By Alexandra MONTERIO LOPES LUX-S6PTA
Edited Julia DEC MAM-S5ENC
The trends of Sonny Angels and Labubus have taken the internet by storm. These small trinkets, bought for just a few dollars, are now being sold for hundreds more. The demand has reached such extremes that fans are camping outside stores at 2 a.m., and some incidents have escalated into theft and even mugging at knifepoint. But how did we get here?
Blind boxes (also known as mystery boxes or gacha toys) are sealed packages that contain a surprise item from a set or a series. The specific item you’ll get isn’t known until you open it. This began as a niche toy concept but has grown into a global trend, spanning everything from anime figurines and designer vinyl toys to fashion and even cosmetics.
The concept of blind boxes is inspired by gachapon (or gashapon) machines in Japan. They’ve been popular in Japanese arcades and train stations since the 1970s. Each capsule contains a small toy which is randomly dispensed, making the core appeal the surprise element. Kids and collectors alike wanted to complete full sets and created a habit out of buying them.
Blind box collecting hooks us on a psychological level. What creates such a fascinating customer experience is the element of surprise. Unlike other industries where customers demand transparency from their sellers, with blind boxes, there isn’t a way to know for sure what you’re buying. The blind box itself is an experience. It’s the mystery of choosing the box, the anticipation before opening, and the thrill of the reveal.
But these aren’t just children’s toys anymore. In China, the blind box market has exploded by reaching an impressive 1.3 billion USD in 2021. Projected to reach over 15 billion by 2026, this craze has no signs of slowing down. The products have evolved with the audience—many lines now target adult collectors, especially those into pop culture, art toys, and limited-edition merch.
As they become more mainstream, blind boxes have also faced backlash. Critics argue it encourages compulsive spending, especially among children. By encouraging repeat purchases in pursuit of rare items, the industry has been compared to gambling. In video games, “loot boxes” that operate on the same principle have been heavily criticized and even regulated in countries like Belgium and the Netherlands for potentially exploiting young users. Additionally, as duplicates and packaging are often discarded, it contributes to excessive plastic waste. The lack of transparency about the odds of receiving certain items has also sparked ethical concerns, leading some to call for clearer labeling, age restrictions, and increased consumer protection.
What began as a simple toy has become a controversial global obsession. Whether you see blind boxes as harmless fun or dangerous bait, there’s no denying their cultural impact. In a world increasingly driven by instant gratification and digital hype, blind boxes offer a tangible, thrilling experience, but at an unknown cost we’re only beginning to understand.