By now, most people have heard of the infamous Labubu and have likely seen one clipped to just about every bag possible. But why? Sure, they’re cute, but why did they blow up so quickly, and why might people feel a sudden urge to buy one?

Labubus are more than just collectibles; they have become a fashion statement. They are a must-have accessory clipped to backpacks, designer handbags, and phone charms. Seeing them everywhere creates a sense of desirability. If everyone has one, it must be popular for a reason.

This playful accessory fits seamlessly into lifestyle and fashion trends, adding the finishing touch to any outfit.

Someone doesn’t just own a Labubu; they’re also showing it off, whether that’s on a bag, a social media post, or an unboxing video. They want to connect to the community that appreciates the aesthetic as well as the collectible itself. This cultural trend is a key reason why Labubu Marketing works so well. 

While their fashion statement makes them desirable, it’s the element of surprise that keeps customers coming back for more. Labubu Marketing, or Blind Box Marketing, is all about creating excitement and suspense. Because customers never know what figure they’re going to get, each purchase is thrilling.

It makes a customer say “just one more” until they open the exact one they want. When everything is left up to chance, it creates that irresistible feeling of “I need it.”

So What Exactly Are Blind Boxes?

Blind boxes are exactly what they sound like: sealed boxes containing a figure inside, with the surprise being that customers never know which one they’ll get. 

The blind box concept originated from Japan's gachapon culture in the late 1980s and early 1990s. Gachapon machines are vending machines that dispense random small toys in capsules.

This is what introduced the thrill of surprise, which laid the foundation for modern blind box culture. Today, companies like Pop Mart have taken this concept global, making blind boxes a worldwide phenomenon. 

While Labubus at Pop Mart are one of the most recognizable examples, there are a ton of other companies that create blind boxes, including Sonny Angel, Smiskis, Miffy, and even Disney. These brands have all adopted this model of turning figures into highly desirable surprises. 

Although the products themselves are appealing enough to spark interest, there’s more happening behind the scenes than most people realize.

They’re not just toys or collectibles, but tiny experiences wrapped up in a box. Every time a customer opens a blind box, it’s not just about the product; it’s about the feeling the customer gets when they open it. 

The blind box industry hit $1.3 billion in 2021, and it’s predicted to make more than $15 billion by 2026. But why? Below are 3 reasons why blind boxes spark obsession and why Labubu Marketing really works. 

“Watch me unbox!” - Community and Social Media

What’s more exciting than watching reaction videos to see whether a favorite influencer opens the figure they’re hoping for? Viewers often find themselves guessing along and secretly rooting for a specific figure before the box is even opened.

This shared anticipation is exactly why unboxing content has exploded. The term “unboxing” ranks as one of the most searched terms on TikTok and has over 16.6 million posts under #unboxing. Interest in this type of content has increased by 192% in the last 5 years. 

It’s the suspense, the excitement, and the build-up that both creators and their viewers experience together when a blind box is opened. This shared anticipation is a key part of Labubu Marketing, whether the product is a Labubu or a different brand.

Through these videos, people feel connected and a sense of community on social media and feel inspired to share their own unboxing experiences. 

From a social media and marketing standpoint, these videos are a great built-in social media promotion because everyone just needs to have one to make their own unboxing videos. It also provides community-driven hype as well, and helps companies lower their need for traditional advertising.

Companies like Pop Mart thrive on repeat purchases since customers will likely buy more than one to increase their chances of getting the one they want. It’s a great brand strategy, all thanks to social media and the community surrounding blind boxes. 

“Look which one I got!” - The Element of Surprise

A customer purchases their first Labubu blind box. They flip to the back of the box and think, “Wow, that pink one is so cute, I hope I get that one.” They open the box, tear open the bag, close their eyes, and pull the Labubu out.

When they finally open their eyes, in their hands is the pink Labubu, the one they wanted. Thrilling, right?! That’s the magic of Labubu Marketing!

But what’s really happening in the brain? It’s all about psychology and the element of surprise. The unpredictability makes the reward feel worth it, especially when it’s exactly what the customer was hoping for. It’s like winning the lottery or hitting the jackpot in a slot machine. In fact, blind boxes hit the same triggers as gambling. 

When someone gambles, they receive a variable reward, which is a type of reward that is unpredictable and triggers a dopamine release that keeps customers coming back. This is exactly what happens when customers open blind boxes.

The brain loves uncertainty, and every time a customer opens one of these boxes, the behavior is reinforced. That’s why blind boxes are so irresistible. 

“I need them all!” - Collectible Aspect

The chances of a customer opening the item they wanted most are relatively low, so many end up buying multiple boxes until they finally get the one they were hoping for. That’s the strategy at the core of Labubu Marketing.

These figures are released in themed, often limited series, and typically include a rare or secret one. This added exclusivity makes them especially enticing, encouraging customers to keep buying in hopes of completing the set before it sells out.

Completing a full series is incredibly satisfying, so of course customers will keep buying. It provides a sense of accomplishment and control.

Also, who wouldn’t want to brag about getting the super-rare Labubu? Show it off! Whether it’s clipping it proudly on a bag, in a social media post, or simply bringing it up in a conversation, the scarcity and collectibility keep customers coming back for more.

Obsessed yet?

Whether someone has already opened countless boxes or is still debating buying their first one, it’s wild how intriguing something can be when no one knows what they’re going to get. That’s the power of Labubu Marketing and the blind box.

Combining community on social media, a surprise element, and a collectible aspect, it’s the perfect formula for great marketing. Here’s to hoping every box that is opened is the one the customer wants! Happy opening and good luck!

🪽 Written by Sydney Walters