The Global Success of Labubu: Developing an Integrated Entertainment IP Growth Model
Abstract
The designer toy industry has expanded rapidly in recent years, and collectible toys have become an important part of the global cultural and creative market. Among these brands, Pop Mart has attracted worldwide attention through the success of Labubu, making it a representative case for studying entertainment IP marketing. This study examines how Pop Mart transformed Labubu into a globally successful cultural IP through integrated marketing strategies. A qualitative case study was adopted, with Labubu serving as the research object. Qualitative content analysis was conducted using secondary data collected from Pop Mart's annual reports, official marketing materials, investor reports, industry publications, social media content, and academic literature. The study focuses on four marketing dimensions: emotional branding, scarcity marketing, community engagement, and IP ecosystem development. The findings suggest that Labubu's success is the result of the interaction of these strategies rather than a single marketing activity. Based on the case analysis, this study proposes an integrated entertainment IP growth model. The model explains how entertainment IPs can build consumer attachment, encourage long-term participation, and achieve sustainable global growth. The findings also provide practical guidance for entertainment and cultural companies seeking to develop internationally competitive IPs.
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