The fear of missing out, or FOMO, is what kept us generations ago, collecting Beanie Babies in the nineties and lining up for Cabbage Patch Kids in the eighties. In the early 2000s, it was surprise eggs, and even more recently, mystery boxes were a huge hit. Scarcity, even if it was just perceived scarcity, and the mystery behind not knowing “which one” you’re going to get, is what draws people in. And scarcity is one of the reasons why brands like Pop Mart’s Labubu are blowing up. So, what are some small business tips from Labubu? Let’s break it down.
Scarcity but with Realness
As mentioned, scarcity is what drives business with Labubu, and you, too, can lean into this principle in a way that doesn’t feel forced or phony. Create scarcity on a smaller scale by offering a bonus or special deal for the “first ten customers.”
Or, you could provide a code for your email list and ask them to post a specific hashtag on social media when they use your product or service. This will generate buzz and create a sense of FOMO that could grow your mailing list.
Small Business Tips from Labubu: Word of Mouth Marketing
As mentioned above, creating a buzz by using specific hashtags related to your business is a smart marketing angle. Labubu went viral because fans and influencers loved unboxing and showing off their collections.
Pop Mart didn’t micromanage anything; they relied on UGC (user-generated content) and allowed consumers to create their own content around the products. You can do the same. Encourage your customers to share how they use your product. You can feature their photos and link back to their content.
Surprise Drops and Year-Round Testing
What works for Labubu is that their marketing can often be unpredictable. Between blind boxes, regional releases, new varieties, and colors, there’s always something going on. You can incorporate the same small business tips from Labubu.
Rather than a big launch once or twice a year, consider seasonal drops or combine products into quarterly bundles. Just keep your customers guessing, so they don’t get bored. Mystery sales and 24-hour deals are a great way to engage your mailing list. Not only will it keep your business on your customers’ radar, but it will also allow you to actually test what is truly selling and resonating with your customers.
Build Your Online Community
The Labubu collectors’ community is thriving and active both online and offline. Community is one of the best ways to keep a business alive, and you can do this with your own small business. You may already have a Facebook group for your business and an email list, but consider branching out to Discord or Substack; these are great places to build your online community in 2026.
A community will allow you to interact with your customers and get to know their likes and dislikes. Involving current customers in future decisions is a great move. This will help them feel included and become fans and ambassadors of your brand, rather than just buyers.
Your Small Business Needs a Story
For Labubu, it’s not just about the products themselves. The world-building is what makes it. Each of the toys is a character with a backstory and personality. This is what keeps consumers buying more than one; the appeal goes beyond the original toy. You can do the same with your business by exploring the “why” behind what you do.
What problem are you solving, why did you start your business, and what do your customers mean to you? Incorporate your why into all of your marketing to remind your audience that they’re purchasing from an actual human, not just a random brand. Simply add in some behind-the-scenes or give your followers a little background on you, and you’ve created the story behind your brand.
You really don’t need Pop Mart’s budget to get started. By simply being yourself, staying creative, being consistent, and being willing to build a connection to your customers, you too can create the Labubu buzz. People crave storytelling and want to belong; give them that opportunity, and your brand could easily excel far beyond your expectations!
