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Lifting the lid on Thailand’s ‘mystery box’ trend

Lifting the lid on Thailand’s ‘mystery box’ trend

13 Sept 05:47 Key points summarised by AI
  • Thai influencer Pimrypie generated massive sales with "mystery boxes," but quickly encountered widespread refund demands due to the inconsistent and often disappointing contents.
  • Customers reported extreme disparities in their boxes, with some receiving high-value items like cars or motorbikes, while many others were left with cheap, near-expired cosmetics.
  • The controversy escalated to police complaints and significant refunds from Pimrypie, underscoring consumer dissatisfaction despite her prior warnings about the random nature of the boxes.
  • Legal experts indicate that substantial value discrepancies among mystery boxes could potentially violate Thai gambling laws, raising questions about the trend's legality.
  • The "mystery box" phenomenon, boosted in Thailand by the shift to online shopping during COVID-19, traces its origins to Japan's traditional "Fukubukuro" (lucky bags) used for promotions and clearing inventory.
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