Dr. Samir Kapur
In an age of fleeting attention spans and viral fatigue, few products manage to punch through the cultural noise. But the Labubu doll, born from the creative universe of Pop Mart and artist Kasing Lung, has done just that - becoming more than a collectible. It is now a media magnet, social symbol, and a case study in turning hype into sustainable publicity.
For communications professionals, Labubu isn't just a product story - it's a PR masterclass
From Hype to Headlines: How Marketing Becomes Media
At the heart of Labubu's rise lies a well-spun Hype Marketing Flywheel, but what sets it apart is how that hype was translated into earned media and organic storytelling.
Let's unpack how PR rode the hype wave - and elevated it.
The Hype Marketing Flywheel Meets Strategic PR
1. Scarcity = Newsworthiness
Labubu's blind-box model and limited drops created story hooks. Every release became an "event," perfect for media coverage. Journalists love scarcity - it implies urgency, value, and cultural tension. PR teams amplified this by feeding exclusivity to lifestyle media and collectors' platforms.
2. Influencer Fandom = Social Proof
PR didn't just seed dolls with influencers - it nurtured fandoms. Influencers organically documented unboxing moments, built lore, and created FOMO. The strategy wasn't pushy - it was participatory. PR teams engaged communities, not just broadcast audiences.
3. Community = Cultural Relevance
The PR shift was subtle but powerful: Labubu was framed not as a toy, but as a symbol of taste. This positioned it for feature stories, not just product reviews. It showed up in youth culture features, collector podcasts, even museum exhibitions.
4. Art + Commerce = Premium Perception
By anchoring the doll's origin in art and narrative - not just merchandise - PR crafted a premium narrative. Press stories focused on the creator's artistic intent and storytelling universe, elevating the brand from mass product to niche icon.
5. Media-as-Mirror Strategy
PR converted hype into media echo. Stories weren't pushed-they were pulled. Every TikTok trend became an insight for a pitch. Every resale value surge became a business story. This created a feedback loop where coverage spurred interest, and interest spurred more coverage.
Can Hype Be Turned Into Publicity?
Absolutely - when PR steps in to frame hype as story.
Hype by itself is noisy. It lives on TikTok, Reddit threads, and flash mobs. But publicity gives it structure, legitimacy, and shelf life. Here's how:
Hype and publicity serve different but complementary roles in brand communication. Hype is emotionally viral, fast, and designed for social-first platforms. It thrives on trends and is often driven by influencers, creating quick bursts of attention that can go viral but may fade just as fast. In contrast, publicity is editorially valuable and curated for legacy media. It's story-based and endorsed by credible journalists and tastemakers, which helps build long-term brand equity. While hype generates immediate buzz, publicity lends lasting credibility.
Take the case of Air Jordans - still a case study in sustainable hype. PR built a mythology around MJ, the shoes, the culture, and the community. That mythology, when reinforced through media stories, documentaries, interviews, and brand collaborations, outlived the basketball moment and became a decades-long narrative.
Compare that to fidget spinners, Stanley cups, or even Prime drinks - all massive, short-lived trends. PR failed to evolve the story beyond virality. Once the novelty died, so did the coverage. That's the risk of not transitioning hype into public reputation.
PR's Role in the Hype Lifecycle
If marketers build the initial spark, PR fuels the sustainability of that fire. For Labubu, strategic PR helped:
The goal? Shift Labubu from a "product of the moment" to a character with a story, making it worthy of feature articles, op-eds, collector interviews, and business segments.
Lessons for PR Professionals
1. Convert drops into narratives - Every release is a pitch moment.
2. Marry hype with heritage - Anchor virality in emotion or culture.
3. Turn buyers into believers - Build communities, not just consumers.
4. Frame scarcity as significance - Not "sold out," but "sought after."
5. Pitch the people, not the product - Artists, collectors, fans are more media-friendly than SKUs.
Net net
Labubu's journey is a reminder that in today's world, PR doesn't just react to hype - it shapes it. The most enduring brands will be those that understand how to convert social buzz into editorial belief, turning fans into storytellers, and stories into symbols.
As attention spans shrink and trends evaporate, PR remains the only function that can stretch a moment into a movement.
About the author
Dr. Samir Kapur is a Director at Adfactors PR, India's largest public relations firm. A published author and seasoned media strategist, he also serves as a visiting faculty at some of the country's premier communication and business schools, where he teaches public relations, marketing, and strategy.
