SMU Assistant Professor of Marketing Shilpa Madan explains that cute things, like Labubu dolls, activate primal instincts and anthropomorphism in humans. This tendency to attribute human traits to non-human entities provides a sense of companionship and comfort. Nostalgia also plays a role, as these dolls remind consumers of childhood, motivating purchases through positive memories. Additionally, Labubu dolls foster social belonging and identity expression among fans.
