When it comes to the trendiest collectible today, it’s not Chanel or Taylor Swift — it’s Labubu, the sharp-eared, wide-eyed character with its signature nine fangs! According to Dr. Tingting Fan, Principal Lecturer in Marketing at HKU Business School, the rise of Labubu under Pop Mart was no coincidence. It was driven by the brand’s unique IP strategy — collaborating with designers worldwide to create diverse character series, supported by an integrated business model covering design, production, and marketing, all tailored to young consumers’ tastes. “Pop Mart has excelled in using data analytics to understand the preferences and trends of consumers aged 18 to 29,” Dr. Fan explained. She added that Labubu’s success went beyond celebrity endorsements — it was about building strong community engagement and brand loyalty. Looking ahead, Pop Mart’s future growth would depend on its ability to stay ahead of market trends and deepen emotional connections with its fans.
16 Apr 2025
Faculty