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Even Confucius is getting in on China’s “blind field” craze.
On the predominant temple in Beijing to China’s biggest sage, the memento retailers promote a variety of “blind packing containers,” items packaged in such a means that consumers do not know precisely what number of the merchandise they’re buying till after they commit.
One common blind field on the retailer is an ice cream deal with with a blessing from Confucius. Worshippers pay $4.50 and, solely after unwrapping the dessert, learn that they’re a high scholar or are destined to have a splendid future.
The mania over thriller packing containers is catching on throughout the economic system with everybody from journey brokers to supermarkets providing their very own variations. Fliggy, Alibaba Group‘s journey providers platform, is providing “blind field” flight tickets as little as $64 for a spherical journey to Japan the place vacationers choose a Chinese language departure metropolis and get assigned considered one of a number of choices for dates and locations.
Beijing-based Pop Mart has been on the forefront of this phenomenon. It is the corporate behind Labubu, the elf-like monster doll created by Hong Kong Dutch artist Kasing Lung. Labubu toys are offered completely by means of the collectibles firm, driving huge income, and so they’re offered in the identical blind field format that may encourage repeat purchases to get simply the correct one.
Labubu toys packaging are seen at a memento retailer in Krakow, Poland on August 21, 2025.
Jakub Porzycki | Nurphoto | Getty Pictures
Ruan Yue, a 23-year-old scholar, says she spends $55 a month on blind packing containers — and enjoys the gamble. Ruan owns 150 Labubu and different dolls from thriller packaging.
“The second you open the field if it is a model you need or a restricted version, you get so excited,” she stated. “And it is one thing I can afford.”
Costs for Labubus and different characters offered at Pop Mart common anyplace from $9 to $30.
Labubu plush figures are on the market in a Pop Mart model retailer on July 10, 2025 in Peking, China.
Johannes Neudecker | Image Alliance | Getty Pictures
Blind packing containers, or “manghe” in Chinese language, elevated in recognition in China through the pandemic. Pop Mart livestreamed the toys and offered them on-line and in merchandising machines at a time when the Chinese language inhabitants was below fixed menace of Covid lockdowns.
Younger Chinese language customers, feeling down due to the pandemic controls and gradual economic system, turned to budget-friendly splurges for a pick-me-up. Patrons might commerce toys or earn bragging rights in the event that they have been fortunate sufficient to attain a uncommon model coveted by their friends.
Chinese language retailer Miniso, which is listed on the New York Inventory Trade, gives blind packing containers of watches, adhesive tape, stationery and ballpoint pens.
Retail workers at Miniso advised CNBC that curiosity about what’s inside convinces prospects to attempt their luck and finally to maintain shopping for.
The Chinese language authorities, nevertheless, has warned by means of its state media towards “irrational consumption” and blind field “dependancy.”
The Individuals’s Every day in June referred to as for stricter rules of the development particularly for youngsters. Quoting specialists, the official state newspaper reported the follow was a “‘industrial entice’ that exactly targets the psychological vulnerabilities of minors.”
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