China's New Shopping Craze: A Game of Luck in Every Box

In China, a new shopping trend has taken over: blind box livestreaming. It's like a game show, but for buying stuff. Viewers pay a small fee to get a mystery bag, called a "blind box, " which the seller opens live. If you're lucky, you can win more bags or even neat prizes. The thrill of the unknown has many people hooked, both shoppers and spectators. This trend is big on apps like Douyin, where you can buy anything from soap to suitcases. The blind box craze started online and in stores about five years ago. Now, it's a hit on livestreams, with top platforms offering it. Some streams even make tens of thousands of views in a night. Streamers can make good money, sometimes even more than the average salary.

This trend says a lot about China's economy. People are looking for cheap ways to enjoy shopping. "It's like a cheap thrill, " says Ivy Yang, an e-commerce expert. But it can be costly. Some people spend a lot more than they should. Xu Wangwang, 28, spent a third of her salary on these blind boxes. "I regret it so much, " she says. "I could have done anything with this money. " Blind box livestreaming is not just shopping, it's a game. It's exciting and interactive. People make friends and enjoy the adrenaline rush. But it's also addictive. The Chinese government has even issued guidelines to control it. This trend is big in China, but who knows what will be the next big thing? "Something more fun will appear, " says Qunfang Wu, a researcher at Harvard. "Everyone will follow it. "

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