“I didn’t initially see the appeal in these…but after I bought my first toy at the start of the year, I found the box-opening process so exciting. Even if you don’t get the one you want, you’ll later want to buy more. You’re not actually buying a product, you’re buying a surprise.”
The industry leader Pop Mart currently only has an 8.5% share of the highly competitive market.
The core consumers of blind boxes are female white-collar workers and Gen Z college students in first-tier cities.
Short videos on the blind box #unboxing experience have become popular, and blind box related professions such as "改娃师" have emerged. Male consumers are the next potential untapped market.