Learning from Labubu: Marketing Strategies Small Businesses Can Implement

Over the years, I’ve seen a lot of marketing strategies come and go while working with various brands. However, every now and then, something cuts through the noise—and recently, it’s been Labubu, as much as I hate to admit it.

The Iconic Labubu

Yes, the wide-eyed, mischievous character from Pop Mart has become more than just a collectible. It’s a branding masterclass. As a business coach who helps entrepreneurs turn ideas into profitable strategies, I believe Labubu holds valuable lessons for small businesses—lessons that are not only smart but also implementable right now.

So, let’s break it down. Here’s what I’ve learned from Labubu, and how you can use these exact strategies to make your business stand out, connect deeply with your audience, and drive sales.

1. Jump on Existing Trends (But Make Them Yours)

Labubu didn’t invent blind-box collectibles, but it rode the wave brilliantly. It tapped into an existing behaviour—collecting, unboxing, and surprise culture—and gave it its own spin.

What I recommend to clients: I often say, “You don’t need to reinvent the wheel—just design a better experience riding it.” Look at what’s trending in your niche. Are people obsessed with rituals, minimalism, slow living, or hyper-personalised experiences? Align your product or service with that—but filter it through your brand lens.

👉 Try this: Create a product drop or a content series that taps into an existing movement (e.g., wellness, sustainability, dopamine decor), and position yourself as part of that conversation.

2. Use Scarcity to Drive Demand

Labubu mastered the art of scarcity—limited releases, mystery boxes, and “if you know, you know” culture.

In my own coaching sessions, I remind clients that urgency is one of the most underused tools in small business marketing. You don’t need to have a massive audience; you just need to spark now or never energy.

👉 Try this: Run time-sensitive offers, create VIP pre-sale lists, or drop “limited runs” of your products. You’ll be surprised how quickly people take action when they think something might be gone tomorrow.

3. Create a Universe, Not Just a Product

Labubu isn't just a figure; it has a story, a mood, and a visual world that fans want to be part of.

From what I’ve seen, small business owners often miss the opportunity to build a brand world. Your product is the doorway, but the feeling, the language, the vibe—that’s what people stay for.

👉 Try this: Build a simple brand story. Give your customer a “character” or journey to identify with. Share behind-the-scenes moments. Let people feel like they’re part of something bigger.

4. Community Over Customers

What really stands out about Labubu is the fan base: unboxing videos, fan art, resellers, and trade meetups. It’s a community, not just a customer base.

When I coach brands, I always ask, “How are you building connection?” Engagement doesn’t come from shouting louder; it comes from giving people a reason to care and a space to share.

👉 Try this: Start a community thread, highlight your customers, and respond to comments like they’re your best friend. People don’t just want a product—they want to belong.

5. Visual Consistency is Everything

Pop Mart’s entire Labubu experience is visually tight: from packaging to social media to in-store displays. And let’s be honest—aesthetic sells.

I’ve worked with many creative founders who had incredible products but lost customers because of inconsistent visuals. In today’s market, your Instagram grid is your store window.

👉 Try this: Audit your content—does it feel cohesive? If not, pick a visual theme (colour, lighting, filter, layout) and stick to it. Need help? DM me—I’ve got tools to make this easy.

Final Thoughts: It’s Not About the Budget—It’s About the Intent

I know what you're thinking: “That’s great, but I don’t have a million-dollar marketing team.” Here’s the thing—I work with small business owners every day who build iconic brands using strategy, not scale.

What Labubu teaches us is that you don’t have to be big to have impact. You just need clarity, community, and a dash of creativity.

If you’re feeling inspired but don’t know where to start—this is exactly what I help businesses with. Strategy is my love language. Let's get intentional about your next move.

Want tailored support for your brand? Book a one-on-one with me via The Life Style Edit and let’s make magic.

Let’s make your business the next cult favourite.

Love,

Heidi x