How K-Pop Star Lisa Turned Labubu Into A Viral Sensation
Ever wondered why some toys or collectibles suddenly become the must-have item? Take the case of Labubu, a quirky toy that shot to fame thanks to a little help from K-pop icon Lisa of BLACKPINK. In mid-April 2024, Lisa shared a candid Instagram story showing her cuddling a newly unboxed Labubu. That single post sparked a craze.
This phenomenon isn't just about a celebrity endorsement. It's a masterclass in the power of social media influence, particularly on platforms like TikTok and Instagram. Pop Mart, the company behind Labubu, saw their sales skyrocket thanks to strategic partnerships with content creators who showcase and sell their products through engaging posts and livestreams.
While social media influencers are a relatively recent addition to the cultural landscape, the concept of media influence has been studied for decades. Back in 1955, communication scholars Elihu Katz and Paul Lazarsfeld delved into this topic in their book, Personal Influence: The Part Played by People in the Flow of Mass Communications. They introduced the idea of a "two-step flow" model, where mass media impacts "opinion leaders," who then influence their communities.
Today, celebrities like Lisa serve as modern-day opinion leaders. With a staggering 106 million Instagram followers, she has a massive reach. Although most people don't personally know these influencers, fans often develop parasocial relationships (one-sided emotional bonds) with them, regarding them as trusted sources of inspiration.
Social media platforms enhance this dynamic by fostering a sense of direct connection between stars and their followers. This blurring of lines between a parasocial connection and genuine influence underscores how celebrities can drive trends and shape consumer behavior.