How the thrill of the unknown pulls the young to blind boxes

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How the thrill of the unknown pulls the young to blind boxes
COLLECTORS/COLLECTIONSYouthCHILDREN AND YOUTH
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In recent years, the craze for blind boxes has swept across Singapore, captivating the attention of youth in particular. These small, unassuming packages — containing mystery toys or figurines from popular brands like Pop Mart — have become a cultural...

In recent years, the craze for blind boxes has swept across Singapore, captivating the attention of youth in particular.

At the heart of the blind box appeal is the thrill of the unknown. Each purchase is a gamble – an opportunity to acquire a rare, valuable figure, or perhaps something more common.This experience taps into the same psychological triggers that fuel gambling and loot boxes in video games. According to experts, the element of chance, combined with the hope of a jackpot, releases dopamine in the brain, creating a sense of euphoria.

"I started collecting them as a hobby because I like figurines and I play gacha games like Honkai Star Rail which are similar to blind boxes in a way." While most find joy in buying a box and being surprised by what's inside, there is also a segment of consumers who are willing to splash up to $190.80 for a full case in order to get every single item in a certain collection without any risk of duplicates.

There's also a social aspect to blind boxes. Trading figures among friends or within online communities has become a popular pastime, further fuelling the desire to buy more.Content creator Leah Shannon Neubronner who goes by @mizchiefmagik on TikTok told The Straits Times she has spent about $2,000 on blind boxes. Several of her unboxing videos have gone viral leading to her being called the 'Pop Mart girl'.

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