Analysis of Marketing Strategies Used in the Blind Box Industry: A Case Study of Pop Mart

Abstract

The blind box industry has experienced phenomenal growth from the end of 2024 to the start of 2025, indicating its immense potential. Blind boxes have become a symbol of pop culture, attracting numerous consumers, especially teenagers and young adults. As blind box products go viral around the globe, this study aims to analyze the influence of blind box enterprises’ marketing strategies through a case study of POP MART, one of the most well-known blind box companies. In this dissertation, analysis of POP MART’s marketing strategies is conducted via the 4P Marketing Model and is supported by a combination of primary-research and secondary-research data. This study includes an online survey that collected customers’ opinion on the company and its products, providing quantitative data for the research. This study discovered that POP MART’s marketing strategies have significant positive impact on consumers’ purchasing intention, despite results from the online survey demonstrating that more than 70% of consumers do not purchase blind box products impulsively as was described in many other articles. Strengths and shortages of POP MART’s marketing tactics were all stated, while potential threats and recommended solutions were also listed in this paper.