How Labubu Hangs Around Both Popularity & Exclusivity

How Labubu Balances Popularity & Exclusivity

Labubu, the beloved blind box collectible toy from Pop Mart, has taken the world by storm. But how has Labubu managed to maintain both widespread popularity and a sense of exclusivity?
 

Since its debut, Labubu has steadily gained traction, but in recent times, its popularity has skyrocketed. One significant factor in this surge is the influence of Lisa from BLACKPINK, who has introduced her massive global fanbase to Labubu.

Lisa’s involvement brought Labubu into the spotlight, and the collectible's limited availability has fueled fans’ Fear of Missing Out (FOMO).
 

Images. The Monster Labubu Fall in Wild Series-Vinyl Plush Doll Pendant 

Labubu: Popularity Explained by Two Key Strategies
Labubu’s rise can be explained by two marketing strategies: the Bandwagon Effect and the Snob Effect. These seemingly opposite strategies have worked together to create both mass appeal and exclusivity around Labubu.
 

• The Bandwagon Effect & Labubu
  The Bandwagon Effect relies on the idea that people want to follow popular trends. This strategy has played a crucial role in Labubu’s success.
  Here’s how it works:
• Influencer Power: When Lisa from BLACKPINK promoted Labubu, her massive influence brought global attention to the collectible. Her collaboration with Labubu and fashion brand Miu Miu sparked interest, drawing her fans to jump on the trend.

Images: Lisa with Labubu

• Widespread Appeal: Once Lisa spotlighted Labubu, FOMO took over, and more people began to buy into the trend. Pop Mart’s blind box model, offering surprise collectibles, further added to Labubu’s appeal.
• The Snob Effect & Labubu
  The Snob Effect thrives on exclusivity and rarity, similar to luxury brands. Labubu's limited-edition releases and higher price points have created a sense of prestige. This exclusivity drives fans to buy Labubu toys quickly before they sell out, increasing demand.
   

What Can We Learn from Labubu’s Success?
Labubu’s blend of the Bandwagon Effect and the Snob Effect shows how brands can generate both mass appeal and exclusivity. Here's what we can learn:

• Balance Popularity with Scarcity

Labubu uses both mass appeal and exclusivity to attract different kinds of buyers.

• Leverage Influencers

The partnership with Lisa from BLACKPINK shows the power of using influencers who align with your brand.

• Create FOMO

Limited releases create urgency, motivating fans to buy quickly.

• Encourage Repeat Purchases

The blind box model keeps fans coming back, adding an element of surprise and excitement.

Conclusion

Labubu’s marketing strategy proves that combining the Bandwagon Effect with the Snob Effect can generate both mass appeal and exclusivity. By leveraging influencers, creating FOMO, and offering limited-edition releases, Labubu has mastered the art of balancing popularity with scarcity.

Also Read

Snob Effect: https://www.unithree.co.id/insights/article/the-snob-effect-why-luxury-brands-are-so-attractive

Bandwagon Effect:

https://www.unithree.co.id/insights/article/bandwagon-effect-the-viral-marketing-strategy

Source

instagram.com/popmartid

instagram.com/kasinglung