Blind Boxes: The Thrill Behind Vietnam’s Latest Trend

Do you remember how special your birthday felt as a child? The cake, the candles, and most importantly, the beautifully wrapped presents waiting to be opened. Before unwrapping each one, you probably tried to guess, “Is this the gift I’ve been dreaming of?” That sense of anticipation and excitement is unforgettable and, even now, just thinking about it might make your heart race.

Today, that same feeling has been brought back to life through a trending craze: blind boxes. More than just toys, blind boxes recreate the exact thrill of unwrapping a childhood gift.

Childhood Joy in a “Mystery Gift Box”

What is a Blind Box? Why Is It So Popular?

A blind box is a sealed package containing a surprise item, usually a collectible toy or object. The twist? You won’t know what’s inside until you open it.

Each blind box item typically belongs to a unique collection. To complete the set, collectors often need to purchase multiple boxes or trade with others to find the missing pieces. Collections usually include 12 common characters and a few rare, ultra-exclusive items with extremely low odds of appearing (like 1 in 144 boxes!).

Blind Boxes and Their Collectibles on Display

The real charm of blind boxes lies in the element of surprise. The moment you open one, not knowing what you’ll find, creates an unmatched feeling of excitement and curiosity. It’s this mystery that makes blind boxes so irresistible, sparking a desire to try your luck again and again.

The Rise of Blind Boxes

The blind box trend originated in Japan as gacha, then made it way to China as a variant, where collectible series like Skull Panda, Dimoo, and Hirono first captured the attention of art toy enthusiasts.

However, the global craze truly exploded with the introduction of Labubu, a product from the famous brand POP MART. Labubu gained massive popularity, especially after Blackpink’s Lisa expressed her love for the character. Soon after, other trendy blind box lines like mini surprise bags and Baby Tree with its adorable big eyes followed suit.

POP MART's Labubu, a fan favorite among collectors (Photo: An Sen)

In Vietnam, blind boxes have also become a cultural phenomenon. Social media, fueled by unboxing videos from KOLs and influencers, has amplified the hype. Even if you’re not a collector, the thrill of opening blind boxes and owning unique, trendy items is hard to resist. If you’re living in Vietnam, don’t miss out on this exciting trend!

Vietnamese Character Toys in Comicola Blind Boxes

Why Do Blind Boxes Make People Happy When Opening?

Opening a blind box feels just like unwrapping a birthday or Christmas gift.

But why does it make us so happy?

The secret lies in our brain’s production of dopamine, a hormone that makes us feel pleasure. When we anticipate something uncertain, like opening a blind box, our brain releases dopamine, creating feelings of excitement and joy.

If the item inside meets or exceeds our expectations (like finding a rare piece or your favorite character), dopamine is released in even larger amounts, making the experience even more rewarding. It’s the perfect mix of curiosity, suspense, and satisfaction!

The thrill of curiosity and the excitement of discovery make blind boxes irresistible

Blind Boxes vs. Gifts: Shared Joy

Opening a blind box mirrors the timeless joy of receiving gifts.

Remember how time seemed to slow down when you held a wrapped present on your birthday? That feeling of mystery and excitement is exactly what blind boxes replicate today.

However, blind boxes bring a modern twist. Unlike gifts that require a special occasion like a birthday or holiday, you can open a blind box anytime. It’s a quick and easy way to treat yourself or experience the thrill of discovery.

Whether it’s a traditional gift or a blind box, both offer the same joy of surprise and positivity. The difference lies in how and when they fit into your life.

Why We Love Surprises

Humans are naturally drawn to the unknown.

Surprises break the monotony of everyday life and bring back memories of happier times.

From carefully wrapped presents to a small blind box, both evoke unique emotional values we can’t resist. Traditional gifts create bonds and express love, while blind boxes connect us to a community of collectors, sharing joy and surprises together.

The excitement of discovering something unexpected taps into our curiosity and makes life more exciting. And perhaps most importantly, opening a blind box or a gift lets us relive childhood moments, feeling carefree and fully present in the moment.

Similar to unwrapping Christmas gifts, blind boxes bring surprise and happiness

Bottom lines

We hope this blog has given you a better understanding of blind boxes and the fascinating science behind why they bring us so much joy. Whether it’s unwrapping a gift or opening a blind box, the thrill of surprise and discovery is something we all treasure.

Looking for a way to spread joy or treat yourself? Check out Chus, where you’ll find:

• Unique handcrafted products from Vietnam made with love and care by local artisans.
• Meaningful gifts for every occasion, perfect for anyone in your life.
• Convenient services, including nationwide delivery, express shipping, and dedicated customer care.

Let your next gift be a source of happiness and connection!