Why Malaysians are going head over heels for blind boxes

For Choo, the most exciting part about opening blind boxes is the anticipation of what’s inside. Photo: The Star/Ong Soon Hin

It takes little effort to spot the appearance of those colourful, bug-eyed creatures covered in fur. They are practically everywhere, smiling at you as they dangle from tote bags and sit atop your friend’s bookshelf.

Even if you don’t know their names, you’ve definitely seen them, either in real life or on social media.

Figurines like Labubu, Skullpanda and Crybaby are just a portion of an ever-expanding universe by Pop Mart, the Chinese toy company that continues to turn small figurines into big bucks.

If you have somehow managed to avoid the hype that has taken the world by storm, the company produces blind boxes which seal a random collectible figurine inside.

It’s similar to gachapon, the Japanese capsule toys dispensed from vending machines. You won’t know what you’ll get until you open it, which is part of the fun.

People are now chasing after these figurines, with lines growing outside Pop Mart stores every time a new collection drops and unboxing videos online racking up vast numbers of views.

Start small

For many collectors, the journey often begins with a single box, bought out of sheer curiosity or a desire to make one of those cute characters their own.

Choo LeAnne, 22, was first influenced by her mother.

“It was my mum who started collecting blind boxes, which then influenced me to do the same,” the fresh graduate says.

“From there, I started buying more and more for myself.”

Her first personal foray into the mania began, like many others, with Labubu.

“Labubu is the first figurine I bought for myself that made me spiral into this rabbit hole, making me obsessed with buying more.”

Choo has been collecting blind box figurines like Labubu and Crybaby since June last year.

She finds herself buying blind boxes once or twice a month, only going for collections she genuinely likes.

But even then, the numbers add up.

“In total, I believe I have spent around RM2,000 on my collection,” she admits, looking down at all the plushies and figurines proudly arranged in front of her.

Another collector who has spent about the same amount for her collection is M. Buvanyasankari, 37, also known as Buvanya.

The dentist first knew about the trend when her dental clinic gave away Labubu blind boxes to their patients for a campaign.

What sealed the deal was when she saw a patient of hers sporting a Crybaby figurine on her handbag.

“It was too cute! I badly wanted one for myself. The rest is history,” she says.

Meanwhile, Nina Syarfa Abdul Ghani – a 33-year-old lawyer who has been an avid collector for two years – estimates that she’s now deep into the thousands in terms of money spent on her passion, although she confesses that she lost count a long time ago.

She notes the role that social media plays at the beginning of the blind box craze, which is also when her love for them started to develop.

“There were lots of people online showing off their figurines and doing unboxing. It was a lot of fun to watch.”

Nina Syarfa has found a way to join in the fun, too. She has a dedicated account on TikTok documenting her collection through unboxing videos. Her young daughter occasionally appears in them, ripping open newly bought boxes with a beaming smile.

The thrill inside

If you ask any blind box fanatic what’s so fun about it, you’ll likely get the same answer: the emotional thrill.

Pop Mart has somehow found a way to bottle up anticipation, hope, joy and disappointment all into a single cardboard box.

For Chan Phak Yu, a 20-year-old architecture student, the thrill begins long before the box is even opened.

“Every time I unpack a blind box, it’s full of surprises and mysteries. Is it happiness or disappointment? Only one way to find out.”

Chan’s favourite figurines from Pop Mart are Skullpandas. When Chan gets a figurine he already has, he would list it up online to be sold. Photo: The Star/Low Lay Phon

It’s that perfect blend of anticipation and satisfaction that comes after knowing what’s in the box that has buyers hooked.

It’s no different from the thrill of a lucky draw. Except instead of prizes, the reward is a palm-sized toy.

“When you buy a blind box, the outside of the box shows you all the possible figurines you can get inside,” Choo explains.

“So before I unpack it, I will go through the available options and wish for a specific figurine. I get excited and become really hopeful.”

Buvanya adds, “It’s that element of surprise that gives me that rush of adrenaline as I unbox a blind box, similar to opening a birthday or Christmas gift.”

Nina Syarfa thinks these blind boxes are pretty much the same as the ones sold by the “roti man” on motorcycle during her childhood.

