A clash between Labubu and Sydney Sweeney: The unnoticed Gen Z cultural battle - insights from industry professionals
In the ever-evolving world of marketing, two entities have captured the attention of Gen Z and sparked a new wave of brand engagement – the collectible toy Labubu and the American actress Sydney Sweeney.
Sydney Sweeney, known for her role in "Euphoria" and as a culture icon, has been at the centre of controversy following her American Eagle jeans ad campaign. Despite the backlash, her visibility and marketability among younger audiences have seen a significant increase, according to public relations experts [1]. Interestingly, Sweeney symbolizes the return of classic Hollywood allure and controlled branding, in stark contrast to Labubu's anti-establishment cultural positioning [2].
Labubu, a Chinese collectible toy, embodies an anti-aesthetic charm, characterized by messy, weird, and emotionally ambiguous features. Despite their scarcity, Labubus have become America's newest status symbol, with 2.5 million Hashtags dedicated to them on TikTok. Users create custom Labubus based on identity, such as "24k gold" and "Pride" Labubus [3].
Daniel Robbins, Founder of IBH Media, believes that Labubu and Sydney Sweeney are evolutions of age-old marketing patterns, mirroring the Beanie Babies craze of the '90s in terms of collectibility, emotional charge, and hype cycles [2]. However, the marketing strategies for these entities differ significantly from traditional methods.
Traditional marketing relied heavily on TV, print, and broad mass media. In contrast, marketing for Labubu and Sydney Sweeney prioritizes authenticity, social consciousness, direct and low-pressure communication, and leverages digital-first platforms like TikTok and Instagram Reels with short-form, engaging video content that blends entertainment and shopping [1][3][5]. Consumer engagement has shifted from passive ad consumption to interactive, participatory, and community-driven experiences.
Shama Hyder, CEO of Zen Media, explains that Gen Z is a pendulum generation constantly navigating between extremes, creating alternative value systems [4]. Marketers are responding to this by tailoring their strategies to resonate with Gen Z's complex identity and media habits, combining old marketing tropes with digital culture's speed and interactivity [2][3][5].
While Labubu is driven by niche community, collectible status, and viral scarcity, Sydney Sweeney embodies traditional status-symbol appeal elevated by her social media presence and cultural relevance. Both examples illustrate how Gen Z engages with brands across a spectrum of identity, values, and cultural interaction [2][3][5].
The toy brand Labubus, created by Hong Kong-born artist Kasing Lung and distributed by China-based retailer Pop Mart, are viral Monster plush toys inspired by Nordic supernatural folklore [3]. According to Shawn French, the host of The Determined Society's Top Culture/Trending podcast, Labubu taps into post-irony and collectible culture where cuteness, chaos, and emotional nostalgia collide [3].
Robbins also notes that social media accelerates niche obsessions into global movements almost overnight, and the consumer's voice is now part of the marketing narrative itself [2]. Both Labubu and Sydney Sweeney marketing strategies are not radically new, with examples such as MSCHF's Big Red Boots and Hailey Bieber's Rhode beauty brand reflecting similar trends [2].
Overall, marketing to Gen Z is less about disrupting traditional marketing entirely and more about evolving it through digital-first, authentic, contextual, and community-oriented strategies that resonate with Gen Z's complex identity and media habits [1][2][3].
[1] Marketing to Gen Z: Authenticity, Social Consciousness, and Digital-First Strategies
[2] Gen Z Marketing: How Brands Are Adapting to the New Generation
[3] Why Labubu Is the New Beanie Baby for Gen Z
[4] Gen Z: The Pendulum Generation
[5] Marketing to Gen Z: Understanding Their Unique Media Habits and Values
In the realm of marketing evolution, Labubu's collectible status and viral popularity on social media platforms like TikTok are echoing the Beanie Babies craze of the '90s. Conversely, Sydney Sweeney's influence and marketability among younger audiences, despite political controversies, are reflective of classic Hollywood allure and controlled branding. Both figures embody different aspects of Gen Z's engagement with brands, showcasing niche communities, cultural relevance, and a blend of entertainment and social consciousness in their marketing strategies.
