Difference between revisions of "User:Yang Yuxuan"

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I’m a first-year graduate student majoring in Translation Studies. Currently I’m building skills in multilingual content adaptation and precision in language conversion. When I’m not immersed in texts, I enjoy unwinding with TV shows—they’re actually a fun way to pick up colloquial expressions for my translation work! I’m looking forward to connecting with others in language and culture-focused spaces.
 
I’m a first-year graduate student majoring in Translation Studies. Currently I’m building skills in multilingual content adaptation and precision in language conversion. When I’m not immersed in texts, I enjoy unwinding with TV shows—they’re actually a fun way to pick up colloquial expressions for my translation work! I’m looking forward to connecting with others in language and culture-focused spaces.
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==Final Exam Paper==
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===Blind Box===
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A blind box is a product packaging format where consumers cannot predict the specific content at the time of purchase. It usually contains trendy toys, anime IP characters, designer dolls, etc., and stimulates purchasing desire through randomness and a sense of surprise.
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 +
====History of Blind Boxes====
 +
 +
It is said to have originated from Japanese department stores in the late Meiji period. After the Spring Festival or on auspicious days for store openings, various stores and department stores in Japan often sell Lucky Bags. The price of a Lucky Bag is generally 100-200 yen, which is relatively reasonable, but its reliability is not high. Some stores often deceive customers by putting unsold backlogged goods into Lucky Bags. Therefore, people often complain to newspapers, although there are occasional lucky ones who can buy high-value items. Since the bag can only be opened after payment, consumers have no idea what is inside before purchasing. Driven by curiosity, many people keep buying, so the “Lucky Bag” business is always very prosperous. Some department stores even launch hundreds of thousands of "Lucky Bags" at once, making huge profits.
 +
 +
The contents of regular Lucky Bags are not disclosed in advance, but the products all belong to roughly the same category. For example, a digital camera Lucky Bag sold in an electronics mall often includes other small home appliances in addition to the digital camera. In terms of price, the total value of the products in the Lucky Bag is generally higher than its marked price. For example, a Lucky Bag priced at 10,000 yen may contain products with a total marked price of 11,000 yen. In addition, large items such as cars or intangible products such as travel packages cannot be put into bags for sale, but they are still called “Lucky Bags”. Later, the form of “Lucky Bags” gradually evolved into a regular promotional method during the New Year period.
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In the 1950s, an American chewing gum company pioneered the “gashapon machine”, which randomly encapsulated snacks and small toys in capsules. After being introduced to Japan in the 1960s, companies such as Bandai combined it with anime IPs (e.g., Kinnikuman erasers, Sailor Moon), promoting the industrialization of gashapons. The serialization of gashapon themes (e.g., 12 models in a set) and the design of hidden editions (rare models with low probability) strengthened the desire to collect.
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By 2019, the cumulative sales of gashapons in Japan exceeded 3.5 billion. In the 1990s, China introduced the “blind draw card collection” gameplay (e.g., Shuihu Heroes cards in Little Raccoon crispy noodles), which became the embryonic form of local blind boxes, mainly targeting student groups.
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In 2004, Japan’s Dreams Inc. launched the Sonny Angel series, selling figurines in a “blind draw + hidden edition” model (1/144 probability), promoting trendy toys from a niche to the mainstream. With a cumulative total of over 650 designs worldwide, it became the first phenomenal blind box IP. The term “Blind Box” was officially defined, becoming an emerging category independent of Lucky Bags and gashapons.
