How Labubu Became a Shorthand for Aesthetic Identity and In-Group Belonging
Aug 8, 2025
Read Time : 5 min
Suddenly, they were everywhere. With their mischievous grins, fuzzy coats, and sharp teeth, Labubu dolls seemingly popped out of nowhere to dominate social feeds, street fashion, and the resale market. Far from being just another toy, Labubu has become an “ugly-cute” icon, offering a fascinating case study in modern viral marketing strategy and the power of cultural resonance. But how did this quirky collectible become a shorthand for aesthetic identity and belonging?
Meet Labubu: The Mischievous Star of the ‘Ugly-Cute’ Movement
At its heart, Labubu is a monster-like designer toy from the POP MART universe, conceptualized by Hong Kong artist Kasing Lung. Imagine a creature with endearing rabbit-like ears, a fuzzy coat you want to touch, and surprisingly sharp teeth, all wrapped up in an expression that’s a delightful blend of menacing and utterly adorable. Labubu sits squarely within the “ugly-cute” movement, a trend that embraces imperfections and unconventional aesthetics, making the character instantly distinctive and memorable.
TikTok’s Unboxing Magic of Labubu’s Viral Rise
Like many recent cultural phenomena, Labubu’s explosion in popularity was largely fueled by TikTok strategy and the power of creator-led content. This was organic, authentic, and utterly captivating. Think endless “unboxing” videos filled with raw, emotional reactions to scoring a rare design, creative streetwear pairings showcasing Labubu as a fashion accessory, and relatable skits that brought the character’s mischievous personality to life. This highly effective TikTok marketing didn’t just popularize Labubu, it also shifted its narrative from a niche collectible toy to a genuine lifestyle essential, deeply integrating it into online culture.
From Collectible to Cultural Currency
Beyond its charming appearance and TikTok omnipresence, Labubu’s ascent to cultural symbol status is inextricably linked to the potent combination of scarcity and a booming resale market. While an official Labubu doll might start around $21.99, limited drops and the thrill of collecting rarer designs mean full boxes can resell for upwards of $300. The high price tag reflects its newfound status as a cultural currency, a shorthand for aesthetic identity and a badge of “in-group belonging” for those in the know.
Key Learnings for Brands
- Scarcity + Story = Engagement: Consumers crave a chase, especially when it’s imbued with meaning. Limited availability, coupled with an engaging narrative, ignites desire and fosters deep engagement.
- Press Follows Culture, Not the Other Way Around: Don’t chase media hits first. Instead, focus on building genuine community resonance. When your brand deeply connects with culture, the press will naturally follow.
- Emotional Utility > Practical Use: Sometimes, the most valuable aspect of a product isn’t its function, but the emotional connection, the sense of identity, or the feeling of belonging it provides. Focus on selling a feeling.
Labubu’s meteoric rise is a masterclass in modern viral marketing strategy. It teaches us that scarcity + story fuels true engagement, and that press follows culture, not the other way around. At Okular, we believe brands must prioritize emotional utility over mere function. By doing so, they can move beyond conventional TikTok marketing to forge authentic connections and achieve genuinely viral, meaningful success.
How Labubu Became a Shorthand for Aesthetic Identity and In-Group Belonging
Tiba-tiba, Labubu ini ada dimana-mana. Designer toy ‘ugly-cute’ dari POP MART universe ini meledak popularitasnya, melampaui status collectible-nya yang udah jadi ikon budaya sejati. Tapi, gimana ya Labubu mencapai pengakuan luas dan koneksi emosional yang jadi simbol identitas estetika serta rasa memiliki dalam kelompok (in-group belonging)? Yuk, kita bongkar keajaiban di balik pamornya!
Meet Labubu: The Mischievous Star of the ‘Ugly-Cute’ Movement
Lahir dari imajinasi seniman Hong Kong Kasing Lung, Labubu adalah “ugly-cute”, perpaduan antara kenakalan yang menggemaskan dan sedikit ancaman. Telinganya yang mirip kelinci, tekstur berbulu halus, cheeky, dan bergigi tajam, menciptakan daya tarik unik yang membuatnya menonjol. Ini bukan cuma ketertarikan tradisional, tapi gimana Labubu merangkul kekhasan yang membuat Labubu langsung memikat dan siap untuk menyebar secara viral.
TikTok’s Unboxing Magic of Labubu’s Viral Rise
Kenaikan pesat Labubu jadi contoh nyata TikTok marketing modern yang sukses. Pendorong utamanya dari konten otentik yang digerakkan oleh para creator. Ada banyak video unboxing yang dipenuhi dengan kegembiraan murni (atau frustrasi karena gak mendapatkan seri yang langka!), styling kreatif di mana Labubu jadi aksesori streetwear atau bag-charm, dan relatable skit yang menghidupkan karakter mirip monster ini. Konten buatan pengguna (user-generated content) yang organik ini memungkinkan Labubu melampaui asal-usulnya sebagai mainan dan membuat Labubu berubah jadi kebutuhan lifestyle dan simbol estetika yang dibagikan.
From Collectible to Cultural Currency
Selain pesona digitalnya, daya tarik Labubu sangat dibentuk oleh kekuatan kelangkaan (scarcity) dan pasar resale yang sangat aktif. Koleksi terbatas Labubu menciptakan animo yang tinggi dari audiens, terlihat dari harga awal (sekitar $21.99) yang melambung tinggi di pasar sekunder untuk desain yang lebih langka (terkadang hingga $300 untuk satu kotak penuh). Nilainya bukan fungsional tapi lebih ke simbolis, menandakan selera collector, kesadaran budaya, dan in-group belonging buat para penggemarnya.
Key Learnings for Brands
- Scarcity + Story = Engagement: Orang tertarik atau FOMO untuk mengejar sesuatu. Dengan membuat narasi yang menarik soal “Limited Edition, ini akan memicu keinginan audiens untuk memiliki produk bahkan engagement dengan brand.
- Press Follows Culture, Not the Other Way Around: Virality dimulai dengan resonansi komunitas. Fokus aja sama pembuatan konten yang benar-benar terhubung dengan audiens dan memicu percakapan organik, nanti perhatian media pasti akan mengikuti.
- Emotional Utility > Practical Use: Kadang hal yang paling valuable itu bukan dari fungsi, tapi hubungan emotional, identitas, dan rasa memiliki yang ditawarkan sama brand. Jadi, fokus buat jual “feeling-nya”.
Kenaikan pesat Labubu adalah masterclass dalam modern viral marketing strategy. Ini mengajarkan kita kalau kelangkaan (scarcity) plus cerita (story) memicu true engagement, dan media (press) mengikuti budaya, bukan sebaliknya. Di Okular, kami percaya brand harus memprioritaskan emotional utility daripada sekadar fungsi. Dengan melakukan ini, brand bisa melampaui conventional TikTok marketing untuk menjalin koneksi otentik dan mencapai kesuksesan viral yang bermakna.