The first tear of the plastic, the slow reveal of a tiny figurine, and the rush of dopamine when, finally, the sought-after character appears. This is the ritual that has turned mystery/blind box collectibles from niche novelties into a global phenomenon.
These miniature, meticulously designed toys, concealed in identical packaging to preserve the thrill of chance, have become the latest obsession in the collectibles world. Fueled by nostalgia, social media, and the psychology of reward-seeking, blind boxes have transformed into a multi-billion-dollar industry.
The modern blind box craze traces its roots to China, where companies such as Pop Mart have perfected the formula of scarcity, artistry, and surprise. The company’s revenue surged after its 2020 IPO, with Southeast Asia and North America emerging as key markets, according to Bloomberg. However, growth has slowed due to economic shifts in China, making international expansion increasingly vital, as reported by Nikkei Asia.
One of Pop Mart’s most successful figures is Labubu, an impish, wide-grinned character created by Hong Kong artist Kasing Lung. Originally an independent design, Labubu was later licensed by Pop Mart, quickly becoming one of its best-selling collectibles, noted by The Korea Herald.
Social media has played a critical role in the rise of blind box collecting. Blackpink’s Lisa has shared her Labubu collection on social media, boosting the figure’s visibility in Southeast Asia and South Korea. However, there are no official reports directly linking her posts to a rise in sales, according to Nikkei Asia.
In the Philippines, Pop Mart’s growing fanbase has been fueled by local collectors and influencers. Reports of actress Marian Rivera attending a Pop Mart pop-up in Manila remain unverified.
Blind boxes aren’t just a Chinese trend. Sonny Angel, a Japanese blind box brand launched in 2004 by Dreams Inc., has cultivated a devoted following worldwide. The tiny, cherub-faced figures, each wearing a themed headdress ranging from strawberries to lions, come with the tagline “He may bring you happiness,” according to Dreams Inc.
Meanwhile, Smiski, a glow-in-the-dark figurine series by the same company, thrives on its eerie yet playful charm. For cat lovers, Mofusand offers chubby felines dressed as sharks, sushi, or knights, tapping into Japan’s kawaii culture.
Why are mystery/blind boxes so addictive?
The appeal of blind boxes goes beyond simple curiosity. Psychologists point to four key psychological factors that explain why these toys are so compelling: anticipation, reward-seeking, nostalgia, and social belonging, according to the American Psychological Association.
The dopamine effect: Why uncertainty is addictive
At the core of the blind box experience is anticipation. The moment before opening a mystery box triggers dopamine release, the brain’s “feel-good” chemical linked to pleasure and reward.
Studies show that uncertain rewards, like scratch-off lottery tickets or slot machines, activate the same brain regions as winning a prize, according to research from the American Psychological Association. This dopamine-driven excitement fuels repeat behavior, making collectors eager to open “just one more” in hopes of finding a rare figure.
This effect explains why many collectors describe opening blind boxes as “addictive.” The excitement isn’t just about the figure inside but about the suspense of not knowing.
The comfort of nostalgia
For many adults, collecting blind boxes is a way to reconnect with childhood.
A study published in the Journal of Consumer Research found that nostalgia plays a powerful role in purchasing behavior, providing a sense of comfort and emotional stability.
Many collectors associate these figurines with childhood joys, like pulling a rare Pokémon card or finding a toy in a cereal box. In Japan and the Philippines, where kawaii culture is deeply ingrained, blind box collecting provides a sense of happiness and familiarity.
The completionist mentality: ‘Gotta collect them all’
The blind box industry thrives on completion bias, a psychological drive to finish a set.
A study published by Bluma Zeigarnik found that humans experience an innate urge to complete unfinished tasks, a phenomenon known as the Zeigarnik Effect. This explains why collectors feel compelled to buy more blind boxes until they complete the full series.
Toy companies strategically include rare or “chase” figures to heighten this compulsion, fueling FOMO (fear of missing out) and increasing demand.
The social connection: A community-driven hobby
The rise of TikTok, YouTube, and Instagram has transformed blind box collecting into a social experience.
Unboxing videos featuring rare Sonny Angels, Pop Mart figures, and Mofusand cats often attract millions of views. These videos allow viewers to vicariously experience the excitement, even if they aren’t opening the boxes themselves.
Collectors also engage in Reddit forums, Facebook groups, and local meetups, where they trade duplicates, showcase collections, and celebrate rare finds together. This sense of belonging strengthens their attachment to the hobby, making it more than just an individual interest—it becomes a shared cultural movement.
Blind boxes represent a shift in how modern consumers interact with material possessions.
Unlike traditional toy collecting, which is often linked to nostalgia for childhood brands, these figures exist in a category of their own — limited-run, artist-designed, and deeply tied to online fandoms.
The thrill isn’t only about what’s inside the box but the experience of opening it. The moment before the reveal is where the magic happens — where hope, excitement, and imagination collide.
