Blind boxes or mystery boxes—toy figurines hidden in identical boxes—are one of the hottest trends among young Chinese consumers. Data have shown that the blind box industry has expanded in recent years, its market value rising from 2.5 billion yuan ($345 million) in 2019 to almost 10 billion yuan ($1.3 billion) in 2021. Showcasing great market potential, the industry has branched out from the world of toys into many other market sectors, from cosmetic products to meals.

However, there is a dark side to this trend. The fact that the actual content is unknown prior to purchase gives some dishonest profiteers the chance to slip in substandard products or engage in illicit trades, the most infamous of which is the delivery of mystery live pets. Stuffed into small enclosed spaces, these animals may die during delivery.

To root out these unethical practices, the State Administration for Market Regulation (SAMR) has recently unveiled a set of trial guidelines on how to regulate the country's billion-dollar blind box industry. The guideline has stipulated that blind boxes cannot be used as a means to sell live animals, drugs and medical devices. Furthermore, key information, such as product type and the rules for drawing these boxes, should all be clearly printed on the outer packaging, the SAMR said. Hopefully, with these regulations in place, these mystery boxes will yield only good surprises.

(ce.cn, June 23)