The Allure of the Mystery Box: How Blind Packaging Drives Sales in China – and Raises Concerns
A growing trend in China, and increasingly globally, involves the sale of products in “blind boxes” – sealed packages containing a randomly selected item. This format, reminiscent of collectible trading cards, is proving remarkably effective at driving repeat purchases, notably among young consumers.
Pop Mart, a leading retailer in this space, has seen significant success with its Labubu dolls and othre character-based toys. Ruan Yue, a 23-year-old student, exemplifies this consumer behavior, spending approximately $55 each month on blind boxes and currently owning 150 Labubu and similar dolls.”The moment you open the box if it’s a version you want or a limited edition, you get so excited,” she explained, adding that the price point is affordable. Labubu and other Pop Mart characters typically range in price from $9 to $30.
The popularity of blind boxes, known as “manghe” in Chinese, surged during the COVID-19 pandemic. Pop Mart leveraged livestreaming and online sales, alongside vending machine distribution, while much of China was under lockdown. For young chinese consumers facing pandemic restrictions and economic uncertainty, these affordable purchases offered a small boost. the element of chance also fueled a secondary market for trading and the pursuit of rare,highly sought-after versions.The appeal isn’t limited to toys. Retailer Miniso, listed on the New York Stock Exchange (MNSO), also utilizes the blind box format, offering mystery packages containing items like watches, adhesive tape, stationery, and ballpoint pens. According to Miniso staff, the inherent curiosity about the contents encourages initial purchases and fosters continued engagement.Though,the trend has attracted scrutiny from the Chinese government. State media outlets have cautioned against “irrational consumption” and potential “addiction” to blind boxes. in June,the People’s Daily called for stricter regulations,particularly concerning children,labeling the practice a “‘commercial trap’ that precisely targets the psychological vulnerabilities of minors.”