Brïk Bag: A Viral Handbag Frenzy
Just last week, on 14 to 16 of February 2025, saw the pop-up of Brïk Bag at Semua House, Kuala Lumpur, as over 700 customers lined up for up to 15 hours just to be able to buy the just-launched Chroma Bag collection.
Founded by Sabrina and Syakira, who are sisters, the Brïk Bag, based in Malaysia, has gained significant attention for its stylish, high-quality designs and accessible luxury.
The bag initially generated its popularity primarily through online sales and social media, using strategies like limited-edition releases and influencer collaborations to drive demand.
Just recently, the brand has shifted to create physical, in-person experiences. With the pop-up event, social media, most notably TikTok, was full with footage of waiting queues and sold-out situations.
The demand for this bag has proven to be high and has demonstrated how effective their marketing is by creating a sense of scarcity and consumer excitement. This has helped the brand gain popularity.
Brïk Bag Success: Why the Hype?
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1) Scarcity Marketing & FOMO (Fear of Missing Out)
Chroma Bags Matte Series were released in limited colors, available only at the pop-up. The customers who were left behind at previous sales were determined to get one this time, adding to the frenzy.
Brïk Bag made a conscious effort to limit supply, and every drop was a sought-after item, fueling anticipation and demand.
2) TikTok & Influencer Amplification
Influencers and fashion content creators shared their unboxing videos, outfit pairings, and line experiences. With the TikTok videos gaining hundreds of thousands of views, it showcased the crazy but exhilarating atmosphere of the event.
The brand also utilized user-generated content, where customers gave feedback on waiting time and response after purchasing the bags.
Not only that, association with micro-influencers provided grass-roots level credibility, making the brand more accessible to the young consumers.
3) Brand Positioning: Accessible Luxury at Local Price Point
Non-targeting international luxury brand consumers, Brik Bag is positioned as exclusive at a local price point, targeting Malaysia’s style-conscious shopper segment.
The local price range between RM199 and RM499 made it accessible, while limiting drops created the illusory luxury experience.
The brand solidified its premium but local status, leveraging national pride and customer loyalty.
4) Strategic Social Media Interaction
Brik Bag’s marketing team reposted customers’ experiences on their Instagram stories to encourage organic engagement.
They also provided updates to notify and tease customers in the build-up to the event through social media posts on TikTok and Instagram platforms.
Even before the pop-up event occurred, they also posted behind-the-scenes activity, including packaging and manufacturing, giving a VIP glimpse into the work involved. This added to the perceived value.
5) Strategic Selection of Places with the Most Visitors
All of House is a popular shopping hub, drawing fashionists and tourists alike. Selecting a busy area guaranteed walk-ins and impulse purchases, adding more fuel to the event’s buzz.
Brïk Bag’s Move From Online Website to Pop-Up Events
While Brik Bag has seen success through online ordering and their ability to sell out within minutes, this recent pop-up event at Semua House represents a strategic shift in the way they conduct business.
Through this approach, they are able to:
- Building Physical Community & Brand Loyalty
Pop-up events offer a unique opportunity for their followers. Instead of just selling online, Brik Bag is now able to connect with its users in a physical way. They are also able to connect at a deeper, emotional level with the brand. - Creating Exclusivity With Limited-Edition Drops
Even if Brik Bag’s web drops were sought after, the pop-up event model offers an increased level of exclusivity. The limited-production bags, exclusive to the event, create urgency that websites could never replicate. - Creating Brand Prestige & Visibility
Having a pop-up in a busy location like Semua House makes the brand more visible. Through this location, it lets customers talk about the event in real time. The strategy also positions Brik Bag as a luxury brand locally—a status that could not have been achieved by just selling online.
Lessons from the Brïk Bag Frenzy for Marketers
- Exclusivity will drive demand over mass production. Limited releases generate urgency and increase product desirability.
- Getting on organic social media hype by encouraging user-generated content (UGC), reviews, and viral challenges.
- Communication with loyal customers develops a community-driven brand image with consumers made to feel significant.
- Pop-up events encourage customers to make purchases through unique, hands-on experiences.
- Streamlining the buying process (e.g., pre-booking time slots, VIP entrance) would increase customer experience.
- The inclusion of photo booths and branded installations would turn the event into a more shareable, Instagrammable event.
So, what might be the next step for the brand? To maintain the brand’s popularity, they must keep the excitement alive to gain more loyal customers, or it might fade.
Will Brik Bag continue to have momentum, or was this a flash-in-the-pan viral phenomenon? Only time will tell.
Despite that, their marketing has proven that it worked with using the right influencers.
Want to make your brand get the hype it deserves?
Our experts can help with that. Be it finding new influencers, doing a pop-up event, generating buzz on TikTok, or promoting on social media, just say it!
