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Yating Yang

The iconic 1994 Hollywood film Forrest Gump, starring Tom Hanks, features the famous quote: “Life is like a box of chocolates. You never know what you’re gonna get.”
For young people in China, the quote has been tweaked and has morphed into: “Life is like a blind box, you never know what you’ll uncover next.”
This new phenomenon, dubbed the “blind box economy”, is sweeping the mainland.
It features mostly young, enthusiastic adults who revel in the mystery and excitement of the unknown, whether in retail, food services or socialising.

What is it?
The blind box economy flourishes through the sale of products in opaque packaging, hiding the item’s appearance or specific design, creating a sense of intrigue for the buyer that is only revealed on opening.
This anticipation of the unknown can be addictive, turning every opening into a moment of surprise and excitement, some customers even make multiple purchases to acquire a desired item from a collection.
The thrill mirrors the allure of lottery tickets, mixing possibility with the hope of acquiring a sought-after piece.
Pop Mart, a leading company in China’s blind box industry, has successfully captured consumers’ interest with its stylishly designed cartoon toys across various product lines.
By cleverly incorporating rare models into its offerings, Pop Mart appeals to both dedicated collectors and casual buyers.
Veteran customers can invest a small amount of money to discover a valuable item that can fetch significant sums on the secondary market.
Morphing into the social sphere
The fascination with unpredictability and the thrill of surprise has led to blind box concept to expand into various aspects of life.
Businesses with surplus unsold food have capitalised on the trend to clear inventory by selling blind box leftovers, offering customers the chance to buy items at a steep discount.
Customers have expressed their delight with the buying experience.
One person said: “I absolutely love the thrill of opening these leftover food blind boxes. Occasionally, when I discover a super valuable cake, it feels like I have hit the jackpot.”

As for blind box socials, the new trend involves meeting up with strangers who share common interests, whether dining out or engaging in various group activities, helping them foster new friendships and expand their social circles.
Why has the trend taken China by storm?
The blind box phenomenon is popular because it taps into consumer curiosity by creating an air of mystery.
Successful companies have mastered the art of creating a special reward mechanism, usually by selling rare or hidden models that can turn casual buyers into avid collectors.
Reflecting on this trend, one online observer said: “People have always been drawn to the unknown, seeking to unravel mysteries.
“Just as we once looked to the stars in wonder, now we find ourselves drawn to the surprise and mystery of what lies within each blind box. It’s a modern way of exploring new worlds, one box at a time.”


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People & Culture

Blind box trend taps into natural curiosity of mystery, the unknown
Phenomenon extends beyond simple retail into other aspects of life


The so-called blind box economy is a growing phenomenon in China and has extended beyond retail into the social sphere.


China economy

China society

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Explainer

Explainer | What is the ‘blind box’ economy and why is retail phenomenon sweeping China? Consumption craze markets mystery

Blind box trend taps into natural curiosity of mystery, the unknown Phenomenon extends beyond simple retail into other aspects of life

What is it?

Blind box trend taps into natural curiosity of mystery, the unknown

Phenomenon extends beyond simple retail into other aspects of life