“There’s that sense of nostalgia. Back in the day we had something like these, which were filled with snacks and random toys,” she recalls. “These boxes are no different. They give me the same joy I felt when I was a kid opening those Jojo or Tora boxes.”

Makeup artist Syed Faizal Syed Noh, 41, has accumulated a collection sure to induce envy in others. For him, the figurines are pieces of art.

“The designs are very intricate and the makeup on these figurines is detailed. They look so good!” he says.

Pop Mart figurines are considered pieces of art by Syed Faizal. Photo: Syed Faizal Syed Noh

Happiness awaits those who discover their manifested figurines inside the box. For those who don’t get what they want, it might feel like the world has come crashing down.

But not for these collectors.

“Sometimes I get disappointed when I get an undesirable ­figurine,” Choo admits. “But I don’t really get sad because it’s still something at the end of the day.”

Buvanya is also no stranger to unboxing a figurine that she already has.

“I get disappointed if I get a figurine that I already have.

“Fortunately, if you have a group of friends with the same interest like me, you get to exchange with them without feeling like you’re stuck with two or more of the same ones.”

Chan recognises the inevitability of getting similar ones too, especially for someone who buys regularly.

“When I get a duplicate, I would list it up online and sell it to somebody who would want it more,” he says.

Still, he insists that it’s worth it.

“The manifestation for the figure I want and the joy of getting them fill the missing parts in me,” he says, which accurately sums up how blind boxes tap into the desire for joy, however big or small.

More than just a doll

Beyond just sitting pretty on shelves, these figurines have slipped into the daily lives of these collectors in little ways.

For Choo, her figurines double as fashion accessories.

Whenever she goes out, you will find a keychain figurine perfectly matching her outfit hanging from her bag.

“Some of my friends also have these figurines. When we hang out, we would take pictures together showing them off.”

The figurines may also act as something more than just an outfit completer – they can be companions.

“I carry around the smaller figurines with me wherever I go,” Nina Syarfa says. “I have no less than four figurines with me at any given time when I’m out.”

Buvanya also films unboxing videos for her social media under a series cheekily titled “Wasting Money Wednesday”.

“It’s a hobby I picked up on my own and I truly enjoy unboxing my collection in front of the camera,” she reflects.

Syed Faizal’s collection spans his entire wall. Photo: Syed Faizal Syed Noh

Apart from being a hobby, Syed Faizal also considers his collection an investment.

“Once a collection goes out of stock, you can see the resell price of the dolls. The rare ones can reach up to thousands of ringgit!”

Chan sees collecting figurines as something he would naturally do due to his lifelong habit of collecting objects.

“I’ve been collecting little things my whole life, whether it’s crafty trinkets, books or albums. These figurines are just an addition.”

Here to stay

Love it or hate it, the blind box craze does not seem to be slowing down anytime soon.

“I believe these things will be around for a while,” Choo says confidently. “I like the sense of excitement and joy that these boxes give – and I don’t think it’s only me.”

Chan agrees, but he also wants to emphasise one thing: “People tend to think collecting these figurines are just for kids and that it’s a waste of money. But collecting figurines is no different than collecting shoes, bags or cosmetics. Don’t belittle someone else’s passion.”

Meanwhile, Buvanya hopes there will be more variations of figurines.

“I would like to collect more as long as a series catches my attention,” she says. “Who could say, maybe someday these figurines will hold a higher value similar to old coins or stamps?”

For her birthday this year, Buvanya even had a Crybaby-themed birthday cake. Photo: M. Buvanyasankari

Nina Syarfa simply shrugs when asked how long she’ll keep going.

“I see myself collecting these for a long time,” she says.

“Especially since they keep releasing new lines and collections.”

Having never experienced the thrill of unboxing a blind box, I didn’t really understand the hype surrounding it, until I was gifted one recently. Studying the side of the box, my eyes landed on the doll design I liked most and I tapped on it a few times – manifesting, as many others do – that I would get that.

Curiosity took hold of me and I quickly tore open the box.

It wasn’t my day – the figurine wasn’t the one I wanted.

Already, I felt a surge of disappointment along with an urge to run to the nearest store to buy one more box because maybe – just maybe – the next box will have my desired doll.