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After 2010, brands such as Pop Mart introduced blind boxes into mainstream business districts. In 2016, it signed designer Kenny Wong and launched the original IP “Molly”, which quickly became popular with blind boxes such as the Constellation series. During Tmall’s “Double 11” in 2019, Pop Mart’s sales reached 82.52 million yuan, topping the toy category.
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To this day, Pop Mart remains a top-tier brand in the blind box industry and is active in the market.
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====Reasons for the Popularity of Blind Boxes====
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1. Consumption Upgrade and the Rise of Generation Z: The younger generation (post-95s and post-00s) pursues personalized and emotional consumption. The “unboxing surprise” and “collectible value” of blind boxes meet their needs. The scale of China’s blind box market reached 21.9 billion yuan in 2023 and is expected to exceed 50 billion yuan by 2030.
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2. Epidemic Catalysis: In the post-epidemic era, consumers’ demand for “small blessings” and entertaining consumption has increased, and blind boxes have become a low-cost healing tool.
 +
 +
3. Drive of IP Economy: Through co-branding with popular film, television, and anime IPs (e.g., “Ne Zha 2”, Disney), blind boxes have expanded from toys to the pan-entertainment field, forming a derivative ecosystem of “IP + Blind Box”.
 +
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====Main Forms and Classifications of Blind Boxes====
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1. Classified by Content
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Trendy Toy Blind Boxes: e.g., Pop Mart’s Sonny Angel series .
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Cross-border Blind Boxes: Beauty, Food, Cultural Tourism, Books, etc.
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2.Classified by Sales Model
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Online Channels: Tmall flagship stores, WeChat Mini Programs, promoted through live streaming.
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Offline Scenarios: Vending machines, themed stores (e.g., Pop Mart City Paradise) enhance immersive experience.
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====Main Consumer Groups of Blind Boxes====
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Dominance of Generation Z: 75% of consumers are female, aged 18-35, with students and white-collar workers as the main force. They satisfy social needs and emotional sustenance through blind boxes. Generation Z generally refers to people born between 1995 and 2009. Born seamlessly connected to the online information age, they are also known as the “net generation”, “internet generation”, “two-dimensional generation”, “digital natives”, etc. As a large consumer group, Generation Z has enormous consumption potential. Their consumption information mainly comes from social media, forming a unique “circle consumption” model and pursuing a “better” quality of life.
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The rise of the blind box consumption phenomenon reflects certain characteristics of contemporary youth culture, such as the pursuit of personalization and fun, as well as the desire for social interaction. It promotes the development of the creative economy, encourages designers and manufacturers to continuously launch innovative and interesting products, and enriches market supply. However, blind box consumption has also triggered a series of social issues, such as excessive consumption, resource waste, and mental health risks. Some consumers fall into impulsive consumption in pursuit of rare products, and even form addictive behaviors, which have a negative impact on personal financial conditions and mental health. Therefore, how to enjoy the fun brought by blind boxes while maintaining rational consumption and avoiding falling into consumption traps has become a question worthy of deep consideration.
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As consumers, we should establish a correct consumption concept, treat blind box consumption rationally, and enjoy the fun without excess. For businesses, they should operate with integrity, respect consumers’ rights and interests, and avoid improper marketing by exploiting consumers’ psychological weaknesses. All sectors of society should also strengthen supervision over the blind box market, guide its healthy and orderly development, and jointly create a more rational and healthy consumption environment. As a microcosm of the new-era consumption culture, the development path of blind box consumption deserves our continuous attention and reflection.
