'Tearing the blind bag' consumes dozens of garlic, the Labubu, Baby Three trend is emotional consumption?

The idea for these unexpected products originated in Japan. The idea for these unexpected products originated from gashapon machines - toy vending machines where buyers would drop coins in and receive a plastic ball containing a small model inside

However, since the art toy brand Pop Mart (from China) promoted the trend of "emotional consumption", the blind box with Labubu has really exploded. After that, many Vietnamese artists and TikTokers also "raced" to livestream about Blind Boxes and the phrase "tearing blind bags" became trending.

According to data from the e-commerce data platform Metric, from July 1, 2024 to September 30, 2024, young people have spent more than VND 4.6 billion on blind bag products on 5 e-commerce floors with nearly 170,000 units of products sold. The price from 10,000 - 30,000 VND (on 4 platforms Shopee, Lazada, Tiki, Sendo) and from 30,000 - 50,000 VND (TikTok Shop) is a factor that makes blind bags become a "fever" for Gen Z and Gen Alpha.

Unlike cheap blind bags, Labubu and Baby Three are the blind box segment that is much more expensive. Specifically, the price of each genuine Labubu product ranges from 200,000 VND to 22 million VND. Meanwhile, Baby Three has a selling price of from 10,000 VND to 2 million VND/box.

Although slightly better than the other types of blind bags in terms of selling price, Labubu and Baby Three are still a trend not to be missed by young people. Many young people stay up all night, lining up in front of retail stores to buy Labubu.

Different from Labubu dolls, which only have a fixed shape, each Baby Three toy model is designed in its own style, inspired by cute animals such as cats, rabbits, bears, and foxes.

Not only attracting attention with its diverse designs, the Baby Three doll also makes players interested in unique eye expressions such as normal eyes, squinting eyes, wet eyes (drooping eyes) or water dora eyes. In particular, each doll when opened emits its own fragrance, making the product interesting and different from ordinary stuffed animal toy lines.

The factor that makes Baby Three have a solid foothold in the market is the ability to hi.t the psychology of young people who like to "smash boxes".

Statistics on e-commerce platforms, in the third quarter of 2024, Labubu's sales reached VND 6.9 billion, with 49,400 products sold, a huge increase of 741% in sales and 834% in output compared to the second quarter. Meanwhile, young people spent 8.8 billion VND to buy Baby Three blind boxes (statistical data from 15/10/2024 to 15/11/2024) on Shopee and TikTok Shop. This revenue increased by 106% compared to the previous month, with nearly 38,000 products successfully sold from 109 sellers.

The numbers have shown that the blind bag trend is still making young people "feverish" huntin.g on online and offline platforms. However, it does not stop at the retail industry, but the trend of "tearing blind bags" has encroached on the fashion and film segments.

Accordingly, the publisher BHD has just brought an interesting experience to the audience in the form of "watching blind movies". Specifically, when viewers will not be able to know in advance what the name of the movie they are going to watch is and what the content is.

Even information about the actor is hidden. This movie is only named "Mystery Movie", there are no images related to the content on the introduction poster, viewers only receive broadcast time.

On the other hand, in November 2024 at Aquafina Vietnam Fashion Week, designer Cao Minh Tien brought the trend of "tearing blind bags" to the runway in the latest collection called "Dung Dinh".

Sharing on his personal page, designer Cao Minh Tien said: "Fashion "tears blind bags", some people will say "this is called design?", "I don't understand what genre?" but anything is possible".

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