Blind Box Cultural Marketing Strategies in the Digital Economy: A Case Study of POP MART

Digital platforms have changed how people search for products, talk about brands and share their purchases. In the trendy toy market, this change is especially visible because buying a figure can involve character stories, online discussion and offline experience at the same time. This study examines POP MART as a case of blind box cultural marketing in the digital economy. A qualitative case study and literature analysis are used, drawing on academic research, POP MART's 2025 annual report and documented marketing practices. The analysis focuses on three dimensions: cultural marketing and brand value, digital platforms and consumer participation, and blind box consumption experience and brand loyalty. The findings suggest that POP MART builds value through character IP, keeps these characters visible through digital content and consumer sharing, and extends the blind box experience through collecting, communities and physical spaces. Although the blind box remains important, long term IP development and cultural adaptation appear more important for the future of the brand. The case may also be useful for other cultural consumption brands trying to build lasting consumer relationships.