Difficulty: Summiteer (Level 3)
Blind boxes – packages that keep their content a mystery until they are opened – have become easy to spot in Hong Kong and many other places all over the globe.
The most popular of these might be Labubu, a Hong Kong-born artist’s creation sold as collectible plushies by the Chinese toymaker Pop Mart.
Avis Ngan, a clinical psychologist in Hong Kong, explained how blind boxes were perfectly designed to appeal to young people.
What happens in the brain
Ngan explained that opening a blind box would activate the brain’s reward system in three phases.
First, there is an anticipation phase that starts before we even open the box. The brain’s pleasure centre lights up with dopamine, a key chemical for motivation and pleasure, amplified by the exciting uncertainty of not knowing exactly what is inside.
Wong, who asked to share only her surname, is a 16-year-old student at King George V School in Hong Kong. She said she had almost completed an entire Labubu collection.
“Right before opening a blind box, I get a mix of nervousness and excitement, hoping that I’ll get something I’ve been wanting,” Wong said, adding that she would think about where to place each Labubu.
As we open the box, the brain enters its peak phase. Multiple parts are activated all at once.
“The reward circuit goes into overdrive,” Ngan said. “The visual processing areas become hyper-alert, and your memory systems engage more strongly.”
In the final phase, the brain is flooded with more dopamine – which reinforces the experience as a “positive” one – and serotonin, which creates feelings of satisfaction. Together, these neurotransmitters make the memory more vivid.
The appeal for young people
Collecting blind boxes can be a way to find comfort and manage tough emotions. The hobby can offer a moment of joy that provides a small break from a stressful schedule.
Beyond the individual experience, blind boxes can also build social connections which help teenagers feel less alone. They can also strengthen bonds when family members collect blind boxes together.
For example, Wong shared that collecting Labubu toys had become an interest that her mum also enjoyed. Her dad would surprise her with new items, making it a family hobby.
When a hobby becomes a problem
Ngan pointed out the importance of knowing when a hobby crosses the line.
A person might spend money they do not have on their hobby. They might be anxious if they cannot buy a new box, hide their purchases from others and allow the hobby to hurt their friendships and grades.
“Remember, a hobby adds to your life. It does not take over it,” Ngan stressed.
