Have you ever experienced that childhood thrill of turning the crank on a capsule toy machine, eagerly waiting to see which Gundam or Hello Kitty figure you’d receive? The blind box economy brings back that exact moment of joy and suspense—now reimagined for modern consumers.

Just like a gashapon capsule, today’s blind boxes hold a hidden item inside—be it a collectible figure, vinyl toy, or even a beauty product. This element of surprise is at the heart of why blind boxes are reshaping customer experience in today’s consumer landscape.

Image source: Maytree

 What is a Blind Box?

A blind box is a sealed package containing a random item from a larger collection. Buyers know the series but don’t know which figure they’ll get until unboxing it. This mystery drives emotional engagement, making the act of buying feel more like playing a game than a transaction.

Explosive Growth of the Blind Box Market

The blind box trend is not just a nostalgic gimmick—it’s a booming industry. In China alone, the market reached $1.3 billion USD in 2021, according to Statista, surpassing even traditional building toys. It’s projected to soar to $15 billion USD by 2026, showing no signs of slowing down.

Pop Mart: Leaders in Surprise Collectibles

China’s Pop Mart dominates the space with adorable characters like Molly and Labubu, available in themed series. Some feature ultra-rare “chase” figures, making the thrill of discovery even more intense.

Image source: POP MART

Why Are Blind Boxes So Addictive?

Beyond the surprise, several psychological and social factors drive the blind box craze:

1. Collectible Culture
Blind boxes are released in sets, encouraging fans to complete collections. Online platforms like Xiaohongshu (Little Red Book) are hubs where collectors trade, share, and build vibrant communities.

Pop Mart alone has over 1000,000 followers on Xiaohongshu, and more than 260,000 user-generated images of their products.

2. Surprise Psychology
A 2022 research study found that uncertainty enhances customer experience. The excitement, curiosity, and social-sharing potential surrounding each unboxing create memorable, feel-good moments.

3. Process Over Product
For “process-oriented” consumers, the journey of discovery matters more than the actual product. They enjoy the suspense and ritual of unboxing—an experience brands can leverage to boost engagement.

Blind Box Socializing: A New Global Trend

The surprise model is now being applied beyond toys, into social experiences. Known as “blind box socializing”, people join group activities like dinners, hikes, or game nights—without knowing who else is attending.

This carefully curated surprise helps participants break out of social routines and connect more authentically. The concept mirrors the blind box idea—except the surprise is who you meet, not what you get.