{"id":9327,"date":"2022-01-25T07:30:40","date_gmt":"2022-01-25T07:30:40","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=9327"},"modified":"2025-04-23T09:45:19","modified_gmt":"2025-04-23T09:45:19","slug":"what-are-blind-boxes-and-why-did-they-get-kfc-cancelled","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/what-are-blind-boxes-and-why-did-they-get-kfc-cancelled\/","title":{"rendered":"What are blind boxes and why did they get KFC cancelled?"},"content":{"rendered":"

Blind boxes are not a new phenomenon, but China\u2019s Gen Z shoppers have pushed them into the spotlight in recent years, with everyone from McDonald\u2019s to Lanvin getting in on the act. However, a recent misstep by KFC shows the importance of getting your blind box promotion right, as Mark Tanner from China Skinny explains<\/h2>\n

Both consumers and marketers in China are always on the lookout for the next big retail trend, especially if it combines the pure act of consumption with an extra exciting or gamified element. Over the past couple of years, that trend has been blind boxes, where consumers purchase a package from a brand containing unknown contents.<\/p>\n

The roots of the blind box phenomenon can be traced back to 1980s Japan when fukubukuro<\/em> (lucky bags containing an unknown number\/value of items for a set price) and gashapon<\/em> (coin-operated vending machines dispensing random toys) first became popular. Today, the blind box market is worth more than \u00a3866 million as of 2019, and this is predicted to soar to \u00a33.5 billion by 2024.<\/span><\/p>\n

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Why are blind boxes so popular?<\/h4>\n

Blind boxes have struck a chord with young, urban, educated consumers in China, particularly Gen Z women \u2014 women account for more than 60% of all blind box sales.\u00a0<\/span><\/p>\n

Raised during a period of relative affluence, these consumers have disposable income and literally hundreds of consumption channels at their fingertips, leaving them constantly on the lookout for unique, experiential spending opportunities. The game-like element of blind boxes stimulates buyer curiosity, while the unwrapping experience is tailor made for sharing on social media.<\/p>\n

These consumers have disposable income and literally hundreds of consumption channels at their fingertips, leaving them constantly on the lookout for unique, experiential spending opportunities.<\/p><\/blockquote>\n

Many of the most popular blind box promotions, such as those from toy retailer Pop Mart, feature limited-edition toys or other collectables, which taps into Gen Z\u2019s desire for self-expression, emotional connection and a sense of child-like fun. And it is not just toy brands that are leveraging this trend; luxury brands have also successfully exploited the game-like element. For example, Lanvin ran a very successful promotion where consumers could purchase a blind box ticket via a WeChat mini-programme for a couple of hundred RMB, then redeem their ticket at special Lanvin-branded vending machines, often receiving bags, shoes or other items worth much more than the price of the ticket.<\/p>\n