The Reason Gen Z Prefers The Collection Of Blind Boxes More Than Nambung To Buy A House

Illustration Gen Z likes a collection of dolls from blind boxes (Instagram/popmart)

JAKARTA - Collecting dolls from blind boxes has now become a hobby for many people, especially Generation Z or Gen Z. This hobby is now increasing with the appearance of viral dolls such as Labubu, to the concept of blind box with dolls that are called valuable.

With blind boxes that make the hunting for toys and dolls even more fun, not a few are willing to spend millions of rupiah. Many Z genes prefer to spend their money on dolls rather than having to save to buy a house.

Psychologist Jemma Sbeg said Gen Z chose to buy a blind box to get a doll because there was a different sensation when doing it, rather than having to save.

"There are elements like gambling, but in the form of more adorable packages," said Jemma Sbeg, quoted from the Financial Review, on Wednesday, July 23, 2025.

The sensation is the blind box aspect. Buying Sonny's and Labubu which are already open if you want a specific one, but have never done it and have a fight," he added.

This phenomenon is also associated with lipstick theory, where people tend to like to buy affordable 'luxury' items.

Based on lipstick theory, buying blind boxes and collecting dolls is a contemporary manifestation for people to enjoy small luxury, especially during financial difficulties.

Compared to the price of houses that are currently increasingly expensive, people especially gen Z prefer to use money for fun rather than save, without really having it.

Buying these collectibles is a logical decision people take. They said, yes, I can't afford to buy a house, so I'm going to use the money to make myself happy now," said former Australian Central Bank economist who now teaches at Sydney University, Luke Hartigan.