Blind Box frenzy – small joy with big consequence

Hanoi has seen many consumer trends come and go, but few have been as captivating and problematic as the blind box craze. These sealed packages with a random item inside have taken social media by storm. At first, I didn't think much of it. Just another trend, right? But as I scrolled through endless TikTok videos of people opening Labubu figurines, I started to notice something bigger. People weren't just buying them for fun, they were chasing something deeper, something addictive.

The concept is simple: you buy a box without knowing what's inside. You might get a common design, or if you're lucky, a rare one. The thrill comes from not knowing, from the rush of anticipation as you peel the wrapper. It's not just about toys anymore; it's about dopamine rushes. And the numbers prove it. According to the 2024 Online Retail Market Report, Vietnamese consumers spent $270,000 on 49,400 Labubu figurines in just three months. 

Not everyone is into it for the same reason. Tuan Anh, a guy I talked to, admitted: "I think these things are useless and a waste of money, but my girlfriend insisted. Honestly, it wasn't a smart purchase." Cam Nhung, a 26-year-old banker, had a different perspective: "I don't even know why I bought them. I have a few, but I can't tell which ones are rare or valuable. Everybody's buying them, so I just followed suit."

I started to realize that this was bigger than just collecting cute toys. Aaron Simon, a designer in Ho Chi Minh City, told me: "Unpacking is addictive. You wring your hands, hoping for the rare model you want. The emotional highs and lows feel like gambling." Khanh Van, a university student, agreed: "It's all about the hype. Every time I buy one, it feels like rolling the dice."

Of course, not everyone sees it negatively. Thu Phuong, a foreign language teacher, is a big fan: "I love collecting Labubu. They're beautiful and I can display them as a whole collection. The thrill of picking the one I want and sharing that joy with other collectors is just so much fun."

But there's a side to this trend that people rarely talk about: waste. Think about it. Every single blind box comes wrapped in layers of sealed plastic, shrink wrap, and hard plastic case. If you don't get the model you want, what happens to it? Some people trade it, but many just toss it. And unlike the excitement of unboxing, the environmental impact doesn't go away.

According to the Ministry of Natural Resources and Environment, Vietnam produces 1.8 million tons of plastic waste each year, of which 730,000 tons are improperly disposed of, causing severe pollution. 80% of marine plastic waste comes from land-based sources, including packaging from short-lived consumer trends like this one. A blind box may bring a few minutes of fun, but its plastic can take hundreds of years to decompose.

Ngoc Diep, a 23-year-old marketer, pointed this out: "People love the feeling of opening a new box, but these are just display toys. If you don’t have space, you end up throwing them away. It’s a waste of money and resources."

So here's the real question: Is it worth it? What started as a fun trend has turned into a shopping habit that millions are falling into. Indie singer Nhat Anh admitted: "I only buy them to give to female fans. I don't understand the hype, and honestly, I don't think it deserves that much attention."

Approximately $270,000 spent on blind boxes in the last three months.  Imagine what we could do with that much money. We could build plastic waste recycling centers, invest in sustainable alternatives or just, you know, buy things we actually need. But instead, it's spent on disposable plastic and momentary thrills.

I get it. The thrill of a blind box is real. The moment of surprise, the rush of excitement, it's fun. But when I think about the bigger picture, I wonder if it's worth the cost. The dopamine wears off, the plastic stays, and we're left with shelves full of collectibles we never really needed. Maybe it's time to rethink what we buy.

The way we shop today shapes the choices we make in the future. Jumping on trends without thinking doesn't just leave us with extra stuff, it slowly becomes a habit of chasing quick excitement. And before we know it, this mindset spills over into other areas of our lives, making it easier to do what feels good in the moment instead of what matters. Maybe it's time to stop and ask: do we really want these things, or are we just caught up in the hype?