Cam My, a 25-year-old resident of Hanoi, Vietnam, has an intriguing hobby that has taken over her small rental room. Her 20-square-meter space is filled with toy models of various sizes, from 5 to 60 centimeters in height. On shelves, tables, and even the bed, these models create a unique and colorful landscape.
In just two months, My has accumulated around 80 smaller models and nearly 30 larger ones. Her collection grew rapidly as she indulged in the recent trends of “blind bag tearing” and “blind box smashing.” These trends involve purchasing sealed bags or boxes containing random toy models. The excitement lies in the surprise of discovering which model lies within.
“I started with blind bag tearing two months ago,” My shared. “Before I knew it, I had accumulated a large number of models. When I decided to stop, my friends invited me to join them in blind box smashing. We placed a large group order to get free shipping. I just couldn’t resist the temptation.” Now, My finds herself surrounded by these toys, unable to part with them despite the clutter they create.
My’s passion for this hobby has led her to spend approximately 3 million VND (about 126 USD) in the past month, a significant portion of her 12 million VND (about 505 USD) monthly salary. The object of her fascination, the “Baby Three” blind boxes, nicknamed “Be Ba” by Vietnamese youth, has taken the online shopping world by storm and can also be found on many street vendors’ stalls.
Vietnamese youth are willing to spend money on blind boxes, hoping to get their favorite models. (Screenshot from a social media post)
The “12 Zodiac Signs” blind box series is creating a buzz among young people. Each box costs at least 250,000 VND (about 10 USD). (Screenshot from a social media post)
These blind boxes, marketed as authentic, typically cost between 250,000 and 600,000 VND (about 10 to 25 USD), with the models standing at around 30 to 60 centimeters in height. Buying in bulk, such as a set of six blind boxes, can reduce the price to about 1.2 million VND (approximately 50 USD).
The popularity of this trend can be attributed to influential social media personalities who continuously livestream their unboxing experiences. Before revealing the contents, sellers often tap and shake the boxes, building anticipation and excitement among viewers. Charismatic sellers with a knack for storytelling and evoking emotions have garnered thousands of followers, captivating young audiences and prompting them to make impulsive purchases.
Similar to blind bag tearing, the allure of blind box smashing lies in the element of chance. The unknown outcome creates a sense of curiosity and anticipation that keeps buyers engaged and eager to discover what lies within. These boxes might contain rare and hard-to-find items, fueling a desire to possess something unique and limited in quantity or even one-of-a-kind.
While blind bag tearing involves relatively low-cost purchases, with bags costing around 20,000 VND (less than 1 USD) each, blind box smashing requires more consideration due to the higher price tag. Unlucky buyers might end up spending millions of dong without getting their desired model. Like Cam My, many young people have found themselves spending a significant portion of their income on this trend.
Well-known figures such as singer Erik and TikToker Meo Simmy have also jumped on the blind box smashing trend. (Screenshot from a social media post)
A frequent viewer of these livestreams shared, “Blind box smashing is even more captivating than blind bag tearing because the models are larger and more beautiful, and the rare ones are extremely limited in quantity. If someone gets a rare model during a livestream, it creates a buzz. The chances of getting these rare models are slim, and some people spend tens of millions of dong and buy hundreds of boxes without finding their desired item.”
However, this trend has sparked debates online. Some argue that it is a wasteful and environmentally harmful practice. As the models are made of plastic, disposing of them can contribute to a significant amount of waste. There are also concerns that these livestreams could lead to gambling, with viewers betting on which models will appear.
Many people worry about the environmental impact of the blind box smashing trend. (Screenshot from a social media post)
Many online users agree that these trends, including blind bag tearing and blind box smashing, lead to unnecessary spending and clutter. “I’m trying to sell my models on online platforms dedicated to blind boxes,” My shared, “but it’s challenging since the models I have aren’t the rarest ones. For now, I’m stuck with the mess, and I plan to take them with me to my hometown at the end of the year to use as decorations.”
