A 'Gacha' (random draw) craze is spreading in the domestic distribution sector. The random draw method, where one cannot predict which product will come out, stimulates consumer expectations and arouses the collecting desire of the MZ generation (those born between the 1980s and 2000s). It is becoming an effective customer attraction method both offline and online.
'Gacha' originates from the Japanese onomatopoeia 'gachagacha' (がちゃがちゃ) that describes the sound of pulling a draw handle. This culture, once familiar at capsule machines in front of stationery stores, has recently revived, mainly among the MZ generation. It typically offers figurines or goods randomly, with the price for a single use generally between 4,000 and 5,000 won. Some high-priced items exceed 10,000 won per draw.
According to related industries on the 22nd, the HDC I-Park Mall in Yongsan, Seoul, established a 'Gacha Park' last September, where over 150 Gacha machines were installed. In its opening month alone, it recorded approximately 200 million won in sales, with 40,000 visitors. Subsequently, an additional 50 machines were installed. The strong attraction effect has garnered attention in the industry.
The convenience store industry has joined in. GS25 piloted a Japanese-style character lottery kiosk 'Ichibankuji' last May. CU placed Gacha machines in stores with many women in their teens and twenties. According to BGF Retail, the operator of CU, sales at those stores increased by over 40% on a weekly basis after the introduction of Gacha. Seven Eleven also presented KBO professional baseball collection cards in a random draw format last May, selling 2.5 million packs in just 20 days.
Online fashion platforms are also promoting random boxes. Ably launched Gacha-type beauty products in the 5,000 won range in collaboration with color brands like Espoir and Two A.N. in February. It reportedly achieved a ninefold increase in transaction volume compared to the previous month. Musinsa also sold random boxes in a similar manner, aiming for viral effects using 'unboxing content.'
The trend is similar overseas. The Chinese toy company Pop Mart has grown by distributing blind boxes based on its flagship character 'Labubu' worldwide. Miniso, dubbed the 'Chinese version of Daiso,' has also launched limited edition Gacha products featuring the Disney character 'Stitch.'
Experts analyze that the background of the MZ generation's enthusiasm for Gacha is due to 'unpredictable enjoyment' and 'instant reward psychology.' The tension of obtaining a desired product and the sense of achievement when drawing it have transformed the act of purchasing into a sort of play culture. The MZ generation perceives consumption itself as an 'experience,' with a mix of social media (SNS) certification culture and collecting desire, leading to the contentification of uncertainty.
Cultural critic Kim Heon-sik noted, "As everything becomes calculated and predictable, the psychological preference for uncertainty and randomness actually increases." He explained, "The MZ generation finds charm in a world without fixed rules and derives entertainment satisfaction from the tension of 'drawing.'
However, concerns about overconsumption have also been raised by some. Due to the nature of the random structure, it is common to repetitively purchase the same product until the desired item is obtained. For instance, in August 2023, the Chinese government banned the sale of blind boxes to children under the age of 8 and mandated parental consent for those aged 8 and older. Previously, in South Korea, during the 'Ddibut Ddibut Seal' craze, there were many cases where people collected only 'Pokemon Bread' stickers and discarded the bread, raising food waste issues.