The Mystery Behind the Box - How Pop Mart’s Storyless Collectibles Cultivate Fandom and Brand Loyalty in the Digital Age

Aug 20, 2026

In an era of hyper-personalized consumer experiences, blind boxes pose a paradox: buyers choose products where outcomes remain uncertain. This study examines how Pop Mart transforms unpredictability into success through scarcity, anticipation, and social hype, while building emotionally resonant fandom without relying on traditional character storylines. Using participatory culture, social identity, and parasocial interaction theories, it analyzes Filipino fan co-creation in online communities through interviews and virtual ethnography, highlighting psychological and cultural drivers of engagement, identity expression, and loyalty.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages17

Reading Time43 min

AccessFree to download

Abstract

Introduction

Pop Mart in the blind box collectibles market

Fan engagement, narratives, and brand loyalty

Review of Related Literature

Personification of products in consumer culture

Theoretical and methodological framework

Participatory culture, social identity, and parasocial interaction

Findings and implications

JOURNAL OF GLOBAL BUSINESS VOLUME 14 ISSUE 2 ISSN: 2350-7179 JGB 19222 The Mystery Behind the Box: How Pop Mart’s Storyless Collectibles Cultivate Fandom and Brand Loyalty in the Digital Age Jazlyn Grace O. Ong, Arabela Rein B. Garnace, Faith Nicole B. Pastor, Kurt Alexander M. Capuli, Manuel Carlos R. Florencio, Honesto Wilfrido M. Garcia, Ednalyn V. Hernandez, Maria Paula G. Mallari, Noel SajidI. Murad De La Salle University [jazlyn_ong@dlsu.edu.ph](jazlyn_ong@dlsu.edu.ph), [arabela_garnace@dlsu.edu.ph](arabela_garnace@dlsu.edu.ph), [faith_pastor@dlsu.edu.ph](faith_pastor@dlsu.edu.ph), [kurt_capuli@dlsu.edu.ph](kurt_capuli@dlsu.edu.ph), [manuel_florencio@dlsu.edu.ph](manuel_florencio@dlsu.edu.ph), [honesto_garcia@dlsu.edu.ph](honesto_garcia@dlsu.edu.ph), [ednalyn_hernandez@dlsu.edu.ph](ednalyn_hernandez@dlsu.edu.ph), [maria_paula_mallari@dlsu.edu.ph](maria_paula_mallari@dlsu.edu.ph), [noel.murad@dlsu.edu.ph](noel.murad@dlsu.edu.ph) Abstract In an era dominated by hyper-personalized consumer experiences, the rising popularity of blind boxes presents a paradox: why are people increasingly drawn to purchases where they have no control over the outcome? Pop Mart, a leading blind box brand, has turned uncertainty into success by leveraging scarcity, anticipation, and social hype to build deep emotional connections with consumers. Unlike traditional franchises with established media narratives, Pop Mart has developed a strong fan base despite its characters having no pre-existing stories. This study sought to understand how Pop Mart has successfully built an emotionally resonant character universe without traditional storytelling. It also explored how Filipino fandoms co-create meanings for Pop Mart's characters in online communities. Using Participatory Culture Theory, Social Identity Theory, and Parasocial Interaction Theory, this study examined how fans construct character identities through digital engagement and user-generated content. An exploratory qualitative approach was employed using in-depth interviews with Filipino Pop Mart collectors, aged 18-28, in Metro Manila. Additionally, virtual ethnography was conducted to analyze interactions in Facebook groups dedicated to Pop Mart collecting. A thematic analysis uncovered the psychological and JOURNAL OF GLOBAL BUSINESS VOLUME 14 ISSUE 2 ISSN: 2350-7179 cultural dynamics that drive fan engagement. Findings reveal that Filipino Pop Mart fans are drawn to the figures' physical and social appeal, forming emotional bonds and engaging in parasocial relationships. Collectors actively shape fandom through social media, trading, and community support. Fan works deepen identity expression, thereby reinforcing loyalty. Despite external criticisms, fans defend repeat purchases as meaningful. Pop Mart thrives from emotional value, participatory culture, and strong brand connection, differing from the usual media narrative building. This study contributes to consumer behavior and communication research by analyzing how digital platforms, social media, and interactive branding shape modern fandoms. It also addresses ethical concerns in consumer culture, aligning with UN SDG 12. Keywords: Pop Mart, Consumer Behavior, Labubu, Blind Box, Collectible Toys Introduction Founded in 2010 by Wang Ning, Pop Mart is a Chinese toy company known for selling designer toy collectibles in a "blind box" format (De Asis, 2025) . Owing to its popularity, Pop Mart has built a strong fan base in the Philippines, especially among young adults who engage in online communities dedicated to discussing, trading, and selling these collectibles (Business Insider, 2024) . Other key players in the collectible figures industry sell physical collectibles of people’s favorite characters, such as those from the movies, shows, and games, among other media texts in popular culture. Funko, a highly established collectible brand, attributes the success of the industry to the backstories in p

FAQs

Why do blind box buyers become drawn to purchases with uncertain outcomes?

Blind box uncertainty is converted into emotional value through scarcity, anticipation, and social hype, motivating fans to engage even without guaranteed character narratives.

How does Pop Mart build fandom without traditional character backstories?

Pop Mart encourages surprise, collectibility, and fan-driven interpretation, allowing user participation and online interaction to generate meaning for its characters.

What methods were used to study Filipino Pop Mart collectors and online communities?

The study used exploratory qualitative research with in-depth interviews (18–28, Metro Manila) and virtual ethnography of Facebook groups, followed by thematic analysis.

Aug 20, 2026

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