'Thumping' Random Box, Opened to Find Clearance Stock Win [Heotdari Economy]

(46) Due to Fun Elements... Beware of Unnecessary Consumption

Editor's NoteMany people thought it was a smart economic activity to gain something better, but it often turned out to be a misstep. When consumers are deceived by corporate marketing or blinded by momentary gains and make wrong decisions, they end up being the ones who suffer. We aim to examine economic activities where people have made mistakes by misjudging everyday situations and ended up on the wrong track.

Lucky boxes raise anticipation before opening because you cannot know what product is inside the box. If you win the product you want, it feels 'lucky' as the name suggests, but if you get an unwanted package, it feels like a 'failure.' Often, when opened, the product lineup includes items never seen before or duplicates of the same product. Increasingly, consumers are voicing complaints that they feel like they have been stuck with leftover stock after purchasing lucky boxes.

Since 2007, Starbucks Korea has successfully sold lucky boxes (random boxes, lucky bags) containing various planned merchandise (MD) and beverage coupons in exclusive packaging boxes every year. Recently, this lucky box event has expanded to various brands such as Kyobo Bookstore, Musinsa, Catch Tinyping, Belkin, and Braun electric shavers.

Catch! Tinyping, nicknamed 'Bankruptcy Ping' because the many characters per season can lead to bankruptcy when buying figures or toys, was tried by purchasing two 'Alssong Dalsong Catch! Tinyping' lucky boxes. Each box contains two talking Tinyping dolls and two figures, priced at about 10,000 KRW. However, the contents of the two boxes were identical. Moreover, characters from the previous season (Throbbing Catch! Tinyping) were mixed in.

Catch Teenieping dolls and phone cases selling random box products. 11th Street, Musinsa

The Braun electric shaver lucky box event has also drawn consumer complaints. Emart held a lucky box event from the 1st to the 3rd of this month, offering Braun shavers for 99,000 KRW. They explained that five types of shavers priced from 153,000 KRW to 478,000 KRW could be purchased for 99,000 KRW. However, after searching the actual prices of the products inside the lucky boxes, the price differences ranged from as low as 30,000 KRW to as high as 200,000 KRW. The internet lowest price for a shaver said to be sold in the 150,000 KRW range was 96,000 KRW, which is cheaper than the lucky box purchase price of 99,000 KRW.

Belkin held a lucky box event last July, selling MagSafe wireless chargers, MagSafe wireless charging pads, and power banks for 39,000 KRW. The price range of the products inside the box was between 69,000 KRW and 239,000 KRW, higher than the lucky box purchase cost. However, complaints have been mounting such as "The product only works with iPhone 12 to 14 series," "Four family members bought lucky boxes but all contents were the same power bank," and "Friends and colleagues all received only power banks, feeling like leftover stock was offloaded."

Professor Lee Young-ae of the Department of Consumer Studies at Incheon National University pointed out that consuming for the fun of unboxing even when the products are unnecessary is not a desirable behavior. She said that purchasing random boxes and consuming due to surprise, uncertainty, or unexpectedness, even if unnecessary or low-quality products come out, is irrational. Professor Lee emphasized, "It is important for consumers to be aware and vigilant about the waste of resources not only in the consumption itself but also in the process of making, delivering, and discarding products."