Why are people going crazy over blind boxes?

It starts with just one box, then another and another, until you find yourself amassing a collection at home.

Blind boxes have skyrocketed in popularity in recent years, particularly with their easy availability in physical stores and vending machines, sparking a widespread phenomenon. In Singapore, you’ll find crowds of people in stores like Pop Mart. It’s known for its extensive collection of Blind Boxes – a sealed packaging that keeps the contents of the figurine mysterious to its new owners – and has become successful in countries like Singapore, Thailand and Europe and more, it has even expanded to high-end art toy market called MEGA COLLECTION in 2021 to satisfy various art toy collectors’ interests.

Pop Mart has worked with world-renowned brands, such as Disney, Sanrio, Warner Bros. among others, and famous designers like Kenny Wong, Kasing Lung and SKULLPANDA to launch a multitude of pop culture products based on classic characters that appeal to its pool of loyal customers.

Some of these boxes also contain rare “secret” figures, which has led to the increased appeal of these figurines. They come in limited quantities, which makes collecting them a lot more enticing – and potentially investment-worthy.

Over the years, the concept of randomised packages has spread globally, captivating both international and local customers. In fact, Pop Mart has also noted that its revenue has increased from S$34.5mil in 2017 to a record earning of S$1,208mil in 2023.

Today, collectors proudly display their shelves of collectables on platforms like TikTok, often sharing live unboxing videos as well. Some sought-after items like The Monsters Tasty Macarons Series, which are typically sold for $24.90 to $149.40, fetch such high demand that the rare unboxed collectables are resold on platforms like Carousell for prices reaching as high as $750.

The frenzy around mystery blind boxes is growing rapidly, fuelled by influencers and streamers who share their unboxing experiences on platforms like YouTube and TikTok. The thrill of the unknown, the satisfaction of completing collections, and the desire to showcase the unique finds drive this phenomenon, which is why consumers keep returning.

It comes as no surprise that even luxury brands like Louis Vuitton have jumped on the bandwagon with their own NFT-based mystery boxes. Cheryl Lai-Lim, Senior Features Writer at Her World and avid collector of Sonny Angels, says: “Though some might view them as superficial, my silly little collectibles bring me so much happiness as they’re genuinely so adorable! The blind box element also offers a thrill of mystery. I guess for me, money can indeed buy happiness.”