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===References===
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[1]曾昕.情感慰藉、柔性社交、价值变现:青年亚文化视域下的盲盒潮玩[J].福建师范大学学报(哲学社会科学版),2021,(01):133-141+171-172.
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[2]王帝钧,周长城.盲盒消费：当代青年消费生活方式的新现象[J].甘肃社会科学,2021,(02):120-126.DOI:10.15891/j.cnki.cn62-1093/c.2021.02.017.
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[3]刘森林.“装在盒子里的人”：“Z世代”盲盒消费景观及其形成机制[J].中国青年研究,2022,(02):78-84.DOI:10.19633/j.cnki.11-2579/d.2022.0023.
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[4]祁怀乐,刘彦宏.基于Z世代消费心理的营销策略分析——以盲盒消费为例[J].国际品牌观察,2020,(25):30-33.
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 +
[5]张柯欣.盲盒文化中的消费快感研究[D].南京师范大学,2021.DOI:10.27245/d.cnki.gnjsu.2021.001821. 
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===Terminology===
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Blind Box 盲盒
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Lucky Bag 福袋
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Hidden Edition 隐藏款
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Figurine 公仔
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Sailor Moon 美少女战士
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Pop Mart 泡泡玛特
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White-collar Worker 白领
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Constellation 星座
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Generation Z / Gen Z Z世代
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Embryonic Form 雏形
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Flagship Store 旗舰店
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Mini Program 小程序
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Vending Machine 售货机
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Obsessive-Compulsive Disorder / OCD 强迫症
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===Questions===
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1.Where did blind boxes first originate?
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2.Why have blind boxes become so popular?
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3.How can blind boxes be classified?
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4.What attitude should we adopt towards blind boxes?
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===Answers===
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1.They originated from Japanese department stores in the late Meiji period, appearing in the form of Lucky Bags.
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2.Consumption upgrade and the rise of Generation Z; catalysis by the epidemic; promotion of the IP economy.
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3.Classified by content into trendy toy blind boxes and cross-border blind boxes; classified by sales model into online channels and offline scenarios.
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4.As consumers, we should establish a correct consumption concept, treat blind box consumption rationally, and enjoy the fun without excess. For businesses, they should operate with integrity, respect consumers’ rights and interests, and avoid improper marketing by exploiting consumers’ psychological weaknesses.
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==期末论文==
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===盲盒===
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盲盒是一种消费者购买时无法预知具体内容的商品包装形式，通常包含潮流玩具、动漫IP形象、设计师玩偶等，通过随机性和惊喜感激发购买欲望。
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====盲盒的历史====
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据说源自明治末期日本的百货公司。每当春节过后或店铺开张吉日，日本的各商店，百货公司经常出售福袋。福袋的价格一般为1-2百日元，价格虽还算合理，但可靠性并不大，有些商店常把推销不出的积压商品装进福袋欺骗顾客。因此，常有人向报社投诉，尽管也偶有幸运者能买到价值较高的。由于必须付钱后才能打开袋子，所以在购买前，消费者根本不知道里面究竟是何许物也。禁不住好奇心的驱使，许多人一再解囊购买，因此“福袋”的生意总是非常好，有些百货公司甚至一口气推出了几十万个“福袋”，赚足了钱。
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通常的福袋内容都不会事先公开，但商品均属于大致一个类型。例如家电商场售出的数码相机福袋中，往往会在数码相机之外还带有其他小型家电。从价格而言，福袋中的商品价值一般会高于其标价。例如售价1万日元的福袋可能会装入标价为1.1万日元的商品。此外，汽车等大件商品或者旅行团等无形商品无法装入袋中销售，但也依然被称作"福袋"。后来，"福袋"的形式就逐渐演变成为一种新年期间的常规促销手段。
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1950年代，美国口香糖公司首创“扭蛋机”，将零食与小玩具随机封装于胶囊中。1960年代引入日本后，万代等公司将其与动漫IP结合（如筋肉人橡皮擦、美少女战士），推动扭蛋产业化。扭蛋主题系列化（如一套12款）和隐藏款设计（低概率稀有款）强化了收藏欲，至2019年日本累计销售超35亿个。
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1990年代，中国引入“盲抽集卡”玩法（如小浣熊干脆面水浒英雄卡），成为本土盲盒雏形，主要面向学生群体。
