Generation MZ’s ‘Ditto’ Sentiment Drives the Labubu Craze

Generation MZ’s ‘Ditto’
Sentiment Drives the Labubu Craze

Sutthisak – stock.adobe.com

If you’ve seen unfamiliar dolls lately, they’re likely Labubu. This cute yet quirky figure has become an icon of Generation MZ’s sentiment and consumption trends. More than just a passing fad, the Labubu craze reflects how this generation connects emotionally with the things they buy. Keychains, figurines, and similar merchandise can serve as helpful references when organizing store displays or choosing ambient items.

The fascinating rise of Labubu

Labubu’s rising popularity is backed by strong numbers. Since 2025, Pop Mart—the Chinese toy company behind Labubu—has seen its stock surge over 200%, with a market capitalization surpassing 64 trillion KRW. According to JPMorgan, The Monsters franchise earned 3 billion CNY (575.5 billion KRW) in 2024, with projections reaching 14 billion CNY (2.685 trillion KRW) by 2025. This explosive growth is fueled by an enthusiastic fan base and a booming resale market, where limited-edition figures have sold for up to 370 million KRW, some even described as “better than gold.” Some open-run events were even canceled due to safety concerns over large crowds. A 2024 limited-edition release in front of the Louvre, along with brand collaborations further boosted Labubu’s presence in the global art and fashion scenes.

What’s driving the craze?

The key term is “ditto consumption.” Derived from the Latin word ditto, meaning “me too,” it reflects the desire to have what others have. This trend is driven by today’s generation’s need to express identity through shared emotional alignment. When celebrities or influencers showcase a figure on social media, it becomes a symbol of taste and social connection. Labubu has effectively tapped into this sentiment with its unique visuals, limited-edition strategy, and viral social media presence. Character products like Labubu, which resonate with generational emotions and preferences, are likely to keep trending. The key is to consider how to strategically incorporate them into your store experience.

How can your store take advantage of this growing trend?

The first step is to stock products that evoke the same “must-have” appeal as Labubu—think character keychains, mini mirrors, pouches, and other small gift items. Items that capture this vibe signal to customers that your store is aligned with current trends. Today’s consumers want purchases they can photograph, share, and feel good about.

1. Create a Sentimental Merchandise Section

A small section featuring collectible character items like Labubu can attract impulse buyers with affordable and widely appealing options.

The Crème offers cute beauty items like facial packs, hand creams, and mirrors featuring Hello Kitty and more. For more information, please call: 201)313-0700

2. Aim for the ‘Selfie’

A single selfie on social media can be powerful advertising. Enhance displays with mood lighting, POP cards like “Best Item of the Day,”or fun phrases such as “I also got this!” or “Instagrammable!”

A photo-worthy space boosts dwell time and drives conversions—potentially sparking a wave of “ditto consumption” in your store.

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A photo zone doesn’t need to be large. What matters is creating a visually appealing composition, even in a small or simple space. The key is to make it Instagrammable.

* Instagrammable: worthy of being photographed and posted on the social media platform Instagram. (Source: Dictionary.com)

A retail store in Dallas features a themed “Wig of the Month” section to attract customers. The backdrop enhances the store’s social media appeal and promotional impact.