Labubit's Global Rise to Fame: How Cross-Border Sellers Can Seize the Golden Opportunity of Trendy Toy IPs

Published on 2025-11-13 Thursday9497 reads7240 likes7652 comments

Summary

Labubu, an IP under Pop Mart, experienced a global sensation in 2024-2025, with overseas revenue contributing 42% and growing by 378% year-on-year. Its success stems from the addictive blind box mechanism, unique IP design, viral social media spread, and a global localization strategy. The current market is in a golden opportunity period; cross-border e-commerce sellers can enter through niche categories such as accessories and display tools, achieving profit margins of 35-55%. Newcomers are advised to start with low-cost accessories, focusing on content marketing and brand building to capitalize on the 12-18 month window of opportunity.

Details

Content Analysis and Keyword Strategy

Theme Understanding and Positioning

Labubu, a phenomenal IP under Pop Mart, sparked a collecting craze globally in 2024-2025, particularly in Southeast Asia and Europe/America, experiencing viral spread. This article will delve into the business logic, cultural phenomenon, and cross-border e-commerce opportunities that led Labubu from a niche IP to a global trend.

SEO Main Keywords

Labubu Trend Analysis

Long Tail Keywords

Why is Labubu so popular?
Labubu cross-border e-commerce opportunities
Globalization trend of the blind box economy
Pop Mart's overseas expansion strategy
Analysis of the trendy toy IP business model

Target Audience Analysis

Cross-border e-commerce sellers, trendy toy category entrepreneurs, brand overseas expansion companies, cultural and creative product sellers, independent website operators, Amazon toy category sellers

Meta Information

Meta Title: In-depth analysis of Labubu's global popularity: How cross-border e-commerce can seize the trendy toy IP dividend (2025)

Meta Description: In-depth analysis of the business logic of Labubu's transformation from a niche IP to a global phenomenon, interpreting the blind box economy, social media marketing, and cross-border e-commerce opportunities, providing sellers with practical strategies and product selection guidelines for the trendy toy category.

In-depth Analysis of Labubu's Global Popularity: A Guide to Making Money with Trendy Toys for Cross-Border E-commerce Sellers

The Labubu Phenomenon: Explosive Growth from Niche to Mainstream
In-depth Analysis of the Four Core Driving Forces
Global Market Performance Data Analysis
Practical Opportunities for Cross-Border E-commerce Sellers
Product Selection and Operation Strategies for Trendy Toys
Frequently Asked Questions

I. The Labubu Phenomenon: Explosive Growth from Niche to Mainstream

From late 2024 to early 2025, a plush toy with elf ears and sharp teeth suddenly took over global social media. From convenience stores in Southeast Asia to trendy shopping malls in Europe and America, from viral videos on TikTok to Instagram check-in photos, Labubu, an IP character from Pop Mart, achieved phenomenal mainstream success. According to PopMart's official Q1 2025 financial report (https://www.popmart.com), the Labubu series contributed 42% of the group's overseas revenue, a year-on-year increase of 378%. Behind this figure lies a carefully planned victory in global IP operation and social media marketing.

Landmark Events in Breaking the Boundary

Celebrity Effect Ignites: In September 2024, Thai superstar Lisa shared her Labubu collection on social media, garnering 12 million interactions on a single post, directly driving a 600% surge in sales in Southeast Asia. According to Statista's January 2025 "Global Trends in the Toy Market" report, the Lisa effect propelled Labubu's brand awareness in the Thai market from 18% to 76%, in just 3 weeks.

Viral Spread on Social Media: The hashtag #Labubu on TikTok has garnered over 5.8 billion views (as of March 2025), with user-generated unboxing videos, posing tutorials, and collection displays forming a self-propagating ecosystem.

Long Queues at Offline Experience Stores: According to a February 2025 report by Retail Dive, on the opening day of the first Pop Mart flagship store in London, the limited-edition Labubu series sold out within 2 hours, with queues reaching a maximum of 4.5 hours.

II. In-depth Analysis of Four Core Driving Forces

1. The Addictive Economics of the Blind Box Mechanism

Labubu's success is primarily built on the psychological foundation of the blind box business model. This "uncertainty reward" mechanism activates the dopamine system in the human brain, creating a sustained impulse to purchase.

| Psychological Mechanisms | Commercial Applications | Effect Data |

|------------|------------|------------|

| Scarcity Anxiety | Limited Edition Hidden Items (1/144 chance of winning) | Secondary Market Premium for a Single Hidden Item: 300%-800% |

| Complete Collection Desire | Each series contains 12 regular items + 1 hidden item | Average Customer Purchases: 8.7 Blind Boxes/Series |

| Social Bragging Needs | Encouraging Users to Share "Family Photos" on Social Media | Brand-Tagged UGC Content: 23,000 Posts Daily |

| Instant Satisfaction | Quick Unboxing Experience + Exquisite Packaging Design | Average Unboxing Video Completion Rate: 78% |

Data Source: McKinsey & Company 2025 "Consumer Psychology and Blind Box Economy" Research Report

Based on [Harvard Business...] A study published in March 2025, titled "Neuroscientific Analysis of the Blind Box Economy" (Review: https://hbr.org), found that the brain regions activated by blind box purchasing behavior are highly similar to those activated by gambling. However, because the unit price is controllable (usually $9-15) and has tangible value, consumers' psychological guilt is significantly reduced.

