"This doll is creepy!"I’m sure that’s the first thought you had when you saw the picture of the Labubu doll. It’s unsettling, almost creepy, and definitely not what you’d expect to be fetching insane prices. But here’s the twist—this creepy doll is being sold for $150,000 on the black market! And I’m not just talking about one rare, special edition. I’m talking about a regular doll from Popmart.
How did a bizarre little toy from China manage to become the hottest item of 2024? What magic turned this "ugly" doll into an overnight sensation? Well, this is the story of the Labubu doll and the power of hype marketing. But trust me—this isn't just about a doll. It's about understanding the psychology of hype that’s shaping the way we buy, sell, and chase trends today.
The Rise of the Labubu Doll: A Lesson in Hype Marketing
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| Photo - Internet - Lisa, a global K-pop sensation |
It all started with a spark—and no, not the usual million-dollar ad campaign you might think of. It was a simple Instagram post. In April 2024, Lisa, a global K-pop sensation, posted a photo of herself hugging a Labubu doll. That’s it. No fancy ad, no commercial, no billboard. Just one organic moment on social media. But it was enough to turn the Labubu doll into a must-have item.
The response was immediate and overwhelming. Fans started going crazy. Why? Because curiosity was sparked. Who was this doll? Why was Lisa holding it? Why did everyone want one?
Popmart, the Chinese retailer, dropped a fresh batch of Labubu dolls, and within 15 minutes, they were sold out. This wasn’t just any toy—it was a cultural phenomenon in the making.
The Flywheel of Hype Marketing: How It Works
If you’ve been following any of the recent trends in consumer products, you’ll notice that they all follow a similar pattern. It’s a tried-and-tested playbook that’s been used for years. Think Prime Energy, Stanley Cups, or even Liquid Death (yes, a brand that literally sells water in a can!).
These aren’t groundbreaking products, yet they’re making billions of dollars. So, what’s going on here?
It’s all about the hype marketing flywheel—a five-step process that takes an ordinary product and turns it into something extraordinary.
Let me break it down for you:
Step 1: The Spark
Every great hype starts with a small, organic spark. For Labubu, that spark was Lisa’s Instagram post. No marketing dollars were spent—just a simple moment shared with her millions of fans.
Similarly, Stanley Cups became viral after a TikTok video showed a burnt car, where the only thing left intact was a Stanley Cup. That one video became a symbol of durability, and suddenly, everyone wanted one.
And don’t forget Prime Energy—the drink wasn’t just about electrolytes; it was about the social clout it gave you by being associated with YouTube stars Logan Paul and KSI.
The key here? The spark doesn't need to be a big-budget campaign. It’s an organic moment that makes people ask questions: What is that? Why is everyone talking about it?
Step 2: Social Amplification
Once the spark is lit, it needs to spread. But this isn’t done with ads. The best way to amplify a product is through user-generated content. Fans and customers do the work for you.
For Labubu, the dolls come in blind boxes—meaning you don’t know which doll you’ll get until you open it. This small element of mystery turned every purchase into a shareable experience. Suddenly, TikTok exploded with unboxing videos and excited collectors showing off their finds. The excitement snowballed, and it wasn’t just about owning a doll—it was about the experience of revealing what you got.
This same amplification happened with Prime. Kids didn’t just drink it; they posted about it on social media, showing off their bottles and creating a cultural badge. Likewise, Stanley Cups weren’t just for drinking—they were a flex, a way to show you were in the know.
So, the lesson here is: If your product isn’t content-worthy, it’ll never spark that organic buzz. You need to make it something people want to share.
Step 3: Scarcity and FOMO
Here’s where things get even more interesting. Hype works best when there’s scarcity—when people feel like they might miss out on something special.
Popmart knows exactly how to build this into their strategy. They don’t produce endless Labubu dolls. Instead, they release them in limited batches. And because of the mystery of blind boxes, fans don’t know which doll they’ll get, further fueling the desire to own one.
This scarcity builds FOMO (Fear of Missing Out), and suddenly, everyone is lining up at stores, eager to get their hands on whatever’s left. This works the same way with Prime—when it first launched, you couldn’t just go into any store and grab a bottle. You had to wait for a drop, creating a sense of urgency.
Step 4: The Secondary Craze—Resale
Once there’s scarcity, the next phase of the hype cycle begins: resale.
For Labubu, a doll that originally costs about $30 can now sell for hundreds of dollars on resale sites. One rare doll even fetched an unbelievable $150,000 at auction! It’s crazy, right? But it’s exactly what happens when you combine scarcity with hype.
The same story played out with Prime and Stanley Cups. Prime bottles originally cost $2, but on platforms like eBay, they were reselling for up to $10,000. Stanley Cups went from $45 to over $1,000. And these resales kept the hype alive. The resale market keeps people talking, which feeds back into the product’s growing demand.
Step 5: Cultural Lock-In
This is where the hype turns into something long-lasting. To truly succeed, you need to make your product part of culture—something people want to be a part of, even when the initial buzz fades.
Popmart didn’t stop with just dolls. They expanded the Labubu brand to include special edition collaborations with major franchises like Harry Potter, DC, and Minions. They even launched accessories like keychains and bags. Suddenly, Labubu wasn’t just a doll—it was a lifestyle.
Prime did the same, partnering with sports giants like UFC, WWE, and major soccer teams. Their logo showed up in the ring, on jerseys, and across the sports world. It went from just a drink to a cultural phenomenon.
The Dark Side of Hype: Why It Can't Last Forever
While all this sounds amazing, there’s a catch. Hype is short-lived. It’s a bubble—and eventually, it pops.
Look at Prime. In 2022, it made $250 million in its first year. But by 2023, the shelves were overstocked, and sales dropped by nearly 70% in the UK and 40% in the U.S. The hype faded because, despite the early success, the brand didn’t create a long-term habit.
The same happened with fidget spinners—a craze that exploded in 2017, only to disappear by 2018. Once the novelty wore off, people didn’t feel the need to buy another one. The product lacked a deeper meaning or social identity.
Building a Long-Term Brand: The Air Jordan Strategy
So, what can we learn from this? Take Air Jordans, for example. Nike’s approach was groundbreaking. They didn’t just sell sneakers; they sold membership to a tribe. Wearing Air Jordans wasn’t just about the shoes—it was about signaling you were part of a bigger story.
What makes Air Jordans last is their cultural significance and social identity. People don’t just wear Jordans—they belong to a culture. And that’s why Air Jordans still generate billions in sales, decades after their debut.
The Takeaway: Hype Will Fade, but Meaning Lasts
Labubu, Prime, and Stanley are all great examples of how hype can work in the short term. But the real secret to success is creating a brand that lasts—one that offers a story people want to be a part of, not just a trend to chase.
So, the next time you get swept up in the excitement of the latest craze, ask yourself: What’s behind the hype? Is it just a fleeting moment, or is it part of something bigger that you can truly be a part of?
When the spark dies out, only the story keeps the fire
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