Global Meets Local: Blind Box Consumption as Cross-Cultural Ritual among Bangkok Youth

Abstract

This study adopts a theoretical perspective of cross-cultural communication to delve into the consumption practices of the Chinese brand Pop Mart's blind box products among the youth demographic in Bangkok, Thailand. Utilizing a mixed-methods research approach that combines questionnaire surveys (385 valid samples), in-depth interviews (30 core consumers), focus group discussions (2 groups of 6–8 people each), and a three-month digital ethnography observation, it systematically analyzes the consumption behaviors, cultural adaptation, and identity construction processes of Bangkok youth within the context of global cultural flows. The research finds that Bangkok youth are not passive recipients of global cultural products; instead, they transform blind box consumption into a communication ritual with local characteristics through creative cultural practices. Specifically, the study reveals three key findings: First, consumers creatively integrate global IP symbols with local Thai cultural elements through a “cultural translation” mechanism, forming unique cultural hybrids. Second, the behavioral sequence of “purchasing–waiting–unboxing–sharing” constitutes a complete ritual process, which not only satisfies individual emotional needs but also constructs a shared system of meaning at the community level. Finally, the core driver of consumption is the pursuit of symbolic value (including social capital, cultural identity, and emotional solace), a finding that deepens our understanding of contemporary youth consumption motivations. This study contributes at both theoretical and practical levels: theoretically, by proposing a “bottom-up glocalization” analytical framework, it enriches cross-cultural communication theory; practically, it provides actionable strategic recommendations for the international development of the cultural and creative industries.