Blind boxes

Are you a fan of capsule toys, or a collector of toy figures? When I was small, I collected photos of popular bands. I literally checked out all the neighbouring stores I knew with my parents to purchase photos with my pocket money. Occasionally, my mom will buy me one. 

As the internet was born, fans no longer keep physical photos of their favourite singers. Trading cards of all sorts, from baseball, Marvel to Pokemon have taken up the spotlight and become a hit among children, young adults or even investors. These cards are remarkably designed. Cards can’t be picked but are hidden by covers, just like the capsule toys. Fans usually eye for a specific card or carry a “mission” of collecting the whole set. Even collectable items nowadays are redeemed by random, forcing consumers to spend more. What a marketing strategy! 

I’m not a super fan, so I simply skip the risk of redeeming the Doraemon glass that I do not particularly like. However, some people are willing to put in great effort, spend enormous sums of money and time in buying tons of trading cards in order to get what they’re looking for as specific collectable items or a rare trading card can be resold in high value, or even with an astronomical figure. 

I remember I once received a “lucky gift box” from a friend in Japan. She packed a few items in a box and mailed the box over. It is truly a happy box, giving me a lot of surprises. So when I heard about the news about the popularity of blind boxes nowadays, I recalled my friend’s idea in the early days. Blind boxes are versatile marketing techniques that can be utilized to promote ice cream, bus routes, or even massage options. 

In Hong Kong, senior citizens enjoy $2 dollar concession bus fare. Some couples enjoy weekly journeys by taking different bus routes. They love these adventurous rides. As a consumer, I would love to see a promotion like paying $5 or $10 dollars to try my luck to get a premium ice cream by random, or $20 dollars to bet on a tasty bubble tea.

In general, we all enjoy good deals and new experiences. Life is too brief to pass up the chance to do something that can be done easily and gives us a burst of joy.