Core Insights - The trend of IP consumption is becoming mainstream, with LABUBU, Hello Kitty, and emerging players like WAKUKU utilizing fashion industry marketing strategies to engage a broader audience [1][3][37] - LABUBU's popularity surged due to its association with celebrities and social media, leading to significant demand and discussions around its scarcity and value [4][5][12] - The marketing approach focuses on creating buzz around single products, which poses risks related to market volatility and sustainability of the IP's value [37][38] Group 1: LABUBU's Rise - LABUBU has gained global attention, with its products frequently featured by celebrities, leading to a significant increase in demand and discussions about its scarcity [1][4][5] - The brand's marketing strategy leverages social media and celebrity endorsements, creating a strong emotional connection with consumers [3][29] - The success of LABUBU is attributed to its unique design and the collectible nature of its products, which enhances its perceived value in the market [6][12] Group 2: Market Dynamics - The IP market is expected to reach new heights by 2025, driven by consumer acceptance and recognition of IP consumption as a form of emotional spending [3][39] - The rapid growth of LABUBU has led to increased interest from other companies in the toy and entertainment sectors, indicating a broader trend in the industry [3][39] - The marketing strategies employed by LABUBU and similar brands are being quickly adopted by new entrants in the market, such as WAKUKU, which has also seen rapid popularity due to celebrity endorsements [31][32] Group 3: Risks and Challenges - The focus on single product marketing can lead to volatility in demand and pricing, making it challenging to maintain a stable market for IPs [37][38] - The potential for market saturation and the risk of losing consumer interest if the novelty wears off are significant concerns for brands relying heavily on hype [37][38] - Companies are urged to balance short-term gains with long-term sustainability to avoid the pitfalls of becoming a fleeting trend [38][39]