A new shopping fad called “blind scoop” is spreading across Chinese short-video and e-commerce platforms as buyers pre-order mystery items and watch sellers open them on camera. [1]
The trend, known in Chinese as mangshao, first emerged on TikTok in October 2025 before gaining ground with Chinese influencers earlier in 2025. [1] Public discussion surged in China over the past week after consumers complained about low product value and refund policies. [1]
A related blind scoop hashtag had more than 310 million views on Douyin as of Wednesday. [1] Typical prices run from 30 to 100 yuan, while some higher-tier packages cost up to 1,000 yuan. [1]
Most prizes are cheap lifestyle goods, including stationery, plush toys, small accessories, figurines and pop culture merchandise. [1] The trend has been described as part of “emotionally driven consumption” in China, a market projected at 3 trillion yuan this year and 4.5 trillion yuan by 2029. [1]
One seller, Li Yiduo, said in March 2026 that she first encountered blind scoop videos after a breakup and later became a seller. She said, “It felt healing,” and added, “Everything looked cute, and they helped improve my mood.” [1]
The fad now sits at the center of a wider debate over impulse buying and the appeal of surprise-based retail on China’s fast-moving social commerce platforms. [1]