A 1000% Surge! A Thorough Analysis of the Frenzy Mechanism Behind the Chinese Character "Labubu" Taking TikTok Shop by Storm

A 1000% Surge! A Thorough Analysis of the Frenzy Mechanism Behind the Chinese Character "Labubu" Taking TikTok Shop by Storm

2025年07月07日 14:40

Table of Contents

  1. Introduction

  2. The Fact of 1000% Sales Increase: Reading the Labubu Craze by Numbers

  3. Pop Mart and "Labubu": Basic Knowledge of Characters/IP

  4. Blind Box × Live Streaming = Emotional Commerce

  5. Celebrity & K-POP Fandom Creating a UGC Amplification Model

  6. Resale Market and Scarcity Economy: Why Secondary Distribution Drives Up Prices

  7. China's Soft Power and a New Stage of Cultural Export

  8. Regulations, Supply Constraints, and IP Lifecycle: Risks Lurking Behind the Boom

  9. Implications for the Japanese Market and Overseas Comparisons

  10. Conclusion: Conditions for Sustainable Growth



1. Introduction

In the spring of 2025, a small monster suddenly dominated the TikTok Shop rankings—Labubu. With big eyes, sharp fangs, and rabbit-like ears, its appearance is far from the mainstream "cute" category. Nevertheless, it captured the hearts of young people, and TikTok Shop sales increased by 1000% in just one year (according to Charm.io)modernretail.co. Why did it explode to this extent? This article dissects the frenzy mechanism by combining data, case studies, and expert comments.



2. The Fact of 1000% Sales Increase: Reading the Labubu Craze by Numbers

  • TikTok Shop Sales: As of May 2025, year-on-year +1000%, April monthly sales of $4.8 million (approximately 750 million yen)modernretail.co

  • Live Streaming Dependency: 85% of sales are via live streamingmodernretail.co

  • Creator Network: Only 1,300 people—about 1/15 of major companies like Tartemodernretail.co

  • Cross-border E-commerce Growth: Overseas online sales increased 9.3 times year-on-year, 58 times via TikToknote.com


These numbers indicate that "enthusiasm" is more directly linked to dissemination than huge advertisements.



3. Pop Mart and "Labubu": Basic Knowledge of Characters/IP

Labubu was created by Pop Mart, founded in 2008. Designed by Hong Kong artist Kasing Lung, it debuted in 2015 in a blind box formatnote.com. In 2024, the company's sales doubled to 1.3 billion yuan, with the plush toy division alone increasing by 1200%, accounting for 22% of the totalnote.com.



Blind Box is a "box gacha" method where the contents are unknown until opened. The placement of rare characters and secrets strongly stimulates collector psychology.



4. Blind Box × Live Streaming = Emotional Commerce

Live streaming allows the "thrill of unboxing" to be shared in real-time, enhancing viewers' FOMO (fear of missing out). TikTok Shop's UI completes the process from comment → immediate purchase → shipping in one stop, making the psychological distance from viewing to purchase extremely short.


Pop Mart has KPI-ized this "biological response" and has a design to extend dwell time with "next drop announcements" and "inventory revival lotteries" even after sellouts. Such live performances resulted in an astonishing 85% sales ratiomodernretail.co.



5. Celebrity & K-POP Fandom Creating a UGC Amplification Model

The flow of celebrities using it in non-advertising contexts → verification videos on TikTok → secondary creation memes is a staple. In 2024, BLACKPINK's LISA was seen with Labubu on her bag, causing a surge in search volumenote.com.



  • UGC Ripple Effect: "Labubu" searches on eBay occur 450 times per hour, +260% in one monthmodernretail.co

  • TikTok Hashtag: #labubu with 2 billion views (as of June 2025)
    Fandom culture has turned Labubu into a status symbol as "favorite goods," becoming an endless UGC creation engine.



6. Resale Market and Scarcity Economy: Why Secondary Distribution Drives Up Prices

Extremely low winning odds, such as a secret ratio of 1/144, create resale premiums. According to Jungle Scout, Amazon sales of Labubu-related goods increased by 1930% in 12 months, with 98% from third-party sellersmodernretail.co. Supply constraints × recognition expansion accelerate the "fear of not being able to buy," forming a cycle of retail → secondary distribution → SNS boasting → resale.



7. China's Soft Power and a New Stage of Cultural Export

IPs that naturally permeate the world without asserting "Chineseness" are the ideal form of the "good China story" advocated by the Chinese government. In the 2025 Brand Finance Soft Power Index, China rose to 2nd place globally and ranked 5th in "products and brands loved by the world"note.com. Labubu's success has the effect of raising cultural favorability due to its "non-political" nature, which reduces resistance.



8. Regulations, Supply Constraints, and IP Lifecycle: Risks Lurking Behind the Boom

  • Regulations: China regulates the sale of blind boxes to minors (2022). In the US, there is criticism of it being "similar to gambling"ainvest.com.

  • Supply: Reports of a sharp drop in secondary prices due to the mass supply of Labubu 3.0 in late 2024popmartdaily.substack.com


    IP Fatigue: Emotional inflation can lead to saturation of enthusiasm. JP Morgan predicts expansion until 2027, but competitor TOPTOY is beginning to encroach on local citiesainvest.com.





9. Implications for the Japanese Market and Overseas Comparisons

Japan is a "character economy powerhouse" with capsule toys, Hello Kitty, and Hatsune Miku. However, TikTok Shop has not sufficiently penetrated due to live commerce regulations and logistics costs.



  • Opportunities: If Japanese IPs are redesigned for TikTok Shop with "unboxing experience + live streaming + scarcity," it can simultaneously capture domestic and international fandoms.

  • Challenges: Compliance with the Act against Unjustifiable Premiums and Misleading Representations and the Act on Specified Commercial Transactions, and measures against resellers.
    Globally, Mexico and Brazil are emerging key markets, showing growth potential alongside Southeast Asiamodernretail.co.



10. Conclusion: Conditions for Sustainable Growth

The Labubu craze is a rare case where "gamified purchasing experience" and "emotional resonance" were simultaneously established. The key going forward is


① IP update speed and narrative

② Inventory design to avoid over-supply

③ Quick response to platform regulations


If these can be cleared, Labubu could be elevated to a long-term brand as the "Chinese version of Hello Kitty."


List of Reference Articles

  1. Modern Retail "Pop Mart’s Labubu craze supercharges TikTok Shop sales" (2025/07/04)modernretail.co

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