From Microtrend to Mainstream: What Labubu Teaches Us About Going Viral

I’ll be honest – a few months ago, I couldn’t have told you the difference between a Labubu and a Trollz doll. But suddenly, these oddball, mischievous little creatures were everywhere – dangling from handbags of celebrities and popping up on my social feeds.

Turns out, Labubu is the perfect case study in how a hyper-niche microtrend can become a full-blown global phenomenon if the right voices decide to amplify it. And thanks to Meltwater’s deep-dive analysis, we can actually see how this transformation played out in real time.

We’ve seen this before – it’s the same dynamic that helped movements like the #GreenNewDeal and MAHA leap from a little-known policy idea to a major topic of conversation. When passionate communities and influential voices rally behind something, whether it’s a collectible or a cause, even the most niche ideas can go mainstream.

The Anatomy of the Microtrend

Labubu started as a quirky character in a 2015 children’s book by Hong Kong artist Kaising Lung. For years, it was a favorite among designer toy fans – a blip on the pop culture radar. But in 2019, Chinese retailer Pop Mart started producing Labubu as collectible plush dolls, and things began to boil. But the real turning point was in 2023, when Labubu keychains hit the market and tapped into the “bag charm” trend. Suddenly, Labubu wasn’t just for collectors, it was for anyone who wanted to add a little weird-cute energy to their look.

The Macro-Micro Amplification Effect

Here’s where microtrend becomes mainstream: According to Meltwater, the magic moment was in April 2024, when Lisa from Blackpink – and most recently, the hit show The White Lotus – featured Labubu. One celebrity post – and mentions exploded across news and social media. The doll’s fate was sealed as demand surged in North America and Europe. Soon after, more celebrities like Dua Lipa and Rihanna were spotted with Labubu accessories.

But here’s the real engine: macro influencers and celebrities may light the initial spark, but it’s the micro influencers – those with smaller, highly engaged communities – who keep the fire alive and spread it further. Toy collectors, travel vloggers, tattoo artists, and niche lifestyle creators all started sharing their Labubu moments. Each added their own spin, making the trend feel personal and attainable. This is the “relay effect”: macro influencers drive awareness, but micro influencers drive conversion and sustain momentum, turning a viral moment into a movement.

Community: The Secret Ingredient

Labubu’s rise wasn’t just about a few celebrity shoutouts. The real story is about the community that formed around the toy. Collectors, customizers, and fans built a culture, trading rare editions, organizing meetups, and even creating custom Labubu accessories and jewelry. Local businesses in Singapore, for example, offered eyelash extensions and braces for Labubu dolls, while others crafted 24K gold Labubu jewelry. Giant Tampines Hypermarket even featured Labubu as claw machine prizes. This grassroots creativity and enthusiasm kept Labubu in the spotlight long after the initial celebrity buzz faded.

Data Doesn’t Lie

The numbers are wild: Between January and May 2025, Labubu racked up about 876,000 mentions across news, social, and broadcast channels. The biggest spikes always aligned with influencer activity or major product drops. Even as total mentions dipped 11% from last year’s viral peak, reach was up 76% and engagement soared 137% – proof that a microtrend, once ignited, can sustain itself with the right mix of community and FOMO.

Financially, Labubu is a juggernaut. In 2024, Labubu sales hit 3.04 billion yuan (about $420 million USD), accounting for nearly a quarter of Pop Mart’s $1.8 billion in annual revenue. International revenue for Pop Mart soared 375% last year, with Labubu leading the charge. In the UK, demand was so intense that Pop Mart had to temporarily pause in-store sales due to crowd surges and safety concerns.

Lessons for Anyone Trying to Break Out

So, what can brands, creators, or anyone with a niche passion learn from the Labubu phenomenon?

• Microtrends are gold mines if you know how to spot them. The weird, the niche, and the “this will never catch on” ideas are often the ones with the most passionate early fans.

• Amplification is everything. You don’t need a million-dollar ad budget – you need the right person to fall in love with your brand and share it with their audience. Macro influencers create the moment; micro influencers extend its lifespan and drive real conversion.

• Community is your secret weapon. Labubu’s rise wasn’t just about celebrity moments. It was about collectors, customizers, and fans building a culture around the toy and keeping the energy alive.

• Scarcity and surprise work. Blind boxes, limited drops, and the thrill of the hunt turn shopping into a shared event, not just a transaction.

Labubu isn’t just a cute (or ugly-weird-cute, IMO) toy – it’s a blueprint for how microtrends can become the next big thing. When everyone’s fighting for attention, sometimes the best strategy is to start small, build deep, and wait for the right voice to carry your brand’s story to the masses.

This communications trend isn’t just limited to dolls or collectibles. We see the same amplification and relay effect driving issue persuasion, social movements, and even political campaigns – where micro-communities and influencers can transform niche causes into mainstream conversations. The Labubu phenomenon shows that the mechanics of what’s going viral apply far beyond pop culture, shaping how ideas and advocacy spread in the digital realm.

So next time you see something niche bubbling up in your corner of the internet, don’t dismiss it – with the right amplification, it could be tomorrow’s new global obsession.

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