Labubu
Macy’s Thanksgiving Parade
New York City
November 2026
Labubu is back in the U.S. to celebrate the Thanksgiving Day Parade.
This year she leans in to being a bigger star fresh off completing her North American FIFA World Cup Tour. We keep the story going as Labubu’s fame and fandom escalate for maximum results.
Labubu is now a major star in America and arrives at the Thanksgiving Day Parade to make new friends while celebrating herself as a style icon.
She arrives early with her trailer, visits favorite shops and celebrity friends, conducts high-profile interviews, and invites fans into her world.
Stop 1
Get Ready With Me
Labubu visits her favorite stores and style icons in NYC, starting at the Fashion Institute of Technology, where she meets Fern Mallis, head of the foundation and creator of Fashion Week. She interacts with students and distributes exclusive secret drops.
Stop 3
Lighting the Tree
Labubu poses with fans for photos as celebrity friends join in. She showcases ornament-themed outfits and distributes special holiday swag.
Stop 2
Labubu on Ice
CAPE creates an immersive ice castle on the Rockefeller Center rink, where fans skate up for the ultimate ice experience. Labubu-themed hospitality includes hot cocoa, specialty candies, and oversized takeaways for social amplification.
Stop 4
The Pizza Drop
Labubu takes over NYC’s favorite pizza joints, giving fans branded slices and a fully immersive “slice of life” experience through her perspective.
Stop 5
Showing Up
Labubu’s packed schedule includes radio shows, talk shows, and morning programs — always accompanied by her NYC glam squad and celebrity friends.
Stop 7
Cozy Up
By evening, Labubu has had it, officially! She hosts a fuzzy sleepover at a NYC loft. Fans in slippers and robes gather to watch the parade on the big screen.
Stop 6
Walk With Labubu
Labubu and her friends lead a coordinated walking tour across the Brooklyn Bridge. Fans arrive in matching outfits to participate in the parade.
Stop 8
Friendsgiving Dinner
Labubu concludes her tour with a themed holiday dinner, celebrating with old and new friends. Guests toast, share experiences, and enjoy her curated branded swag.
NYC is cold at this time of year, but Labubu’s outdoor activations are cozy wonderlands that warm guests and hearts alike.
Each backdrop is placed strategically for maximum visual impact and social media appeal.
Expected Results
Earned Media
& Press Coverage
Social Amplification
Community Growth
Brand Storytelling
Commercial Conversion
Each stop is designed to generate its own news cycle. FIT and Fern Mallis drive fashion press coverage, Rockefeller Center and the tree lighting attract entertainment and lifestyle outlets, and celebrity appearances on talk shows and morning programs ensure broadcast reach. Expect strong pickup from outlets covering holiday culture, fashion, and fan-driven pop culture moments.
The eight-stop arc gives fans and influencers reasons to post at every chapter, from the ice castle skate-up to the coordinated Brooklyn Bridge walk to the cozy sleepover content. Oversized takeaways, branded pizza, and themed swag are built for “unboxing” and shareability. The visual contrast of fuzzy winter backdrops against NYC’s cold streets creates an ownable aesthetic that travels well across platforms.
Secret drops at FIT, timed experiences at Rockefeller, and intimate moments like the sleepover and Friendsgiving dinner reward dedicated fans while attracting new ones into the Labubu universe. Each touchpoint strengthens the emotional connection — Labubu is someone fans got ready with, traveled with, and shared holiday moments with
Coming off the FIFA tour, this activation extends Labubu's American narrative from “fun visitor” to “cultural fixture.” By the time she hosts Friendsgiving, she’s become a tradition. This narrative arc sets the stage for future initiatives, including holiday retail, New Year’s, and spring campaigns, with a more established, relatable foundation.
Strategic product drops across multiple stops, branded collaborations with food and fashion partners, and high-visibility placements during one of the most-watched events of the year create direct pathways to purchase. The buzz-to-buy pipeline is shortened when fans are already holding branded merchandise and sharing it online.
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In Summary
Fresh off her FIFA World Cup tour, Labubu returns to New York as a star in the making. Thanksgiving week is her victory lap.
Across eight carefully sequenced stops, she moves from fashion insider at FIT to ice queen at Rockefeller to hostess of her own Friendsgiving, building fandom and press at every turn.
The tour transforms a holiday weekend into a multi-day cultural moment that grows Labubu's fame, cements fan loyalty, and positions her as a fixture of American pop culture heading into the Christmas season.