【熱門時事】Labubu 小怪獸：從盲盒開箱到明星同款，為何人人想要？ - 20250802
歡迎收聽《HOT 基礎英文新聞：熱門時事分享》！今天要聊的是最近常掛在名牌包上、萌到不行的小怪獸 Labubu。即使手頭不寬裕，大家仍願意買它當作小確幸，這和「口紅效應」有關，一起來看看吧！
這類小額消費在景氣不穩時特別常見，人們仍想保有一點快樂，但會把預算壓在較小的項目上。若想了解這種現象，可以觀察同一時期哪些小商品的銷量同步上升。
Welcome to “HOT English News: Let’s Talk Trends!” Today we’re talking about Labubu, the cute little monster now hanging from luxury bags everywhere. Even when money is tight, people buy it as a small treat. This links to the Lipstick Effect. Let’s dive in!
口紅效應很簡單：景氣不好時，大家會減少買車、名牌包這些大支出，但仍願意買便宜又能帶來好心情的小東西，比如口紅。Labubu 就屬於這種「小而療癒」的商品。
The Lipstick Effect is simple: In hard times people skip big, pricey items but still buy small feel-good treats, like lipstick. Labubu is one of these happy little buys.
Labubu 來自香港藝術家 龍家昇 2015 年的繪本《The Monsters》。長耳朵、尖牙齒、醜萌表情，一眼就讓人記住。中國潮玩公司 Pop Mart 把它做成公仔、毛絨娃娃和盲盒；2023 年推出鑰匙圈與包包吊飾，讓 Labubu 從收藏圈走進日常穿搭。
Labubu was born in 2015 from Hong Kong artist Kasing Lung’s picture book The Monsters. With long ears, sharp teeth, and an “ugly-cute” smile, it stands out. Chinese toy giant Pop Mart made figures, plushies, and blind boxes, and in 2023 added keychains and bag charms, bringing Labubu into everyday fashion.
Labubu 的爆紅離不開明星帶貨：BLACKPINK 的 Lisa、蕾哈娜、杜娃黎波在公開場合把它吊在精品包上，粉絲立即跟風並引發話題。接著社群平台推波助瀾，TikTok 和 IG 充斥盲盒開箱、穿搭照與稀有款交換影片，視覺轟炸讓討論度直線上升。再加上盲盒抽獎的驚喜感與限量、明星同款設計，人們願意一次又一次下單，熱度迅速累積。
Labubu went viral largely thanks to celebrity exposure: when Lisa from BLACKPINK, Rihanna, and Dua Lipa showed the charm on their luxury bags, fans copied them and the image spread. Social media then amplified the craze; TikTok and Instagram filled with blind-box unboxings, outfit photos, and rare-item trades. Finally, the thrill of blind-box surprises combined with limited and celebrity styles keeps shoppers coming back again and again.
物價上漲、壓力變大，一隻 Labubu 的價格遠低於名牌包，卻能帶來柔軟的觸感與呆萌的笑臉，馬上就能療癒人心。把它掛在嚴肅的公事包上，就像在忙碌的生活中多了一點幽默。這正是口紅效應的最佳例子。
Costs rise and stress is high. A Labubu costs far less than a luxury bag but its soft feel and goofy grin give instant comfort. Hanging it on a serious work bag adds a small smile to busy life—classic Lipstick Effect.
基本款 Labubu 容易入手；但換大尺寸、特殊材質或聯名設計時，價格就往上跳。抽到稀有款還能在二手平台溢價轉賣，排隊、代購、搶購一條龍，熱度持續升溫！
The basic charm is cheap, but bigger sizes, special fabrics, and collabs climb the price ladder. Rare pulls resell for more, so lines, buying agents, and quick sell-outs keep the buzz hot.
從 Labubu 我們可以得到五個行銷啟示：先用親民的小物降低入門門檻，再透過「療癒、有趣、不完美也可愛」的情緒定位抓住人心；利用盲盒機制與限量、明星同款製造稀缺與驚喜，刺激回購；同時培養開箱、穿搭、交換、改裝等社群內容，讓粉絲自發宣傳；最後設定產品階梯，從入門吊飾一路延伸到高端聯名款，既能拉高營收也能維持話題熱度。
Labubu offers five clear marketing lessons. Begin with an affordable entry item, anchor it to an emotional hook—comfort, fun, and the idea that “imperfect is cute,” then use blind boxes, limited drops, and celebrity editions to create scarcity and surprise that drive repeat purchases. Encourage unboxings, styling posts, swaps, and custom builds so the community spreads the word for you. Finally, build a product ladder that moves fans from simple charms to premium collaborations, boosting revenue and keeping the buzz alive.
這就是 Labubu 竄紅的祕密！喜歡這種「中英雙語」內容嗎？別忘了追蹤、給五星，並分享給也愛潮流或想學英文的朋友。想聽什麼主題，留言告訴我們！謝謝收聽，下次見～
That’s the secret behind Labubu’s rise! If you enjoy this bilingual style, follow us, leave five stars, and share with friends who love trends or want to improve their English. Tell us what topic you’d like next. Thanks for listening—see you next time!
