[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-133377-en":3,"doc-seo-133377-105":32,"detail-sidebar-cat-0-en-105":94},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":20,"is_deleted":4,"is_public":21,"is_downloadable":21,"audit_status":21,"page_count":22,"language":23,"language_code":24,"site_id":25,"html_lang":24,"table_of_contents":26,"faqs":27,"seo_title":28,"seo_description":29,"update_tm":30,"read_time":31},133377,8796095462418,"Noah","https://ap-avatar.wpscdn.com/avatar/80000253c1241d02b47?x-image-process=image/resize,m_fixed,w_180,h_180&k=1778826106357471780",8,"Research & Report","The role played by social media behind Labubu's sudden popularity ","\u003Cp>Nowadays, “blind box economy” has emerged with the Internet, and Labubu has become a worldwide instant hit, accumulating large numbers of fans in a short period. This study analyzes four roles of social media in Labubu’s sudden popularity: enabling identity recognition and fan-group formation, extending the emotional value carried by Labubu, supporting Pop Mart with distinctive marketing strategies, and using recommendation algorithms to create an information “cocoon” that attracts potential and new customers. The findings help companies promote products reasonably while guiding consumers to avoid financial losses from impulsive consumption, jointly building a healthier consumption ecosystem.\u003C/p>","\u003Cp>The role played by social media behind Labubu's sudden  \u003C/p>\u003Cp>popularity  \u003C/p>\u003Cp>Jiayuan Tang *  \u003C/p>\u003Cp>Camford Royal School, Beijing, 100093,China  \u003C/p>\u003Cp>* Corresponding Author Email: [tangjiayuansophia0910@gmail.com](tangjiayuansophia0910@gmail.com)  \u003C/p>\u003Cp>Abstract. Nowadays, \"Blind box economy\" has gradually emerged with the Internet. Labubu become an instant hit worldwide in a short period of time and has gained a large number of fans. The study focused on analyzing four roles that social media played in the sudden popularity of Labubu. Firstly, social media can facilitate the establishment of identity recognition, form a unique fan groups for Labubu, and turn Labubu into a new type of social currency. Secondly,it expand the emotional value carried by Labubu. Moreover, social media may provide Pop Mart with some unique marketing strategies to increase the attention and purchase of Labubu. Finally, recommendation algorithm creates an information cocoon identifying potential customers for Labubu and attracting new users'attention. This research is helpful for companies to use social media reasonably to promote their products and attract high attention, eventually making the products a huge hit. At the same time, it can also help consumers become aware of the trend of the \"Blind box economy\" and avoid economic losses caused by blindly following the trend in consumption. As a result, businesses and consumers jointly build a healthy consumption ecosystem.  \u003C/p>\u003Cp>Keywords: Labubu; social media; consumer behavior.  \u003C/p>\u003Cp>1. Introduction  \u003C/p>\u003Cp>With the rapid development of the Internet, the commodity value contains not only simple use value,but also often symbolic value representing trends, identities and cultures. A notable case,the\"Blind box economy\" has gradually emerged with the Internet. Labubu, as a series of IPs of Pop Mart, has become an instant hit worldwide in a short period of time and has gained a large number of fans. In previous studies, the factors that led to the sudden popularity of Labubu have been analyzed, including but not limited to: Firstly, its strong social attribute makes it a kind of \"social currency\"among young people. Secondly, the emotional value that the quirky image brings to consumers in daily life. Thirdly, the pleasure and excitement brought by the uncertainty during draw blind boxes. Fourth, the information cocoon formed by the algorithmic mechanism induces customers to consume [1]. At the same time, it also explores how consumers' psychological motivations influence the sudden popularity of Labubu [2] . In addition, relevant studies have analyzed the impact of the blind box economy on consumers [3] . By leveraging its sharing and social attributes, social media has further enhanced the promotion and dissemination of Labubu's symbolic value.  \u003C/p>\u003Cp>Based on the background, this paper aims to deeply analyze the role played by social media behind the sudden popularity of Labubu on following four aspects: how social media promotes the formation of identity among Labubu communities; how videos and posts on social media provide emotional value for customers; how social media in conjunction with Pop Mart's marketing strategy to enhance its influence; and how the unique algorithm mechanism of social media further strengthen the promotion of Labubu. Besides, this study hoped that effective strategies of Pop Mart's can be useful for other companies to market their products. At the same time, it is also hoped to guide consumers to consume rationally and avoid property losses caused by impulsive consumption.  \u003C/p>\u003Cp>2. Background  \u003C/p>\u003Cp>\"Blind box economy”, also known as mystery box economy, has recently emerged as a popular global marketing strategy. It is a consumption model based on random attribute toy boxes, which induces customers to keep expending with strong uncertainty. Currently, it has become a rapidly growing market phenomenon [2] .  \u003C/p>\u003Cp>\"Blind box\" is a sealed box containing random toy characters, and consumers don’t know which character they will gain\u003C/p>","cbCairGClbvUGVQX","https://ap.wps.com/l/cbCairGClbvUGVQX","pdf",105107,6,1,5,"English","en",105,"# Introduction\n## Blind box economy and Labubu\n## Research aims\n# Background\n## Definition of blind box economy\n## Social attributes and culture of blind boxes\n## Overview of Labubu and Pop Mart\n# The role played by social media behind Labubu's sudden popularity\n## Self-identity","[{\"question\":\"What research question does this article focus on?