Hidden gamble behind blind box craze

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Kritik
04 Nov 2026
17
SubCategory | Media Narratives

By Dr Afriza Hani Mohd Sinon

A TEENAGER buys a RM49 blind box hoping to obtain a rare collectible. Minutes later, another purchase follows, then another.

What begins as entertainment can quickly become spending behaviour driven not by necessity or value but by uncertainty.

As blind boxes become increasingly visible across shopping malls, online marketplaces and social media platforms, Malaysia must begin asking whether current consumer protection frameworks remain adequate for products specifically designed around surprise and repeated purchasing.

Blind boxes have rapidly moved from niche collectibles into mainstream retail culture. Entire retail outlets are now dedicated to these products, shopping malls allocate premium retail space to collectible stores and social media platforms are saturated with unboxing videos and rare-item reveals that attract millions of views.

Industry estimates cited in media reporting suggest that the global blind box market was valued at approximately US$11.38 billion (RM46.37 billion) in 2021 and is projected to exceed US$24 billion by 2033, highlighting how rapidly blind boxes have evolved from niche collectibles into a significant consumer market.

Unlike conventional purchases, where consumers know exactly what they are paying for, blind boxes operate through uncertainty. Consumers purchase sealed products without knowing which version they will receive while rare variants are intentionally produced in smaller quantities to create exclusivity and encourage repeat purchases.

Although consumers receive a physical product with each purchase, meaning blind boxes fall outside conventional definitions of gambling, their reliance on uncertainty, anticipation and the possibility of obtaining low-probability rewards creates strong parallels with gambling-like behaviour.

These concerns become more significant when viewed through the lens of youth spending habits. Younger consumers are increasingly engaging with digital ecosystems in which social influence, creator culture and algorithm-driven recommendations shape their purchasing decisions.

At the same time, unboxing culture and online communities transform consumption into a form of entertainment driven by anticipation, social interaction and validation.

The issue is not simply that young people are purchasing collectibles but that repeated exposure to uncertainty-based purchasing mechanisms may gradually normalise spending behaviours.

Repeated exposure to such purchasing mechanisms may encourage consumers to prioritise the pursuit of desired outcomes over deliberate and informed purchasing decisions.

Over time, this may contribute to impulsive spending habits, weaker financial discipline and reduced appreciation of value-based consumption among younger consumers who are still developing financial literacy skills.

Malaysia currently lacks publicly available data measuring how much younger consumers spend on blind boxes or whether spending patterns are becoming problematic.

This absence of evidence should not be mistaken for the absence of risk. Instead, it highlights an emerging policy blind spot that deserves closer attention from regulators, researchers and consumer advocates.

Several countries have already begun responding to concerns surrounding blind boxes and similar uncertainty-based products.

Singapore, for example, is moving towards regulation due to concerns over gambling inducement risks and excessive spending behaviour. Proposed measures include probability disclosures, stronger consumer safeguards and possible age-related protections designed to reduce risks while preserving legitimate collecting activities.

China has introduced stronger protections for minors and tighter controls surrounding youth access while countries such as Belgium and the Netherlands have adopted firmer approaches towards products that rely heavily on chance-based mechanisms where similarities to gambling behaviour become more pronounced.

Collectively, these developments demonstrate that the debate is no longer centred on whether blind boxes should exist but whether products built around uncertainty should operate without transparency requirements or safeguards for younger consumers.

Malaysia should not wait until problematic spending patterns become widespread before beginning similar discussions. Regulatory intervention does not require outright prohibition. Instead, proportionate safeguards could strengthen transparency while preserving legitimate hobbies enjoyed responsibly by many consumers.

Measures such as probability disclosures, clearer age-related marketing guidelines, stronger safeguards for minors and greater incorporation of gamified spending risks into financial literacy programmes represent reasonable starting points.

The role of the Domestic Trade and Cost of Living Ministry is particularly important in strengthening consumer protection standards and transparency requirements while stakeholders involved in youth development and financial literacy should examine whether emerging forms of gamified spending deserve greater policy attention.

Blind boxes are unlikely to disappear. Their popularity will probably continue expanding as consumer culture becomes increasingly digital and experience-driven.

The more important question is whether Malaysia’s policy frameworks are prepared for products specifically designed not only to be purchased but to encourage repeated purchasing through uncertainty itself.

Dr Afriza Hani Mohd Sinon is a senior research fellow at the National Institute of Public Administration.

Source: hidden-gamble-behind-blind-box-craze

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