2. Emotional Resonance Design of IP Characters

Labubu's character design cleverly blends the contradictory aesthetics of cuteness and eccentricity, creating a unique emotional connection.

Design Element Breakdown:

Elf Ears: Hint at mystery and non-human attributes
Jagged Teeth: Add a rebellious feel and generate buzz
Innocent Eyes: Create a charming contrast
Diverse Clothing: Satisfy different aesthetic preferences

According to a 2025 interview with Forbes by Kasing Lung, author of the Dragon Raja novels (creator of Labubu), Labubu's design was inspired by a blend of Norse mythology elves and Japanese yokai culture, a cross-cultural element that resonated with the global market.

A February 2025 consumer survey by Nielsen showed that 68% of Labubu buyers cited "the uniqueness of the character design" as the primary reason for their purchase, and 54% believed that "owning Labubu allows them to express their individual aesthetic."

3. Native Social Media Communication Strategies

Pop Mart demonstrated a profound understanding of Generation Z's social media logic in its promotion of Labubu.

Four-Layer Communication Strategy Architecture:

|---------|------------|------------|------------|

| Top Layer: Celebrity KOLs | Precisely Selected Regional Super Influencers | LISA/Thailand; Billie Eilish/USA; Top Xiaohongshu Bloggers/China | Single Exposure 10 Million+ Views |

| Middle Layer: Vertical Influencers | Collaborations with Toy Collectors/DIY Makers/Photography Bloggers | Providing Customized Products + Content Creation Freedom | Average Interaction Rate 12.3% |

| Bottom Layer: Community Operations | Discord/Telegram Collector Community | Early Release of New Product Information + Exclusive Member Benefits | Community Repurchase Rate 73% |

Data Source: Hootsuite 2025 Social Media Marketing Effectiveness Analysis Report

Of particular note is TikTok algorithm adaptation. According to an analysis by Social Media Today in January 2025, Labubu-related content had an average recommendation rate 2.7 times higher than similar trendy toy products. This is due to:

Unboxing videos inherently possess suspense (resulting in higher completion rates according to algorithm preferences)
Staged content has high visual impact (longer dwell time)
Collection and display stimulate comparison psychology (high comment interaction)

4. A Dual-Track Strategy of Globalization and Localization

Pop Mart adopted a hybrid model of "global brand + local operation" in the overseas expansion of Labubu.

Regionalization Strategy Comparison Table:

|---------|--------------|------------|----------------|

Data Source: PopMart 2025 Q1 Overseas Market Financial Report

According to the "Global Toy Market Insights" released by Euromonitor International in March 2025, PopMart adopts "Art Toys (Art... The "Toy" positioning strategy successfully elevated Labubu from a children's toy category to an adult collectible, increasing the average selling price by 40% and profit margin by 23 percentage points.

III. Global Market Performance Data Analysis

Core Market Sales Data

According to the "Global Toy Market Tracker Report" released by Circana (formerly NPD Group) in February 2025:

|---------|----------------|----------------|------------|-------------|

| Mainland China | $420M | +156% | Pop Mart's total revenue 31% | $12.8 |

| Southeast Asia | $280M | +512% | Regional Trendy Toy Market 18% | $11.5 |

| Europe | $185M | +298% | Art Toy Category 9% | $16.2 |

| North America | $165M | +223% | Adult Collectibles 6% | $18.5 |

| Japan & Korea | $125M | +167% | IP Derivatives Market 12% | $14.3 |

Note: 2024 sales figures are for the entire year; 2025 growth figures are Q1 year-over-year data.

