CRAZE at PUP: A Peek Into the Psychology Behind Blind Box Hype

The Claro M. Recto Hall at the Polytechnic University of the Philippines was alive with excitement last June 2, 2025, as students came together for CRAZE: Unveiling the Marketing Psychology Behind Blind Box Rave — an event that dug deep into why people are so drawn to blind boxes, surprises, mystery, and hype.

The event kicked off with a heartfelt message from the organization’s Seminar Adviser Ms. Litz Medina, who reminded students to fully embrace the day’s learning experience.

“I want to encourage all of my students that you need to actively participate and make the most out of this experience.”

Her words set the stage for a day filled with discovery, and reminded everyone that CRAZE wasn’t just a catchy theme — it was about understanding what drives curiosity and shapes consumer behavior.

Ms. Julie Ann Edma, the organization’s President, followed with opening remarks that sparked energy in the room. “May CRAZE be a reminder to all of us that our love for thrill and mysteries is what makes us more excited to look forward to what’s ahead.”

From there, the conversation got even more interesting.

Mr. MJ Durante broke things down with a no-fluff look at how brands ride trends to stay relevant. “Why do brands hop into trends? It is to stay relevant... You need to be informed in the market kasi mapag-iiwanan ka.”

It was a reminder that jumping on trends isn’t just about joining the hype, it’s a smart strategy to stay relevant and keep your brand in the conversation.

The spotlight then turned to keynote speaker Ms. Jennifer Villareña, who unpacked the science behind why people get hooked on blind boxes.“Our brain chemistry loves surprises. Sa mystery box, hindi yung item yung hinahanap mo but the thrill.”

Her talk revealed the clever thinking behind mystery marketing: it’s really not just about the product, but the excitement of not knowing what you’re going to get.

Adding more depth to the discussion, Mr. Kriztoff Dela Cruz explored the emotional side of collecting and why it resonates so strongly with people. “Collecting is deeply tied to a desire for completion, nostalgia, and even story... The mystery is the message.”

His message hit home — the blind box trend taps into something deeper than just consumer behavior. It connects to identity, emotion, and personal meaning.

To wrap it all up, Ms. Charlotte Danielle Esposo, the Project Head, delivered closing remarks that encouraged students to keep digging deeper. “Continue to explore, to question, and innovate. The world of marketing is constantly evolving, and by understanding the human at its core, we truly create experiences that resonate.”

CRAZE explored more than blind boxes, it uncovered the deeper reasons behind why people connect with brands. From the thrill of mystery to the emotional pull of collecting, the event offered a fresh, human-centered take on modern marketing.

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