The โAllure of โฃthe Mystery Box: How Blind Packagingโ Drives Sales in China – and Raises Concerns
Aโ growing โฃtrend in China, and increasingly globally, involvesโ the sale โof products in “blind boxes” – sealed packages containingโ a randomly selected item. โThis format, reminiscent of collectible trading cards, is proving remarkably effective at driving โrepeat purchases, notably among โขyoung consumers.
Popโ Mart, a leading retailer in this โspace, has seen significant success with its Labubu dolls and othre character-based toys. Ruan Yue, a 23-year-old student, exemplifies this โconsumer behavior, โspending approximatelyโข $55 each month on blind boxes and currently owningโฃ 150 Labubu โขand similar dolls.”The moment you open the box if โit’s โa version you โwant or aโค limited edition, you get so excited,” she explained, adding thatโฃ the price point is affordable. โLabubu and other Pop Mart characters typically range in price from $9 to $30.
The โpopularityโ of blind boxes, known as “manghe” โฃin Chinese,โข surged during the COVID-19 pandemic. Pop Mart leveraged livestreaming andโข online sales, alongsideโ vending machine distribution, while much of China was under lockdown. For young chinese consumersโ facing โpandemic restrictions โand โeconomic uncertainty,โ theseโ affordableโค purchases offered a small boost. โฃthe โelementโ of chance also fueled a secondary market for trading and the pursuit of rare,highly sought-after versions.The appeal โขisn’t limited to toys. โฃ โRetailer Miniso,โ listedโข on the New York Stock Exchange (MNSO), also utilizesโข the blind box format, offering mystery โpackages containing items like โwatches, adhesive tape, stationery, and ballpoint pens. According โto Miniso staff, the inherent โcuriosity about โthe contents encourages initialโค purchases and fosters โcontinuedโ engagement.Though,the trend has attracted scrutiny from the Chinese government. State media outlets have cautioned against “irrational consumption” and potentialโ “addiction” to blind boxes. in June,the People’s Daily called โขfor stricter regulations,particularly concerning children,labeling the practice a “‘commercial trap’ that precisely targets โthe psychological vulnerabilities of minors.”