Social Media Influence Metrics

Brandwatch March 2025 Social Listening Report shows:

Global Brand Mentions: 187,000 times per day (YoY +589%)
Positive Sentiment Percentage: 82% (Industry average 56%)
Purchase Intent Conversion Rate: 23% (Within 7 days of social media content reach)
Secondary Dissemination Rate: 34% (User-initiated sharing rate)

Secondary Market Price Premium

Based on StockX (https://www.stockx.com) and eBay (https://www.ebay.com) Q1 2025 transaction data:

Regular Blind Boxes: Retail price $9.9 → Secondary market average price $12-15 (Premium 21-52%)
Limited Editions: Retail price $29.9 → Secondary market average price $89-180 (Premium 198-502%)
Hidden Editions: Theoretical cost $1,425 (144 blind boxes) → Individual selling price $450-1,200 (Cost savings 68-84%)

IV. Practical Opportunities for Cross-Border E-commerce Sellers

Opportunity Window Analysis

According to the "Toy Category Trends Report" released by Amazon Global Selling (https://www.amazonservices.com) in March 2025, we are currently in a golden opportunity period for the trendy toy category:

Market Maturity Timeline:

Q2-Q3 2025: Early Growth Period (Medium Competition, Profit Margin 35-50%)
Q4 2025-Q1 2026: Rapid Growth Period (Intensified Competition, Profit Margin 25-35%)
After Q2 2026: Mature and Stable Period (Requires Brand-Oriented Operation)

Five Potential Product Categories

|---------|------------|------------|----------|-----------|

Data Source: Jungle Scout 2025 Seller Survey

Success Story: Breakthrough Strategies of Taiwanese Cross-Border E-commerce Sellers

According to a February 2025 report by Digital Times, a small Taiwanese cross-border e-commerce team achieved monthly sales of $120,000 USD through the following strategies:

Three-Step Operation Method:

Product Differentiation: Focus on Labubu acrylic display cases, avoiding competition with the main product.
Content Marketing: Post posing tutorials on Xiaohongshu/Instagram to drive traffic to the independent website.
Community Management: Build a Discord collector community to achieve a 68% repurchase rate.

Key Data Points:

Startup Capital: $5,000
Testing Period: 2 months (November-December 2024)
Profitability Period: 3rd month (January 2025)
Current Monthly GMV: $120,000
Net Profit Margin: 28%

Key Points for Amazon Operations

Based on data analysis from SellerSprite in March 2025:

Listing Optimization Suggestions:

Title Keywords: Labubu Display Case / Labubu Accessories / Pop Mart Compatible
Image Strategy: The first image must include the product and a real-life Labubu product image.
A+ Content: Showcase usage scenarios with user review videos.
Variation Settings: Set variations by size/color/set to increase average order value.

Advertising Strategy (Based on the latest 2025 algorithm):

SP Ads: Precisely match the core keyword "labubu display," with ACoS controlled at 25-30%.
SD Ads: Target Pop Mart's official product page to acquire relevant traffic.
SB Ads: A combination of brand keyword defense and competitor keyword offense.

V. Trendy Toy Category Product Selection and Operation Strategy

Four-Dimensional Product Selection Evaluation Model

Based on the Amazon Global Selling 2025 Product Selection Guide and [Helium] Helium 10 Data Tool Analysis:

|------------|------------|------------|------------|

Data Source: Helium 10 Black-box tool data as of March 2025

Compliance Risk Prevention Guidelines

Intellectual Property Risk Warning:

According to the 2025 database search of the USPTO (United States Patent and Trademark Office), Pop Mart has registered more than 200 Labubu-related trademarks and design patents worldwide.

High-Risk Activities (Strictly Prohibited):

Directly selling counterfeit/fake Pop Mart products
Using the official "Labubu" logo/font for brand promotion
Falsely advertising "Official Authorization/Genuine Guarantee"

Low-Risk Operations (Feasible):

Selling Compatible Accessories (e.g., "Compatible with Labubu")
Providing Display Services (e.g., display tools)
Reselling secondhand genuine products (must clearly indicate "Pre-owned" in the listing)

Supply Chain Connection Path

Based on supplier surveys conducted by Alibaba.com and 1688.com in March 2025:

Three Major Supply Chain Sources:

Shenzhen/Dongguan Trendy Toy Industrial Belt

Advantages: Fast sampling (3-7 days), low minimum order quantity (100 pieces or more)
Disadvantages: Inconsistent quality, requiring strict factory inspections
Representative Company: Longhua District Trendy Toy Accessories Industrial Park

Yiwu Small Commodities Market

Advantages: Complete product range, competitive pricing
Disadvantages: Severe homogenization, requiring differentiated design
Recommended Category: Display tools/keychain accessories

Taiwan/Hong Kong Designer Brands

Advantages: Strong design sense, stable quality
Disadvantages: High minimum order quantity (500-1,000 pieces), higher prices
Suitable for: Medium to large sellers with branding plans

Frequently Asked Questions

Q1: How can a new seller start from scratch in Labubu-related categories?

A: It is recommended to start with low-cost accessories (such as phone cases/keychains), with initial investment controlled at $3,000-$5,000. Test market feedback on AliExpress/eBay first to verify product feasibility before expanding to Amazon. Focus on product photography and usage scenario demonstrations, concentrating on building reviews rather than profits for the first 3 months. According to the 2025 Amazon New Seller Growth Report (https://www.amazonservices.com), the 6-month survival rate for new sellers in the accessories category reached 78%, significantly higher than the 43% for the main product category.

