NYU psychologist explains how Pop Mart's 'blind boxes' keep consumers hooked: Even mistakes add to the fun

David Bosch, a psychology professor at New York University, recently analyzed China's pop culture brand, Pop Mart. He pointed out that one of the core strategies Pop Mart uses to maintain customer engagement is by continually offering consumers the thrill of unexpected surprises. While consumers are aware of the potential range of styles, the sense of excitement when unboxing remains intact. Professor Bosch highlighted a well-documented psychological phenomenon: In certain situations, many consumers exhibit a strong "gestalt drive" — a desire to complete a set. For many, the moment of opening a mystery box creates a subtle feeling of being "blessed by the universe," as if the universe is about to gift them something unique. During the show, Bosch also tried Pop Mart's unboxing experience himself. He happily remarked that, even though he didn't pull the desired item, it was still fun.