Analysis of LABUBU's popularity factors 🧸

Credit : VCG/VCG via Getty

[ Analysis of LABUBU's popularity factors ]

▶ Keyworld : LABUBU, popmart, unbox, unboxing, blindbox, randomfigure, figure, bigdata, textom

[ INDEX 🗂️ ]

Intro.

    1. Dataset Overview

    2. Analysis of key mentioned keywords and interest trends

    3. LDA Analysis: Identifying core discussion themes

Outro.

Intro. 🎯

The figure and character merchandise market has been experiencing rapid growth, drawing attention to a new consumption culture that combines “collecting” with the emotional appeal of “ownership” beyond mere toy purchases. Among these brands, the Chinese character figure label LABUBU has swiftly built a global following through its unique worldview, emotive design, and Blind Box sales strategy.

By leveraging the unpredictability of the unboxing experience and encouraging consumers to voluntarily create and share unboxing content, LABUBU has achieved powerful word-of-mouth momentum. In this report, we apply text-mining–based quantitative analysis techniques to gain an in-depth understanding of consumer reactions and the mechanisms driving trend diffusion around LABUBU.01. Dataset Overview 📌

02. Analysis of key mentioned keywords and interest trends 🔍
 

✅ TF-IDF Analysis: Identifying LABUBU’s popularity drivers

- Our TF-IDF analysis reveals that keywords like “popmart,” “doll,” and “toy” scored highest in online discussions about LABUBU. This indicates strong consumer interest both in POPMART the official store where LABUBU is sold and in the products themselves as collectible figures and toys.

- Notably, “blindbox” and “unboxing” also rank highly, reflecting a pronounced trend of consumers turning the entire process from random box purchase to the unboxing experience into shareable content. This suggests that the unboxing culture is a core driver of LABUBU’s marketing success.

- Finally, the rise of the keyword “viral” demonstrates that LABUBU related content is spreading rapidly across social media platforms, thereby maximizing its word of mouth impact.

✅ 2025 Monthly mention trends: LABUBU interest fluctuations and surge drivers 📈

- From January to April 2025, online mentions of LABUBU showed a gradual decline. However, in May, mentions rebounded sharply by approximately 160% compared to the previous month, and then rose a further 15% in June to reach a new peak.

- The primary driver of May’s surge was the announcement of collaborations with Coca-Cola and several other brands, which generated significant buzz on social media. This was amplified in mid-May when BLACKPINK members Rose and Lisa were seen with LABUBU keychains on their bags, with photos and videos spreading widely and further piquing public curiosity.

- In June, the launch of a limited-edition LABUBU promotion combined with coverage in major news outlets created a strong synergistic effect, driving an explosive expansion of brand interest.

Credit : LABUBU

03. LDA Analysis: Identifying core discussion themes 💬

- Using LDA, we examine which topics consumers most frequently associate with LABUBU.

[ LDA analysis results ]

🔴 Topic 1: Spread of the blind box unboxing experience

Key Keywords: popmart, toy, blindbox, buy, unboxing, box, trend, open, know, energy

- After purchasing a Blind Box from POPMART, consumers embrace the “don’t know what you’ll get” unboxing process as an electrifying experience. This randomized “game-like” fun has become its own trend on social media especially in short-form videos fostering a community culture where users share and even trade their unboxing results. Ultimately, the sheer joy of “opening the random” serves as a central driver of brand loyalty. 📦
 

LABUBU Blind box (@missremiashten TikTok)

🔵 Topic 2: SNS Viral impact and fashion goods utilization
Key Keywords: viral, cute, get, available, authentic, see, view, bag, tiktok, have

- On short-form platforms like TikTok and Instagram Reels, LABUBU’s cute appeal triggered explosive views and widespread viral sharing. Celebrities and influencers naturally showcased LABUBU keychains attached to their bags or phone straps, sparking a “I want one too” (get) impulse among consumers and driving immediate purchases once they saw the products were available. Meanwhile, rising popularity gave way to unauthentic knock-offs, prompting consumers to establish a culture of authenticity checks and product verification. 🌐

LISA, LOSE's LABUBU

🟢 Topic 3: Series collection craze and resale market expansion
Key Keywords: series, store, craze, sell, figure, collectible, collection, artist, china, sale

- LABUBU originated in China and has sequentially released collaboration series with renowned artists, igniting a full-blown collection craze. Each limited-edition series sells out immediately upon launch at both online and offline stores, creating acute scarcity and driving consumers toward the premium resale market. In doing so, LABUBU has transcended the status of a simple toy to become a ‘collectible’ brand with genuine investment value. 💰

LABUBU Offline stores (Credit : Pop Mart)

Outro. 🎯

LABUBU exemplifies success by seamlessly integrating a consumer-participation model that transforms unboxing experiences into shareable content, a scarcity driven product design that maximizes collectibility value, and a short-form video centric viral diffusion strategy. Consumers do more than simply purchase products; they actively share, authenticate, exhibit, and redistribute their experiences in a continuous cycle that amplifies the brand’s value. By sustaining this participatory marketing framework, LABUBU is poised to maintain a distinctive position in the global figure market and sustain steady growth.