The Blind Box Economy: Behavioral Economics, Emotional Branding, and Marketing Strategies of Pop Mart

Abstract

The rise of a new sales model, the “blind box economy”, has quickly entered the public eye and attracted the attention of consumers in recent years. It has changed consumers’ traditional consumption habits of “purchasing specific products” and attracted consumers to continue paying for an illusory result. This trend reflects broader shifts in the global retail landscape, where consumer demand is moving away from purely functional products toward experiences and emotional engagement. Pop Mart is a representative of this sales model. Its success proves that consumer behavior can be influenced by “emotional value” and “uncertainty”. Furthermore, the novelty, fun, and social interactivity of blind boxes have made them popular among younger generations, contributing to the shaping of modern consumer behavior. Therefore, studying this case offers valuable insights into marketing theory and retail practice. This study analyzes past literature on the blind box economy, studies Pop Mart’s sales mechanism, marketing strategy, and IP operation, and conducts an in-depth study of its marketing model. Study how it stimulates consumption through uncertainty, scarcity, and emotional value, while ensuring the continuity of consumption behavior and consumer loyalty to the brand. In addition, this research contributes to understanding how innovative retail models balance commercial success with potential risks, such as consumer overindulgence and regulatory challenges.