"The bear's K-pop dance moves are very interesting and unique," Wu from Chongqing said, adding that it presents "a happy vibe and an easygoing lifestyle".

The successful marketing formula is not entirely new, with the Thai Krungsri Bank coming up with a "dancing banana" that also became popular on social media. Similar to Butterbear's role in bridging cultures, a Labubu toy doll has gone a step further in helping to boost cross-border relations.

As a popular mascot produced by Beijing-based toy company Pop Mart, Labubu — with its high, pointed ears and serrated teeth — became a highly sought-after item in Thailand after K-pop sensation Lisa of the Blackpink group posted a photo of herself holding a Labubu Macaron toy on social media.

In July, the doll was "invited" to Thailand by tourism authorities to promote the pillar sector. At Suvarnabhumi Airport, it was given the accolade, "Amazing Thailand Experience Explorer".

"My Thai friends asked me to purchase some editions of Labubu that are out of stock or extremely hard to buy in Thailand but may still be available in China. Some editions are also rare in China and you may have more of a chance to get them in the big cities," said Patcharaporn Pornsirigosol, a senior Thai student at Zhejiang University.

She said many of her peers aged between 20 and 30 are fans of Labubu or Crybaby — another Pop Mart toy, created by a Thai designer. These toys, at 20 centimeters tall, are usually sold at no more than 100 yuan ($14) each, but the price from scalpers can be double or five-fold for limited editions.

"They are not just toys, but an art collection, which is cute and carries more meanings," Patcharaporn said, adding that many young people also enjoy the uncertainty and feeling of being surprised by purchasing blind boxes, in which the toys are revealed only when the packages are opened, from retail shops.