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2004年日本Dreams公司推出Sonny Angel系列，以“盲抽+隐藏款”（1/144概率）模式销售公仔，推动潮玩从小众走向大众。其全球累计超650款设计，成为首款现象级盲盒IP。盲盒正式定名“Blind Box”，从福袋、扭蛋中独立为新兴品类。
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2010年后，泡泡玛特等品牌将盲盒引入主流商圈。2016年签约设计师王信明（Kenny Wong），推出原创IP“Molly”，凭借星座系列等盲盒迅速走红。2019年天猫“双11”泡泡玛特销售额达8252万元，登顶玩具类目第一。
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直到现在，泡泡玛特一直作为盲盒类顶流，活跃在市场上。
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====盲盒爆火的原因====
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1. 消费升级与Z世代崛起：年轻一代（95后、00后）追求个性化、情感化消费，盲盒的“开箱惊喜”与“收藏价值”契合其需求。2023年中国盲盒市场规模达219亿元，预计2030年将突破500亿元。
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2. 疫情催化：后疫情时代，消费者对“小确幸”和娱乐化消费需求增加，盲盒成为低成本疗愈工具。
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3. IP经济的推动：通过与热门影视、动漫IP（如《哪吒2》、迪士尼）联名，盲盒从玩具扩展至泛娱乐领域，形成“IP+盲盒”的衍生品生态。
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====盲盒的主要形式和分类====
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1.按内容分：
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潮玩盲盒：如泡泡玛特的Sonny Angel系列。
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跨界盲盒：美妆、食品、文旅、图书等。
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2.按销售模式分：
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线上渠道：天猫旗舰店、微信小程序，借助直播推广。
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线下场景：无人售货机、主题门店（如泡泡玛特城市乐园）增强沉浸式体验。
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====盲盒的主要消费主体====
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Z世代主导：75%的消费者为女性，年龄集中在18-35岁，学生和白领是主力。他们通过盲盒满足社交需求和情感寄托。‌（Z世代通常指的是在1995年至2009年间出生的一代人‌。他们一出生就与网络信息时代无缝对接，因此也被称为“网生代”、“互联网世代”、“二次元世代”、“数媒土著”等。‌Z世代作为一个庞大的消费群体，消费潜力巨大。他们的消费信息主要来源于社交媒体，形成了独特的“圈层消费”模式，追求“更好”的生活品质）
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盲盒消费现象的兴起，反映了当代青年文化的某些特征，如对个性化、趣味性的追求，以及对社交互动的渴望。它促进了创意经济的发展，鼓励了设计师和制造商不断推出新颖有趣的产品，丰富了市场供给。然而，盲盒消费也引发了一系列社会问题，如过度消费、浪费资源、心理健康风险等。一些消费者因追求稀有商品而陷入盲目消费，甚至形成成瘾行为，对个人财务状况和心理健康造成负面影响。因此，如何在享受盲盒带来的乐趣的同时，保持理性消费，避免陷入消费陷阱，成为了一个值得深思的问题。
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作为消费者，应当树立正确的消费观念，理性对待盲盒消费，享受其中的乐趣而不失节制。对于商家而言，应当诚信经营，尊重消费者权益，避免利用消费者的心理弱点进行不当营销。社会各界也应加强对盲盒市场的监管，引导其健康有序发展，共同营造一个更加理性、健康的消费环境。盲盒消费，作为新时代消费文化的一个缩影，其发展路径值得我们持续关注与反思。
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===参考文献===
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[1]曾昕.情感慰藉、柔性社交、价值变现:青年亚文化视域下的盲盒潮玩[J].福建师范大学学报(哲学社会科学版),2021,(01):133-141+171-172.
 +
 +
[2]王帝钧,周长城.盲盒消费：当代青年消费生活方式的新现象[J].甘肃社会科学,2021,(02):120-126.DOI:10.15891/j.cnki.cn62-1093/c.2021.02.017.
 +
 +
[3]刘森林.“装在盒子里的人”：“Z世代”盲盒消费景观及其形成机制[J].中国青年研究,2022,(02):78-84.DOI:10.19633/j.cnki.11-2579/d.2022.0023.
 +
 +
[4]祁怀乐,刘彦宏.基于Z世代消费心理的营销策略分析——以盲盒消费为例[J].国际品牌观察,2020,(25):30-33.
 +
 +
[5]张柯欣.盲盒文化中的消费快感研究[D].南京师范大学,2021.DOI:10.27245/d.cnki.gnjsu.2021.001821.
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===术语===
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盲盒 Blind Box
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福袋 Lucky Bag
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隐藏款 Hidden Edition
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公仔 Figurine
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美少女战士  Sailor Moon
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泡泡玛特 Pop Mart
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白领 White-collar Worker
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星座 Constellation
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Z世代 Generation Z / Gen Z
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雏形 Embryonic Form
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旗舰店 Flagship Store
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小程序 Mini Program
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售货机 Vending Machine
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强迫症 Obsessive-Compulsive Disorder / OCD
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===问题===
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1.盲盒最早起源于哪里？
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2.盲盒为什么能爆火？
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3.盲盒可以分为哪几类？
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4.我们应该以怎样的态度对待盲盒？
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===答案===
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1.源自明治末期日本的百货公司，以福袋的形式出现。
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2.消费升级与Z世代崛起；疫情催化；IP经济的推动
 +
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3.按内容分为潮玩盲盒和跨界盲盒；按销售模式分为线上渠道和线下场景
 +
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4.作为消费者，应当树立正确的消费观念，理性对待盲盒消费，享受其中的乐趣而不失节制。对于商家而言，应当诚信经营，尊重消费者权益，避免利用消费者的心理弱点进行不当营销。

