When I was strolling through the bustling corridors of Melbourne Central, my attention was drawn to a toy emporium that seemed to act as a magnet, drawing in a constant flow of visitors - PopMart! This rapidly expanding retail chain had been making waves in both Sydney and Melbourne, enthralling Australians with the enigmatic allure of the blind box culture, which had gained considerable traction in China in recent years. The global fascination with blind boxes had certainly not bypassed Australia. The question, however, lingered: What precisely is a blind box?
Okay… So before we start, let’s go back to the first question -
What is a blind box?
A "BLIND BOX" is a box with sealed packaging and you will never know what’s inside until you open it. This element of surprise forms a fundamental appeal, drawing people to its allure. The thrill of unveiling the unknown triggers a surge of excitement among customers, making each unboxing experience an adventure filled with anticipation.
Upon opening the blind boxes, two possible outcomes await - getting your desired item or not. For those who were fortunate enough to receive their favorite item in the first pick, a sense of luck and satisfaction ensues, prompting them to indulge in repeat purchases until they have collected the entire set of dolls which brings them the ultimate feel of accomplishment. Conversely, if the unboxed item falls short of expectations, a sense of disappointment may arise, spurring individuals to try their luck again. The drive of desire for repeated attempts until the desired item is obtained will just make people fall into the trap of gambling psychology, hence becoming a fan of blind boxes.
The history of Blind Box
Originating from Japan during the late Meiji period (1868 - 1912), the concept of blind boxes traces back to a unique marketing strategy employed by the department stores. To attract customers during the New Year period, the department stores offered enticing goodie bags containing mystery products which valued higher than the cost of the bag itself. This shrewd approach not only facilitated the clearance of surplus warehouse items but also granted buyers the opportunity to acquire products at a lower price. The allure of receiving something unknown, coupled with the thrill of the unexpected, swiftly propelled this goodie bag culture into popularity, captivating the hearts of consumers and establishing the foundation of today's flourishing blind box phenomenon.
In the 1970s to 1980s, model enthusiasts began to create models for sale using this marketing strategy, hence giving rise in popularity of “gacha”. As the timeless allure of collecting continued to captivate people, the industry adapted to fulfill the evolving desires of consumers.
In 2016, China witnessed a sudden surge in popularity for “Molly blind boxes” designed by Hong Kong designer Kenny Wong. This pathed the road of success of PopMart, and made it develop from a toy store into a listed toy emporium.
Why Blind Boxes are so Popular?
Despite the exciting psychology overlays the success of blind boxes, there are more underlying reasons which lead to a huge success in this industry.
#1 Collectibility
There are different series and themes of blind boxes being launched from time to time, and for each set of boxes, usually in a set of 12, you will receive 12 figures in 12 designs. Among these figures, there will always be a “SECRET” design, which is rarer to uncover. The scarcity of these exclusive items intensifies the desire among collectors to possess them, resulting in a heightened demand and driving the fervor of the blind box culture.
#2 Social Media Unboxing Culture
Since the sudden surge in popularity in 2016, blind box has always been a hot topic on social media platforms like Youtube, Tiktok and Instagram. The increase in popularity of blind box opening and unboxing videos has created a sense of community among collectors and encourages people to participate in the trend to share their own unboxing experience.
#3 Low Entrance Price Point
Compared to other collectibles, blind boxes are generally more affordable, making them more accessible to a wide range of individuals, and appealing to avid collectors and newcomers. This opens the doors to a larger audience, allowing more people to take part in the ‘unboxing’ culture and start their collecting journey. Everyone can explore the thrill of surprise without committing to a significant financial investment. In addition, as PopMart provides convenient Internet shopping experiences and is opening more physical stores in big shopping malls, people can join in the collector community with just a simple action.
Intrigued by the growing popularity of blind boxes, I found myself irresistibly drawn into the mysterious shop to explore the phenomenon and understand its allure. The growing popularity of this mysterious phenomenon beckoned me to embark on a journey of discovery and become a part of this vibrant culture. If you, too, are intrigued by the irresistible charm of blind boxes, let’s become a part of this thrilling culture and revel in the magic of unboxing!
Written by Cherry Lam
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