In China, the “blind box” craze has taken over, with even Confucius-themed mystery gifts being sold at souvenir shops in Beijing. These blind boxes contain items like ice cream treats with blessings, revealing fortunes only after purchase. Companies like Pop Mart are driving massive profits with their blind box toys, appealing to young consumers seeking budget-friendly excitement.

Toys sold in blind boxes, known as “manghe” in Chinese, have surged in popularity during the pandemic in China. Pop Mart capitalized on livestreaming and vending machines to sell these mystery toys, offering a pick-me-up for consumers feeling down due to Covid lockdowns and economic woes. Retailers like Miniso also offer blind boxes of various items, enticing customers with the curiosity of what’s inside.

Despite the popularity of blind boxes, the Chinese government has expressed concerns about “irrational consumption” and potential addiction to these mystery gifts. State media has warned against the trend, especially for children, citing experts who view blind boxes as a “commercial trap” targeting the psychological vulnerabilities of minors. China’s blind box craze is facing scrutiny amid its widespread appeal.

Read more at CNBC: China’s ‘blind box’ craze fuels Pop Mart’s Labubu success