Revision as of 09:19, 8 December 2025

I’m a first-year graduate student majoring in Translation Studies. Currently I’m building skills in multilingual content adaptation and precision in language conversion. When I’m not immersed in texts, I enjoy unwinding with TV shows—they’re actually a fun way to pick up colloquial expressions for my translation work! I’m looking forward to connecting with others in language and culture-focused spaces.

Final Exam Paper

Blind Box

A blind box is a product packaging format where consumers cannot predict the specific content at the time of purchase. It usually contains trendy toys, anime IP characters, designer dolls, etc., and stimulates purchasing desire through randomness and a sense of surprise.

History of Blind Boxes

It is said to have originated from Japanese department stores in the late Meiji period. After the Spring Festival or on auspicious days for store openings, various stores and department stores in Japan often sell Lucky Bags. The price of a Lucky Bag is generally 100-200 yen, which is relatively reasonable, but its reliability is not high. Some stores often deceive customers by putting unsold backlogged goods into Lucky Bags. Therefore, people often complain to newspapers, although there are occasional lucky ones who can buy high-value items. Since the bag can only be opened after payment, consumers have no idea what is inside before purchasing. Driven by curiosity, many people keep buying, so the “Lucky Bag” business is always very prosperous. Some department stores even launch hundreds of thousands of "Lucky Bags" at once, making huge profits.

The contents of regular Lucky Bags are not disclosed in advance, but the products all belong to roughly the same category. For example, a digital camera Lucky Bag sold in an electronics mall often includes other small home appliances in addition to the digital camera. In terms of price, the total value of the products in the Lucky Bag is generally higher than its marked price. For example, a Lucky Bag priced at 10,000 yen may contain products with a total marked price of 11,000 yen. In addition, large items such as cars or intangible products such as travel packages cannot be put into bags for sale, but they are still called “Lucky Bags”. Later, the form of “Lucky Bags” gradually evolved into a regular promotional method during the New Year period.

In the 1950s, an American chewing gum company pioneered the “gashapon machine”, which randomly encapsulated snacks and small toys in capsules. After being introduced to Japan in the 1960s, companies such as Bandai combined it with anime IPs (e.g., Kinnikuman erasers, Sailor Moon), promoting the industrialization of gashapons. The serialization of gashapon themes (e.g., 12 models in a set) and the design of hidden editions (rare models with low probability) strengthened the desire to collect. By 2019, the cumulative sales of gashapons in Japan exceeded 3.5 billion. In the 1990s, China introduced the “blind draw card collection” gameplay (e.g., Shuihu Heroes cards in Little Raccoon crispy noodles), which became the embryonic form of local blind boxes, mainly targeting student groups.

In 2004, Japan’s Dreams Inc. launched the Sonny Angel series, selling figurines in a “blind draw + hidden edition” model (1/144 probability), promoting trendy toys from a niche to the mainstream. With a cumulative total of over 650 designs worldwide, it became the first phenomenal blind box IP. The term “Blind Box” was officially defined, becoming an emerging category independent of Lucky Bags and gashapons.

After 2010, brands such as Pop Mart introduced blind boxes into mainstream business districts. In 2016, it signed designer Kenny Wong and launched the original IP “Molly”, which quickly became popular with blind boxes such as the Constellation series. During Tmall’s “Double 11” in 2019, Pop Mart’s sales reached 82.52 million yuan, topping the toy category.

To this day, Pop Mart remains a top-tier brand in the blind box industry and is active in the market.

Reasons for the Popularity of Blind Boxes

1. Consumption Upgrade and the Rise of Generation Z: The younger generation (post-95s and post-00s) pursues personalized and emotional consumption. The “unboxing surprise” and “collectible value” of blind boxes meet their needs. The scale of China’s blind box market reached 21.9 billion yuan in 2023 and is expected to exceed 50 billion yuan by 2030.

