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Top 5 Campaign in Travel · November 2026
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Top 5 Campaign
Travel · November 2026

Labubu’s First Tokyo Tour

PR Campaign
Wednesday 11th November, 2026

Pop Mart sent Labubu on its first visit to Tokyo, touring Shibuya Sky, the brand’s Harajuku store and Azabudai Hills with two bodyguards. The playful celebrity-style itinerary—complete with a Fuji view, fan photos and Labubu getting distracted by its own plush toys—gave the character a light, photo-led travel story.

Why it worked: Treating a toy IP like a visiting A‑list celebrity—first‑time‑in‑Tokyo, bodyguards, Fuji money shot—created a timely, visual news peg editors could run fast.

The lesson: Worth trying: stage a “first visit” photo‑op for your mascot/spokesperson with a security detail and a landmark hero image.

Pop Mart
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