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In the second half of 2024, the craze for hunting Labubu and unboxing Baby Three took social media by storm, generating over 3.12 million discussions across all platforms. Beyond the buzz, the trend also made waves on e-commerce platforms, with an average of 49,000 related products sold monthly. Join YouNet Media and YouNet ECI as we analyze the data to uncover the answer: Is the blind bag unboxing phenomenon just a fleeting trend, or will it continue to grow in the future?
1/ The Second Half of 2024: Over 3 Million Discussions on Social Media and More Than 200,000 Art Toy Products Sold on E-Commerce Platforms.
In the Second Half of 2024, art toys dominate social media and fuel a collecting craze. Art toys like Labubu and Baby Three became the center of attention on social media in the latter half of 2024, sparking a wave of passionate collecting. According to data from YouNet Media, these two product lines generated over 3.12 million discussions and engaged 1.5 million participants, highlighting the undeniable allure of the art toy trend within online communities.
Labubu’s rapid rise to fame was fueled by Lisa’s endorsement in April 2024. However, it wasn’t until August 2024 that the phenomenon truly exploded in Vietnam, peaking at over 565,000 discussions. This surge coincided with PopMart, the brand behind Labubu, officially launching the product line in Ho Chi Minh City. Labubu’s appeal was further amplified as influencers and celebrities like Thanh Hằng, Bảo Thy, and Á hậu Huyền My regularly shared images pairing their outfits with Labubu or showcasing their collections. This convergence of influencer culture and social media buzz has cemented art toys as more than just collectibles—they have become a cultural statement.
Not just a social media phenomenon, the art toy trend has also achieved impressive sales figures. According to data from YouNet ECI’s EcomHeat platform, in the second half of 2024, 293,000 products related to Labubu and Baby Three were sold by the TOP 30 shops on Shopee and TikTok Shop. On average, nearly 49,000 products associated with Labubu and Baby Three were sold each month, demonstrating that young consumers are more than willing to spend on art toy products.
2/ From Labubu to Baby Three: One Trend Fades, Another Rises
The blind bag trend truly exploded on social media in October 2024, marking a surge in sales for Labubu and Baby Three across e-commerce platforms.
Specifically, Labubu reached its peak sales in November 2024, with over 75.2K products sold. However, just a month later, Labubu’s sales dropped by more than 40%, paving the way for Baby Three’s remarkable rise. During the same period, Baby Three recorded a 20% sales growth, emerging as the new focal point on e-commerce platforms.
3/ In conclusion, is blind box unboxing merely a fleeting trend, or will it continue to grow in the future?
Looking at social media engagement data and e-commerce revenue, it’s clear that the “blind box unboxing” or “mystery box” trend will continue to thrive and grow in the coming year, fueled by the synergy between entertainment trends and shopping trends. However, to capitalize on this wave, sellers and distributors must quickly identify trends and act early, as soon as a new trend begins to form.
Take Labubu and Baby Three as examples; these products only had 3-4 months to maintain peak popularity and capture the community’s attention before being overtaken by the next trend. Monitoring trend data to stay on top of shifts and acting promptly is crucial for sellers and distributors.
Additionally, sellers and distributors need to leverage creative and entertaining content formats. According to the Vietnam E-commerce Intelligence 2025 report by YouNet ECI and YouNet Media, the top 3 most effective shoppertainment content types for Gen Z consumers are: livestreams or product trial videos from influencers, flash sales or limited-time offers, and unboxing or user reviews. These formats not only enhance personalization but also enrich the customer’s experience journey.
