China’s ‘blind box’ craze fuels Pop Mart’s Labubu success

Even the Confucius is entering China’s “blind box” madness.

In the main temple in Beijing, China’s largest sage, souvenir shops, buyers of the product they have purchased until the use of a series of “blind boxes” packaged in a way that does not know the diversity of the product sells.

A popular blind box in the store is the treatment of ice cream with a blessing from Confucius. The worshipers pay $ 4.50, and after just opening the dessert, read that they are the best students or that they are doomed to have a great future.

Mania through Gizem Boxes captures the economy with everyone from travel agencies to supermarkets offering their own versions. Tulgy, Alibaba Group‘Travel Services Platform, “Blind Box” flight tickets offer something low for Japan for a trip to Japan, where travelers choose a Chinese departure city and are assigned one of the multiple options for dates and targets.

Beijing centered Pop March This is located in the forefront of the phenomenon. The company behind Hong Kong Dutch artist Kasing Lung, behind the Elf -like monster baby Labubu. Labubu toys are sold only through the collection company, use large snow, and sold in the same blind box format, which will encourage the purchases to obtain the right one.

A 23 -year -old student, Ruan Yue, says he spent 55 dollars a month on blind boxes and likes gambling. Ruan has 150 labs and other babies from mysterious packaging.

“If you open the box if you open a desired version or a limited version, you will get very excited,” he said. “And this is something I can meet.”

Labubus and Pop other characters sold in March prices are between $ 9 and $ 30 average.

Blind boxes in China or “Manghe” increased popularity in China during her pandem. Pop played March toys and sold online and vending at a time when the Chinese population was under constant threat of Covid locks.

The young Chinese consumers, who felt because of pandemic controls and slow economy, turned into budget-friendly extravagance for a Pick-up. If buyers are lucky enough to score a rare version released by their peers, they can trade or gain the right to boast.

Chinese retailer MinisoIt offers blind clocks, sticky band, stationery and ballpoint pencils listed on the New York Stock Exchange.

Retail staff Miniso He told CNBC that curiosity about what is inside convinced customers to try their chances and ultimately continue to buy.

However, the Chinese government warned the “irrational consumption” and blind box “dependence” through the state media.

In June, People’s Daily called for more strict arrangements of the trend, especially for children. The official state newspaper, which quotes experts, reported that the application is a “commercial trap” that is fully targeting the psychological security deficits of minors.