Blind boxes are collectible toys where you don’t know what’s inside until you open them. Originating in China, brands like POP MART and TOP TOY have transformed this playful concept into a global phenomenon. With POP MART already active in Japan and TOP TOY preparing to debut in 2025, the blind box trend is set to reshape the collectible culture.
What is a Blind Box?
A blind box refers to a toy that is purchased without knowing its contents in advance. The excitement lies in the moment of opening the box to see which character appears, combining chance with the joy of collecting.
What draws even more attention is the presence of “secret” items with low drop rates. These encourage consumers to purchase multiple boxes in pursuit of completing a full set. On social media, “unboxing videos” have become popular, allowing fans to share their surprise and joy, further energizing the market.
Unlike traditional capsule toys or trading cards, blind boxes stand out for their high design quality and strong brand identity, which broaden their appeal across generations.
What is POP MART?
Founded in Beijing in 2008, POP MART is known as the pioneer that bridged art and mass culture. Its flagship character “Molly,” designed by Hong Kong artist Kenny Wong, gained worldwide popularity with its simple yet striking design.
The strength of POP MART lies in its affordable price range and art-like craftsmanship. Priced between 1,000 to 2,000 yen, the products boast sculpting and painting quality that rivals fine art pieces, making them valuable collectibles.
In Japan, POP MART operates with a dual strategy of flagship stores and vending machines. Placed in commercial facilities and train stations, these vending machines make blind boxes a casual part of everyday life, further fueling their popularity.
What is TOP TOY?
TOP TOY is a newer brand that emerged following POP MART’s success, and it is characterized by its diverse collaboration strategy. Rapidly expanding across China, it has won fans through partnerships with anime and game franchises.
In Japan, the brand is scheduled to open its first store in Ikebukuro Sunshine City in August 2025. Since Ikebukuro is widely known as a hub for anime and pop culture, exclusive Japan-only releases are highly anticipated.
Comparison Between POP MART and TOP TOY
| Item | POP MART | TOP TOY |
|---|---|---|
| Origin | China (Founded 2008) | China (Launched around 2020) |
| Core Characters | Molly, Dimoo (original designs) | Numerous anime and game collaborations |
| Expansion in Japan | Flagship stores and vending machines already active | First store opening in Ikebukuro, Aug 2025 |
| Brand Image | Art-focused | Mass appeal and diversity |
| Target Audience | Young collectors, art enthusiasts | Broader pop culture fans |
While both brands adopt the same format, their directions differ. POP MART emphasizes artistry, while TOP TOY focuses on reaching mainstream audiences through collaborations.
The Appeal of Blind Boxes
The biggest attraction of blind boxes is the “thrill of chance and surprise.” The excitement of opening the box recalls childhood memories of capsule toys while appealing equally to adults.
In addition, the desire to complete a collection encourages multiple purchases. A culture of trading extras with friends or through social media has flourished, turning blind boxes into not just a hobby but also a medium for community building.
Compatibility with the Japanese Market
Japan already has a rich culture of capsule toys and trading cards, making it highly compatible with blind boxes. Particularly among urban youth, combining social media sharing with the purchase experience has amplified the fun and increased visibility.
Looking ahead, collaborations with anime and manga franchises are expected to be a major driver in Japan. The limited-edition and exclusivity factor will play a key role in attracting more fans.
Market Size Comparison (Japan vs. China)
| Region | Market Features | Growth Drivers |
|---|---|---|
| China | Multi-billion-yen scale, still growing | New brand entries, expansion of collaborations |
| Japan | Early entry stage, high growth potential | Capsule toy culture, demand for anime tie-ins |
Sales Strategies of POP MART and TOP TOY
| Brand | Main Sales Channels | Key Features |
|---|---|---|
| POP MART | Flagship stores, vending machines, e-commerce | Convenience and strong urban presence |
| TOP TOY | Large-scale stores, events, e-commerce | Exclusive collaborations to broaden fanbase |
Elements Fans Find Appealing
| Element | Description |
|---|---|
| Chance | The thrill of not knowing which item you’ll get |
| Collectibility | The joy of completing a series |
| Community | Trading and sharing through social media |
| Artistry | Beauty of design and craftsmanship |
Conclusion
Blind boxes combine chance, collectibility, and community into a unique consumption style. POP MART leads the market with artistic emphasis, while TOP TOY seeks to expand through collaborations.
With both brands entering the Japanese market, competition will drive even more diverse product lines and events. The thrill of unboxing, the satisfaction of completing a collection, and the joy of sharing with others all make blind boxes more than toys—they are an entertainment experience.