\",\"answer\":\"This article analyzes the role of social media behind Labubu's sudden popularity across four aspects: the formation of identity communities, the emotional value generated by social media content, the synergy with Pop Mart's marketing strategies to amplify impact, and the further reinforcement of promotion driven by algorithmic mechanisms.\"},{\"question\":\"How does social media foster Labubu's fan community and identity?\",\"answer\":\"By encouraging users to share and interact on platforms, social media helps establish a recognizable identity for Labubu within the community while attracting diverse user groups to participate, thereby driving its rapid spread and sustained popularity.\"},{\"question\":\"What role do recommendation algorithms play in Labubu's popularity?\",\"answer\":\"Recommendation algorithms can construct an information 'cocoon' for potential customers, heightening user attention toward Labubu and attracting new users to follow and engage in consumption.\"}]","The role played by social media behind Labubu's sudden popularity  | PDF","Nowadays, “blind box economy” has emerged with the Internet, and Labubu has become a worldwide instant hit, accumulating large numbers of fans in a short period. This study analyzes four roles of social media in Labubu’s sudden popularity: enabling identity recognition and fan-group formation, extending the emotional value carried by Labubu, supporting Pop Mart with distinctive marketing strategies, and using recommendation algorithms to create an information “cocoon” that attracts potential and new customers. The findings help companies promote products reasonably while guiding consumers to avoid financial losses from impulsive consumption, jointly building a healthier consumption ecosystem.",1787297236,13,{"code":4,"msg":33,"data":34},"ok",{"site_id":25,"language":24,"slug":35,"title":28,"keywords":36,"description":29,"schema_data":37,"social_meta":89,"head_meta":91,"extra_data":93,"updated_unix":30},"study-on-the-role-played-by-social-media-behind-labubus-sudden-popularity","",{"@graph":38,"@context":88},[39,56,71],{"@type":40,"itemListElement":41},"BreadcrumbList",[42,46,50,53],{"item":43,"name":44,"@type":45,"position":21},"https://docshare.wps.com","Home","ListItem",{"item":47,"name":48,"@type":45,"position":49},"https://docshare.wps.com/document/","Document",2,{"item":51,"name":12,"@type":45,"position":52},"https://docshare.wps.com/document/research-report/",3,{"item":54,"name":28,"@type":45,"position":55},"https://docshare.wps.com/document/study-on-the-role-played-by-social-media-behind-labubus-sudden-popularity/133377/",4,{"url":54,"name":28,"@type":57,"author":58,"headline":28,"publisher":60,"fileFormat":63,"inLanguage":24,"description":29,"dateModified":64,"datePublished":65,"encodingFormat":63,"isAccessibleForFree":66,"interactionStatistic":67},"DigitalDocument",{"name":9,"@type":59},"Person",{"url":43,"name":61,"@type":62},"DocShare","Organization","application/pdf","2026-08-23","2026-08-20",true,{"@type":68,"interactionType":69,"userInteractionCount":20},"InteractionCounter",{"@type":70},"ViewAction",{"@type":72,"mainEntity":73},"FAQPage",[74,80,84],{"name":75,"@type":76,"acceptedAnswer":77},"What research question does this article focus on?","Question",{"text":78,"@type":79},"This article analyzes the role of social media behind Labubu's sudden popularity across four aspects: the formation of identity communities, the emotional value generated by social media content, the synergy with Pop Mart's marketing strategies to amplify impact, and the further reinforcement of promotion driven by algorithmic mechanisms.","Answer",{"name":81,"@type":76,"acceptedAnswer":82},"How does social media foster Labubu's fan community and identity?",{"text":83,"@type":79},"By encouraging users to share and interact on platforms, social media helps establish a recognizable identity for Labubu within the community while attracting diverse user groups to participate, thereby driving its rapid spread and sustained popularity.",{"name":85,"@type":76,"acceptedAnswer":86},"What role do recommendation algorithms play in Labubu's popularity?",{"text":87,"@type":79},"Recommendation algorithms can construct an information 'cocoon' for potential customers, heightening user attention toward Labubu and attracting new users to follow and engage in consumption.","https://schema.org",{"og:url":54,"og:type":90,"og:title":28,"og:site_name":61,"og:description":29},"article",{"robots":92,"canonical":54},"index,follow",{"doc_id":7,"site_id":25},{"code":4,"msg":5,"data":95},[96,100,104,108,112,116,121,124,129,132,136],{"id":21,"doc_module":4,"doc_module_name":48,"category_name":97,"show_sort_weight":98,"slug":99},"Story & Novel",90,"story-novel",{"id":49,"doc_module":4,"doc_module_name":48,"category_name":101,"show_sort_weight":102,"slug":103},"Literature",80,"literature",{"id":55,"doc_module":4,"doc_module_name":48,"category_name":105,"show_sort_weight":106,"slug":107},"Exam",70,"exam",{"id":22,"doc_module":4,"doc_module_name":48,"category_name":109,"show_sort_weight":110,"slug":111},"Comic",60,"comic",{"id":20,"doc_module":4,"doc_module_name":48,"category_name":113,"show_sort_weight":114,"slug":115},"Technology",50,"technology",{"id":117,"doc_module":4,"doc_module_name":48,"category_name":118,"show_sort_weight":119,"slug":120},7,"Healthcare",40,"healthcare",{"id":11,"doc_module":4,"doc_module_name":48,"category_name":12,"show_sort_weight":122,"slug":123},30,"research-report",{"id":125,"doc_module":4,"doc_module_name":48,"category_name":126,"show_sort_weight":127,"slug":128},9,"Religion & Spirituality",20,"religion-spirituality",{"id":127,"doc_module":4,"doc_module_name":48,"category_name":130,"show_sort_weight":127,"slug":131},"World Cup","world-cup",{"id":133,"doc_module":4,"doc_module_name":48,"category_name":134,"show_sort_weight":133,"slug":135},10,"Lifestyle","lifestyle",{"id":137,"doc_module":4,"doc_module_name":48,"category_name":138,"show_sort_weight":22,"slug":139},19,"General","general"]