Labubu isn’t just another viral toy, it’s a plush contradiction disrupting social feeds and fashion norms alike. This sharp-toothed character from Pop Mart has become an unexpected icon. Not because it’s traditionally cute, but because it’s so joyfully unhinged. Creators are attaching Labubu toys to designer bags (yes, even Birkin bags), pairing high fashion with low-fi chaos. The result? A meme-worthy blend of beauty and absurdity that’s now a status symbol in its own right.
Why it matters for brands
Labubu’s rise is a case study in the power of contrast and personality. It’s not about perfection, it’s about being memorable.
This trend matters because:
- Ugly-cute is cool. Labubu proves that personality beats polish in today’s creator landscape.
- Visual contrast grabs attention. A gremlin on a Birkin? That’s algorithm gold.
- Scarcity = status. As Labubu became harder to find, demand only grew.
- It challenges traditional branding. In 2025, aesthetic chaos is part of the appeal.
For brands, this is a reminder that standing out means embracing what’s strange, playful, or unexpected.
How creators are using the trend
Labubu is showing up in content as a chaotic companion, emotional support goblin, or ironic flex. The more absurd the pairing, the better.
Examples include:
- GRWM: Corporate edition… ft. Labubu judging me silently from my tote.”
- “This is Labubu. She travels first class and never unpacks emotional baggage.”
- “Me and Labubu waiting for the barista to call our name like…”
It’s not about the toy. It’s about the “attitude” — chaotic, ironic, and unmistakably personal.
How brands can leverage the trend
You don’t need to collaborate with Pop Mart to tap into this trend. It’s about the tone, not the toy.
Here’s how to bring that Labubu energy into your content:
- Play with contrast. Pair premium packaging or luxury products with something messy, playful, or weird.
- Create a character. A temporary, offbeat mascot or campaign moment that taps into absurdist humour.
- Let creators bring the chaos. Work with talent who understand the energy, not just the aesthetic.
- Embrace imperfection. One strange element in an otherwise polished post can make it stand out.
Example executions
- A fashion brand shares a GRWM with a sleek fit, perfect makeup… and Labubu clipped to the designer bag. “Quiet luxury. Loud emotional support.”
- A skincare brand posts a serene flat lay, disrupted by a Labubu figurine face-down in a serum puddle. “One of us had a rough morning.”
- A food delivery app shows Labubu sitting by the front door, unblinking. “Me after tracking the driver for 4 minutes.”
- A luxury candle brand posts a shot of a $100 candle burning peacefully… with Labubu staring into the flame. “Self-care looks different for all of us.”
Key takeaway
Labubu is a perfect example of how chaotic contrast cuts through the scroll. It’s weird. It’s memeable. And it’s proof that not everything needs to be perfect to go viral. For brands, this trend is permission to loosen up, get a little weird, and make space for humour, absurdity and emotion — even when the aesthetic says luxury.
Because in 2025, “a little gremlin energy goes a long way”.