
中国青年报社社会调查中心联合问卷网发布调查显示,超八成受访青年购买过潮玩盲盒,享受拆盒惊喜感(66.5%)、喜欢特定IP/设计(48.3%)、集齐全套满足感(45.7%)、缓解压力获取快乐(45.4%)是主要原因,调查覆盖1502名青年,涉及不同年龄、性别和城市群体。
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调查由中国青年报社社会调查中心联合问卷网发布,共收集1502名青年问卷,探讨潮玩盲盒在年轻人中的受欢迎程度及原因。
年轻人为啥爱上潮玩盲盒
调查发现:拆盒惊喜感、IP设计、收藏价值、压力舒缓是主因
潮玩盲盒似乎正在受到越来越多年轻人的青睐。近日,中国青年报社社会调查中心联合问卷网(wenjuan.com)发布的一项1502名青年参与的调查显示,超八成受访青年购买过潮玩盲盒。享受拆盒的惊喜感(66.5%)、喜欢特定IP/设计(48.3%)、集齐全套的满足感(45.7%)、缓解压力/获取快乐(45.4%)是受访青年青睐潮玩盲盒的主要原因。
82.0%受访青年购买过潮玩盲盒
云南昆明的85后李芸(化名)是去年11月底因一款热门IP“星星人”的爆火“入坑”潮玩盲盒的,“我现在想把‘星星人’之前所有的系列都集齐”,为此,李芸加了很多门店的社群,看到哪个门店有上新会立刻赶过去。
刚接触盲盒时,山西的95后研究生刘垣钰看到自己喜欢的IP形象就想抽,为了抽中自己喜欢的款式,她甚至开始研究抽盲盒的技巧和方法,并且开始频繁去线下实践,时间一久,刘垣钰家里的盲盒手办越来越多,她为此专门购买了收纳盒,将“娃娃”们精心摆放起来。
“最喜欢的时候我一逛商场就会去抽潮玩盲盒。”福建厦门的95后邵思宇也是一名潮玩爱好者,前几年,她不仅热爱抽盒、收藏,还会根据不同系列的主题,为买来的娃娃制作具有创意的微缩景观,“还有做娃娃改装的,但这个价格很高,基本上要两三百元”。
调查显示,超八成(82.0%)受访青年购买过潮玩盲盒,00后受访青年中这一比例更高,为88.6%,其次是05后(86.8%)、90后(83.0%);女性受访青年中这一比例更高,为82.9%,男性为80.6%;二线城市受访青年中这一比例更高,为86.0%,其次是一线城市(83.8%)、三四线城市(78.2%)。
邵思宇更喜欢偏可爱风、童话风格的盲盒,此外,机甲风、东西方文化结合的一些主题也比较吸引她,“如果是跟一些IP联名的话,我也会比较感兴趣”。
刘垣钰则更偏爱潮玩设计师的原创IP,没有任何故事背景,光是可爱的形象设计就会戳中她的心,相比之下,一些影视等作品角色衍生款盲盒产品则让她感觉“差点意思”,“可能跟原著有对比,就会产生一种割裂感,原创设计就不会有这样的问题”。
除了标准版摆件盲盒,毛绒包挂、搪胶公仔也成为不少年轻人青睐的盲盒类型。刘垣钰现在会更多购买毛绒款挂件盲盒,“更实用,既可以摆着,又能挂到包上,可玩性也更多样了”。
年轻人更喜欢什么类型的潮玩盲盒?
数据显示,按IP/题材分,67.8%的受访青年更喜欢动漫、游戏、影视等作品角色衍生款盲盒,61.4%的受访青年偏爱独立设计师原创IP/形象,其他还有:品牌跨界联名款(如与博物馆、消费品、艺术家等合作)(47.0%)。
按功能/形态分,64.8%的受访青年喜欢实用功能型(如挂件、钥匙扣等),59.3%的受访青年会选择常规摆件/手办,其他还有:可动可玩型(如关节可动、可换装)(53.7%)、毛绒公仔或软胶材质类(31.3%)等。
按风格分,64.3%的受访青年钟情可爱风(Q版、萌系、动物形象等),60.3%的受访青年青睐潮流艺术风(设计师款、街头风、复古风等),其他还有:国风国潮主题(44.3%)、酷炫机甲/科幻风(33.2%)、复古及其他文化主题(21.9%)等。
拆盒的惊喜感是潮玩盲盒对年轻人的最大吸引力
刘垣钰觉得,潮玩盲盒设计的“不确定性”和“惊喜感”是吸引年轻人的重要因素。此外,她觉得现在潮玩盲盒还有一种“社交属性”,“已经成了一种谈资,如果你也有的话就能跟大家有话聊;另外,可能某个IP本来你没有多喜欢,但发现大家都在追捧,也可能会跟风购买,自己包上挂一个这样的毛绒挂件,会感觉很‘潮’”。
邵思宇更追求IP形象的内容设计,一些有特别风格、立意的原创形象更能吸引她,“比如现在有些IP会有特别的古风造型和设计,配件都会比较精致,这种特别的设计会让我觉得设计师还蛮有自己的想法的”。
“零散抽盲盒很容易重复,想要集齐整个系列不太容易。”李芸有收藏盲盒的爱好,为此,她一般会选择“端盒”购买全套盲盒,因为多次实践后她发现,“这样反而比零散抽盒更省钱”。
潮玩盲盒为何能吸引年轻人?数据显示,享受拆盒的惊喜感是最主要的原因,获选率为66.5%。48.3%的受访青年喜欢特特定IP/设计,45.7%的受访青年觉得有一种集齐全套的满足感,45.4%的受访青年觉得可以缓解压力获取快乐。其他还有:社交分享(如与朋友交换)(34.5%)、跟风尝试(10.5%)等。
中国人民大学马克思主义学院副教授侯耀文表示,潮玩产品的流行,首先源于其精准对接了年轻人的审美偏好。“酷”“萌”等设计元素,契合了当代青年的情感表达与美学追求。潮玩盲盒通过视觉与触感,为年轻人提供了即时的情感慰藉与审美满足。
其次,潮玩的定价策略使其具有独特的市场渗透力。几十元到几百元的价格,由低到高都有,这让广大青少年也能够轻易加入,从而迅速形成同辈间的社交传播与群体认同。“就像小朋友交换玩具,在同好圈内,盲盒成了年轻人建立连接、寻找认同的枢纽。通过分享、交换藏品,他们获得的不仅是物品,更是整个文化群体的归属感。”侯耀文说。
“潮玩盲盒的兴起启示我们,现实中年轻人确实存在着休闲、交往、审美等方面的文化需求,需继续为青少年提供更丰富、更多元、更优质、更能对焦年轻人文化需求的产品。”侯耀文说。
受访青年中,男性占43.4%,女性占56.6%。05后占3.5%,00后占29.7%,95后占21.5%,90后占23.4%,85后占11.5%,80后占10.4%。来自一线城市的占37.5%,二线城市的占36.9%,三四线城市的占19.5%,县城或城镇的占4.4%,农村的占1.7%。
中青报·中青网记者 吴欣宇来源:中国青年报
2026年09月10日 07版
AI outlook — possibilities, not facts
潮玩盲盒市场将继续保持增长趋势,尤其在独立设计师原创IP和实用功能型产品方面
Likely · Within months
盲盒的社交属性将进一步强化,线下交换、分享行为可能成为常态
Possible · Within weeks

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