As the mom of a 20-year-old, I never thought I’d be writing about Labubu, but here we are.

Wait—What is Labubu?

By all accounts, I shouldn’t have fallen down a rabbit hole reading about a toy creature with wild hair and jagged teeth. But that’s exactly what happened when I stumbled across a TikTok from Bethenny Frankel about Labubu, a small, strange figure that’s quietly taken the world of designer toys and die-hard collectors by storm.

If you’ve never heard of Labubu, don’t worry. Neither had I. Again, my kid is 20. But the more I learned, the more I started seeing parallels between this bizarre little goblin and what copywriters try to do every day. Stay with me.

Labubu, created by artist Kasing Lung, is equal parts adorable and unnerving. It’s got big eyes, mischievous energy, and a look that’s distinctly… not for everyone. And yet, Labubu fans are obsessed. Limited drops sell out in seconds. Online forums buzz with speculation. Devoted collectors build entire display cases.

Why? Because Labubu does what great copy does.

Weird is a strength

Labubu isn’t trying to please everyone—and that’s the point. It leans hard into its oddball identity, and that’s what makes it stand out. Copywriters are often taught to smooth out the rough edges and play it safe. But some of the most memorable copy—the kind that gets shared, screenshotted, and saved—is the stuff that’s a little weird, a little bold, and perhaps a tad unhinged. Just like Labubu.

storytelling without a monologue

There’s no backstory printed on the box. Labubu’s world is built through design, visual cues, and a sense of mystery. That’s a reminder: not every message needs to be over-explained. Great copy knows when to let the reader connect the dots. It trusts its audience and that trust creates engagement.

cult followings are earned

Labubu didn’t become a sensation thanks to a splashy campaign. Its following grew through scarcity, community, and emotional connection. The same goes for brand voice. Loyalty isn’t bought—it’s built. Thoughtful, consistent copy has the power to pull people in piece by piece. It’s not always loud, but it’s always clear.

details make the difference

Labubu figures are designed intentionally. Every tiny tooth, every texture, every paint detail feels deliberate. And so does the cadence of a good headline. The rhythm of a line. The surprise of an unexpected verb. The restraint of knowing what not to say. Precision in copy may not scream for attention, but it earns it.

don’t forget playfulness

Labubu is fun. A little spooky. A little nostalgic. It invites curiosity and sparks delight. In the rush to meet deadlines or push performance metrics, we forget that play is part of the creative process. Great copy can make people feel something and it doesn’t always have to be serious to be effective.

so, what’s the takeaway?

Weird works. Details matter. Silence can speak volumes. And sometimes, the best copy doesn’t try to sound like anything else—it just owns what it is.

I’m not saying you need to start collecting Labubu (I mean, you could…). But the next time you sit down to write a script, social caption, or product description, ask yourself: Is this just filling space? Or is it leaving a mark?

If Labubu can create a cult following without saying a single word, imagine what we can do with them.