Spending Tens of Millions for Limited Editions... China Issues Warning on 'Blind Boxes'

"Extremely Low Odds of Getting Limited Editions"

The China Consumers Association has advised caution when purchasing "blind box" (random box) products, which do not reveal their contents until opened.

"Blind Boxes That Encourage Overspending, Consumer Complaints Rising"

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According to China Central Television (CCTV) on March 10, the China Consumers Association issued a warning the previous day, emphasizing that “the actual probability of obtaining hidden items or limited editions during blind purchases is extremely low,” and urging consumers to refrain from indiscriminate buying. Blind boxes are sold in a random format so that buyers do not know what is inside, stimulating their desire to collect. The fun of receiving unexpected items, combined with the social media sharing culture, has led blind boxes to become both a recreational activity and a content trend.

However, complaints are mounting that blind boxes encourage excessive spending. The association analyzed consumer complaints related to blind boxes submitted through its own platform and reported that the average amount spent per blind box purchase reached 4,427 yuan (about 950,000 won), while the highest single purchase amounted to 300,000 yuan (about 64.23 million won).

The association stated, “The main complaints focused on lack of transparency, encouragement of overspending, and delays in after-sales service,” adding, “there are cases where adult consumers repeatedly make continuous and unreasonable purchases in pursuit of limited editions, resulting in a rapid increase in total expenditure.” The association also noted, “Minors are ordering trending toys, cards, cosmetics, and other products sold in random box format multiple times without the consent of their guardians,” and criticized some unscrupulous sellers of random boxes for fueling speculative sentiment through excessive marketing that leverages the uncertainty to spark consumer interest. Accordingly, the association advised consumers to carefully check the types and quantities of products offered by sellers, the probability of winning each item, and return policies before making a purchase.

Origin of Blind Boxes: 'Labubu'...Limited Editions Reach Millions of Won

Labubu Doll. Pop Mart Website

A leading example of the blind box craze is the “Labubu” character from Chinese toy company Pop Mart. Labubu is sold in the random box format, sparking collectors’ desire to own the figures. Consumers often buy multiple boxes from the same series to obtain their desired design, or actively participate in secondhand trading and exchange communities to find rare figures. In this way, Labubu has been recognized as a case that built a powerful fandom by combining the uncertainty of blind boxes with limited edition strategies.

However, as Labubu's popularity has soared, related speculation has become a social issue in China. Some limited-edition Labubu dolls have soared to prices of several million won on the resale market, and there have also been cases of counterfeit products being distributed, especially for popular colors. Citing concerns about excessive spending and addiction, the Chinese government has banned the sale of blind boxes to children under the age of eight since 2023.

This content was produced with the assistance of AI translation services.