Why Everyone’s Obsessed with Cute Collectables; And How Your Coffee Order Might Just Earn You a Doll That Looks Like You.
From my understanding, Lisa from Blackpink casually shared a photo holding a weirdly adorable creature called Labubu; a plush character from Chinese collectable giant Pop Mart, and the internet lost its collective mind. Within days, fans were hunting Labubu dolls across global markets. Stores sold out, and prices on resale sites skyrocketed.
And just like that, a once-niche toy exploded into a worldwide obsession.
But what made this tiny plushie so powerful? And more importantly, what can brands learn from it?
It’s not just about cute faces. It’s about identity, community, and turning passive fans into active creators. There’s something fascinating about the collectables culture right now. Whether it’s fashion collabs, digital avatars, or plushies that sell out in seconds, one thing is clear: people, especially Millennials and Gen Z, are collecting things not just because they want them, but because they mean something.
They’re markers of belonging. Tiny trophies of taste, if you will.
🧠 Now, Here Is My Brand Strategy Concept Idea: 🧠
What If Your Morning Matcha/Coffee Came With a Tiny Digital Doll?
Now, imagine combining this collectable craze with your go-to oat milk latte.
Introducing: Sips & Souls, a global collectable campaign built around coffee culture, digital play, and community connection.
🎮 How It Works:
1. 💫 Your Order = Your Collectible 💫
Every drink you buy earns you points. The more you sip, the more collectable characters you unlock; think grungy matcha dragons, punky espresso bears, or dreamy rose latte fairies.
Each character is inspired by your drinking habits.
2. 💫 Rare Drops for Real Ones 💫
Surpass a certain spend or frequency and you’ll unlock limited-edition collectables, like digital pets, collectable cards, or even a doll in your own image! Once a year, top customers in each city get custom avatars designed just for them.
3. 💫 Your Space, Your Rules 💫
Loyal customers don’t just collect, they connect. You’ll have a voice in how your favourite café is run. Vote on seasonal drinks, help shape music playlists, or get special discount access to host cosy events like book club brunches, journaling circles, or DIY matcha-making workshops. Think of it as a community-powered café where your loyalty builds something real.
Have a look at my creation below:
SKY
SKY's Doll
TEJA
TEJA's Doll
TIA
