From Niche Designer Toy to Mainstream Cultural Practice - A Qualitative Study of Meaning-Based Diffusion of Labubu in South Korea

Aug 20, 2026

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This study examines how Labubu, a designer-toy intellectual property (IP) originally positioned in a niche market, gained mainstream visibility and engagement in South Korea. Diffusion is framed as meaning-based and experiential cultural diffusion shaped by consumer interpretation, affective attachment, and community practices rather than only market trends. Drawing on cultural diffusion theory, brand community and fandom research, and the experience-economy perspective, the study analyzes interviews and online community participation (N=14) plus secondary materials. Findings identify four linked themes sustaining diffusion.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages16

Reading Time40 min

AccessFree to download

Introduction

Research focus and theoretical puzzle

Korean context and diffusion tensions

Method and analysis

Data sources and qualitative design

Reflexive thematic analysis and coding

Findings

Scarcity and lottery excitement

Social-media-mediated diffusion

Local aesthetic and emotional resonance

Hybrid community spaces and value co-creation

From Niche Designer Toy to Mainstream Cultural Practice: A Qualitative Study of Meaning-Based Diffusion of Labubu in South Korea Song GuoGui1, Zhou Yubo2* 1 Ph.D Candidate, MBA Business Psychology, aSSIST University, Korea, [wc3721wc@stud.assist.ac.kr](wc3721wc@stud.assist.ac.kr) 2 Adjunct Professor, MBA Business Psychology, aSSIST University, Korea, [zhouyubo@assist.ac.kr](zhouyubo@assist.ac.kr)[ ](zhouyubo@assist.ac.kr)Corresponding author: Zhou Yubo Abstract: This study examines how Labubu, a designer-toy intellectual property (IP) originally positioned in a niche market, has gained mainstream visibility and engagement in South Korea. Rather than treating diffusion as a purely market-driven or trend-based process, the study conceptualizes it asa meaning-based and experiential form of cultural diffusion, shaped by consumer interpretation, affective attachment, and community practices. Drawing on cultural diffusion theory, brand community and fandom research, and the experience-economy perspective, the study explores how scarcity-oriented retail strategies, social-media dynamics, and local cultural sensibilities jointly structure Labubu’s reception. Using a qualitative research design, the study combines semi-structured interviews with Korean consumers, a POP MART store staff member, and active online community participants (N = 14), alongside secondary materials such as news reports and corporate communications. Data were analyzed using reflexive thematic analysis, with iterative coding and researcher reflexivity guiding theme development. The findings identify four interrelated themes: (1) scarcity and lottery-based excitement, (2) social-media-mediated diffusion, (3) local aesthetic and emotional resonance, and (4) hybrid community spaces linking fandom and secondary-market practices. The analysis suggests that Labubu’s diffusion is sustained not only by scarcity and impulse mechanisms but also by localized meaning-making, affective engagement, and community participation. While based on a small qualitative sample, the study offers context-sensitive insights into how IP-based cultural products are integrated into everyday cultural practices through experienceoriented retailing and community-based value co-creation. Keywords: Labubu, Blind Box, Designer Toys, Meaning-Based Diffusion, Brand Community, Fandom, Experience Economy, South Korea 1. Introduction Labubu, a quirky “ugly-cute” monster character created by Hong Kong-born illustrator Kasing Lung and commercialized by Chinese toy company Pop Mart, has rapidly evolved from a niche designer-toy IP into a global pop-culture icon[1][2][3] . Since 2019, the character’s plush dolls and blind-box figurines have fuelled long queues, social media frenzies, and extraordinary resale prices across multiple markets, turning Labubu into one of the most visible examples of Asia’s contemporary Received: December 08, 2025; 1st Review Result: January 05, 2026; 2nd Review Result: February 06, 2026 Accepted: March 10, 2026 character-IP boom[1][2] . At the same time, Pop Mart has emerged as a leading global player in the collectible-toy industry by building an IP-driven, blind-box-based business model that blends retail, entertainment, and fandom[2][3] . South Korea represents one of the most striking overseas stages of this phenomenon. In 2025, Korean media widely reported that Labubu keyrings priced around US$15 at Pop Mart stores in Seoul were resold on secondary markets at prices exceeding US$120, while customers competed in online lotteries and stood in long queues outside flagship shops[4] . Even when Labubu products were temporarily unavailable, crowds continued to visit Pop Mart stores, indicating that the IP had become a traffic-generating anchor for the broader designer-toy category[5] . These events suggest that Labubu in Korea has moved beyond a niche collector interest toward mainstream cultural engagement, visible in everyday consumption, fashion styling,

FAQs

How does the study explain Labubu’s diffusion beyond market-driven trends?

It conceptualizes diffusion as meaning-based and experiential cultural diffusion shaped by consumer interpretation, affective attachment, and community practices rather than only market or trend dynamics.

What research method is used to investigate Labubu in South Korea?

The study uses a qualitative design combining semi-structured interviews with Korean consumers, a POP MART store staff member, and active online community participants (N=14), supported by secondary materials.

What four themes are identified in the findings?

The findings identify: scarcity and lottery-based excitement, social-media-mediated diffusion, local aesthetic and emotional resonance, and hybrid community spaces linking fandom with secondary-market practices.

Aug 20, 2026

Upload by Liam