Chinese ‘Blind box’ Craze Fuels Pop Mart’s Labubu Success

Even Confucius enters the Chinese “blind flash” onion.

In the main temple in Beijing to the largest sage in China, souvenir shops sell a series of “blind boxes”, packed in such a way that customers do not know exactly what the variety of objects buying until they are committed.

One popular blind box in the store is ice cream treats with a blessing from Confucius. Papers pay $ 4.50 and, only after unwrapping dessert, read that they are a top student or are destined to have a great future.

The mania due to mystery boxes grabs all the economy with everyone from traveling to supermarkets that offer their versions. Flyiggi, Alibaba Group Travel Services Platform, offers “blind hi” flying only $ 64 for a manual trip to Japan, where travelers choose a Chinese city of departure and assign one of the multiple options for dates and destination.

Beijing on the base Pop march is at the forefront of this phenomenon. It is the company behind Labub, Doll on the fleece in the form of elves created Hong Kong Dutch artist Kasing Lung. Toys Labuba are sold exclusively through the company Collectorial Company, Driving a massive profitAnd they are sold in the same “blind box” format that can encourage repeat purchases to get the right.

Ruan Iue, a 23-year-old student, says it consumes $ 55 per month on blind boxes – and enjoys the cube. Ruan owns 150 labs and other dolls from mystery packaging.

“The moment you open the box if it is a version you want or limited edition, you become so excited,” she said. “And that’s something I can afford.”

Prices for Labubuses and other characters sold in pop March average anywhere from $ 9 to $ 30.

Blind boxes or “Angheha” in Chinese, they increased in popularity in China during the pandemic. Pop March won toys and sold them online and in vending machines when the Chinese population was under constant threatening of suspended locks.

Young Chinese consumers, feeling due to pandemic control and slow economy, they turned on the budget sprurg for download. Customers could trade toys or earnings boasting rights if they had enough luck to achieve a rare version that their peers belonged.

Chinese seller MinisoIt is listed on the New York Stock Exchange, offering blind watches, sticky tapes, pencils for correspondent and balls.

Retail headquarters on Miniso The CNBC said that curiosity about what was convincingly convincingly trying to try their happiness and eventually to continue to buy.

The Chinese government, however, warned through its state media against “irrational spending” and blind boxes “.”

People’s daily in June called on strict trend regulations, especially for children. Quoting experts, the official state certification reported that the practice was a “commercial trap” that precisely targets the psychological vulnerability of juveniles. “