Unboxed: The sudden rise of the blind box Phenomenon

                       

In recent years, the blindbox industry has flourished greatly, hitting a market of over 14.2 billion dollars in 2024. This figure is expected to grow exponentially, hitting around 18.7 billion dollars by the end of this year, according to Cognitive Market Research.  

Popmart, founded by a veteran toymaker, Wang Ning in 2010 gained rapid fame in 2016. With unique characters like Labubu, Pucky and Molly creating waves around the world. As of the end of 2023, Pop Mart has opened 450 stores globally as well as 2000 roboshops globally. But why are these small acrylic figures creating so much hype? And why do people actually like these figures? Read further to find out! 

The reason for the sudden rise in the blind box industry is due to three important factors namely, its appeal, the thrill of unboxing a mystery as well as the rise in today's consumerist culture. 

Its Appeal

Blind boxes are surprise boxes that can hold a certain character design in the series. Typically, a blind box comes with an exclusive character which is a 'secret'. The odds of finding a secret is as low as 1/144. This translates to in every 144 blind boxes produced, there is 1 secret. Personally, the odds of finding a secret is like finding a pin in a haystack. However, I too must admit that I've developed my own affinity for collecting blind boxes. Characters such as Pucky and Labubu, which are among my personal favorites, feature diverse designs that vary according to each series' thematic elements. Personally, I adore the Pop Mart Pucky The feast series the most!

The appeal of these blind boxes uses cute characters which are the the main appeal for many collectors like myself. Did you ever notice how many of these characters often possess the same facial characteristics? Essentially, these characters often have rounded features which generally gives off a youthful appearance. Additionally, the big eyes and small nose adds a baby-like appearance which adds to the appeal of blind boxes. The rule of thumb is that the rounder and more compact the face looks, the cuter the character. 

The thrill of unboxing

Opening a blind box generates excitement and much anticipation for the consumer. Blind box makers take advantage of human's natural hunger for curiosity. The adrenaline rush that you pay for in the $15.90 blind box is responsible for people's addiction towards Blind boxes. An article published by medium attributes the success of blind boxes to the increased physiological arousal which causes one to feel emotions more intensely. These emotions often are feelings of surprise, elation and disappointment. Thinking back, isn't opening a blind box just another form of gambling?

Even the design of the blind boxes itself is cleverly designed. Notice the strip that one is supposed to pull before opening the flaps to reveal the blind bag? Just like Apple's packaging technology which attracts people to its product, blind boxes are equipped with their own technology as well to ensure that it provides the element of surprise. Not only is the tearing of the strip satisfying, it trips our mind to think of it as opening a present, evoking strong feelings of anticipation and happiness. This not only enhances the overall customer experience but it psychologically lures people to buy blind boxes again just so they can relive that same anticipation.  

The rise in today's consumerist culture

Collecting and hoarding are intrinsic human behaviors. In today's materialistic society, people are increasingly focused on material goods, driving people to spend on things they deem as cute. Additionally, with series being out for a limited time only, people start overperceiving these collections' value, which could lead to a distorted market driven by resellers and desperate buyers. The series Labubu took the world by storm in 2024, where resale prices skyrocketed drastically. Limited edition designs like the Halloween Labubu can be sold at absurb prices that cost over 200 dollars --- nearly five times the original price! 

Social media platforms have amplified the blind box phenomenon. With new trends like 'Unbox with me' or series showcasing on platforms like Tiktok and Instagram to publicize new designs, eventually driving the FOMO (fear of missing out) effect when people assume everyone is talking about a certain series. This helped drive consumers to participate as well, buying new blind boxes so they can jump onto the bandwagon. Similarly, purchasing blind boxes have become a social activity where friend groups buy boxes and open them together as a bonding activity, increasing blind boxes' popularity. 

All in all, while blind boxes offer genuine entertainment and joy, moderation remains key to responsible collecting. Setting personal limits and budgets are important to ensure that one does not overspend on frivolous items.