Q2: What intellectual property risks are involved in selling Labubu-related products? How to avoid them?

A: The core risks are trademark infringement and design patent infringement. Avoidance strategies: ① Do not use "Labubu" as the brand name; use descriptions such as "Compatible with Pop Mart figures" instead; ② Do not copy the official product appearance; focus on functional accessories; ③ Do not use official promotional images; take all images yourself. It is recommended to purchase product liability insurance (annual fee approximately $500-800) and regularly check for relevant patent updates on the USPTO website (https://www.uspto.gov). If you receive an infringement warning, immediately remove the product and consult a professional intellectual property lawyer.

Q3: How long will Labubu's popularity last? Is it too late to enter the market now?

A: According to NPD Group's 2025 research on the life cycle of trendy toy IPs, phenomenal IPs like Labubu typically have a high-popularity period of 18-36 months. Currently (Q2 2025), we are in the mid-stage of rapid growth, and the market still has a 12-18 month window of opportunity. However, please note: ① The main product market is nearing saturation, and the focus is shifting to niche categories; ② Brand operation is becoming increasingly important, and pure price competition is unsustainable; ③ Plan ahead for the next trendy IP (e.g., pay attention to Pop Mart's new product releases). It is recommended to use Labubu as a stepping stone into the trendy toy market, rather than relying solely on this category.

Q4: What is the profit margin for trendy toy accessories? How much start-up capital is needed? A: According to a March 2025 survey by SellerSprite.com, the average gross profit margin for trendy toy accessories is 35-55%, and the net profit margin is 18-28% (after deducting advertising/logistics/platform fees). Startup capital is divided into three tiers: ① Lightweight ($3,000-5,000): 1-2 SKUs for testing, FBM self-fulfillment; ② Standard ($8,000-15,000): 3-5 SKUs, FBA small-batch inventory; ③ Large-Scale ($30,000+): 10+ SKU matrix, multi-site layout. Newcomers are advised to start with ①, using the first 3 months' revenue to gradually invest up to ②. Key cost components: Product procurement 40%, logistics and warehousing 25%, advertising and promotion 20%, miscellaneous operating expenses 15%.

Q5: How to enhance the differentiated competitiveness of Labubu accessories? A: Three Differentiation Strategies: ① Functional Innovation: Such as display boxes with LED lights/magnetic display shelves/dustproof and moisture-proof designs; ② Aesthetic Upgrade: Collaborating with independent designers to launch limited-edition accessories and engaging in content marketing on Xiaohongshu/Instagram; ③ Value-Added Services: Providing free setup tutorial videos/gifted collection guides/building user communities to offer setup consultation services. According to a Shopify (https://www.shopify.com) independent website case study in February 2025, sellers providing value-added services have a repurchase rate 2.3 times higher than those purely selling products, and their customer LTV (Lifetime Value) increases by 180%. Building your own content IP and community has more long-term value than simply selling products.

Summary: Seizing the Cross-Border Opportunities of the Trendy Toy Economy

Labubu's global success is not accidental, but the inevitable result of the convergence of four factors: blind box economy, social media marketing, globalization and localization strategies, and Generation Z consumer psychology. For cross-border e-commerce sellers, this trend brings not only business opportunities for single IPs, but also signals the rise of the entire adult collectible toy category.

According to a March 2025 forecast by Grand View Research (https://www.grandviewresearch.com), the global collectible toy market is projected to grow from $9.8 billion in 2024 to $24.5 billion in 2030, representing a CAGR of 16.5%. The global expansion of Chinese brands, the accelerated spread through social media, and adult consumers' pursuit of emotional value are all driving this explosive growth in the market.

Three Action Suggestions for Cross-Border E-commerce Sellers:

Rapid Testing, Small Steps, Quick Progress: Validate market demand with minimal cost, avoiding heavy asset inventory buildup.
Content Marketing First: Build influence on social media; traffic will naturally translate into sales.
Long-Term Brand Thinking: Use Labubu as an entry point to build your own trendy toy brand matrix.

Trends come and go quickly. Those who truly survive in this market long-term are sellers who understand transforming traffic into brand, from product to service, and from follower to leader. Labubu is a beginning, but not the end.

About YaYaNews: YaYaNews is an AI-powered intelligence platform focused on cross-border e-commerce. It automatically filters the most relevant policies, platforms, and market dynamics from tens of thousands of news sources worldwide, delivering them instantly with 98% accuracy and an average response time of 5 minutes. This allows cross-border sellers and brand decision-makers to quickly grasp trends, reduce risks, and seize business opportunities.