Labubu Phenomenon: How Celebrity Endorsements and Viral Marketing Drive Sales Growth for Pop Mart

Zhongbin Qian

doi:10.54254/2754-1169/2025.LD29845

Advances in Economics, Management and Political SciencesOpen access

Labubu Phenomenon: How Celebrity Endorsements and Viral Marketing Drive Sales Growth for Pop Mart

Research Article

Open Access

Labubu Phenomenon: How Celebrity Endorsements and Viral Marketing Drive Sales Growth for Pop Mart

Zhongbin Qian ^1*

¹ University of Toronto Scarborough

^*Corresponding author: qiansteven42@gmail.com

Published on 26 November 2025

AEMPS Vol.244

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-563-9

ISBN (Online): 978-1-80590-564-6

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Abstract

In the digital-native era, collectible toys such as Pop Mart’s Labubu have gained tremendous popularity. However, limited studies explore how celebrity influence and short-form videos create explosive market phenomena, especially in Chinese brands exporting culturally resonant IPs. This study investigates the Labubu phenomenon, focusing on its role in Pop Mart’s growth through celebrity endorsements, online virality, and hype-driven sales. Using a mixed-methods approach, combining qualitative case study analysis of viral content and endorsements with quantitative data review of sales figures and social media metrics from 2024-2025, the study draws on industry reports and academic literature. Findings show that Labubu generated $670 million in H1 2025, accounting for 34.7% of Pop Mart's revenue, with profits increasing by 396.5%. This growth is attributed to scarcity tactics and social proof. The study highlights the risks of overconsumption and suggests that brands balance hype with sustainability to ensure long-term viability.

Keywords:

Labubu Phenomenon, Pop Mart Sales Growth, Celebrity Endorsements, Viral Marketing, Consumer Hype

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References

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References

[3]. Standing out in a Fashion Brand Competition: Potential Analysis of Pop Mart Yumeng Huo* Zhengde high school DSE Department, Shenzhen, Guangdong, 518000, China

[5]. Huo, Y. (2024). Standing out in a fashion brand competition: Potential analysis of Pop Mart. Economics, Humanities and Social Sciences. https: //doi.org/10.54097/q5jxt520

Cite this article

Qian,Z. (2025). Labubu Phenomenon: How Celebrity Endorsements and Viral Marketing Drive Sales Growth for Pop Mart. Advances in Economics, Management and Political Sciences,244,31-37.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Strategic Human Capital Management in the Era of AI

ISBN: 978-1-80590-563-9(Print) / 978-1-80590-564-6(Online)

Editor: Lukáš Vartiak, Anil Nguyen

Conference website: https://www.icftba.org/London.html

Conference date: 4 November 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.244

ISSN: 2754-1169(Print) / 2754-1177(Online)

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