But according to experts, this is no accident.
Phil Ossai, personal branding expert and founder of Ossai Agency, claims that there are key ingredients behind their success that other brands should make note of.
Below, Phil reveals the lessons we can learn from some of the most talked-about products when it comes to creating viral buzz:
Labubu dolls
“Labubu dolls are a classic example of scarcity marketing. This refers to using people’s desire for things that are hard to come by as a way to drive demand and sell products.
“The more difficult an item is to acquire, the more we want it. If it’s difficult to get, it must be a valuable and sought-after must-have.
“By pausing sales and dropping the dolls in limited quantities, often with ‘blind box’ releases, fans are more inclined to scour the shops for them to complete their collections.
“Some TikTokers are even dubbing them as ‘recession indicator’s’ and comparing the demand for the dolls to the lipstick effect.
“In economically tough times, indulging in small, emotionally rewarding purchases, such as lipsticks or Labubu dolls, can give us a slice of luxury without the massive splurge.
“Creating that sense of urgency, paired with emotional payoff and accessibility, can turn even a niche item into a widespread obsession.
Dubai chocolate
“Vibrant green and interesting in texture, Dubai chocolate offers a visual feast before it’s even consumed.
“This unusual look and aesthetic appeal serve as a hook, demanding it to be shared on Instagram or reviewed on TikTok.
“Additionally, social media users realised quickly that posting about this unique product got them views. This inspired others to follow suit, essentially making the product a content creation tool as well as a tasty chocolate bar.
“By making your product visually unforgettable, the marketing will be done before you.
Matcha lattes
“Similarly to Dubai chocolate, matcha lattes are a feast for the eyes. The vibrant green is unexpected and unique, making it feel new, even if matcha has been around for centuries.
“They’re highly photogenic, especially when photographed with a cosy, quaint coffee shop in the backdrop.
“This visual appeal turns the consumer into the marketer. Rather than simply buying their matcha and going about their day, they broadcast it to their friends, family, and followers.
“Products should be designed to be in front of the camera as much as the taste buds. If it looks good enough to share, it’s already halfway to going viral.
Jelly Cats
“Jelly Cats are the masters of brand activation.
“Their immersive pop-ups, like wrapping Jelly Cat fish and chips in faux newspaper and serving them at themed diners, aren’t just fun and wholesome. They encourage consumers to play, participate, and get invested in their cuddly toys.
“These experiences turn customers into fans by triggering emotional memory and allowing them to step into a story. They’re also highly shareable, turning these cute moments into viral snapshots that spread like wildfire online.
“When a customer can touch, taste, or experience your brand in a new way, you’re building a memory that lasts, one of the most essential ingredients to vitality and longevity.
Stanley Quenchers
“Stanley, once a rugged camping brand, is now a staple of ‘WaterTok’. But how? Colour plays a fundamental role.
“Most thermal flasks stick to function-first shades like navy, khaki, and charcoal. Stanley dared to make hydration both practical and fashionable. Pastels, lilacs, and glitter hues allowed the cup to be paired with any outfit, making it not just a tool but a trend.
“The design also encourages collectability. Limited-edition drops, seasonal colours, and influencer partnerships created an ‘if you know, you know’ culture.
“When you carry a Stanley, you’re not just staying hydrated. You’re also showing your personality through a status symbol.
“The minute a functional item becomes an accessory, you’ve unlocked a whole new category of consumer, who buys for identity, not just utility.
Little Moons
“When Little Moons launched, there was no direct comparison in the market. Mochi had been around, but this ice cream variety of mochi was refined, aesthetic, and most importantly, different.
“The branding is modern, playful, and designed for curiosity. The rounded form and bold colours made people ask what it was, and this compelled them to give it a try for themselves.
“TikTokers started sharing their first bites, and the reactions turned into a genre in and of itself.
“Products that make people ask, ‘What is that?’ get clicks. Products that make people show what it is get shared.
Ninja Creami
“The Ninja Creami turned the simple idea of DIY ice cream into a playground for creativity.
“It had the dual appeal of control and content. Users get to experiment with texture, flavour, and healthy tweaks, satiating the customisation urge.
“It’s also extremely video-friendly. Watching frozen mix turn into creamy gelato, or a chocolate protein shake transform into brownie batter, almost provides a form of ASMR. This makes it perfect for platforms like TikTok, where transformative content gets millions of views.
“The content is also directly related to their target audience. Health shake creation videos will attract a health and wellness viewership, whereas indulgent ice cream creations draw in sweet treat lovers.
“Giving people a tool that lets them create and share allows you to build a content engine as well as a product.
Mushroom coffee
“Mushroom coffee ties together two of the biggest consumer trends: wellness and function.
“As people sought ways to reduce caffeine jitters or boost focus without the crash, mushroom coffee brands devised a unique solution.
“It has an element of shock factor that makes it memeable and memorable. People don’t just want to try it. They want to talk about trying it.
“If your product has a slightly strange feel, you’ve already cracked the algorithm.”