Labubu and Matcha: A Peek into 2025’s Quirkiest Trend
- Christina Png
- Jun 29
- 4 min read
From toy collectors to café hoppers, the rise of Labubu and matcha is more than just another cute internet fad—it’s a case study in consumer behavior, neuromarketing, and trend engineering. But why exactly are people going nuts for them in 2025?
Let’s unpack the behavioral science and marketing strategy that turned a mischievous designer toy and an ancient green tea into pop culture icons.
🔬 1. The Dopamine Loop: Labubu as a Collectible Obsession
At the core of Labubu’s success lies the scarcity principle—a psychological trigger that says the rarer something is, the more we want it.
Blind box strategy: You don’t know which Labubu you’ll get, mimicking the addictive mechanics of loot boxes or slot machines. This unpredictability activates the brain’s reward system and keeps people coming back for more.
Limited drops and collabs: Creating artificial scarcity, Labubu toys often sell out in minutes. This urgency fuels the FOMO effect, leading consumers to act fast, often emotionally.
Community validation: Collectors share, swap, and showcase their rare finds on social media, reinforcing social proof—one of Cialdini’s classic persuasion principles.
In essence, Labubu isn’t just a toy. It’s a dopamine delivery system, engineered through scarcity, surprise, and social validation.
🍵 2. Matcha and the Neuroscience of Ritual and Wellness
Matcha plays a different game—it taps into mindfulness marketing. This form of marketing is rooted in the consumer's desire for balance, self-care, and intentionality.
Color psychology: The bright green hue of matcha is associated with calmness and vitality. It's also one of the most visually stimulating colors on social media feeds.
Wellness signaling: Matcha contains L-theanine, which promotes calm focus without the crash of coffee. Consumers perceive matcha not just as a drink, but a lifestyle upgrade.
Ritual over impulse: The act of whisking or sipping matcha aligns with the current shift toward slower living and anti-burnout culture—especially appealing to overstimulated Gen Z consumers.
From a marketing standpoint, brands aren’t selling tea—they’re selling serenity in a cup.
📊 3. Microtrend Marketing: Riding the Digital Tsunami
Both Labubu and matcha are perfectly engineered for digital virality, particularly within Gen Z and young millennial subcultures. Here’s how:
Algorithm-friendly visuals: Bright green drinks and quirky figurines perform exceptionally well on platforms like TikTok, Xiaohongshu, and Instagram Reels.
Local + Global hybrid branding: Matcha appeals to global wellness sensibilities while still evoking deep cultural roots. Labubu blends East Asian art aesthetics with Western-style collectibles. This duality allows them to scale across regions while feeling authentic.
User-generated hype: Instead of traditional advertising, these trends thrive on user reviews, unboxing videos, café visits, and "Get Ready With Me" vlogs. It’s a masterclass in earned media and peer-to-peer influence.
🧠 4. Identity, Not Product: The Power of Meaningful Consumption
At the heart of it all, today’s consumers—especially Gen Z—aren’t just buying things. They’re buying identities.
Collecting Labubu signals creativity, quirkiness, and niche culture fluency.
Drinking matcha signals mindfulness, health awareness, and aesthetic sensitivity.
This is what Harvard Business School professor Gerald Zaltman calls "deep metaphors" in consumer behavior: purchases reflect emotional goals like belonging, control, and transformation. Brands that tap into these subconscious drivers become symbols, not just goods.
List of opportunities emerging from the Labubu and matcha trend:
Limited-edition product drops – Collaborate with artists or creators to launch collectible or seasonal items.
Branded pop-up experiences – Create themed cafés, installations, or retail events that encourage sharing on social media.
Unique packaging design – Use playful, collectible packaging that doubles as a keepsake or display item.
Influencer and artist partnerships – Team up with niche creators to reach engaged, trend-sensitive audiences.
Gamified loyalty programs – Reward repeat customers with digital badges, exclusive items, or early access.
Labubu and Matcha: A Peek into 2025’s Quirkiest Trend Digital collectibles or AR experiences – Offer NFTs, digital Labubu filters, or matcha-themed mini-games.
Cross-industry collabs – Mix fashion, food, toys, or lifestyle to create surprising and shareable mashups.
Content-driven marketing – Use storytelling, behind-the-scenes videos, or “unbox and sip” formats to build emotional connections.
Wellness-centered branding – Position matcha as a calming, creative ritual in a fast-paced world.
Community-building – Foster fandom through events, online groups, or collector challenges that build loyalty and buzz.
These strategies tap into what today’s consumers love: novelty, aesthetics, collectibility, and a sense of belonging.
📈 The Bottom Line
What looks like a random pairing of a spooky toy and green tea is actually a smart mashup of design, culture, and emotional resonance. It reflects a bigger trend: people craving meaning, fun, and personality in everything—from what they drink to what they collect.
Labubu and matcha? They’re not just cute—they're cultural codes in a hyper-aesthetic, hyper-collectible era. And judging by the demand, this is just the beginning.