.png)
Written by: Cristina Bautista and Liam Roque
Art by: Cristina Bautista and Liam Roque
Picture this: You’re in your favorite store, surrounded by neatly stacked boxes of irresistibly cute figures you can’t see. It could be a Sonny Angel, a quirky Smiski, or one of POP MART’s endless line-up of adorable characters. You grab a box, feel its weight, and wonder, Which one will I get? With each rip of packaging, you’re not just buying a toy—you’re taking a little journey. Welcome to the world of blind boxes, where every unboxing is an adventure, every figure is a tiny treasure, and the fun is in not knowing what’s inside.
The popularity of these blind box collectibles has skyrocketed in recent years, and people have found love for them beyond just the surprise factor. To understand how this came to be, let’s look at the marketing tactics to uncover the secret of their popularity. Cleverly blending the joy of surprise with the allure of collecting, let’s now “unbox” the hype around our adorable treasures.
Suspense and Excitement
Life is filled with surprises, just like the mystery inside every blind box! The primary allure of buying and collecting blind boxes lies in the suspense and excitement that each unboxing brings. Every time you open a blind box, you step into a thrilling moment, not knowing what awaits inside. Even if the figurine isn’t the one you hoped for, the experience itself adds to its appeal and perceived market value. This sense of anticipation keeps collectors coming back, each unboxing fueling the desire to try again for that sought-after item! However, there is more to why the unboxing experience is a thrilling one for many.
The Psychology Behind the Craze
From the source, external factors such as businesses, influencers, and media motivate consumers to engage in the collecting experience, keeping them hooked and encouraging them to return for more. When it is finally time to purchase a blind box, doing it leverages a desire for self-satisfaction, stress relief, and connection with their community. Additionally, it ties into the “scarcity effect,” which urges the habit of purchasing and collecting more. This is particularly common among Gen Z, as they are the generation of students who can make money and are willing to spend on their hobbies and likes. The experience of immersing oneself in blind box culture triggers psychological mechanisms, including the release of dopamine. Dopamine is a neurotransmitter that gives the feeling of pleasure, satisfaction, and motivation. Consequently, the thrill of unboxing and collecting blind boxes releases dopamine, creating satisfaction.
An Irresistible Experience
Blind box companies like POPMART craft a powerful illusion of choice for these items through strategic pricing and placement, turning the thrill of collecting into an irresistible experience. These companies use psychological pricing ranging from 100 to 1000 by setting a uniform price for all blind box models, regardless of the individual model or design. This then leverages consumer gambling mentality as this removes any indication of rarity or value among figurines, which encourages buyers to repeatedly purchase boxes to obtain a specific, desired model. Where these cute blind boxes can be found also matters. The showcase shelves and cabinets of the products are almost always near the cashier so buyers can consider purchasing as soon as they enter the store or after grabbing the items they initially need to buy. Through this combination of pricing and placement, blind box companies create an alluring cycle of choice and chance, enhancing the appeal and perceived value of each unboxing experience.
Anik-Anik Culture and Consumerism
Surely we’ve all seen blind box items blow up on social media from the people who bring their Sonny Angels to their cafe trips to those who stick hippers onto every gadget they own. The popularity of blind boxes in the online space—through social media, websites, and user-generated content—demonstrates the effectiveness of their digital marketing. In the Philippines, this trend is especially evident in the 'Anik-Anik Culture', a love for collecting small, sentimental trinkets. This culture encourages people to fill spaces with cute keychains and other small items, becoming a form of personal expression. Over time, this has shaped a unique, vibrant, and expressive maximalist style of clothing among community members. Blind boxes have naturally become part of this culture, as they offer a way for people to integrate meaningful collectibles into their lives, bringing joy and freedom to those who want to express their individuality. However, is the ‘Anik-Anik’ still aligned with its original culture?
The original tradition of ‘Anik-Anik’ was aligned with the cultural value of sentimentality and the Filipino tradition of finding joy in simple, meaningful objects. Consumerism led us to shift from this personal sentimentality and the repurposing of this everyday item to expensive commodities that display wealth and prestige. There is indeed a benefit for this niche Filipino culture being popularized across the media, however, its expansion across the market strayed away from its true purpose. Therefore, ethical marketing should be practiced, upholding respect for the culture that is based on and helping preserve its culture.
Blind box collectibles have gotten a strong hold on the world for plenty of interesting reasons. Its enticing and irresistible nature has changed the culture of collectibles and surprises. In the world of blind boxes, every box holds more than just a toy—it holds a moment.
Comments