Labubu Blind Boxes: emotional marketing that turns surprise into desire

There are those who stand in 3-4 hour lines to buy them, those who collect them as pieces of art, and those who are willing to spend hundreds of euros to get them on the secondary market. We are talking about Labubu blind boxes. Small, extravagantly designed puppets produced by Pop Mart, a Chinese company that has turned collecting into an experience based on emotional marketing.

In 2024 alone, the company recorded a staggering revenue of RMB 13.0 billion, more than double the previous year, with a net profit of RMB 3.3 billion (+204%). Its explosive growth has also propelled founder Wang Ning to the top of China’s rich list, with a net worth of $22.7 billion USD.

From Gashapon to Pop Mart: a long history of capsule excitement

Pop Mart did not invent anything new. Blind boxes have been around for decades, and have their roots in Japanese Gashapon machines: small vending machines that, since the 1960s, have been giving away random thrills in the form of colored capsules. Each token operated was (and still is) a small bet, an emotional gamble that turns simple purchase into experience. The success of these machines lies not only in the product, but in the ritual of surprise itself: a repeatable, accessible and deeply engaging act.

Gashapons were a pioneering example of emotional marketing applied to retail: loyalty built on uncertainty, purchases driven by curiosity. And that model, born among the streets of Japan, set the standard. We find it in Kinder egg surprises, collectible card sachets, to video game loot boxes, which digitize the anticipation and hope of finding “that” rare piece.

But it is only with Pop Mart that this logic has found its most mature and sophisticated form: no longer a simple pastime, but an entire narrative and collectible universe that mixes design, emotion, and compulsive desire.

What sets Pop Mart apart from other brands is the originality of its characters. Unlike collectible items with real-world utility (e.g. stamps) or figures based on popular media franchises (e.g. Funko Pops), Pop Mart has built its own original universe of characters. They are not tied to TV series, movies, or functional purposes. They exist solely to be desired, collected, and emotionally connected with. This creative independence allows Pop Mart to control its storytelling, aesthetics, and community engagement in a way that’s entirely self-generated.

That’s why characters like Labubu, one of the brand’s most beloved and recognizable mascots, have taken the blind box far beyond the world of collectors or gaming. Labubu has become a cross-cultural icon, able to speak at the same time to design enthusiasts, toy nostalgics and fashion addicts. This is demonstrated by the appearances of Lisa from BLACKPINK, the Princess of Thailand, and Rihanna with this product. The character is no longer just a collectible item, but a true aesthetic and cultural statement.

5 emotional marketing levers behind Pop Mart’s success

Pop Mart’s triumph is the result of a strategy that combined emotions, buying behavior, and market logic. Let’s explore together the main psychological and commercial levers that have made Labubu blind boxes a global phenomenon.

1. The surprise effect as symbolic status.

   Each blind box hides a random character, with the (rare, but real) possibility of finding an exclusive or iconic piece. This dynamic activates a primal emotion: hope. And the prize is not only material, but symbolic. With a few euros you can get something that sets you apart, that ignites the envy or admiration of others. It is a democratic way to access uniqueness.

2. Compulsive buying as a recursive mechanism.

   Can’t find the character you wanted? You’ll buy another box. And then another one. The loop effect is immediate: each “failure” fuels the desire to try again. The game is simple but powerful, and it stimulates repeated consumption that verges on automatism.
   What’s particularly interesting is that, according to GWI’s data, this is not a trend confined to the youngest consumers: while Gen Z leads with 18% of collectible purchases, Millennials follow closely at 17%. The urge to collect, share, and repeat is a cross-generational behavior, deeply embedded in how people today seek meaning, identity, and joy through consumption.

3. Controlled scarcity and gambling logic.

   Blind boxes trigger happiness through play and surprise, yet these can easily result in gambling-like addiction. Not surprisingly, in 2022 Chinese authorities have imposed limits, banning their sale to children under the age of eight. In parallel, the introduction of limited editions has paved the way for the secondary market, where some figures reach exorbitant prices. Thus, the blind box also turns into a micro-asset, an investment object for collectors and young speculators.

4. The power of community.

   According to GWI data, 33% of the global population can be classified as community-oriented shoppers. Among them, 16% purchased collectibles in the past year.
   Collecting Labubu is an individual act, but one with a strong social dimension. Fans film themselves opening blind boxes, sharing collections, trading duplicates, selling rare pieces. Forums, social profiles, events are born. The community amplifies the emotional effect of the brand, creates belonging, turns experience into shareable content. And where there is sharing, there is desire that multiplies.

When desire is not enough: the risks of the Pop Mart model

Pop Mart’s success was meteoric and overwhelming, built on strong emotions, well-calibrated psychological dynamics, and an enthusiastic global community. But like any model based on desire, the blind box model has structural frailties.

The barrier to entry is extremely low. The puppets are easy to produce, the concept is not patentable, and distinguishing original from copy becomes increasingly difficult in a saturated and globalized market. The risk of counterfeiting is real, as is that of a proliferation of competitors ready to replicate the model with cheaper, local or commercially aggressive variants.

Pop Mart’s real competitive advantage has been arriving first and seizing the moment. Positioning itself in the world’s trendiest cultural capitals, forging partnerships with iconic brands, and building a retail network that amplifies the experience. But this is a temporal advantage rather than a structural one.

If Pop Mart wants to maintain leadership, it will have to continue to innovate creatively, protect the perceived value of the brand, and, above all, turn the surprise effect into a lasting bond with the consumer. Because the risk, otherwise, is that the “labubu blind boxes fever” will die out as quickly as it ignited.

What brands can learn from the Labubu phenomenon?

The case of Pop Mart and its Labubu blind boxes offers valuable insights for any brand seeking to connect more deeply with its audience.
First, it proves that in an era of hyper-targeted ads and endless choice, surprise and unpredictability can still captivate. Designing products or experiences that reintroduce a sense of anticipation can foster stronger emotional bonds and repeat engagement.
>Second, it highlights the power of owning your own narrative: original IP, distinctive design, and self-contained storytelling enable full creative control and brand consistency.

Strategically, brands should ask themselves: Are we offering more than just utility? Are we cultivating desire, ritual, and belonging?
In a crowded marketplace, emotional differentiation may be the most defensible moat. And while not every brand can (or should) gamify its products, all can benefit from crafting experiences that feel personal, shareable, and just unpredictable enough to spark joy.

About the author

Driven by a deep curiosity for human behavior and digital ecosystems, Giusy Versace holds a Master’s degree in Digital Sociology and Web Analysis from the University of Naples Federico II, where she graduated with highest honors. Her academic background blends sociological insight, data analysis, and digital culture.

Her professional journey began at Human Centric Group. Here, she supports leading brands in translating complex market data into actionable insights and strategic recommendations.

With a passion for storytelling, research, and global cultures, Giusy believes that every dataset hides a narrative worth uncovering and that the true power of data lies in how we choose to communicate it.

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