Not just a toy but a “cultural flex:” how blind boxes and Labubus took over the internet

First, it was Sonny Angel, and now it's Labubus. The blind box trend is still alive and kicking, but what is it about these mystery boxes that has the internet buzzing?

It all started with Sonny Angel, the little angelic collectible characters packaged in little blind boxes.

The internet went wild for them, with their adhesive backing, every “it” girl online would stick the little character to the backs of iPhones.

It was a status symbol, a signal that these girls not only have disposable income but are also ahead of the latest trends.

Then, celebrities like Rihanna and Lisa of the K-pop girl band BlackPink started adorning their Gucci and Hermes handbags with Labubus, the little monster plushies with the adorably strange vinyl faces.

Since these little collectible figurines have gone viral, the world has gone crazy for blind boxes, mystery bags, and anything wrapped in dynamic packaging.

Which got us at Cybernews thinking. What is it about these blind boxes that has become a pop culture, viral moment on social media?

We asked marketing experts and branding agents why the blind box trend has gone so viral and why we are so fixated on these weird little collectibles.

What is it about blind boxes that makes us go mental?

The appeal for blind boxes and mystery bags may be hardwired into our brains. Algorithms have a similar chemical appeal to blind boxes, as you never know what you’re going to get.

Stacy Jones, founder and CEO of Hollywood Branded, a pop culture marketing agency that tracks how collectibles transition from a niche interest into mainstream media, told Cybernews that blind boxes hit that middle ground between gambling and gifting.

“There’s a dopamine rush,” Jones said, as you’re never quite sure what you’re going to get.

@notbrookemonk

♬ original sound - Not Brooke Monk

The way the parcels are packaged adds another layer of interest that gets those naturally occurring neural chemicals going. “Every purchase feels like a holiday present,” Jones told Cybernews.

Jones and Ala Ho, founder of the branding agency andhuman, told Cybernews that the scarcity factor is also what gets internet users going.

@cindy_brielle WE GOT SECRET LABUBU! #secretlabubu #labubu #labubuunboxing #labubus #rare #blindbox #bigintoenergy #collection #unbox #unboxing #fy #foryou #foryoupage ♬ original sound - Brielle Lopez

Some of the toys are rarer than others, and Ho told Cybernews that some now resell for thousands of dollars.

This, as Ho said, “instantly transforms them into status symbols when worn or displayed.”

The algorithm of it all

Labubus and Sonny Angels have become a fad that has exploded online, and there’s good reason for that.

“The mystery of blind boxing has turned them into social content; unboxings are thrilling to watch, fuelling anticipation and shareability,” Ho told Cybernews.

Suspense equals algorithms fuel, Jones told Cybernews, meaning that short-form platforms like TikTok reward users for time spent on the app and blind box reveals seem to feed that.

@mengiveme.theick Why do I have good luck #labubu #fy #lafufu ♬ original sound - forbiddenfruitsnack

Ultimately, shopping turns into content that fuels this loop of buying, owning, and showing the world.

These “toys” also appeal to generations that have spent their lives online. Gen Z is synonymous with the internet, and when a new trend comes along, this generation wants to flaunt their latest find.

Jones told Cybernews that there’s also a feeling of nostalgia. The collectible element reminds Gen Z and Millennials of the times they collected Pokémon cards or other trading collectibles. There’s always a level of sentimentality behind these trends.

So, the next time you see someone wearing a Labubu or displaying a Sonny Angel, know that it's more than an internet fad; it's a symbol of a cultural zeitgeist. It’s more than just a toy; it’s a “cultural flex item,” Ho told Cybernews.