Research on Gambling Risk Identification and Guiding Strategy of Consumers’ Correct Consumption Concept in Blind Box Marketing in China

Harrow International School, Bangkok, 10210, Thailand

^* Corresponding author: Annie_ya@harrowschool.ac.th

Abstract

The rapid development of technology has profoundly transformed lifestyles worldwide, and China is no exception. Coupled with the “Chinese Miracle” and the One-Child Policy, these advancements have led to significant changes in living standards and income levels, bringing both advantages and challenges. This paper explores the potential gambling risks associated with the growing trend of blind box consumption in China, offering strategies to encourage more rational consumer behaviour. The blind box market, which has surged in popularity, is heavily influenced by social media, where collectors frequently display their figurines. This trend has created a booming demand that often outpaces supply, leading to shortages and prompting other industries to adopt similar marketing strategies. The paper delves into the psychological allure of blind boxes, drawing parallels with gambling behaviours and highlighting the potential dangers for consumers, particularly younger individuals. By examining these risks, the study aims to provide insights into how consumers can be guided toward more informed and responsible purchasing decisions. This research contributes to the broader understanding of consumer behaviour in the context of rapidly evolving markets and offers practical recommendations for fostering a healthier consumption culture in China.