Blind box craze: How mystery collectibles are captivating Gen Z and dominating social media

By Ciara Mina

Blind boxes have become the newest trend on social media, particularly on platforms like YouTube, TikTok and Instagram. These mystery collectible toys, originating from Japan and China, appeal to both casual collectors and hardcore fans because of their surprise element.

If you use social media then you have probably seen at least one post where a user shares their experience in opening a small, mysterious box, revealing a cute little toy inside.

This has recently become a viral trend on social media, where users, primarily ‘Generation Z’, share their unboxing experience of these popular blind boxes.

The blind box phenomenon and Pop Mart’s role

A blind box is a sales strategy in which consumers buy products without being aware of the precise content until after they have purchased and opened them.

This sales strategy gives the purchasing process a sense of mystery and surprise.

Pop Mart, a Chinese toy company established in 2010 and sells collectible designer toys in blind boxes, is mostly responsible for the recent surge in popularity of blind boxes.

The company sells different popular series of toy collectibles in blind boxes, including Labubu, Hirono, SKULLPANDA, CRYBABY, Molly and others.

The psychology behind blind boxes and its appeal to Gen Z

With blind boxes, the thrill of not knowing what’s inside stimulates curiosity and activates the reward system in the brain, which releases dopamine, a neurotransmitter associated with drive and pleasure.

Consumers’ interest is therefore maintained, increasing the chances of a repurchase, which keeps them in a cycle of reward and anticipation.

According to studies, young individuals, particularly ‘Gen Z’, can develop a strong feeling of identification and belonging though blind boxes.

‘Gen Z’ were born with the Internet and social media has helped them create a network of people who share their tastes in products.

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As a result, when someone buys something, the blind box buyer can publicize their purchases on their own social networks, which then earns them benefits like admiration and envy from other social media users.

In a sense, these toys are not just toys to them – they become status symbols and a mirror of their interests and self-expression.

Reconnect and relive

Furthermore, the experience of opening blind boxes may be a way for ‘Gen Z’ to reconnect and relive the joy and innocence of their childhood and leave behind the worries of being an adult for a brief moment – the concept known as ‘healing the inner child’.

As the phenomenon of unboxing blind boxes continues to be a trend on social media, it is clear that it not only lets ‘Gen Z’ connect with the online space but also to reconnect with their inner child.

Blind boxes may continue to be a trend in the future or become yet another fad, but one thing is for sure – people are finding moments of joy and fulfillment, one blind box at a time.

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