2. Epidemic Catalysis: In the post-epidemic era, consumers’ demand for “small blessings” and entertaining consumption has increased, and blind boxes have become a low-cost healing tool.

3. Drive of IP Economy: Through co-branding with popular film, television, and anime IPs (e.g., “Ne Zha 2”, Disney), blind boxes have expanded from toys to the pan-entertainment field, forming a derivative ecosystem of “IP + Blind Box”.

Main Forms and Classifications of Blind Boxes

1. Classified by Content

Trendy Toy Blind Boxes: e.g., Pop Mart’s Sonny Angel series .

Cross-border Blind Boxes: Beauty, Food, Cultural Tourism, Books, etc.

2.Classified by Sales Model

Online Channels: Tmall flagship stores, WeChat Mini Programs, promoted through live streaming.

Offline Scenarios: Vending machines, themed stores (e.g., Pop Mart City Paradise) enhance immersive experience.

Main Consumer Groups of Blind Boxes

Dominance of Generation Z: 75% of consumers are female, aged 18-35, with students and white-collar workers as the main force. They satisfy social needs and emotional sustenance through blind boxes. Generation Z generally refers to people born between 1995 and 2009. Born seamlessly connected to the online information age, they are also known as the “net generation”, “internet generation”, “two-dimensional generation”, “digital natives”, etc. As a large consumer group, Generation Z has enormous consumption potential. Their consumption information mainly comes from social media, forming a unique “circle consumption” model and pursuing a “better” quality of life.

The rise of the blind box consumption phenomenon reflects certain characteristics of contemporary youth culture, such as the pursuit of personalization and fun, as well as the desire for social interaction. It promotes the development of the creative economy, encourages designers and manufacturers to continuously launch innovative and interesting products, and enriches market supply. However, blind box consumption has also triggered a series of social issues, such as excessive consumption, resource waste, and mental health risks. Some consumers fall into impulsive consumption in pursuit of rare products, and even form addictive behaviors, which have a negative impact on personal financial conditions and mental health. Therefore, how to enjoy the fun brought by blind boxes while maintaining rational consumption and avoiding falling into consumption traps has become a question worthy of deep consideration.

As consumers, we should establish a correct consumption concept, treat blind box consumption rationally, and enjoy the fun without excess. For businesses, they should operate with integrity, respect consumers’ rights and interests, and avoid improper marketing by exploiting consumers’ psychological weaknesses. All sectors of society should also strengthen supervision over the blind box market, guide its healthy and orderly development, and jointly create a more rational and healthy consumption environment. As a microcosm of the new-era consumption culture, the development path of blind box consumption deserves our continuous attention and reflection.

References

[1]曾昕.情感慰藉、柔性社交、价值变现:青年亚文化视域下的盲盒潮玩[J].福建师范大学学报(哲学社会科学版),2021,(01):133-141+171-172.

[2]王帝钧,周长城.盲盒消费：当代青年消费生活方式的新现象[J].甘肃社会科学,2021,(02):120-126.DOI:10.15891/j.cnki.cn62-1093/c.2021.02.017.

[3]刘森林.“装在盒子里的人”：“Z世代”盲盒消费景观及其形成机制[J].中国青年研究,2022,(02):78-84.DOI:10.19633/j.cnki.11-2579/d.2022.0023.

[4]祁怀乐,刘彦宏.基于Z世代消费心理的营销策略分析——以盲盒消费为例[J].国际品牌观察,2020,(25):30-33.

[5]张柯欣.盲盒文化中的消费快感研究[D].南京师范大学,2021.DOI:10.27245/d.cnki.gnjsu.2021.001821.

Terminology

Blind Box 盲盒

Lucky Bag 福袋

Hidden Edition 隐藏款

Figurine 公仔

Sailor Moon 美少女战士

Pop Mart 泡泡玛特

White-collar Worker 白领

Constellation 星座

Generation Z / Gen Z Z世代

Embryonic Form 雏形

Flagship Store 旗舰店

Mini Program 小程序

Vending Machine 售货机

Obsessive-Compulsive Disorder / OCD 强迫症

Questions

1.Where did blind boxes first originate?

