Client: Pop Mart
This is the story of how we transformed POP MART’s Labubus from cult collectibles to must-have fashion accessories, sparking a cultural phenomenon. Bringing Labubu from Asia to the Western world, we turned scepticism into hype, creating one of the most talked-about consumer moments in recent history. Our strategy blended the art of influence, behavioural science, and category rigour to incubate a movement and ignite it internationally. Every placement was meticulously curated. Every activation designed to fuel obsession while keeping Labubus rare, covetable, and just out of reach. The result: a social frenzy across continents, a $4bn sales spike in the U.S., a 300% sales surge in the UK, and multiple organic celebrity endorsements – including Rihanna and Olivia Attwood. POP MART continues to expand globally and is planning 10 more U.S. stores this year while building momentum across UK and Europe, as we took Labubu from “blind box novelty” to a sustained cultural phenomenon.
