A Study on the Mechanisms of the Emergence and Spread of the‘Blind Box Craze’ from the Perspective of Quantum Propagation Theory—Taking Pop Mart as a Case Study

Abstract

Utilizing the conceptual framework of observational information collapse,the uncertainty principle,and the multidimensional universe within quantum propagation theory,this study conducts a data-driven textual analysis of user-generated content(UGC)on Xiaohongshu concerning the Pop Mart LABUBU series,exploring the underlying drivers of young people’s sustained engagement in blind box consumption.The findings suggest that within a quantized information field,blind box consumption exhibits distinct characteristics of quasi-controllability,quasi-reality,and quasi-concealment,which effectively satisfy young people’s psychological needs for a sense of control,security,and social identity.Through behaviors of purchasing,customizing,and“flexing”(displaying)designer toys,users obtain continuous positive affective feedback,sustain long-term consumption engagement,and ultimately catalyze the prevalent“blind box craze”phenomenon.