The True Identity of China’s Hottest Celebrity is Actually…
https://www.tiktok.com/@miya.moon_/video/7099092196451798278?q=linabell&t=1720968130293
Who is the Top Celebrity?
Linabell is a fox character from Disney’s Duffy Family. She is known for her bravery, outgoing nature, and curiosity about exploring the world. Linabell was first introduced at Shanghai Disney Resort. In September 2021, she quickly went viral on Chinese social media platforms. Within just one month, she achieved several trending topics, a feat that many celebrities or KOLs might not achieve in their entire careers. Due to her immense popularity, fans affectionately call her “Chuansha Celebrity” (since Shanghai Disney Resort is located in the Chuansha area).
Coincidence or Well-Designed Plan?
From my perspective, Linabell’s rise to fame was no coincidence but a result of Disney’s successful marketing strategy. Linabell’s entries continue to trend on TikTok and Redbook, with multiple topic hashtags and millions of views. At her peak popularity, people waited in line for hours to take a picture with Linabell, and her products were always sold out.
How did Linabell become the hottest celebrity?
- Healing Marketing and Emotional Connection: Linabell’s character is an adventurous explorer with a multifaceted personality. In the Happy Circle, she can be cute, shy, sporty, and even show anger, making her more relatable. This aligns with Disney’s mission to inspire people through storytelling. Released post-pandemic, Linabell’s character likely aimed to draw visitors back to the park, providing a sense of comfort and escapism.
- Hunger Marketing: The resort releases limited-edition dolls with different outfits for various holidays and limits the number of each person can buy. Terms like “limited number” and “limited edition” create a sense of scarcity and high demand. This crazy demand allowed scalpers to profit, with a Linabell keychain priced at 119 RMB(16.4 USD) being resold for nearly 2299 RMB (317.09 USD).
Also, people rushed to the resort, and since staying at the resort’s hotel grants early park access, fans booked Disney hotels, boosting hotel occupancy rates, ticket sales, and merchandise sales in 2021.
- Social Media Savvy and Content Creation: Unlike iconic characters like Mickey Mouse and Donald Duck, Linabell isn’t structured by animated shows. She is an “open text,” allowing fans to shape her personality. Disney has cleverly handed the reins to fans, encouraging them to interact with Linabell in the Happy Circle, enriching her character through these engagements. Most importantly, through memes, short videos, and other formats, Linabell extends beyond Disneyland, entering various social media platforms. Even non-fans have heard of her or seen her memes.
This IP has strong topic attributes, not just promoting through promotional videos or movies, but through offline interactions and various online platforms, pulling her fans into the Disney resort and encouraging merchandise purchases.
Owning Linabell merchandise became a trend. Her cute appearance and interaction style also attracted me. I often used her emojis in conversations with friends, contributing to her promotion. I also bought her merchandise for myself or as gifts for friends.
- Online + Offline + Precision Marketing: Last but not least, Disney has precisely targeted the audience for this popular IP — young Chinese women. They have strategically placed content on social media platforms frequently used by this demographic, such as Redbook. On this platform, users can stay updated and share their experiences. They post about their new purchases, share videos of their interactions with LinaBell, and offer tips on how to get through queues quickly. Combined with the captivating in-person experience of the dolls, LinaBell’s popularity remains high. LinaBell’s distinct and spontaneous nature allows for continuous content creation, maintaining her popularity.
Conclusion
Disney targets users precisely and uses social media to create an open-ended IP, inviting users to act as storytellers. Disney controls the main story framework tailored to the overall brand image, and the engagement of the fans helps to enrich the characteristics. This engagement pulls more users to the park, encourages product purchases, and generates more buzz by participating in the conversation.
