Naomi Osaka May Have Lost the 2025 U.S. Open, But She Won in the Court of Popular Opinion
Photo Credit: By Andrew Henkelman – Own work, CC BY-SA 4.0, via Wikimedia Commons
Naomi Osaka may not have taken home the 2025 U.S. Open trophy, but she captured something just as powerful — the hearts and attention of fans everywhere.
What captivated me most wasn’t just her performance on the court.
It was the fan obsession sparked by her custom Labubu dolls.
If you’re not familiar, Labubu are collectible plush figures with quirky designs, sharp teeth, and what many describe as a “cute-ugly” look.
I didn’t know much about them myself until she began rocking them on her bag and bringing them to her press conferences. She even gave them punny names like Billie Jean Bling, inspired by Billie Jean King, and Arthur Flashe, honoring Arthur Ashe.
I had only heard about these dolls through other celebrities — Megan Thee Stallion and Kim Kardashian among them.
But the real question is…
Why Did the Naomi + Labubu Combo Go Viral?
I believe it comes down to this: connection.
Osaka’s transparency about her mental health challenges and stepping into new motherhood has made her incredibly relatable. She’s easy to root for. Fans created their own stories about the dolls, joking that they were giving her “superpowers.”
And of course, collectible culture has always had a soft spot for “cute-ugly” toys — think Cabbage Patch Dolls and Trolls.
But the popularity isn’t just about aesthetics. Psychotherapists say that owning these kinds of figures signals belonging to a “tribe.” Add “blind box” gamification + scarcity to the mix, and dopamine does the rest.
Then came the rumors — a supposed $100 million Labubu deal, which was later debunked.
But even without the payout, the brand awareness Osaka gained was massive.
And that’s where the lessons for service professionals begin.
Lessons For You
1. Don’t Be Afraid to Put Yourself Out There — Visibility Creates Opportunity
Naomi didn’t pay for the attention she received — she earned it.
Her presence, personality, play, and yes, those quirky dolls, created massive buzz without a single paid ad.
For service pros:
Stop hiding behind your laptop.
Say yes to:
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Interviews
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Community panels
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Workshops
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Guest podcasts
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Chamber events
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Small speaking gigs
You never know who’s listening or which moment will get shared.
You don’t need a marketing budget.
You need courage to be seen.
2. Lead With Storytelling, Not Selling
Osaka’s fans are loyal because they feel connected to her story — her resilience, her transparency, her journey, and even her playful side.
Stories make people care.
Care makes people listen.
Listening opens the door to sales.
Your audience wants to know:
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Why do you do what you do
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What life experiences shaped your expertise
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What do you believe about your industry
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What your clients have overcome
Your stories are the emotional glue that keeps people connected to your brand.
3. Build a Community Around Your Brand — Even a Small One
Osaka didn’t just have fans — she had a community.
People shared her clips, posted photos of their own Labubu dolls, and fueled the hype.
You don’t need thousands of members to build a community. You just need a place where people feel connected.
This could be:
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A Facebook group
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A broadcast channel
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A private client community
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A Slack or Discord space
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A group text for your best customers
Community is the new currency.
4. Add Dopamine Triggers to Your Client Experience
Labubu dolls brought joy, curiosity, surprise — all dopamine triggers.
You can create your own “small moments of delight,” such as:
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A handwritten welcome note
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Milestone postcards
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Fun packaging for digital downloads
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A short personalized video
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A curated playlist
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A surprise mid-program bonus
People rarely remember deliverables.
They remember how you made them feel.
5. Don’t Be Afraid to Stand Out — Your Quirkiness Is Your Edge
Labubu dolls are weird.
Unexpected.
Memorable.
That’s why they worked.
For service pros, standing out can look like:
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A signature phrase
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A mascot
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A bold visual style
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A strong opinion you stand behind
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A signature method
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A memorable onboarding experience
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A personality-driven social style
Your quirks aren’t flaws — they’re your superpower.
Naomi’s Labubu moment didn’t go viral by accident.
She tapped into visibility, storytelling, community, dopamine, and uniqueness.
And you can do the same.
Want to See Where Your Brand Stands?
Take the FREE 2-minute Brand Boost Quiz and get your score instantly.
You’ll learn:
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What’s working
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What’s missing
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What you can do today to build a brand that books
👉 Start the quiz here: https://jason-uhdawauu.scoreapp.com
Jason Jones
Founder & Creative Director, StudioJones Design
Explore more marketing and branding solutions at:
www.StudioJonesTraining.com