From hip play to phenomenal IP: How Labubu conquered Generation Z with “anti-refinement” emotional marketing?
When BLACKPINK member Lisa’s social media account frequently appeared that “ugly and cute” pendant, Labubu, an IP born in 2015, has ushered in a phenomenal explosion in 2024. In this article, we will analyze how Labubu has transformed from a toy to a cultural symbol through the integrated marketing strategy of emotional resonance and cross-channel synergy.
一. Emotional anchor point: accurately hitting the “anti-refinement” pain point of Generation Z
▌Core Insights
study found that 68% of Gen Z are tired of the “sophisticated life” portrayed in social media (Gen-Z Consumer Report 2024). Labubu’s “ugly cute” design is the perfect response to this sentiment.
▌Emotional IP Creation Strategy
1.Visual Symbol Design
The “imperfect” look of messy hair + buck teeth
Sitting in a slumped position conveys a sense of relaxation
Low saturated colors reduce aggressiveness
2.Full-touch emotional reinforcement
| contact | Case presentation | communicate emotion |
| Social media content | “Workers’ Emoticons” Series | Workplace stress resonates |
| User Interaction | DIY Makeover Contest | Personalized Expression |
| Community Culture | “Labubu Moms and Dads” fan designation | Virtual Family Relationships |
二. channel synergy: building a content-communication-community closed-loop ecology
▌Cross-platform Operations Matrix
INS: Lifestyle Seeding
TikTok: Challenges spread
FB: offline party precipitation
E-commerce platform conversion
▌Differentiated operation of three platforms
1.Instagram – Aesthetics Curator
KOL’s “sunshine” style content (photo: Labubu scene at blogger’s desk)
LabubuDaily hashtag accumulates 120 million views
2.TikTok – the hub of virality
Breakout Challenge: #LabubuDance has 340 million plays
Tutorial content averages 78% completion rate
3.Facebook – Community of Emotion
327 cities around the world self-organized “face-to-face” activities
Used trading area averaged 2000+ interactions per day
三. Commercial Transformation: The Leap from Social Currency to Super IP
▌IP Value Enhancement Path
1.Product Matrix Expansion
Basic model (￥59) → Limited model (auction price ￥8800)
Derivatives covering 3C/apparel/home categories
2.User Role Evolution
3.The Construction of Cultural Symbols
The Museum of Modern Art in New York included it in the special exhibition “Pop Culture Symbols of the 21st Century” (Photo: MoMA exhibition view).
四. The 3 points of inspiration for brands
1.Emotional value>functional value: contemporary young people buy “emotional meals”
2.Users are IP co-builders: the official only needs to provide “creative seeds”
3.Cross-platform needs to have a division of roles: each channel undertakes different marketing functions