2.Why have blind boxes become so popular?

3.How can blind boxes be classified?

4.What attitude should we adopt towards blind boxes?

Answers

1.They originated from Japanese department stores in the late Meiji period, appearing in the form of Lucky Bags.

2.Consumption upgrade and the rise of Generation Z; catalysis by the epidemic; promotion of the IP economy.

3.Classified by content into trendy toy blind boxes and cross-border blind boxes; classified by sales model into online channels and offline scenarios.

4.As consumers, we should establish a correct consumption concept, treat blind box consumption rationally, and enjoy the fun without excess. For businesses, they should operate with integrity, respect consumers’ rights and interests, and avoid improper marketing by exploiting consumers’ psychological weaknesses.

期末论文

盲盒

盲盒是一种消费者购买时无法预知具体内容的商品包装形式，通常包含潮流玩具、动漫IP形象、设计师玩偶等，通过随机性和惊喜感激发购买欲望。

盲盒的历史

据说源自明治末期日本的百货公司。每当春节过后或店铺开张吉日，日本的各商店，百货公司经常出售福袋。福袋的价格一般为1-2百日元，价格虽还算合理，但可靠性并不大，有些商店常把推销不出的积压商品装进福袋欺骗顾客。因此，常有人向报社投诉，尽管也偶有幸运者能买到价值较高的。由于必须付钱后才能打开袋子，所以在购买前，消费者根本不知道里面究竟是何许物也。禁不住好奇心的驱使，许多人一再解囊购买，因此“福袋”的生意总是非常好，有些百货公司甚至一口气推出了几十万个“福袋”，赚足了钱。

通常的福袋内容都不会事先公开，但商品均属于大致一个类型。例如家电商场售出的数码相机福袋中，往往会在数码相机之外还带有其他小型家电。从价格而言，福袋中的商品价值一般会高于其标价。例如售价1万日元的福袋可能会装入标价为1.1万日元的商品。此外，汽车等大件商品或者旅行团等无形商品无法装入袋中销售，但也依然被称作"福袋"。后来，"福袋"的形式就逐渐演变成为一种新年期间的常规促销手段。

1950年代，美国口香糖公司首创“扭蛋机”，将零食与小玩具随机封装于胶囊中。1960年代引入日本后，万代等公司将其与动漫IP结合（如筋肉人橡皮擦、美少女战士），推动扭蛋产业化。扭蛋主题系列化（如一套12款）和隐藏款设计（低概率稀有款）强化了收藏欲，至2019年日本累计销售超35亿个。

1990年代，中国引入“盲抽集卡”玩法（如小浣熊干脆面水浒英雄卡），成为本土盲盒雏形，主要面向学生群体。

2004年日本Dreams公司推出Sonny Angel系列，以“盲抽+隐藏款”（1/144概率）模式销售公仔，推动潮玩从小众走向大众。其全球累计超650款设计，成为首款现象级盲盒IP。盲盒正式定名“Blind Box”，从福袋、扭蛋中独立为新兴品类。

2010年后，泡泡玛特等品牌将盲盒引入主流商圈。2016年签约设计师王信明（Kenny Wong），推出原创IP“Molly”，凭借星座系列等盲盒迅速走红。2019年天猫“双11”泡泡玛特销售额达8252万元，登顶玩具类目第一。 直到现在，泡泡玛特一直作为盲盒类顶流，活跃在市场上。

盲盒爆火的原因

1. 消费升级与Z世代崛起：年轻一代（95后、00后）追求个性化、情感化消费，盲盒的“开箱惊喜”与“收藏价值”契合其需求。2023年中国盲盒市场规模达219亿元，预计2030年将突破500亿元。

