08/01/2026

LYFE THURSDAY | JAN 8, 2026

22

I F you walk into any mall in Malaysia today, chances are you will spot rows of neon-lit Pop Mart displays, capsule machines humming away and shelves filled with glossy figurines. Blind boxes, once a niche hobby for toy collectors, have evolved into a full-blown cultural movement among Gen Z and millennials. What makes these tiny sealed boxes so irresistible? On the surface, they are cute decorations inspired by design trends from Korea, Japan and China. But the real appeal goes deeper. Blind boxes tap into childhood memories, soothe emotional stress and activate the same reward systems in our brain that make games, social media or even gambling feel exciting. This mix of nostalgia, psychology and lifestyle trends has contributed to what many now jokingly call a “blind box addiction.” But behind the humour lies a very real question: why are so many young adults drawn to collecting small plastic figurines and why is it so hard to stop? Thrill wrapped in foil Every blind box starts with possibility. You might get the figurine you have been hunting for or you might end up with one you already own. That uncertainty is exactly what keeps collectors coming back. Psychologists describe this as a “variable reward system”. Unlike buying a regular product, where you know what you are paying for, blind boxes create suspense. Your brain releases dopamine, the anticipation-and-reward chemical, at a higher rate when the outcome is unpredictable. It is the same mechanism behind loot boxes in video games, gacha systems, lucky draws and even checking your phone notifications. For 24-year-old office worker Amira Syazwani, blind boxes began as something harmless. “I bought one after a stressful week just to treat myself. Then I wanted the whole collection. I kept thinking maybe the next one will be the one I want,” she said. She later realised she was spending more on blind boxes than on groceries. Stories such as hers are increasingly common. What starts as a small thrill can quickly turn into a habit, especially when every unopened box feels like a promise. Comfort of nostalgia Beyond the dopamine rush lies something softer. Blind boxes tap into a longing for childhood, a period many associate with safety, simplicity and joy. For Malaysians who grew up with Happy Meal toys, gashapon machines or cartoon merchandise, the current blind box trend is simply a polished, adult-friendly continuation of those memories. There is comfort in collecting, arranging and displaying these figurines. They offer a sense of control and beauty in a world that often feels chaotic. “Blind boxes are comforting. It’s like buying a small piece of happiness,” said 18-year-old university student Jonathan Han. Nostalgia has always been a powerful force in lifestyle trends. Fashion cycles through decades, films revolve around reboots and remakes and now toy culture is making its return. But unlike childhood toys, blind boxes are marketed for A Popmart Robo Shop located in Sunway Pyramid, a vending machine stocked with blindboxes, making it easier than ever to get your hands on the collectibles. – ASHIQIN AHMAD/THESUN Ű BY ASHIQIN AHMAD

Hidden pull of blind boxes o Just coping mechanism or reckless spending? Shoppers browse seasonal figurines at a blind box display, where each sealed box promises the thrill of a surprise. – PICS BY ADIB RAWI YAHYA/THESUN

most collectors never stop at one. Completing a set can cost hundreds or even thousands. There is also emotional guilt. Many people hide their purchases or downplay how much they spend out of embarrassment. This shame can create further secrecy and compulsive behaviour. Blind boxes as emotional mirrors At its core, blind box addiction is rarely about the figurine itself. It is about what the figurine represents. For some people, it is a coping mechanism for stress or loneliness. For others it is a form of self-reward, comfort or self-expression. Psychologists emphasised the importance of understanding these emotional triggers. Collecting becomes healthier when people recognise why they are drawn to it. Blind boxes can also serve as a gateway to creativity. Many collectors create displays, dioramas or shelves themed around their favourite characters. The hobby becomes less about chasing the next purchase and more about crafting meaning from the items they already own. This shift in mindset helps people enjoy the hobby without feeling controlled by it. Finding balance without losing joy The goal is not to demonise blind boxes. They are ultimately harmless objects with the potential to bring genuine joy but balance is key. Collectors recommend: 0 Setting a monthly budget 0 Limiting purchases to characters you genuinely love 0 Trading duplicates instead of repeatedly buying 0 Waiting 24 hours before buying on impulse 0 Displaying collections mindfully so they spark joy rather than guilt Mental health professionals added that if blind boxes are used as emotional substitutes, it may help to explore alternative forms of comfort such as creative hobbies, journalling, exercise or social activities. Healthy collecting should feel exciting, not stressful. Reflection of generation In the end, the magic of blind boxes lies in the

adults. They are designed with sleek aesthetics, seasonal collections, highly stylised characters and premium packaging. The result? A “grown-up” form of play disguised as a collectible hobby. Safe escape in stressful world Many collectors said blind boxes give them something to look forward to. In an era of rising Research showed hobbies involving creativity, collecting or sensory pleasure can reduce stress. For some people, blind boxes serve as a gentle distraction, a way to unwind or inject happiness into an otherwise draining routine. “I started collecting during the pandemic. It gave me something positive to focus on. I know I don’t need the figurines, but they make me smile,” said Farah Abdullah, a 26-year-old office worker. This emotional escape is part of why blind boxes resonate strongly among young adults navigating uncertainty. It is not just about the toy, it is about the ritual of opening it, the joy of unboxing and the momentary relief from everyday worries. Where it becomes complicated Like any behaviour linked to dopamine and escapism, blind box collecting can slip from fun to compulsive. The pressure to complete a set, fear of missing out on limited editions and temptation to try “just one more box” can make spending spiral. Social media also plays a major role. TikTok, Instagram and YouTube are filled with blind box unboxing videos, rare finds and collector hauls. In online communities people trade figurines, compare shelves and celebrate new drops. While these spaces are joyful, they can also fuel comparison and impulse buying. Some collectors describe a cycle that feels hard to break: excitement, anticipation, purchase disappointment (or satisfaction) and then the urge to try again. The financial consequences can be serious. A single blind box ranges from RM30 to RM80, but living costs, political noise and work place pressure, small joys feel essential.

A collector inspects the latest ‘Twinkle Twinkle’ series, one of many blind box drops drawing long-time fans and curious newcomers alike.

mystery – perhaps the real mystery is this in chasing the surprise inside the box, many of us are really searching for comfort, meaning and connection. Blind boxes are not going away. They sit at the intersection of pop culture, retail therapy and childhood nostalgia, making them one of the most relatable lifestyle trends today. They tell us something about our generation that even small joys matter especially when life feels heavy. Collecting is not the problem but understanding why we chase the mystery inside that tiny box can help us enjoy the hobby without letting it take over. After all, the best part of blind boxes is the surprise and sometimes the surprise is realising what we were searching for had nothing to do with the figurine at all. Rows of limited-edition blind boxes line the shelves, showcasing how toy collectibles have evolved into a full-fledged lifestyle trend.