As a consumer product full of unknowns and surprises, blind boxes have become popular worldwide in recent years, especially among young consumers in China. This study uses Bubble Mart as a case study to analyse the cultural background, marketing strategies and widespread influence of the blind box industry on consumers. Bubble Mart has successfully attracted a large number of users aged 15-40 who pursue individuality and emotional resonance by collaborating with well-known IPs to create trendy toys with cultural connotations. With the strengthening of the trend of consumption upgrading, blind boxes have not only become a collectible, but also gradually become a symbol for young people to show their individuality and social identity. This article also discusses the uncertain characteristics of the blind box business model and how this marketing model has achieved global expansion through diversified online and offline channels and self-media promotion. Despite its impressive performance in overseas markets, Bubble Mart still faces certain challenges in terms of marketing costs and after-sales service. Through an in-depth analysis of Pop Mart, this study demonstrates the potential and limitations of the blind box industry as an emerging consumer culture.
