Trendy doll LABUBU has taken the internet by storm, with global shortages and frenzied purchases leaving many puzzled. This phenomenon reflects how cherished objects—whether pets, figurines, or activities—become vessels for emotional investment in an era where love feels scarce.
The Psychology Behind Loving Objects
Marketing scholar Aaron Ahuvia, in his book Beloved Objects: How Love Connects and Shapes Us, explores how objects help forge identity and social connections. Key insights include:
- Identity Crafting: Objects act as mirrors for self-discovery ("This plush represents my quirky side").
- Emotional Anchors: They provide stability when human relationships falter ("My cat never judges me").
- Social Bridging: Objects like LABUBU foster communities through shared passions.
Ahuvia identifies three "warming mechanisms" that make us anthropomorphize objects:
- Personification (e.g., LABUBU’s toothy grin feeling "alive")
- Social Bonds (gifting a figurine to a friend)
- Self-Integration (collectibles as extensions of personality)
👉 Discover how LABUBU became a cultural icon
Why LABUBU Resonates Now
Cultural Shifts in Object Attachment
- "Ugly-Cute" Trend: LABUBU’s monster aesthetic aligns with Gen Z’s embrace of "weirdcore" and absurdist humor.
- Nostalgia Reimagined: Unlike Hello Kitty’s perpetual sweetness, LABUBU channels rebellious energy.
- Adult Collectors: 30–50-year-olds now dominate the toy market, seeking childhood joys they missed.
Case Study: The Rise and Strategy of LABUBU
| Factor | LABUBU’s Approach | Lesson for Brands |
|--------|-------------------|-------------------|
| Emotional Depth | Taps into loneliness & self-acceptance | Build narrative beyond aesthetics |
| Community | Fan theories about its "dark elf" origins | Encourage user-generated lore |
| Scarcity | Limited editions drive secondary markets | Balance exclusivity with accessibility |
The "Supper League" Phenomenon: Football as Social Glue
China’s amateur "Supper League" (苏超) has eclipsed professional sports in popularity by:
- Regional Pride: Teams rep 13 Jiangsu cities, fueling friendly rivalry memes ("Changzhou’s self-deprecating ‘0州’ jokes").
- Anti-Elitism: Celebrating amateurism over polished athletics.
- Cultural Export: Matches double as tourism ads—fans now plan trips to lesser-known cities like Yancheng.
👉 Explore how grassroots events like "Supper League" go viral
FAQ: Decoding Modern Object Attachment
Q: Is loving objects replacing human connections?
A: No—it’s a supplement. Objects fill gaps (e.g., pets for touch starvation) but don’t replace reciprocity.
Q: How can brands sustain interest like Hello Kitty?
A: Layer meaning: Kitty evolved from "cute" to feminist symbol. LABUBU needs similar depth.
Q: Why do adults collect "kids’ toys"?
A: Psychologists call it "reparative play"—healing childhood deprivation through adult resources.
Q: Will LABUBU fade like Fidget Spinners?
A: Unlike fads, LABUBU’s emotional resonance gives it longevity—if it keeps evolving culturally.
Conclusion: Objects as Emotional Barometers
From LABUBU to "Supper League," contemporary object attachment reveals societal shifts:
- Craving Control: In uncertain times, we seek reliability in possessions.
- Identity Fluidity: Objects let us safely experiment with selves.
- Digital-Physical Blend: Online hype (memes) fuels offline actions (collecting).
As Ahuvia notes, "The objects we love tell the story of who we are—and who we hope to become."