本期新词

不少人都抽过盲盒吧？这个最近几年火起来的购物形式着实让不少卖家看到了商机。

有人说，抽盲盒就像是一种赌徒心态，玩的就是一个心跳加速和对未知无法把控的刺激。

我都集齐99款了，你不让我ALL IN？为一个玩具买100份炸鸡套餐，我那是为爱好执着坚信。

今天的Buzz Word，我们就来聊聊这个大火的词-盲盒，在英文里经常会被叫做Mystery Box.

01

What is a Mystery Box?

不管是英文里的"mystery"，还是中文里用的"盲"，都是说在买盲盒的时候，我们是不能确定盲盒里究竟装的是什么商品。

Mystery Box

A Mystery Box is a collection of items or sometimes only one or two items, all of which are unknown until the box itself is opened.The contents of a Mystery Box can be narrowed down by category, for example, tech, fashion, gaming;and from there can be narrowed down further by subcategory, for example, a specific brand.

随着盲盒近些年来被越炒越热，不管是二次元周边、时尚、科技，包括零食等等都可能出自己的盲盒。

Most Mystery Box outlets allow people some degree of control over what they have a chance of receiving.

But exact contents will always be a mystery until the actual unboxing.

一般来说买盲盒的时候，我们都会对里面的内容有一个大概的了解，但里面具体是什么都要等到unboxing开箱那一刻才见分晓。

比如靠盲盒起家的Pop Mart，泡泡玛特，你买的时候可能知道这一系列有哪些版本，但具体是否能抽中大热的萌款，还是会踩雷，就要看你的手气了。

For people who love Mystery Boxes, some of them think of Mystery Boxes as a chance to get the hottest new releases in tech, fashion, entertainment and a whole host of other categories.

有的人喜欢盲盒，是因为可以通过盲盒第一时间抢到一些品牌的新发布的产品。

For others, it's about the excitement that comes with unboxing and experience often shared with others both on line and offline.

另外一些人可能单纯对那种开箱的兴奋感欲罢不能。

盲盒是不是开盖有惊喜可不一定，带来不一定是兴奋感，还可能是高血压。

脱口秀大会的庞博曾经说：盲盒不是小浣熊干脆面，它是干脆没有面！

还有网友吐槽奔着汉服盲盒去的，好家伙，穿上我直接“进去了”。

汉服 or 囚服，傻傻分不清楚？

02

It has root in game culture

Although the idea of 盲盒 seems to have gained popularity in China only in the past few years, Mystery Box is not a new idea, it has roots in gamer culture.

虽然盲盒这几年才被炒得大热，但其实这个概念对于资深的游戏玩家来说一点也不陌生。

There are parallels between Mystery Boxes containing physical goods and loot boxes, the kind of in-game Mystery Box containing virtual goods.

比如食物的盲盒就有点像很多游戏里面的这种loot box，战利品箱。

They also may contain a range of randomized objects. 都会出现随机的一些物品。

03

Why so popular?

One of the key reasons for Mystery Boxes to become so popular is their ability to bring together similar minded people;

and allowed them to discover and enjoy a broad range of content together in a way that traditional outlets can't provide.

其实盲盒之所以能火，除了这种好像彩票抽奖一样的不确定性的快乐，它还具有很强的社交和分享功能。

酒馆铺子小二曾热衷收集的皮卡丘盲盒

Unboxing videos by famous influencers have exploded in popularity on platforms like YouTube, Bilibili where people can exchange thoughts and impressions on their new purchase.

而在油管b站等等社交媒体上，各式各样的盲盒开箱视频数量也一路飙升。

Actually, there are other similar ideas to Mystery Boxes.

For example, in Japan Fukubukuro 福袋 is a Japanese New Year custom in which merchants make grab bags filled with unknown random contents and sell them for a substantial discount.

酒馆也有珍馐年货福袋

And there are even airlines which launch the idea of mystery flights which allow you to select a location to fly from, but don't give you the ability to select a destination to travel to, which will let you pay a discount price for a flight ticket, but you're not sure where you actually going until the last minute.

甚至有些航空公司还推出了那种，你到最后一秒才知道要去哪的机票盲盒Mystery Flights.

04

Controversy re. Mystery Box

So far it all sounds exciting.

But actually the increasing popularity of Mystery Boxes has also costs a fair share of controversy.

不过盲盒虽火，但围绕它也有不少争议。

Common concerns include things like the fairness of the system. 首先比如商家的操作是否公平;

and also because the sales of many Mystery Boxes are final, so there's after sales issues. 再加上很多盲盒，一旦售出不退不换，所以也会有不少售后问题。

Last year in China, one of the biggest controversies relating to Mystery Boxes was the so called pet Mystery Box.

去年让人心痛的所谓宠物盲盒事件，也让不少人开始关注盲盒的内容底线到底在哪。

薛定谔都要跳出来说一声“佩服”！薛定谔的猫是死是活不知道，但那盲盒里的宠物憋那么久还能有命吗？

And recently KFC's Mystery Box meal craze has stirred heated debate over food waste and commercial promotion schemes.

而最近“开封菜”联名推出的盲盒，也因为被过度热炒造成不必要的食物浪费而被喷上热搜。

因为KFC和Pop Mart 的Dimoo系列联名，网上还出了一个新行当-【代吃】。

呵呵，很是良心价呢，冒着长肉的高风险帮你抽手办，你连一百块都不给我？！

Mystery Boxes can be fun, but maybe it's time to think about setting some boundaries.

盲盒好玩归好玩，可是设置底线还是很有必要的。

新词拓展

Example 1：

-The sales of most mystery boxes are final, which means no refund.

Example 2：

-Consumers can get really addicted to mystery boxes.

Key Words

本 期 关 键 词

Mystery Box

盲盒

Unboxing

开箱

New releases

新发布产品

Hardcore enthusiast

硬核粉丝

Controversial

有争议的

Gamer

游戏玩家

Loot box

（游戏中的）战利品箱

Fukubukuro

福袋