The role played by social media behind Labubu's sudden popularity

Abstract

Nowadays, "Blind box economy" has gradually emerged with the Internet. Labubu become an instant hit worldwide in a short period of time and has gained a large number of fans. The study focused on analyzing four roles that social media played in the sudden popularity of Labubu. Firstly, social media can facilitate the establishment of identity recognition, form a unique fan groups for Labubu, and turn Labubu into a new type of social currency. Secondly,it expand the emotional value carried by Labubu. Moreover, social media may provide Pop Mart with some unique marketing strategies to increase the attention and purchase of Labubu. Finally, recommendation algorithm creates an information cocoon identifying potential customers for Labubu and attracting new users' attention. This research is helpful for companies to use social media reasonably to promote their products and attract high attention, eventually making the products a huge hit. At the same time, it can also help consumers become aware of the trend of the "Blind box economy" and avoid economic losses caused by blindly following the trend in consumption. As a result, businesses and consumers jointly build a healthy consumption ecosystem.