Communications in Humanities Research ISSN: 2753-7072
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Research Article

From Niche to Global Icon: The Strategic Marketing Behind Labubu's Cuteness Empire

Mingyue LiNanjing Normal University*

* Corresponding author: [email protected]

Abstract

Products embodying traits such as small size, round shapes, vibrant colors, and irresistibly cute designs—collectively known as “Kawaii” (Japanese for "cuteness")—can evoke warmth and companionship. Originating in Japan, this aesthetic has rapidly gained global appeal. The global proliferation of Kawaii(cuteness) culture has transformed industries from fashion to entertainment, with designer toys emerging as a rapidly expanding sector. China’s Pop Mart has revolutionized this market through innovative strategies such as blind boxes and experiential retail. Within this context, Labubu, created by Hong Kong artist Kasing Lung, has achieved meteoric globalization. Using qualitative case study analysis and data from social media, brand websites, press releases, and interviews with key stakeholders, this research explores how Labubu achieved cross-cultural resonance and became a “cuteness empire.” This study finds that Labubu’s success redefines IP (intellectual property) commercialization by centering on emotional economy, which fosters deep consumer connections, and community co-creation, which empowers fans to actively participate in the brand’s evolution. As the emotional economy continues to dominate consumer behavior, Labubu’s strategy offers a blueprint for IPs seeking to transcend borders—not through mass appeal, but through meaningful, participatory connections with global audiences.

Keywords: Labubu; art toys; strategic marketing; cultural globalization; Kawaii culture
Published: November 5, 2025
DOI: 10.54254/2753-7064/2025.KM28961
Volume: CHR Vol.92
pp. 30-36
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