The Signal

Labubu, the strange little character from Hong Kong’s Pop Mart universe, has blown up into a cult collectible. By now, you have probably seen it, even if you don't have kids. Limited releases trigger long lines, resale frenzies, and online buzz, turning this oddball figure into a global phenomenon.

Let's review what's going on here, and what you can learn from the frenzy.

The Relevance

In a saturated world of mainstream franchises, Labubu shows there’s room for the offbeat. Brand builders and entrepreneurs can’t ignore that even tiny, unconventional ideas can capture cultural momentum.

The Insight

What Labubu proves is that emotional connection beats scale. Fans aren’t buying a plastic figurine—they’re buying into a personality, a universe, and the thrill of belonging to a tribe that “gets it.”

The Shift

The brand game is moving from giant, mass-market franchises to micro-worlds with deep loyalty. Niche, character-driven brands are no longer side projects; they’re growth engines in their own right.

The Opportunity

Entrepreneurs can carve out new markets by creating distinct, personality-rich worlds. Forget being the next Disney—be the next Labubu. Own a corner of culture so weird and sticky it can’t be ignored.

The Plays

• Develop IP that feels human, not corporate.
• Focus on depth of community over breadth of reach.
• Use scarcity and ritual (drops, collabs, exclusives) to fuel belonging.