Mystery boxes, also known as blind boxes, have always had their fans. But in recent years, this phenomenon has exploded online, fuelled by the rise of TikTok, Instagram Reels, and YouTube Shorts. Millions of views are being racked up on unboxing videos, turning a simple reveal into a full-fledged entertainment trend.
So What’s Behind The Hype?
Take PopMart’s Labubu figures as an example. These collectable blind-box toys, sealed so you don’t know which character you’ll get, have captivated both children and adults. What started as a niche collector’s craze quickly became a viral sensation. But it’s not just toy companies cashing in. Gen Z–focused brands across industries are adopting the mystery box model: fashion label Sisters & Seekers with their “Seekret Boxes,” or beauty brand Painted with mystery bundles of different coloured makeup sponges.
The idea that mystery sells and the psychology behind it is exactly why brands are turning unboxing into a marketing goldmine.
The Psychology Of Surprise
Humans are naturally curious creatures. That’s a fact. We all love the element of surprise which directly taps into our curiosity. There’s an excitement behind not knowing exactly what you’ll get, it’s like receiving a gift. The excitement of knowing exactly what you’re going to get creates anticipation which releases dopamine, a neurotransmitter that’s associated with pleasure and reward, making the experience fun and exciting.
Companies tap into psychology which is why you’ll find each series of blind boxes often include a variety of items (some rarer than others) tapping into your psyche, encouraging you to collect them all, in hopes you get the rare ones. This gives consumers a sense of achievement and satisfaction of completing a collection and ‘catching them all’.
Social Media’s Influence
Mystery boxes aren’t just a hit with collectors, they’ve become a full-blown social media phenomenon, taking unboxing videos to new heights. Platforms like TikTok, Instagram Reels, and YouTube are flooded with them, and for good reason. Unboxings don’t just play to curiosity; they also deliver a sensory experience. Think of the sharp rip of cardboard, the smooth peel of plastic wrap, or the satisfying straight cut of tape, sounds that all fuel the ASMR trend already getting billions of views and millions of dedicated creators. Combine that sensory appeal with the thrill of the unknown, and you have content that makes viewers stop scrolling. On top of that, add in the creator’s genuine reaction (often an influencer) revealing their surprise in real time, and audiences feel like they’re right there sharing the experience with them.
Mystery Boxes As a Branding Strategy
At their core, mystery boxes turn shopping into an experience rather than a transaction. Transforming ordinary items into something that feels like a gift. This strategy doesn’t just delight customers, it creates powerful marketing opportunities. Read more about increasing your brand awareness
Product Launches With Impact
Mystery boxes are a playful way to introduce new collections or product ranges. Instead of a standard release, the element of mystery builds buzz, intrigue, and social media chatter before the big reveal. A good move for PR boxes.
Inventory Management
They’re also a clever tool for clearing excess or slow-moving stock. Bundling these products into a mystery box gives them new perceived value, while still exciting the customer.
Brand Awareness
The shareability of unboxings makes mystery boxes natural content for TikTok, Instagram, and YouTube. Each unboxing creates free word-of-mouth marketing and user-generated content (UGC) that expands a brand’s reach.
Reach New Audiences
Mystery boxes can appeal to demographics outside a brand’s usual customer base. For example, a fashion brand might get the attention of collectors, or a beauty brand might capture the attention of ASMR and unboxing enthusiasts.
Drive Repeat Purchases
The thrill of the unknown often leaves customers coming back for more. Just like collectables, the “what will I get next time?” factor builds loyalty and keeps people engaged with the brand over time.
Mystery boxes work on multiple levels: They drive excitement, spark curiosity, and turn one-off shoppers into repeat customers, all while strengthening a brand’s presence in the market.
It’s not just about what’s inside, they’re about the anticipation, the community, and the story a brand can tell. When a mystery box is done well, they transform products into unforgettable experiences that people from across the globe can enjoy, and have changed the marketing game entirely.
At TFA, we help brands harness the power of storytelling, social media trends, and brand marketing strategies, just like the mystery box phenomenon, to create lasting emotional connections with their audience.
Whether you’re looking to launch a viral campaign, enhance your social media influence, or build a brand strategy that truly resonates with Gen Z and beyond, our team is here to make it happen. Let’s build your next big brand moment together. Contact TFA to start crafting your strategy today.