What’s Inside?

Graphics by Megan Radakovich

There are few joys less exciting than spending $25 on a mysterious package that may or may not be what you want. The mystery box phenomenon has taken over Gen Z and millennials. Labubus, Sonny Angels, Kewpie Babies, and more collective figurines have become wildly popular. Mystery boxes come in all different forms: kids meals at fast food chains, video games, baseball cards and most collectible items that come in little plastic bags. So what is the big deal? Why do people want little furry monsters attached to a keychain on their purse? 

People love the feeling of anticipation before opening a mystery box, whether they’re an avid collector of a specific item or just in it for the thrill. Then comes the dopamine rush of getting a “super rare” item or the very last item you need to complete your collection. The element of surprise is just  part of being human. 

Part of surprise boxes today is the impact of social media with “unboxing videos” . Labubus have been one of the most popular items this year. Influencers are buying these dolls for almost $30 to gain likes, popularity and influence their viewers to buy them too. The worst outcome is if they're fake. As shown in a recent South Park episode, two fourth grade girls get into a physical fight over one calling the other’s Labubu fake. 

Beyond the fact that these figurines and dolls are simply cute, they have become more than collectibles. Celebrities such as Rihanna, Dua Lipa and Naomi Osaka have made these items’ values skyrocket. The difference between children and adults owning them is the nostalgia adults feel from opening similar toys and knicknacks when they were younger. There is also the aspect of art and culture as the Labubu was originally drawn by Kasing Lung in his trilogy “The Monsters”,  which was inspired by nordic folktales. After this book became popular, manufacturers had the idea of making this art real so people can collect, influence and show them off. 

Personally, I don’t participate in this trend, although I secretly enjoy the blind box unboxing videos. Audience anticipation is a key factor in this frenzy, f as viewers are excited for people they don’t know. This phenomenon goes hand in hand with influencing, business and social media revenue. In this generation, influencing has never been easier. Seeing an everyday person get over  1 million from recording themselves opening a mystery box is a part of modern consumer culture. So look inside, you never know what you may find.