If you spend any time scrolling through Instagram, TikTok, or YouTube in Germany, one thing has become impossible to miss: Labubu . The quirky, wide-eyed creature from POP MART has gone from niche collectible to full-blown cultural sensation, and much of that explosion can be traced back to one powerful force — influencers. What began as an underground fandom has been catapulted into mainstream attention thanks to German content creators who proudly show off their latest unboxings, limited-edition finds, and wildly creative displays. Their enthusiasm is contagious, and their audiences have followed suit, turning Labubu into one of the most talked-about collectibles in the German social media scene.
Unlike traditional toy trends that rely on children or nostalgic adults, Labubu’s rise has been driven largely by lifestyle influencers, fashion vloggers, and urban culture content creators. These are not toy reviewers in the classic sense. They are personalities who center their content around aesthetics, identity, and personal expression — and Labubu fits perfectly into that space. Its mischievous grin, unpredictable designs, and constant collaborations make it more than a figure; it’s a statement piece. Whether perched beside luxury skincare products, framed within neon-lit work desks, or matched with designer streetwear, influencers have positioned Labubu as an extension of taste and individuality.
One of the biggest reasons German influencers have gravitated toward Labubu is the unboxing factor. POP MART’s blind box model taps directly into the thrill of suspense — every box offers a mix of luck, rarity, and surprise. Influencers film their reactions with dramatic sound effects, playful commentary, and audience predictions in the comments. Viewers don’t just watch the videos — they participate, guessing which figure might appear, cheering or laughing when the results are revealed. This interactivity fuels massive engagement, driving even casual onlookers to want to experience the excitement for themselves. Before long, audiences become collectors, and collectors become evangelists.
The visual nature of Labubu also lends itself perfectly to online content. Unlike static collectibles that live on shelves, Labubu is photogenic from every angle. Influencers create entire photo sessions around their figures, dressing them, posing them, staging elaborate dioramas, or setting them against city skylines and seasonal backdrops. Some creators specialize in macro photography, turning each Labubu into a cinematic protagonist. Others craft humorous skits or full TikTok storylines where Labubu takes on a personality of its own — a roommate, a troublemaker, a fashion critic. This versatility allows influencers to weave the character into their existing content style without altering their brand voice.
Luxury lifestyle creators have also played a surprising role in elevating Labubu’s image. Instead of treating it as a toy, they showcase it like a collectible art object. A Labubu sitting next to a Chanel perfume bottle or on a marble coffee table immediately reshapes the viewer’s perception of its value. It’s no longer a €12 surprise box. It’s a design accessory with cultural weight. German beauty and fashion influencers frequently style Labubu in their daily “get ready with me” setups or use them as props in outfit transition videos. The character’s chaotic charm juxtaposed with elegance makes for a visually striking contrast, which algorithms reward and viewers remember.
Meanwhile, tech and desk setup influencers have integrated Labubu into their aesthetic worlds as motivational mascots or mood boosters. Videos showing RGB-lit gaming corners or productivity spaces often include Labubu as the final “vibe check” element. Influencers describe it as a small source of joy amid long work sessions, which has only strengthened Labubu’s position as a mental comfort object — not just a collectible, but a companion.
What’s particularly fascinating is how German influencers have localized the trend without altering its roots. Instead of translating Labubu into something traditionally “German,” they embrace its international identity while infusing it with regional humor and references. Influencers from Berlin post their Labubus riding the U-Bahn. Creators in Hamburg film them staring wistfully at the harbor. Bavarian TikTokers dress them up with miniature pretzels or place them beside Maßkrüge during Oktoberfest. These localized touches strengthen the community bond while keeping the character universally relatable.
Giveaways have become another major tool in Labubu’s online rise. Influencers host collaborative raffles where followers can win rare editions, custom-painted figures, or complete mystery packs. These events create buzz and urgency, especially when paired with time-limited hashtags. Some creators even trade figures live on stream, negotiating swaps and showcasing their full collections like prized Pokémon cards. This has given birth to a secondary social ritual — the Labubu trading culture — where followers meet through influencer comment sections to exchange duplicates and hunt for grails.
The ripple effect is undeniable. Hashtags like #LabubuGermany, #LabubuSucht, and #BlindBoxAddicts are filled with users proudly crediting influencers as the reason they joined the fandom. Comments often read like confessions: “I didn’t even know what Labubu was two weeks ago and now I own five.” That is the essence of influencer impact — not just exposure, but conversion.
What’s even more impressive is how this trend spans demographics. Unlike many digital fads that skew toward teens, Labubu has attracted audiences from students to working professionals to even parents collecting alongside their children. Influencers play a crucial role in normalizing this cross-generational appeal by casually integrating Labubu into adult lifestyles. They show that collecting doesn’t have to be childish — it can be creative, calming, and community-driven.
As Labubu’s popularity continues to rise, brands have taken notice. Collaborations between influencers and retailers are beginning to emerge, with exclusive early access drops, co-designed display shelves, or themed limited editions teased through influencer-led campaigns. POP MART itself has started featuring German creators in official reposts, acknowledging just how essential they are to expanding the brand’s Western presence.
In the end, Labubu’s success in Germany is not just a story of a cute figure winning hearts. It’s a case study in digital era marketing — where authenticity outweighs ads, and fandom grows fastest not from corporate campaigns, but from relatable people sharing genuine excitement. German influencers didn’t just promote Labubu. They adopted it, bonded with it, and invited their audiences along for the ride.
And now, whether you follow beauty gurus, streetwear trendsetters, miniature artists, or cozy lifestyle vloggers, one thing is certain — your feed will keep smiling back at you with two big ears, tiny claws, and that chaotic little grin known as Labubu.
