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Blind Box Addiction in Singapore: Why the Mystery is So Hard to Resist

Blind boxes are sweeping the globe – and Singapore is no exception to the crazy. From the snaking long queues at new POP-MART releases to government boards using them in their own campaigns (such as Health Promotion Board’s anti-vaping campaign and the Red Cross’ blood donation drive), it seems that blind boxes have taken over the nation.

After all, it’s hard to deny the thrill of a blind box. There’s the mix of giddy mystery and anticipation when you’ve bought the box, wondering if you’ve managed to choose the ‘right one’; then the intoxicating dopamine rush when you open it to reveal the character you’ve pulled. 

While this can be all good and fun,  when can this take a little more sinister turn? This article looks at the psychological reasons for why we’re thrilled by blind boxes, as well as what to watch out for to ensure this doesn’t turn into a harmful addiction.

ASB Blindbox 2

What’s the psychology behind a blind box?

The mechanics of a blind box is simple: a mystery figurine in a box; one only knows what exactly they’ve gotten after buying the box and opening it. These figurines typically belong in a series that could range from 5 – 20 different variations, usually with a ‘secret’ variation that’s rarer than the others. 

The excitement of a blind box comes from the very fact that it’s a mystery. You don’t know what you’re getting until you have the satisfaction of breaking opening that often well-designed box and revealing that tiny prize inside.

The link between blind box and gambling

And if this sounds a little like gambling – think: a jackpot machine, where you pull the handle (or press a button, with the advancements in entertainment technology), waiting with bated breath to see if you’ve hit the grand prize – you aren’t alone in noticing this. There have been multiple research studies and media commentaries that have compared blind boxes to gambling,

The mechanics of a blind box is similar to gambling, down to the neuroscience of why one may get addicted. Whether intentionally or not, blind boxes play well with how the reward circuits in our brain: the uncertainty of not knowing what’s inside the blind box triggers a mix of anticipation, surprise, and excitement that turns into a reward loop. 

Research has shown that the variability of a reward – in this case, whatever is inside the blind box – can give a greater dopamine rush, compared to a reward we can anticipate. This feel-good rush of dopamine reinforces our excitement around a blind box; and this ‘reward’ of pleasure signals to your brain that blind boxes are a good habit that should be practiced again.

The role of blind box in our culture

The figurines inside a blind box have also built up their own cultural capital in our current society. Take for instance, the way that labubus exploded in popularity after Blackpink’s Lisa showed off her own.

Online, there are huge communities around blind boxes; with content creators and influencers building up followings around purchasing and opening blind boxes, across various series. Studies have shown that even watching someone open a blind box online can trigger the same feelings of dopamine and addiction, albeit on a smaller scale.

There is also a certain sense of ‘coolness’ or feeling like you’re in the ‘in crowd’ if one has the latest figurine, or a rare figure from a select collection. Hanging these figurines on your bag or showing them off on your Instagram account all help to build up social capital – something that we are innately drawn towards, in search of community.

The combination of psychological and societal factors make blind boxes a formidable temptation for consumers.

Warning signs to look out for

With each blind box usually averaging around $15 or so, it can be an expensive hobby to have… especially if your purchases spiral out of control. Drawing upon the similarities to a gambling addiction, several warning signs that your blind box habit may be veering towards the negative include:

  • Being unable to stop at just buying ‘one’, particularly if you don’t get the character that you had been aiming for
  • Spending beyond your means and finding that you’re unable to stop yourself from purchasing more despite this
  • Feeling that your mood is heavily dependent on your blind box pull

Over time, our brains also require more of the rewarding stimulus to get the same level of dopamine rush, which is why gamblers tend to put more and more money on the table, chasing the same thrill. If you find that opening just one box doesn’t excite you anymore, and that you need to go through a couple before you find the same thrill again, it may be a sign of addiction.

ASB Blindbox

How should I manage my interest in blind boxes?

As with everything, moderation is key. Recognising that you may have a bit of a buying problem with blind boxes is already the first step towards having a healthier relationship with your purchases. These are several small ways you can still continue your hobby, in a manageable and sustainable way:

  • Get an accountability buddy: Blind boxes are tend to be a social activity, whether you’re shopping with a friend or opening them together. If you have someone that you often purchase or open blind boxes with, let them know that you’re trying to manage this habit; and to ask if they’re willing to be your accountability buddy, to help you stay in control of how many boxes you’re allowed to buy.
  • Set a budget: Before entering the store, already have a set amount of boxes that you’ll buy, regardless of whatever characters you may pull. It can help if you don’t open anything at the store, so that you don’t get tempted to buy another box in the same series if you don’t get what you want. Once again, having an accountability buddy can help with you sticking to your budget.
  • Understand your triggers: Are buying blind boxes a way for you to cope with something else in your life? Take a step back and look at your interest in blind boxes; there could be correlations between stressful scenarios in your life and an increase in the amount you buy. Perhaps blind boxes are a way you’re defaulting to manage your stress? By identifying your purchase trigger, you’re better able to address the root cause of your spending habits.
  • Speak to a professional: If you think you’re unable to manage your blind box habit – or addiction – alone, reach out to a mental health professional that’s specialises in addiction and gambling issues. A therapist can counsel you through this, taking a deeper look at the causes of this addiction, and giving you practical advice on how to manage your purchase behaviours  in a positive way.

If you’d like to get professional help, you can get in contact with any of our therapists and psychologists at A Space Between. 

References

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Written by Em Tang

An experienced health & wellness writer, I am a story-teller at heart. For me, writing is a way of weaving together the little details that make our existence meaningful and significant into a beautiful, larger story.

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