[Vox pop] Inside the craze: What people think about China’s blind box culture

Blind boxes might feel like a new obsession, but the idea’s been around since the 1970s — starting with Japan’s fukubukuro (福袋), or “lucky bags”. Shops would toss leftover goods into sealed bags and sell them at a discount, leaving customers to take a gamble on what was inside. Then came gashapon — coin-operated machines that spit out random toys in plastic capsules. Together, they set the stage for what we now call blind box culture.

But in the past decade, Chinese brands like Pop Mart, Miniso and 52TOYS have reshaped blind box culture into something uniquely their own — a culture centered on aesthetics, collectability and the thrill of chasing ultra-rare editions.

This time in Singapore, we met collectors from all over the world. You might think blind boxes are just for kids — but it’s actually millennials and Gen Z who make up the biggest customer base. Some told us that they’re hooked on the thrill of unboxing, saying they just couldn’t stop. Others praised how creative these IPs from Chinese brands are. And one passionate collector even shared that her collection is worth six figures in Singapore dollars.

So, what do collectors around the world really think about China’s blind box phenomenon? Watch the video to find out.

This video was produced with assistance from Vianne Chia and Tay Xin En. Special thanks also goes to Sugio, for providing the space for our shoot.

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