The “Mystery Bag” trend is attracting millions of users on Vietnamese social media. The allure of unexpected discoveries has drawn many into this shopping frenzy. However, behind the fleeting joy lies significant repercussions for both the environment and society. Is this a bargain or a hidden burden that we need to consider?
“Mystery Bag” – A New Shopping Trend
As the country develops, many citizens are beginning to have the financial means to follow new trends on social media. Each era sees merchants adopting new sales methods to entice customers. So, what is the “Mystery Bag” trend that has been causing a stir online in recent months? Should we reflect on the implications of the “Mystery Bag” phenomenon and its environmental impact?
The discussion around mystery bags on social media has surged.
The “Mystery Bag” trend originated in Japan and quickly spread to many other countries, especially in the realm of toys and souvenirs. Initially, mystery bags typically contained small products like toys, dolls, or character models, sealed in packaging (plastic, paper, nylon…) that concealed the contents inside. Buyers can only discover what they receive after tearing off the packaging, creating a sense of excitement and surprise. This trend began as a way for merchants to clear out inventory through “blind boxes.”
In Vietnam, consumers have also been swept up in this trend through online shopping platforms and livestream sales. During each livestream, sellers often showcase mystery bags wrapped in nylon, priced from a few dozen to a few hundred thousand VND. When a purchase is made, the seller will unwrap the mystery bags live, and only after unwrapping everything will the products be packaged and delivered to the customer. The audience feels curious and excited about what plastic toy they will receive until they watch the livestream unpacking, leading to spontaneous spending. These small toys, once purchased, are often kept for decoration and collection, but due to their small size, they can easily be forgotten.
Many famous singers and actors are also participating in the “Mystery Bag” sales trend. (Photo: Social Media).
Prominent figures in Vietnam use social media platforms like TikTok and YouTube to livestream selling mystery bags, encouraging fans to make purchases for the experience. This further boosts the trend’s popularity and drives many to try their luck with products of unclear origins.
A Momentary Craze – Severe Pollution
Each mystery bag is often packaged in nylon plastic, making recycling difficult. This trend has contributed to the increased amount of non-recyclable plastic waste. According to the Organization for Economic Cooperation and Development (OECD), only about 9% of global plastic waste is recycled, while in Vietnam, this rate is much lower due to technological constraints and waste processing processes. This means that most plastic packaging from mystery bags will become permanent waste after use, causing severe environmental pollution.
Sellers on livestream could consider changing the type of bag; instead of tearing and discarding it like candy wrappers, they could switch to zip paper bags (as one TikToker has done) for easier recycling.
Polyethylene (PE) is a type of plastic that is difficult to decompose in the natural environment. It takes an extremely long time, even decades or more, for it to fully decompose. Some may choose to burn PE to reduce space occupation, but this method can produce toxic emissions and contribute to air pollution. The production process of PE plastic requires a large amount of energy, increasing the amount of CO2 released into the environment. This contributes to global warming.
Each time a mystery bag is torn open, consumers generate a large amount of waste from plastic packaging, not to mention the materials used to create the products inside. This leads to resource wastage and increases the volume of non-degradable waste in the environment.
Each mystery bag is priced between 3,000 – 20,000 VND. According to a report from Metric Vietnam, an e-commerce statistics platform, from the beginning of July to the end of September, the total revenue of 539 stores selling mystery bags on five major e-commerce platforms (Shopee, Lazada, Tiki, Sendo, TikTok Shop) reached 4.6 billion VND. A bag for this game typically weighs around 1g, not including other sales sources. With the revenue of 4.6 billion VND, it is evident to estimate the amount of nylon bags from mystery bags released into the environment over three months.
A massive quantity of mystery bags prepared by a TikToker before a livestream session.
At the seminar “Reducing Ocean Plastic Waste: Responsibilities and Actions of Youth,” organized by the World Wildlife Fund (WWF Vietnam), the Vietnam Department of Seas and Islands, and the Ministry of Natural Resources and Environment, the Department of Environmental Pollution Control (Ministry of Natural Resources and Environment) pointed out that more than 300 million tons of plastic waste are released into the environment worldwide each year.
In Vietnam, approximately 1.8 million tons of plastic waste are produced annually, the majority being single-use plastic packaging. The mystery bag trend contributes to this waste as most of the packaging from mystery bags is made from plastics that are very difficult to recycle. Furthermore, the popularity of this trend in many countries has led to millions of mystery bags being torn open each year, generating tons of plastic waste.
Momentary Joy, Long-term Consequences
Tearing open mystery bags is not just a recreational activity but also resembles a form of “gambling” where consumers spend money to obtain surprise products. This “luck-seeking” mentality can easily trap buyers in a cycle of uncontrolled spending, even leading to shopping addiction. Young people and teenagers are the most susceptible to this trend, potentially facing financial difficulties due to overspending on mystery bags.
Research from Cambridge University also indicates that “gambling-based shopping” can cause psychological stress and feelings of regret after consumption. Many people can easily get caught up in a cycle of excessive shopping due to psychological stress or impulsive behavior. Participants in the study reported feeling excited while shopping, but later experienced guilt and regret when they returned home and reflected on their purchases. This is similar to buying mystery bags; the excitement when buyers see sellers unpacking them live, but when they receive the items, they often lack practicality.
According to Cambridge University, this emotional fluctuation is particularly evident in young individuals, who are more prone to fall into a cycle of excessive shopping. This research not only highlights the connection between shopping and emotions but also emphasizes that individuals with uncontrolled shopping behaviors often face psychological issues such as anxiety and depression. These negative feelings often lead them to hide purchased items or even avoid looking at them, resulting in forgotten items that gradually become waste.
Tearing open mystery bags not only increases the amount of packaging waste released into the environment but also encourages a fast, thoughtless consumer lifestyle. Many products inside mystery bags are small items that are not truly necessary, easily broken, or forgotten after purchase. This leads to resource wastage, as consumers do not retain or use the products for an extended period.
The “Mystery Bag” trend provides exciting experiences and momentary joy, but the environmental and social consequences cannot be overlooked. We cannot deny that from an economic perspective, this is a form of business that yields high profits.
For those who enjoy this trend, it is crucial to participate with a clear and controlled mindset. Instead of chasing transient feelings, consumers can consider being selective, avoiding waste, and acting responsibly to help protect the environment.
Reducing plastic waste is a global issue, affecting every country and individual, not just in Vietnam. However, the mystery bag trend contributes to the large amount of waste being released, as the plastic packaging from mystery bags is often not recycled and is easily discarded into the environment, causing pollution in rivers and seas.
Every trend has two sides, and “Mystery Bags” are no exception. By understanding the impacts and potential risks, we hope that consumers will make smarter choices, contributing to building a healthier and more sustainable lifestyle for the community and the environment.
