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Inside a blind box is usually an anime figure, a related product of a film, or a mini figure which is made according to a designer’s original work. It is not labeled with any information about which figure is inside. What customers only know is that it contains one figure of the corresponding series, and they will never know which one they’ve drawn until they open it. That’s why it is called a blind box.

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Blind box is not a new concept though. As early as the end of Meiji period (1868-1912), Japanese department stores sold Lucky Bags on specific festivals to clear remained stock. There were different types of items in the bag but their price must be higher than the bag itself. Customers would never know what was inside until they bought and opened it. With time went by, it gradually became a regular sales promotion method during the new year.

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Then in the 1980s, the gashapon machines entered the market. Figures in it were based on characters in animation or kawaii shapes. Each set had a theme, which you never knew until you opened it.

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In the 21st century, the culture of blind box has been gradually shaped. Now you can see vending machines selling blind boxes in many subway stations or department stores in China.

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Blind box marketing has become popular in China since 2016. That year POP MART used the method of blind box to sell MOLLY, a mini figure designed by a Hong Kong designer Kenny Wong. All of a sudden, blind box became a hit, and POP MART also became the most popular blind box brand in mainland China. Speaking of its marketing, the main way was to drive the sales of blind box by constantly cooperating with popular works and attracting their followers.

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Unlike capsule toys that focus on ACGN, customers of blind box are young, and cover different hobbies and industries, while those of capsule toys are more of “otaku”.

POP MART has been creating its own mini figures all the time. It released LABUBU in 2015, DIMOO in 2016, and co-branded with major brands such as Harry Potter, Toy Story, Frozen and so on.

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The funny side of the box is the occult uncertainty before you open it. It may be what you’ve been looking forward to get, or it may not be. The uncertainty of the result makes the whole process full of mystery, getting you excited and expectant.

If you don’t get what you want, you may feel regretful and unwilling to give up, then you will try again.

If you get one of those you want, you will feel lucky and satisfied, and your satisfaction will make you buy again until you have a complete collection of the series. That will give you an ultimate sense of accomplishment.

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You may even draw something that is totally beyond your expectation, such as a hidden or limited edition item, which tremendously satisfies your curiosity and superiority. One of the hidden figures is Fork in the following image.

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A series of blind box usually contains 12 basic and 1 hidden items, like Toy Story and Harry Potter. So if you buy a complete set, you are guaranteed to get 12 different mini figures. If you buy one of them, the uncertainty will make you guess all along until you open your box. Like Forrest Gump said, “Life is like a box of chocolates. You never know what you're gonna get”, a blind box can also represent life, because you don’t open it, you don’t know whether you will be satisfied or unreconciled either.

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Lucky Bag

Why are Blind Boxes So Popular that They are out of Stock Immediately They are Launched?