hong Kong in 2020 and quickly expanded, soaring to over $1.9 billion in revenue in the first half of 2025—a 204% increase year-on-year—with profits rising nearly fivefold. Pop Mart now operates more than 200 stores and over 2,500 automated vending “Robo Shops” worldwide, including flagship stores in New York, London, and Tokyo, with overseas sales making up roughly 40% of revenue and growing.
Celebrity endorsements have played a pivotal role in amplifying Labubu’s cultural cachet. K-pop star Lisa of Blackpink is the most prominent ambassador, sparking initial global awareness by featuring Labubu in social media posts and concerts. Other celebrities like Rihanna, Dua Lipa, and David Beckham have been seen showcasing Labubu collectibles, boosting viral appeal.
Key Elements Behind Pop Mart’s Viral Success
1. The Blind Box Strategy: Emotional Engagement Through Surprise
Pop Mart’s blind box model leverages anticipation and the thrill of the unknown, akin to a game of chance, which drives repeated purchases and viral unboxing content on TikTok and Instagram. The unpredictability triggers collectors’ innate desire to complete sets and hunt for rare editions, some of which fetch thousands of dollars on secondary markets. This strategy also elevates perceived scarcity and exclusivity, adding social value to ownership.
2. Distinctive Design and Storytelling
Labubu’s design breaks away from typical “cute” figures by combining eerie with endearing characteristics, creating an emotional and memorable brand identity. This uniqueness encourages consumers to share their finds and stories, building tight-knit fan communities both online and offline.
3. Strategic Celebrity Amplification
Like many successful influencer-led campaigns, Pop Mart’s collaboration with internationally recognized celebrities transformed a local toy brand into a global cultural moment. The organic yet strategic use of celebrity social proof helped Pop Mart enter multiple international markets and mainstream media circuits.
4. Innovative Retail Channels and Fan Engagement
The use of vending machines (“Robo Shops”) to place blind boxes in high-traffic areas offers convenient access and novelty. Meanwhile, an active fan community engages through Pop Mart’s app, live streams, and collector events, creating a feedback loop that helps refine products and sustain excitement.
5. Rapid Response Production Model
Pop Mart’s agile “small batch + quick response” manufacturing approach allows it to capitalize on new trends and feedback quickly, limiting oversupply while maintaining hype—a key factor in modern viral product cycles.
Viral Creator Branding Examples
Jacquemus’ Playful Behind-the-Scenes Content:
By humanizing his luxury fashion brand with fun, relatable posts, Jacquemus creates digital intimacy and virality with Gen Z audiences.
La Roche-Posay’s Influencer Education Campaign:
Using influencers to educate audiences about sun damage successfully combines credibility with viral potential.
These examples, like Pop Mart, demonstrate the power of combining emotional storytelling, strategic partnerships, and digital-first amplification.
Tangible Lessons for Creators to Create Viral Success
- Leverage Surprise and Anticipation: Use mystery or unpredictability to engage curiosity and encourage repeat interaction, whether through “blind boxes,” exclusive drops, or mystery content.
- Build a Unique and Memorable Brand Identity: Design products or content with distinctive aesthetics and storytelling that evoke emotional connections beyond basic functionality.
- Engage Influencers and Ambassadors Strategically: Identify early advocates or celebrities whose audiences align with your brand and enable authentic endorsements and viral social sharing.
- Innovate Distribution and Engagement Channels: Go beyond traditional platforms—consider automation, experiential marketing, apps, or unique community-building tactics to deepen engagement.
- Adapt Quickly to Trends: Use agile production or content strategies to ride waves of cultural relevance without overextending resources.
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The Take Away
Pop Mart’s Labubu phenomenon exemplifies how creators can build viral success by crafting emotionally engaging, culturally resonant products fueled by surprise, distinctive identity, strategic amplification, and innovative engagement. By studying this model and adapting its core principles, creators across niches can better navigate the complex pathways to virality and global expansion.
Sources Cited
https://www.cnbc.com/2025/08/25/china-blind-box-craze-pop-mart-labubu-success.html
https://www.china-briefing.com/news/chinas-collectible-toys-market-pop-marts-labubu-phenomenon/
https://www.ewadirect.com/proceedings/aemps/article/view/19257
https://inbeat.agency/blog/influencer-marketing-examples
About the Author
Nikki Lopez is a seasoned professional with over a decade of experience in the startup world, specializing in leveraging creative content and community building to empower content creators. Known for a strategic approach and a deep understanding of audience needs, Nikki has a proven track record of leading the development of engaging content strategies and guiding the growth of thriving communities. Her leadership focuses on fostering meaningful interactions and impactful journeys for both creators and their audiences.
