The Psychological Analysis of the Blind Box Craze in the Chinese Market: A Case Study of POP MART

Shoufeng Chen

doi:10.54097/135s5t77

Authors

Shoufeng Chen

DOI:

https://doi.org/10.54097/135s5t77

Keywords:

Customer behaviour; Customer psychology; Brand strategy; Market strategy.

Abstract

In recent years, blind box culture has quickly become popular in China, attracting many young consumers, with POP MART leading the market. POP MART has used unique designs, limited edition products, and uncertainty-based sales to successfully dominate the blind box market in China. This study aims to explore why POP MART’s blind boxes have become so popular, focusing on consumer behavior and psychology. The study will use Prospect Theory, Cognitive Dissonance, and Maslow’s Hierarchy of Needs to looks at why people are motivated to buy products when there is uncertainty and scarcity, especially the satisfaction they feel when getting rare items. The study also looks at how social media and community culture influence consumer choices, showing the importance of brand loyalty. Based on the findings, this paper gives suggestions for POP MART on product innovation, improving customer experience, and expanding globally to strengthen its market position.

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