The cultural adaptation of Chinese "POP MART" blind boxes in the Thai market: The Behavioral Motivation Analysis of Young Thai Consumers

Abstract

This study investigates the cultural adaptation of Chinese POP MART blind boxes in the Thai market, focusing on the behavioral motivations of young Thai consumers. By employing both quantitative and qualitative research methods, including surveys and in-depth interviews, this research explores how demographic factors such as income, gender, education, and occupation influence purchasing behavior and satisfaction. Statistical analyses using Chi-square tests, T-tests, and ANOVA reveal that income and education significantly affect purchasing motivations, while gender and age influence satisfaction and cultural identification with POP MART products. The findings indicate that POP MART’s success in Thailand primarily stems from emotional engagement, aesthetic appeal, and community identity rather than deep cultural integration. However, localized cultural adaptation remains limited. The study recommends strengthening Thai cultural integration through localized product design, collaborations with Thai artists, and storytelling-based marketing to deepen consumer attachment and brand loyalty.