In recent years, blind box trendy toys like Labubu have swept the youth market. From LoongStar, Pop Mart to The Monsters series, these trendy toy products with a "card drawing" mechanism are not only sought after for their unique designs and limited releases, but also stimulate the "collecting desire" of players due to their uncertainty, even forming a "non-stop buying" consumption cycle.
However, behind the cute blind boxes, a serious issue has emerged: Are these products a form of disguised gambling?
What is the blind box mechanism?
"Blind box" refers to the consumer not knowing which product they will receive until they open the box. A common format is a series with 12 regular versions plus 1 hidden version, with some styles having an "emission rate" as low as less than 1%.
This mechanism stimulates consumers to repeatedly purchase, chasing the "hidden version" or "complete set". Some users have reported spending thousands of yuan to draw a specific Labubu without success, instead buying it at a high price on the secondary market. This random mechanism, scarcity, and emotional stimulation make blind box products increasingly resemble a form of "mild gambling".
Does it constitute "disguised gambling"?
From a legal perspective, "gambling" in most countries is defined as an activity where participants pay money for uncertain returns with the aim of profit. Although blind boxes do not directly promise economic returns, by creating scarcity and speculating in the secondary market, they already have the typical gambling characteristics of "payment → lottery → obtaining different value returns":
Uncertainty mechanism: Consumers cannot choose the specific style;
Payment threshold: Each draw requires a fee;
Potential "value disparity": Hidden versions are far more expensive on the secondary market than regular versions;
"Addiction mechanism": Users psychologically chase the thrill of "winning", even developing a strong impulse to repurchase.
According to a public report by the China Consumer Association, a considerable proportion of minors have become addicted to blind box consumption without the consent of their guardians, spending hundreds or even thousands of yuan per month, severely affecting their physical and mental health.
Regulatory voices are rising
In response to the rapid expansion of the blind box market, countries like China, South Korea, and Japan have begun to strengthen regulations. China's State Administration for Market Regulation issued the "Guidelines for Blind Box Business Practices (Trial)" as early as 2022, explicitly requiring:
Not to sell blind boxes to minors;
Not to mislead consumers with "probability", "lottery", "winning" and other methods;
Not to induce excessive consumption through limited editions or hunger marketing.
However, in reality, brands like Labubu and Molly continue to market with "hidden version rarity" and "annual limited editions", even fostering speculative, proxy drawing, and unboxing live streams in the secondary trading platforms.
Consumers should maintain rational consumption
Undeniably, blind box trendy toys meet the demand of young people for personalized and entertaining consumption. But when "cute collecting" turns into "addictive gambling", when "spending a few tens of yuan to try your luck" turns into "not giving up even after spending thousands", we need to start reflecting: Is this entertainment, or an "addiction"?
Consumers facing blind boxes should understand that their nature is "probability consumption", not a "guaranteed profit". If not controlled properly, it could not only lead to financial burdens but also affect mental health.
Regulatory authorities should also intervene in a timely manner, regulating the sales mechanisms of blind box products and secondary trading channels, guiding the industry towards a healthy and transparent direction.
Conclusion
Labubu, Molly, and other "cute creatures" are indeed endearing, but when blind boxes become tools to stimulate consumer desires, whether their "cute" appearance hides a shadow of "gambling" is something every consumer and regulatory body should deeply consider. Entertainment is fine, but don't let blind boxes turn into "gamble boxes".
