Have you ever gotten that thrill of surprise when you were a kid, twisting the handle of a Gashapon machine in hopes of your favourite Gundam or Hello Kitty toy? Tapping into that same feeling of excitement and anticipation you once had, the blind box economy aims to achieve that but with a modern twist.  

Like those Gashapon machines, these blind boxes contain a hidden item – a collectable, figurine, or even a beauty product. This element of surprise is exactly what makes the blind box economy such a fascinating phenomenon in the world of customer experience (CX) today.

Think of the blind box itself as an experience. It’s the mystery, the anticipation, and the thrill of the reveal. But this isn’t just child’s play anymore. In China, the blind box market has exploded, reaching a staggering USD 1.3 billion in 2021, surpassing even assemble toys, according to Statista. Projected to reach over USD 15 billion by 2026, the blind box craze shows no signs of slowing down.

Pop culture powerhouses: Pop Mart and Sonny Angel

Pop Mart, a China-based company, has taken the blind box world by storm with their adorable characters like Molly and Dimoo. These little figures come in a variety of series and themes, with some even containing hidden “chase figures” that are ultra-rare.  

Similarly, Sonny Angel, a Japanese brand known for its wide-eyed angels with various headgear, allows collectors to project their own emotions onto the figures, creating a deeper connection. Both Pop Mart and Sonny Angel leverage the power of surprise and collectability to create a truly engaging customer experience.

The allure of blind boxes

The thrill of surprise is just one piece of the puzzle. Here’s what truly fuels the blind box craze:

• Community of collectors: Blind boxes often come in a collectable series, driving customers to complete the set. Collectors trade, share their experiences, and build connections on platforms like RED, thus fostering a vibrant online community. Companies like Pop Mart capitalize on this by cultivating excitement and a sense of belonging around collecting. Their success is evident in the massive user-generated content (260,000 notes) and a thriving official account with over 700,000 followers on RED.
• The psychology of surprise: Blind boxes tap into the power of consumer psychology. A 2022 research paper suggests that the customer experience is enhanced because of the uncertainty of what’s inside the box. This excitement, curiosity, and potential to share the reveal with others create positive emotional and social value.
• Process over product: The same study highlights that blind boxes particularly resonate with “process-oriented” consumers. These individuals enjoy the anticipation and surprise of the unboxing experience more than result-oriented consumers who prioritize getting the specific item they desire. For process-oriented consumers, the uncertainty fuels the emotional thrill of the blind box.

Unboxing socialization: Stepping outside your comfort zone

The blind box phenomenon extends beyond toys and figurines. In China, a new social trend has emerged – “blind box socialization.”

Imagine signing up for an activity, not knowing a single soul there. That’s the essence of blind box socialization. Participants gather for a pre-determined event, like a group dinner, a hike, or even a board game night, completely blind to the identities of their fellow attendees.  

This element of mystery builds on the concept of calculated surprises, discussed earlier in the context of the blind box economy. By meeting strangers, participants shed inhibitions and embrace the unexpected, fostering a more relaxed and genuine atmosphere. Shared experiences with a group of strangers can also forge strong bonds you wouldn’t have formed otherwise. This social trend highlights the appeal of stepping outside comfort zones and the potential for positive experiences – a concept brands can leverage to enhance customer engagement.

Here, the element of surprise isn’t about what’s inside the box but who you’ll be meeting outside it.

Key takeaways

The blind box phenomenon offers valuable insights for brands seeking to enhance customer experience (CX) in today’s dynamic market. Here’s how to leverage its success:

1. Embrace uncertainty as a tool: The blind box craze shows customers are open to welcoming calculated risks and surprises. Brands can mirror this by offering limited-edition items, surprise upgrades or discovery experiences to boost engagement and create a more memorable customer journey.

2. Gamify your CX strategy: Integrate gamification elements like point systems, leaderboards, and exclusive rewards into your CX strategy. Think loyalty programs with tiered rewards, point-based challenges for early access to new products, or limited-edition rewards replicating the thrill of finding a rare blind box figure.

3. Foster emotional connections: Move beyond functionality and tap into emotions. Identify emotional triggers associated with your product or service. Does it evoke nostalgia, relaxation, or a sense of accomplishment? Understanding these emotional connections allows you to build deeper customer bonds.

4. Build and nurture communities: Encourage customers to connect and share experiences. Brands should also strive to foster vibrant online communities through social media groups, forums, or in-person meetups. A strong and engaged community fosters loyalty and drives organic word-of-mouth marketing.

In today’s ever-evolving market, customer engagement is paramount. By incorporating these elements inspired by the blind box economy, brands across all industries can unlock fresh perspectives on captivating and delighting their customers.

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