The gacha high: How blind-box collectibles are driving a growing market in the Philippines

A new trend has been emerging among Filipino collectors and enthusiasts: the thrill of gacha and blind-box toys. Whether at pop-up events or specialty stores, the familiar refrain of “one more roll” can be heard as buyers chase their favorite collectibles, driving a growing market for these mystery items.

Gacha, short for gachapon, refers to capsule toy vending machines where each turn delivers a random collectible, from anime figures to tiny trinkets.

Originating from Japan, the thrill of blind unboxing keeps collectors coming back, creating loyal customers and steady demand for retailers. GBO Philippines recently showcased rows of gachapon machines at the Gashapon MEGA Pop-Up in SM Megamall, featuring everything from anime franchises to Disney and miniature collectibles.

The pop-up itself serves as a fun diversion, as much as being part of a growing business in the Philippines. Collectible sales in the local blind box market have been rising steadily, with specialty shops and pop-up events like GBO’s drawing thousands of enthusiasts each month. Limited-edition items and tie-ins with popular franchises are driving repeat purchases, making the gacha economy a viable niche for both retailers and independent collectors.

Blind boxes share the same concept as gachas, wherein the buyer has no idea exactly which toy variant they will get from a specific line or collection—hence the feeling of needing to roll just one more time until they get the specific toy variant they’re looking for. 

While blind boxes can be bought from toy sellers and delivered at random, gachapons have the extra thrill of having the buyer insert coins or tokens into the machine, turn the knob, and retrieve the toy to find out what’s inside.

Riding the wave

Gachapons and blind boxes have always been a staple in Japan’s collectible and toy industries.

Concentrated gacha districts like Akihabara demonstrate how the collectibles market thrives through convenience, accessibility, and repeat engagement—a model that’s influencing local Filipino operators.

In the Philippines, blind boxes are riding the wave. More popularly, blind boxes come in the form of toy lines that can be bought per piece, but at random. These lines include PopMart’s infamous Labubus, which took hold of a lot of collectors, old and new, back in 2024. 

Other toy lines featuring the same blind-box mechanic include Disney toys and anime and game franchises. More recently, some restaurant franchises even launched blind box promotions of their mascots, building on the gachapon magic to support the blind-box economy in itself.

XPlay Collectibles owner and known collector Edmond Villamor notes that the blind box economy in the Philippines has also grown, expanding the reach of collectibles to more Filipinos.

The rationale behind ‘one more try’ 

The “one more try” high comes from a basic principle of psychology: variable-ratio reinforcement. In this system, rewards are unpredictable, so each gacha roll could deliver the desired toy—or not—keeping buyers engaged and encouraging repeat purchases until they hit the target.

In the Philippines, gacha behavior has attracted attention. The International Journal for Multidisciplinary Research’s recent study on Filipino blind box behavior found four interesting factors that affect one’s tendency to roll the proverbial dice for toys: income, marketing strategies, a consumer’s perceived risks, and e-commerce.

Higher income, effective marketing, perceived rewards, and strong selling platforms all boost spending, but their combination creates the sweet spot for gacha purchases. Even lower-income buyers may indulge if the excitement or potential reward justifies the risk of a dud roll.

Beyond the physical toy

Gacha has expanded beyond physical toys into the gaming industry. Popular titles like Genshin Impact, Honkai, Star Rail, Arknights, and Love and Deepspace use the same system of rolling for virtual items, keeping the element of surprise while driving engagement and repeat spending.

Students are a key market for online gacha games, with research from De La Salle University showing that visual appeal and limited-time events drive engagement. Beyond personal preferences, the thrill of risk and element of chance or luck continue to influence spending behavior among both collectors and players.

Gachapons tap into the psychology of repeat purchases, driving both consumer engagement and sales in the growing Filipino blind-box market. And as the tendency to collect “anik-anik” continues to grow in the Philippine consciousness, the blind-box system may just be here to stay.

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