Building a Fan Base: The Expert Branding of Labubu and K-Pop
By Kathy Justice
As a woman in my early 40s, I occasionally feel out of step with today’s cultural zeitgeist. I watch ‘Love Island’ not for the whirlwind romances and dramatic betrayals, but to decode modern dating rituals and pick up Gen Z slang (“no cap”). I part my hair to the side and wear bodysuits to the gym—not high-rise, baggy pants. I don’t own a Labubu plushie or attend the U.S. tours of the latest K-Pop sensations, SEVENTEEN or Ateez. But sometimes, I wonder if I should.
Why, you might ask, would someone like me feel drawn to these pop culture phenomena? The answer is simple: Labubu and K-Pop offer a master class in creating products people can’t resist.
Let’s unpack how these brands build intensely loyal fan bases with a dash of cult-like devotion (in the best possible way).
Here are three branding strategies Labubu and K-Pop expertly use to captivate and grow their followings—echoing the frenzy once bestowed upon Beanie Babies and 90s boy bands:
1. Storytelling and Myth
Everyone loves a good story—and both Labubu and K-Pop lean into this power.
Labubu figurines and plushies, created by artist Kasing Lung, trace back to a rich origin story. Lung, who moved from Hong Kong to the Netherlands at age seven, drew inspiration from Nordic fairy tales. In 2015, he launched The Monsters, an illustrated book series featuring a tribe of mischievous, elvish creatures known as Labubus. This narrative foundation gives the brand an enchanting backstory that sparks curiosity and emotional connection.
Image credit: @labubu.boxes
K-Pop takes storytelling in a different direction—more mystery novel than fairy tale. Groups like Ateez weave intricate lore into their music and marketing, turning fandom into an (almost) full-time detective hobby.
2. Exclusivity and Surprise
Both Labubu and K-Pop understand the power of FOMO.
Labubu releases limited-edition drops and blind boxes—so fans never know exactly which figure they’ll receive, or if they’ll ever find the rare one they’re chasing. The mix of uncertainty and exclusivity has turned Labubu into the must-have accessory of summer 2025.
K-Pop uses similar tactics through surprise album themes, twist-filled music videos, hidden messages, and collectible bonus items (like photo cards or posters) making each release feel personal and special. Surprise listening parties and fan-only events deepen the sense of belonging—and urgency.
3. User-Generated Content
Labubu and K-Pop have both mastered the art of letting their fans do the marketing.
Social media fuels the hype, but it’s the fans who generate the majority of the content— from outfit photos with a Labubu keychain to concert selfies in BTS merch. These organic moments embed the brands into the everyday and boost visibility exponentially.
Labubu unboxing videos are particularly popular, delivering an emotional payoff that combines mystery, suspense, and joy. Meanwhile, K-Pop fans love to share elaborate stage sets, surprise guest appearances, and interactions with idols. Capturing and sharing these moments fosters community, amplifies engagement, and builds loyalty with zero dollars spent on traditional advertising.
Labubu and K-Pop may eventually face the same cultural comedown as Beanie Babies and boy bands, but the lessons they offer are timeless. Storytelling, exclusivity, and community remain powerful drivers of brand love and loyalty.
Curious how your brand can tap into these strategies? Reach out to the W5 team. We’re ready to help you connect more deeply with consumers of all ages (and hairstyles) and build your own passionate fan base.