What began as a storybook monster became 2024's $430 million phenomenon via TikTok and celebrity flexes, but counterfeit scandals and market corrections now cast doubt on whether Labubu can evolve beyond a one-cycle craze.
TODAY'S EDITION
February 12, 2026
Latest
Former Mindshare and Mediacom CEO Mark Heap joins Aperto Partnership
Heap previously held CEO roles at Mindshare EMEA, MediaCom APAC and PHD China. In his new position, he will oversee growth across APAC and EMEA.
Spikes Asia 2026 to spotlight APAC creativity across a week of events
The region's most influential creative minds will gather in Singapore this March to explore how APAC creativity is reshaping the marketing landscape worldwide.
The Knowledge
Inside Korea’s culture engine: How reinvention and fandom keeps fuelling the global K-wave phenomenon
In the Hallyu 4.0 era, the creative conversation is no longer about Made in Korea but Made with Korea, a framework where brands and talent co‑create shared IP that blurs the lines between entertainment and commerce.
Air Selangor tells a tender, unsentimental dementia story for Lunar New Year
That, along with a selection of work from around the region that sidestepped tired tropes in favour of human storytelling.
Google has just provided 400 billion reasons why the search apocalypse is cancelled
NP Digital ANZ’s managing director says search isn’t dead; it’s become more human. And Google’s Q4 earnings provide the receipts.
Dentsu names David Halter and Vanessa Nicol to senior Australia roles
Both leaders move into permanent roles after interim stints marked by organisational change.
Principal Media: Can agencies stay objective while selling inventory?
SOUNDING BOARD: As agencies move closer to owning the media they sell, the debate shifts from whether principal media belongs in the mix to how transparent and responsible it can truly be.
Welcome to the new Campaign Asia-Pacific
A slick design and a sharper editorial focus and with it, a renewed commitment to analysis-led journalism, alongside the launch of Asia Roars and Campaign Red.
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The Work
Partner Content
Content Hub
THE GLOBAL VIEW
Super Bowl LX draws 124.9 million viewers as NBC sets new records
Bad Bunny’s Spanish-language halftime show helped deliver the second-most-watched broadcast in US history.
Ad creatives share the Super Bowl LX spots they wish they worked on
For Question of the Week, Campaign asked Adland to share the Super Bowl LX work they wish they did.
Omnicom's Aditya Kanthy: This is fundamentally a growth play
The president and managing director reflect on Omnicom Advertising India’s ongoing transformation, from the reimagined agencies to attracting talent.
Adland faces calls to tackle scam ads as Meta admits they ‘might be 3-4% of revenues’
Consumers say role of platforms is key as distrust grows over suspicious ads.
Why the Super Bowl’s best ads don’t feel like ads anymore
The Big Game is no longer the idea — it’s the amplifier.
Dove’s Super Bowl LX spot is ‘for the girls’
Dove unveiled its third consecutive Big Game campaign, The Game Is Ours, to support its youth confidence initiatives.
Sabrina Carpenter builds the ideal boyfriend out of Pringles for Super Bowl LX
The pop star’s Super Bowl debut leans into Gen Z’s ‘unhinged’ sensibility—and an increasingly gender-diverse NFL audience.
Toyota taps Kylie Kelce, Eli Manning for Pro Bowl encore game with flag football youth
The NFL’s official automotive partner celebrated National Girls and Women in Sports Day with a star-studded flag football game and $80,000 grant.
Check out a pair of pharma ads featured in Super Bowl LX’s program
Sun Pharma and Soleno Therapeutics are running print ads in Super Bowl LX’s programme.
Bad Bunny arrives at Super Bowl LX early for Apple Music pre-Halftime Show event
Following the NFL’s announcement that ICE won’t be present at SB LX, Apple Music interviewed the Puerto Rican rapper about his goals to ‘connect’ global fans with music.