Study on Labubu's Path to Success in Export Markets: An Analysis Perspective based on IP Value

Aug 21, 2026

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This paper analyzes the formation mechanism behind Labubu’s rapid global popularity as a case study and examines implications for the overseas expansion of Chinese cultural IPs. The analysis is structured into three dimensions: supply, demand, and dissemination. It explains how the “ugly-cute” visual identity and product details build a distinctive offer; how blind box randomness, scarcity, and “unfinished” states intensify emotional engagement and repeat purchasing; and how celebrity endorsements, user-generated content, and short-video algorithms drive cross-demographic diffusion. It also identifies capital amplification effects and sustainability challenges, arguing for a shift from short-term traffic logic to long-term value building through narratives, localization, and brand governance.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages9

Reading Time23 min

AccessFree to download

Introduction

Research Background

Research Significance

Research Objectives

Article Structure

Literature Review

ISSN: 2692-7608 DOI: 10.6981/FEM.202603_ 7(3).0018

Study on Labubu's Path to Success in Export Markets: An Analysis

Perspective based on IP Value

Lu Yanga

DIPLOMA University of Applied Sciences, Campus Bad Sooden-Allendorf, 37242 Bad Sooden

Allendorf, Germany

[a](aluyang1017@aol.com)[luyang1017@aol.com](aluyang1017@aol.com)

Abstract

This paper analyzes the formation mechanism behind Labubu's rapid global popularity using it as a case study, and explores its implications for the overseas expansion of Chinese cultural IPs. The research unfolds across three dimensions: supply, demand, and dissemination. On the supply side, Labubu established a distinctive visual identity through its “ugly-cute” aesthetic and innovative product details. On the demand side, the randomness, scarcity, and “unfinished” state inherent in the blind box mechanism amplified emotional engagement and repeat purchase motivation. On the dissemination front, celebrity endorsements, user-generated content, and short-video platform algorithms collectively propelled cross-demographic diffusion, catapulting the IP to global prominence within a short timeframe. Analysis further reveals that Labubu's viral success was accompanied by pronounced capital amplification effects and market volatility. Its business model, heavily reliant on high-visibility dissemination, faces sustainability challenges amid intensifying regulatory scrutiny and market competition. Based on these findings, this paper argues that the internationalization of Chinese cultural IPs requires a shift from short-term traffic logic to long-term value building. By deepening cultural narratives, enhancing localization capabilities, and strengthening brand governance, it can support the construction of stable, scalable global competitiveness.

Keywords

Labubu; IP Value; Blind Box Mechanism; Emotional Consumption; Social Media Dissemination; Cultural Globalization.

1. Introduction

1.1. Research Background

In recent years, the aesthetic preferences, consumption motivations, and cultural interests of young consumer groups have undergone structural shifts, with “emotional value” gradually becoming the core competitive advantage of cultural commodities. The blind box economy leverages mechanisms such as “random rewards,” “scarcity incentives,” and “social display” to create highly engaging consumption scenarios, driving the rapid growth of the collectible toy industry in China and globally. Against this backdrop, Pop Mart's trendy toy IP “Labubu” has sparked buying frenzies since 2024 in Hong Kong, Macau, Thailand, Japan, South Korea, and European/American markets. This success stems from its distinctive “ugly-cute” visual style, blind box sales model, and celebrity/KOL endorsement effects. Phenomena like queueing for purchases, all-night waits, and soaring secondary market prices have made Labubu a classic case study of a Chinese trendy toy IP breaking into international markets.

Notably, Labubu's explosive popularity is no accident. It stems from multidimensional factors including shifting aesthetic trends, consumer psychology, social media virality, channel

ISSN: 2692-7608 DOI: 10.6981/FEM.202603_ 7(3).0018

strategy upgrades, and capital market operations. Therefore, analyzing Labubu's success mechanism offers insights into the growth logic of the collectible toy industry and demonstrateshow cultural consumer goods transcend traditional market boundaries to achieve crosscultural dissemination.

1.2. Research Significance

Theoretically, existing studies predominantly focus on product design, blind box mechanisms, and fan culture within the collectible toy industry. However, systematic research examining how a single IP achieves global, phenomenon-level diffusion remains scarce. Labubu exhibits typical characteristics in aesthetic symbols, marketing mechanisms, and dissemination models. Its commercialization path provides rich case supplements for IP value chain theory and

FAQs

How does this article explain the reasons for Labubu's rapid expansion into the international market?

It analyzes the reasons through three pathways—supply, demand, and communication: on the supply side, it creates differentiation by relying on 'ugly-cute' visuals and product details; on the demand side, it strengthens emotional engagement and repeat purchase motivation through the randomness, scarcity, and 'unfinished' state of blind boxes; on the communication side, it relies on celebrity endorsements, UGC, and short-video platform algorithms to drive cross-demographic diffusion.

What role does the blind box mechanism play in driving Labubu consumption?

The random rewards, scarcity incentives, and 'unfinished' state of blind boxes amplify consumers' emotional investment and increase their motivation for repeat purchases, thereby reinforcing purchasing engagement and repeat purchase behavior.

What strategic adjustments does the paper argue are needed for Chinese cultural IPs going global?

A shift from short-term traffic logic to long-term value building is required. Only by deepening cultural narratives, enhancing localization capabilities, and strengthening brand governance can stable and scalable global competitiveness be supported.

Aug 21, 2026

Upload by Ezra