The history of blind box culture in Japan

From capsule machines to collectible icons how a small surprise became a cultural phenomenon.

If you’ve ever felt the rush of opening a Mofusand blind box, you’ve experienced something deeply rooted in Japanese culture: the joy of random reward. But where does this idea come from? And how did blind boxes evolve from plastic capsules to global collectibles?

Let’s take a journey through the origins of blind box culture in Japan and why it still works so well today.

🎡 1. It all began with Gachapon machines (1970s)

In the early 1970s, Japan imported the concept of coin-operated capsule toy machines similar to Western vending machines. But the Japanese version was different:

You couldn’t choose your toy
You didn’t know exactly what was inside
The toys were often themed in sets

These machines made a gacha-gacha or pon sound when cranked hence the name "gachapon" (or "gashapon").

The appeal? Affordable surprise + collectible sets.
Suddenly, every trip to the konbini could come with a tiny thrill.

🎨 2. Collectibility meets storytelling (1980s–90s)

As the trend grew, gachapon companies began designing full character lines:
Think mini Pokémon, anime mascots, or animal figurines in costumes. Kids (and adults) started trying to complete entire sets trading with friends and hunting rare ones.

This era introduced:

"secret" figures (rare hidden pieces)
numbered collections
and rotating seasonal drops

The psychology was clear: fun + frustration + just one more try.

💡 3. The concept evolves: boxed surprise (2000s)

While gachapon were physical machines, the early 2000s brought a new twist:
blind box toys, sold in retail stores sealed cardboard boxes with one surprise item inside.

Brands like:

Re-Ment (mini food & home goods)
Sonny Angel
Bearbrick
KAIYODO
helped popularize this format, which was easier to collect, display, and ship than capsules.

You didn’t need to find a machine. You could just buy the box and hope it wasn’t a double.

🧸 4. Blind boxes become art & lifestyle (2010s)

As the design scene grew in Japan, illustrators and indie artists began launching their own series of blind box figures blending art, cuteness, and absurdity. The result?

👉 Designer toy culture.

This is where Mofusand enters the scene with its instantly recognizable art style, food-cat mashups, and low-key weirdness. Suddenly, blind boxes weren’t just fun they were aesthetic, collectible, and emotionally comforting.

🌍 5. Global takeover (2020s)

Thanks to TikTok, YouTube, and international fanbases, blind boxes went viral globally.
People now collect:

Mofusand
Sonny Angels
Smiski
Pop Mart figures
And dozens of artist-led capsule series

The concept of "not knowing what you’ll get" became part of the unboxing trend, driving both content creation and emotional engagement.

❤️ 6. Why it still works today

Blind box culture continues to thrive because it taps into universal emotions:

Anticipation
Surprise
Nostalgia
Completion
Shared fandom

It’s not just about the object. It’s about the moment of discovery.

🐾 7. Final Thought

Japan didn’t just invent the blind box it perfected it.
From street machines to collector shelves, the blind box has grown into a global ritual of joy, patience, and cute chaos.

So next time you open one, know this:
You’re not just unboxing a cat in a donut suit.
You’re participating in a cultural tradition that’s over 50 years in the making.