The Impulso Podcast E124: Labubu makes no sense - and that’s why it sells
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Jul 3, 2025 In a fascinating exploration of the Labubu craze, the hosts discuss why collectors are customizing these toys with extravagant styles, including BBLs. They dive into the emotional psychology behind spending on collectibles that serve no practical purpose. Customization creates personal stories, enhancing attachment and value. Surprisingly, items without utility can be more desirable. As Labubu surpasses other figures in revenue, the podcast reveals the impact of hype, scarcity, and international demand in the toy market, even leading to store scuffles!
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Customizing Labubu As Personal Story
- Elodie customized her Labubu via Taobao and takes it on trips and photoshoots to create a personal story.
- She and others dye fur, change eyes, and even give Labubus BBLs to make one-of-a-kind pieces.
Uniqueness Creates Ongoing Emotional Value
- Customization converts a cheap decorative object into an emotional, unique possession that extends happiness.
- Owners create ongoing narratives for Labubu to keep getting joy beyond the initial purchase.
Uselessness As A Selling Point
- Pop Mart's CEO argues uselessness is the feature: items with no practical use carry stronger emotional value.
- Shoppers prefer decorative 'fountains' over practical 'leaking taps' because emotion drives collecting.