A TEENAGER buys a RM49 blind box hoping to obtain a rare collectible. Minutes later, another purchase follows, then another. What begins as entertainment can quickly become spending behaviour driven not by necessity or value, but by uncertainty.
Blind boxes have rapidly moved from niche collectibles into mainstream retail culture. Industry estimates cited in media reporting suggest that the global blind box market was valued at approximately US$11.38bil (RM46.2bil) in 2021 and is projected to exceed US$24bil (RM97.44bil) by 2033, highlighting how rapidly blind boxes have evolved from niche collectibles into a significant consumer market.