Singapore is drafting new rules to regulate the sale of “blind box” products following concerns that the marketing strategy may encourage gambling-like behaviour. The move comes as mystery shopping products continue to grow worldwide and attract strong consumer demand.
Singapore’s gambling authorities and the Ministry of Home Affairs confirmed the plan in a written reply to a parliamentary question on 12 February. The authorities are drafting regulations that may require sellers to disclose the probability of receiving specific items inside the sealed boxes.
Home Affairs Minister and Coordinating Minister for National Security K Shanmugam said the proposal is intended to better manage gambling inducement risks.
“The regulations are being drafted,” said Shanmugam.
His fellow MPs’ “suggestion to have mandatory and standardised odds and probability disclosure will be among the points that will be considered for the regulations”, he added.
Blind boxes are retail products, typically toys or collectables, sold in sealed packaging that does not reveal the contents until after purchase. Buyers pay for the chance of obtaining rare or higher value items, which has led consumer advocates and policymakers to warn that the model resembles gambling.
The approach has also expanded into the digital world. Similar systems known as “gacha” mechanics are widely used in online games and mobile apps, where players spend money to receive randomised rewards.
While the products remain popular with fans, regulators and critics increasingly see the marketing strategy as a practice that blurs the line between shopping and gambling. There is particular concern for minors, who are considered among the most vulnerable to the model.
Singapore’s authorities said they will consider standardising how blind boxes are sold and making it mandatory for companies to disclose the odds of receiving specific products.
The government’s decision follows growing global debate about whether the business model encourages repeated spending driven by chance rather than informed choice.
Consumer advocates have long argued that buyers should understand the likelihood of receiving rare items before making purchases. The proposed rules would bring greater transparency to the sector and could reshape how the products are marketed in the country.
Singapore’s plans place it among a growing number of jurisdictions examining mystery products more closely.
China has already taken steps in this direction. In 2023, the China Consumers Association called on operators to disclose key information, including the release quantity and the probability of obtaining limited edition items.
China’s People’s Daily previously warned about the potential impact of such products on children and suggested the idea of creating minor-only zones to discourage underage buyers from addictive purchasing behaviour. These developments show growing regulatory attention in the region towards the risks linked to random reward products.
The rapid growth of blind boxes is closely tied to consumer psychology. As per a report in The Straits Times, blind boxes tap into psychological triggers similar to gambling, where random rewards encourage repeated purchases.
The report noted that the excitement comes from the thrill of uncertainty and anticipation rather than the product alone. Buyers may continue purchasing after spending money or time, a behaviour linked to prospect theory.
The media report also stated that nostalgia, social trends and the desire for status among collectors play a key role in sustaining the craze.
These behavioural factors help explain why regulators are increasingly viewing blind boxes as a potential gambling risk.
The blind box phenomenon has delivered strong revenue growth for toy manufacturers such as Pop Mart International Group Ltd. and Miniso Group Holding Ltd.
Fans search for rare models and resell valuable items for thousands of dollars, contributing to strong demand. Pop Mart has opened at least six stores across Singapore, from Orchard to suburban malls, and hosts an annual exhibition that draws crowds, with premium tickets priced at S$208 in 2025.
It remains unclear how the upcoming regulations may affect sales of popular blind box series.
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