2. 疫情催化：后疫情时代，消费者对“小确幸”和娱乐化消费需求增加，盲盒成为低成本疗愈工具。

3. IP经济的推动：通过与热门影视、动漫IP（如《哪吒2》、迪士尼）联名，盲盒从玩具扩展至泛娱乐领域，形成“IP+盲盒”的衍生品生态。

盲盒的主要形式和分类

1.按内容分：

潮玩盲盒：如泡泡玛特的Sonny Angel系列。

跨界盲盒：美妆、食品、文旅、图书等。

2.按销售模式分：

线上渠道：天猫旗舰店、微信小程序，借助直播推广。

线下场景：无人售货机、主题门店（如泡泡玛特城市乐园）增强沉浸式体验。

盲盒的主要消费主体

Z世代主导：75%的消费者为女性，年龄集中在18-35岁，学生和白领是主力。他们通过盲盒满足社交需求和情感寄托。‌（Z世代通常指的是在1995年至2009年间出生的一代人‌。他们一出生就与网络信息时代无缝对接，因此也被称为“网生代”、“互联网世代”、“二次元世代”、“数媒土著”等。‌Z世代作为一个庞大的消费群体，消费潜力巨大。他们的消费信息主要来源于社交媒体，形成了独特的“圈层消费”模式，追求“更好”的生活品质）

盲盒消费现象的兴起，反映了当代青年文化的某些特征，如对个性化、趣味性的追求，以及对社交互动的渴望。它促进了创意经济的发展，鼓励了设计师和制造商不断推出新颖有趣的产品，丰富了市场供给。然而，盲盒消费也引发了一系列社会问题，如过度消费、浪费资源、心理健康风险等。一些消费者因追求稀有商品而陷入盲目消费，甚至形成成瘾行为，对个人财务状况和心理健康造成负面影响。因此，如何在享受盲盒带来的乐趣的同时，保持理性消费，避免陷入消费陷阱，成为了一个值得深思的问题。

作为消费者，应当树立正确的消费观念，理性对待盲盒消费，享受其中的乐趣而不失节制。对于商家而言，应当诚信经营，尊重消费者权益，避免利用消费者的心理弱点进行不当营销。社会各界也应加强对盲盒市场的监管，引导其健康有序发展，共同营造一个更加理性、健康的消费环境。盲盒消费，作为新时代消费文化的一个缩影，其发展路径值得我们持续关注与反思。

参考文献

[1]曾昕.情感慰藉、柔性社交、价值变现:青年亚文化视域下的盲盒潮玩[J].福建师范大学学报(哲学社会科学版),2021,(01):133-141+171-172.

[2]王帝钧,周长城.盲盒消费：当代青年消费生活方式的新现象[J].甘肃社会科学,2021,(02):120-126.DOI:10.15891/j.cnki.cn62-1093/c.2021.02.017.

[3]刘森林.“装在盒子里的人”：“Z世代”盲盒消费景观及其形成机制[J].中国青年研究,2022,(02):78-84.DOI:10.19633/j.cnki.11-2579/d.2022.0023.

[4]祁怀乐,刘彦宏.基于Z世代消费心理的营销策略分析——以盲盒消费为例[J].国际品牌观察,2020,(25):30-33.

[5]张柯欣.盲盒文化中的消费快感研究[D].南京师范大学,2021.DOI:10.27245/d.cnki.gnjsu.2021.001821.

术语

盲盒 Blind Box

福袋 Lucky Bag

隐藏款 Hidden Edition

公仔 Figurine

美少女战士 Sailor Moon

泡泡玛特 Pop Mart

白领 White-collar Worker

星座 Constellation

Z世代 Generation Z / Gen Z

雏形 Embryonic Form

旗舰店 Flagship Store

小程序 Mini Program

售货机 Vending Machine

强迫症 Obsessive-Compulsive Disorder / OCD

问题

1.盲盒最早起源于哪里？

2.盲盒为什么能爆火？

3.盲盒可以分为哪几类？

4.我们应该以怎样的态度对待盲盒？

答案

1.源自明治末期日本的百货公司，以福袋的形式出现。

2.消费升级与Z世代崛起；疫情催化；IP经济的推动

3.按内容分为潮玩盲盒和跨界盲盒；按销售模式分为线上渠道和线下场景

4.作为消费者，应当树立正确的消费观念，理性对待盲盒消费，享受其中的乐趣而不失节制。对于商家而言，应当诚信经营，尊重消费者权益，避免利用消费者的心理弱点进行不当营销。

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