Tiny Toy, Big Buzz: How Labubu Took Over Centrepoint
Background
When a quirky toy starts showing up in moodboards, memes, and even street style edits, you know it’s more than a passing trend, it’s a cultural moment. That’s exactly what happened with Labubu, the wide eyed character that unexpectedly became a social media icon.
At Hashtag, we’re always tuned into what’s trending and more importantly, how to make the lights shine for our client, Centrepoint. The Labubu buzz gave us the perfect chance to show up where the audience was already looking and speak their language with a fashion forward twist.
The Brief
Use the viral Labubu moment to connect with our Gen Z and Millennial audience, drive organic engagement, and position Centrepoint as a brand that not only follows trends but owns them.
The Answer
We turned Labubu into the moment. Using AI, we created hyper realistic visuals of a Labubu styled in a full Centrepoint outfit Each piece was styled with intention, pulling directly from our latest collections.
But we didn’t stop there. We also brought the trend to life by creating a video using another trending topic “Lafufus” which is the knock off of a Labubu and attracting the community to spark conversation. The blend of AI creativity and physical in-store storytelling made the outcome both timely and relevant.
The community couldn’t get enough. From comments tagging friends to recreate the look, to shares across fan pages and trend accounts, it wasn’t just a post, it became a conversation.
