Taking Advantage Of Human Want To Know In A Phenomenal Blind Box Business

JAKARTA The phenomenon of a flash box or a mystery box is becoming a trend, especially among children and adolescents. Opening a mystery box raises the enthusiasm of buyers and this is used by business people.

In recent years, the flash box has seized the attention of people around the world, captivating the hearts of collectors and ordinary buyers. These small and mysterious packages contain random or random goods and this is the main attraction of fans.

Labubu is only one of many characters in the mystery box industry that offers opportunities and luck,

For some people, maybe confused to see the mystery box look so interesting?

Blind box or also known as the mystery box, is a closed package containing one product that is chosen and distributed randomly. Usually, the contents are toys, knick-knacks, stationery, jewelry, and even electronic devices.

"Basically, they are low-valued items," said Renata Yannoulis, director of advertising strategies at the Australian TBWA agency.

"People think this mystery box is quite new, but it's actually not."

The concept of a flash box first appeared in the early 20s with a Japanese tradition calledfukubukuro, where sellers sell products in bagless pockets at a discounted price.

A toy-focused version began appearing in the 1960s via a gachapon, an automatic seller's machine that takes out toys in plastic capsules.

This concept continues to grow and has begun to be used as a mystery gift intragist boxes in the 1990s. This concept similar to the mystery box is also used in Kinder Suprises and one of the fast food restaurant products, Happy Meals.

Psychologically, the Blind box trend is popular with many people because of its 'uncertainty'. Humans are basically creatures with curiosity, and the element of surprise in the mystery box offers it.

The feeling of enthusiasm for not knowing for sure what will get creates an encouraging and addictive sensation.

This sensation releases dopamine, a neurotransmitter related to pleasure and appreciation, making the experience very enjoyable.

"Opening a secret box is like a mini adventure. Each box promises the discovery of something new and unique, which can be very satisfying," said Shock Crate.

"The excitement of finding this is a fundamental human experience, which is often associated with positive emotions and personal growth," the article continued.

The act of revealing the contents of an unknown secret box can generate feelings of joy and surprise, similar to opening a prize.

The feeling of curiosity and enthusiasm when opening this mystery box seems to also have an impact on the business side and continues to get great attention.

Binus University lecturer Dr. Lasmy, Sk.Kom., MM revealed the reason this box Blind product is said to be promising in terms of business. According to him, one of the main attractions of the Blind box business is the element of pleasure and surprise offered to buyers.

This concept triggers high feelings of joy, anticipation and gives the buyer a sensation of satisfaction.

"Buyers are triggered, challenged and curious about what they will get after opening the box, especially if the buyer gets a variant or theme or collection that is limited or limited edition," said D. Lasmy, citing the Binus University Business Shool page.

The concept also, Lasmy added, encourages buyers to make repeated purchases to get certain items they want or collect.

In conclusion, this box industry business phenomenon is one of the innovations in the industry that combines elements of entertainment, pleasure, surprise, emotions in a package that can eventually attract consumers.

"The innovation provides a pleasant and anticipatory experience to the buyer," he concluded.