Blind Box Toys and Why Is It So Viral Right Now?!

Blind boxes are a type of product packaging where customers purchase a sealed box without knowing exactly what is inside. The items are usually part of a themed collection, such as toys, keychains, or figurines, and the element of surprise becomes the main attraction. Just like opening a gift, buyers feel excitement and curiosity because they don't know which design or character they will get.

The trend of blind boxes has gone viral because of the psychology of surprise and collectability. Many customers keep buying again and again to complete a full set, even though they might get duplicates. This creates a cycle of curiosity, thrill, and satisfaction that keeps customers hooked. Social media also plays a big role, as people love to share their unboxing experiences online, which makes others want to try too.

Blind Box toys became a hot trend suddenly because their concept traces back to Japan in the late 1980s and early 1990s with the rise of gashapon or gachapon capsule toys sold in vending machines. These machines dispensed random toys, creating a collecting craze fueled by the thrill of surprise. The retail evolution into sealed blind boxes bought in stores further heightened excitement through mystery, rarity, and collectibility. 

Chinese companies like Pop Mart significantly popularized the phenomenon in the mainstream market around 2016 by combining Japanese "kawaii" features with pop art and expanding the high-end collectible figure market globally. The sudden viral success is due to the combination of surprise, limited editions, social media viral unboxing, and collector culture turned into a global lifestyle trend.

Young people and teenagers, particularly those between the ages of 15 and 30, are the primary target market for blind boxes. Hobbies that blend enjoyment, design, and community involvement are frequently intriguing to this target audience. Blind boxes are viewed by many as lifestyle objects that showcase uniqueness and taste, rather than merely being toys. Those who appreciate pop culture and artistic self-expression will find the adorable, artistic, and occasionally limited-edition designs appealing.

Blind boxes gained widespread popularity in Indonesia due to the powerful impact of youth trends and social media. YouTube, Instagram, and TikTok all contributed to the enthusiasm by posting haul and unpacking videos. Collecting groups swiftly expanded, turning the collecting of unusual finds into a common hobby. Blind boxes quickly became a lifestyle trend in Indonesia because of the country's sizable youth population and passion for pop culture. Would you then give blind boxes a try for yourself? Which character would you hope to get?