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In the 1994 film Forrest Gump, there’s a famous saying, “Life is like a box of chocolates; you never know what you’re gonna get.” The surprise is part of the fun. Now blind box toys are bringing the magic of surprise to online shopping.
在1994年上映的影片《阿甘正傳》中，有句名臺(tái)詞：“生活就像一盒巧克力，你永遠(yuǎn)不知道下一顆是什么?！边@樣的驚喜也是一番樂(lè)趣。如今，盲盒玩具將這股驚喜的魅力帶到了網(wǎng)購(gòu)中。

A blind box toy is hidden inside uniform packaging but invisible from the outside. You don’t know what will be inside, although the toys typically come from pop culture, ranging from movies to comics and cartoons.
盲盒都有著統(tǒng)一的外包裝，從外邊看不見(jiàn)里面。你不知道里面的玩偶是什么，但這些玩偶一般都來(lái)源于流行文化，比如電影、漫畫、動(dòng)畫等。

Blind boxes have caught on since they were first introduced from Japan to China in 2014. According to a 2019 Tmall report, the mini-series of Labubu blind box, designed by Hong Kong-born Kasing Lung, was named Champion of Unit Sales with 55,000 sold in just 9 seconds during the Singles Day shopping event. Most customers for blind boxes are young people aged 18 to 35.
盲盒自2014年從日本首次進(jìn)入中國(guó)后便風(fēng)靡開(kāi)來(lái)。據(jù)天貓2019年的一份報(bào)告顯示，由出生于香港的龍家升所設(shè)計(jì)的Labubu迷你系列盲盒在“雙十一”購(gòu)物節(jié)期間9秒鐘就售出了55000個(gè)，成為全網(wǎng)斷貨王。大多數(shù)盲盒消費(fèi)者都是18-35歲之間的年輕人。

According to The Paper, blind box toys are popular in part because of their cute appearances. The typically cute cartoon figurines come in miniature sizes, making them suitable for display almost anywhere.
據(jù)澎湃新聞報(bào)道，盲盒玩偶備受歡迎的原因之一是它們可愛(ài)的外表。這些以可愛(ài)作為特色的卡通小人偶個(gè)頭迷你，幾乎可以在幾乎任何地方擺放。

Even if blind boxes are not their top choice for decorations, the mystery and uncertainty of the process also attracts people. It’s the dominant reason why people buy blind boxes one after another.
即便盲盒并非是大家裝飾的首選，開(kāi)盲盒時(shí)的神秘感與不確定性卻讓人欲罷不能。這便是人們買盲盒買到停不下來(lái)的主要原因。

“Fear of the unknown is always a part of the box-opening process,” said Miss Cao, 24, who lives and works in Shenyang. Speaking to Sina News, she said: “Until you open all the boxes, you cannot know what it is inside.”
“開(kāi)盒的過(guò)程中，心里帶著未知的緊張，”24歲的沈陽(yáng)女孩小曹表示。在接受新浪新聞采訪時(shí)，她表示：“不打開(kāi)所有的盲盒，你是不會(huì)知道里面都有些什么的?！?/font>

Opening a blind box is a delightful little surprise for our mundane daily lives, something small but fun to wait for each day, week or month. When people open this simple little box, they may be disappointed, but the uncertainty is part of the fun. People will open more blind boxes and hope for a better outcome.
在我們平淡無(wú)奇的日常生活中，開(kāi)盲盒是個(gè)令人開(kāi)心的小驚喜，這件小事成了每天、每周或者每月都值得期待的樂(lè)趣。當(dāng)人們打開(kāi)這個(gè)小小的盒子時(shí)，他們或許會(huì)感到失望，但這種不確定性正是其中的樂(lè)趣所在。人們會(huì)打開(kāi)更多盲盒，期待得到心屬之物。

When someone re-makes Forrest Gump, don’t be surprised if he says, “Life is like a blind box ...”
如果有人翻拍了《阿甘正傳》，把臺(tái)詞改成了“生活就像一個(gè)盲盒……”，也就不足為奇了。

(Translator & Editor: Wang Xingwei AND Luo Sitian)
http://www.cycjq.cn/story/3458.html