The cultural adaptation of Chinese "POP MART" blind boxes in the Thai market: The Behavioral Motivation Analysis of Young Thai Consumers
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This study examines the cultural adaptation of Chinese POP MART blind boxes in the
Thai market, with a particular focus on the behavioral motivations of young Thai consumers.
A mixed-methods research design was employed, integrating quantitative and qualitative approaches. Quantitative data were collected through questionnaire surveys administered to 200 Thai consumers and analyzed using Chi-square tests, independent sample t-tests, and one-way ANOVA to examine the relationships between demographic factors (income, gender, age, education, and occupation) and purchasing behavior, satisfaction, and cultural identification. Qualitative data were obtained from in-depth interviews with key informants, including POP MART retail staff, marketing professionals, and experienced blind box consumers, to gain deeper insights into consumer motivations and perceptions of cultural adaptation.
The findings indicate that income and education levels significantly influence purchasing motivation, while gender and age significantly affect consumer satisfaction and cultural identification with POP MART products. Female and younger consumers (aged 18–25) exhibit stronger emotional attachment, aesthetic appreciation, and community identification. The results further reveal that POP MART’s success in Thailand is driven primarily by emotional engagement, visual appeal, and the formation of collector communities rather than deep integration of Thai cultural elements. Localized cultural adaptation is present but remains limited in scope.
The study suggests that POP MART should enhance its localization strategy by incorporating Thai cultural elements into product design, collaborating with Thai artists, and adopting storytelling-based marketing strategies. These approaches may strengthen emotional bonds with consumers, improve brand loyalty, and support the brand’s long-term sustainability in the Thai market.
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