Labubu toys packaging are seen at a memento retailer in Krakow, Poland on August 21, 2025.
Jakub Porzycki | Nurphoto | Getty Images
Even Confucius is getting in on China’s “blind box” craze.
At the primary temple in Beijing to China’s best sage, the memento outlets promote a spread of “blind boxes,” presents packaged in such a method that consumers do not know precisely what number of the merchandise they’re buying till after they commit.
One standard blind field on the retailer is an ice cream deal with with a blessing from Confucius. Worshippers pay $4.50 and, solely after unwrapping the dessert, learn that they’re a prime scholar or are destined to have a splendid future.
The mania over thriller containers is catching on throughout the financial system with everybody from journey brokers to supermarkets providing their very own variations. Fliggy, Alibaba Group‘s journey companies platform, is providing “blind box” flight tickets as little as $64 for a spherical journey to Japan the place vacationers choose a Chinese departure metropolis and get assigned one among a number of choices for dates and locations.
Beijing-based Pop Mart has been on the forefront of this phenomenon. It’s the corporate behind Labubu, the elf-like monster doll created by Hong Kong Dutch artist Kasing Lung. Labubu toys are bought completely by way of the collectibles firm, driving massive profits, and so they’re bought in the identical blind field format that may encourage repeat purchases to get simply the best one.
Ruan Yue, a 23-year-old scholar, says she spends $55 a month on blind containers — and enjoys the gamble. Ruan owns 150 Labubu and different dolls from thriller packaging.
“The moment you open the box if it’s a version you want or a limited edition, you get so excited,” she stated. “And it’s something I can afford.”
Prices for Labubus and different characters bought at Pop Mart common anyplace from $9 to $30.
Labubu plush figures are on the market in a Pop Mart model retailer on July 10, 2025 in Peking, China.
Johannes Neudecker | Picture Alliance | Getty Images
Blind containers, or “manghe” in Chinese, elevated in recognition in China throughout the pandemic. Pop Mart livestreamed the toys and bought them on-line and in merchandising machines at a time when the Chinese inhabitants was underneath fixed menace of Covid lockdowns.
Young Chinese customers, feeling down due to the pandemic controls and sluggish financial system, turned to budget-friendly splurges for a pick-me-up. Buyers may commerce toys or earn bragging rights in the event that they had been fortunate sufficient to attain a uncommon model coveted by their friends.
Chinese retailer Miniso, which is listed on the New York Stock Exchange, gives blind containers of watches, adhesive tape, stationery and ballpoint pens.
Retail workers at Miniso advised CNBC that curiosity about what’s inside convinces prospects to strive their luck and finally to maintain shopping for.
The Chinese authorities, nonetheless, has warned by way of its state media towards “irrational consumption” and blind field “addiction.”
The People’s Daily in June known as for stricter laws of the pattern particularly for youngsters. Quoting consultants, the official state newspaper reported the observe was a “‘commercial trap’ that precisely targets the psychological vulnerabilities of minors.”
