In today’s consumer market, anime blind boxes and figures have become an undeniable cultural phenomenon. From the long lines outside Pop Mart stores to the sky-high prices of rare hidden editions, every detail highlights the booming vitality of this industry. Behind this trend lies a deeper reflection of the psychological needs and cultural identity of the younger generation. These items are not just products; they serve as emotional currency, social tokens, and symbols of personal identity.
The Rise of Emotional Consumption and the Mechanism of Psychological Fulfillment
The contemporary consumer market is undergoing a profound transformation—from functional consumption to emotional consumption. The popularity of anime blind boxes and figures essentially reflects the younger generation’s strong desire for emotional connection and self-expression. In an era of material abundance, products are no longer just tools to meet practical needs; they have become vital mediums for conveying emotions and expressing individuality. The success of Genshin Impact blind boxes is a prime example. From character figures to adorable plushies, each item is closely tied to the game’s storyline and strikes a perfect emotional chord with travelers. HoYoverse has turned virtual characters into tangible anchors, allowing players to “take their love home.” This is emotional consumption at its sharpest—targeted, precise, and deeply resonant.
The element of randomness in blind box consumption further strengthens this emotional connection. Psychological studies show that intermittent reinforcement is one of the most powerful triggers for addictive behavior—when rewards are delivered unpredictably, the brain releases more dopamine, resulting in heightened pleasure. This is the psychological foundation behind the design of “hidden” or rare editions in blind boxes. Many consumers say, “Opening a blind box feels like unwrapping a gift. Even though I know it’ll most likely be a regular version, the anticipation and the occasional surprise of getting a hidden one are so thrilling.” This mechanism explains why blind box purchases often lead to repeated buying behavior, and in many cases, evolve into a genuine collecting hobby.
On a deeper level, anime figures and blind boxes also cater to a modern need for companionship. In today’s highly atomized urban life, many young people struggle with feelings of loneliness and a lack of meaningful social interaction. Carefully arranged shelves of figures or pocket-sized blind box toys become silent emotional companions. Surveys have shown that many consumers give designer toys as gifts, imbuing them with personal emotional meaning—for example, gifting a Barbara figure on a friend’s birthday to symbolize “shining brightly,” This trend of personifying and emotionalizing objects reflects a deep yearning for emotional connection. Anime characters, with their distinct personalities and strong visual identities, naturally become ideal vessels for emotional projection.
Social Currency and Community Identity
In the era of social media, blind box figures have evolved into a new form of social currency. On TikTok, the hashtag #BlindBoxChallenge has surpassed 8.7 billion views, with users building personal brands through creative unboxing videos. On Xiaohongshu, “custom repaint tutorials” have garnered over 5 million saves, and ordinary blind boxes often skyrocket in value after fan-made modifications. This user-generated content (UGC) ecosystem turns every blind box into a potential starting point for social sharing and community engagement.
In offline social settings, blind boxes play a more subtle role in connecting niche communities. According to Pop Mart’s user research, 63% of consumers have made new friends through shared collecting interests, and 37% have participated in offline “trading parties.” This interest-based social model breaks the boundaries of geography, fostering cross-regional subcultural communities. In the blind box community of the Sanxingdui Museum, cultural enthusiasts build meaningful connections by discussing topics like “the best angles to photograph the bronze standing figure.” In this way, cultural consumption is transformed into the accumulation of social capital.
Building IP Value and Empowering with Storytelling
The commercial success of anime blind boxes and figures is deeply rooted in the power of strong IP value building. A successful IP is not just about character design—it’s a fusion of emotional connection and storytelling depth. Genshin Impact is a prime example, blending cultural elements from multiple countries. This design approach laid the groundwork for its global expansion. Over time, the release of regional soundtracks like the Liyue OST and Fontaine OST, along with character-inspired outfits, has continuously enriched the IP’s meaning, evolving it from a set of individual characters into a fully realized and immersive world.
The lasting vitality of an IP lies in its ability to resonate emotionally. The classic IP Pleasant Goat and Big Big Wolf partnered with an Hermès scarf artist to integrate its iconic characters into popular design trends. Similarly, HoYoverse’s Honkai series released the “Ruan Me Mini Blind Bags,” which simplify the experience by removing complex skill systems while retaining pet collection and scene-matching features. These strategies exemplify the core of IP management—constantly seeking new ways to connect emotionally with contemporary consumers.
It is worth noting that successful IP management requires balancing commercialization with artistic integrity. THE MONSTERS IP, which includes Labubu, generated 3.04 billion yuan in profit for Pop Mart in 2024, accounting for 23.3% of total revenue. This commercial success is rooted in a firm commitment to the core values of the IP. Shanghai Animation Film Studio, when developing classic IPs, preserved their unique style while collaborating across multiple industries, demonstrating a harmonious balance between business and art. As consumer aesthetics continue to evolve, simple character replication no longer suffices. IPs need ongoing content output to maintain their popularity, which is why companies like Pop Mart increasingly focus on comprehensive IP development rather than just product commercialization.
Cross-Industry Collaboration and Globalization Strategies
The explosive popularity of anime blind boxes and figures is also driven by innovative cross-industry collaborations and globalization strategies. Labubu’s international performance stands out: revenue from Hong Kong, Macau, Taiwan, and overseas markets soared from 1.07 billion yuan in 2023 to 5.07 billion yuan in 2024, a 375% increase, with the North American market growing by 556.9%. The Berlin pop-up store achieved a repurchase rate of 52%, far exceeding the local trendy toy brand average of 30%. The key to this global success lies in combining the Chinese trendy toy “blind box mechanism” with local cultures, rather than simply copying the domestic model.
Brand collaborations are another powerful tool to amplify IP influence. Labubu has reached broader audiences through cross-brand partnerships. This collaboration strategy not only boosts IP awareness but also creates new consumption scenarios through the crossover penetration of different brand customer bases.
The popularity of anime blind boxes and figures is the result of a complex interplay of cultural, technological, and psychological factors. It reflects the younger generation’s desire for personalized expression while also exposing certain challenges of the consumerist era. Undoubtedly, this cross-dimensional consumption craze is reshaping our traditional understanding of “toys” and offering a unique perspective for observing contemporary society.