Core Insights - The article discusses the rising popularity of the Labubu blind box in Japan, highlighting its cultural significance and the influence of social media and celebrity endorsements in driving consumer interest [1][2][10] Group 1: Labubu's Popularity and Cultural Impact - Labubu blind boxes have become a sensation in Japan, with original prices of 3,000 yen being resold for over 100,000 yen (approximately 5,000 RMB), indicating a 30-fold increase in value [1] - The popularity of Labubu is attributed to its unique design and the "ugly" aesthetic that resonates with Japanese consumers, contrasting with the traditional cute designs of local IPs like Chiikawa [1][4] - The spread of Labubu from China to Japan involved a pathway through Thailand and the West, influenced by celebrities like Lisa from BLACKPINK and Rihanna, which created a significant buzz around the product [2][10] Group 2: Historical Context of Blind Box Culture - The blind box and capsule toy culture originated in Japan during the 1960s, with the concept of "Gashapon" (扭蛋) being a key part of the market, characterized by low prices and randomness [3][4] - The enduring appeal of blind boxes and capsule toys lies in their emphasis on scarcity and the thrill of surprise, which keeps consumers engaged and willing to spend [3][4] Group 3: Marketing and Consumer Behavior - The limited edition strategy employed by Labubu aligns with Japan's "limited culture," where consumers are drawn to exclusive and rare items, enhancing the desirability of Labubu products [5][6] - Labubu's marketing strategies have effectively utilized social media platforms, creating a community of collectors who share their experiences and showcase their collections online [6][11] - The success of Labubu in Japan reflects a shift in the market where Chinese brands are not only entering but also innovating within the Japanese consumer landscape, leveraging local cultural elements [10][11]