We have heard of blind box toys, but what about blind box trip to Batam?

Following the blind box craze surrounding the sale of Labubu toys, other businesses have picked up the gimmick to promote their products, from concert tickets and condiments to even travel packages.

In October 2024, EU Holidays travel agency launched the Batam Mystery Blind Box Travel Package, sold at $99 for a two-day trip.

More than 200 people have signed up, which is about three times more than that for the regular package.

European and American Holidays business development manager Lin Songhai told Shin Min Daily News that the blind box package includes round-trip ferry tickets, one night accommodation in a three- or four-star hotel with breakfast, and a guided tour.

Travellers are given the departure date and itinerary before purchasing the travel package, but they are not told which hotel they will be staying at.

Mr Lin said the sense of mystery increases the fun and anticipation of travel, piquing the curiosity of some tourists about exploring the unknown.

The price of Batam ferry tickets increased after the pandemic, so the $99 package gives travellers a more cost-effective option.

Last November, music review website Freshmusic hosted a "blind box show".

Audiences did not know who would be performing, yet all 20 tickets for live viewing sold out within a day. The show also attracted nearly 3,000 online viewers.

Freshmusic founder Chen Yu-neng said it was a good strategy for promoting little-known musicians.

Kewpi, a well-known Japanese seasoning sauce brand, launched a blind box sauce at the end of 2024.

In a box are two bottles, one an existing sauce and the other, a mystery bottle containing oneof the brand's two new mayonnaises.

Previously, Kewpi offered blind box accessories to customers who spend at least $15 on its products.

Brand and marketing manager Yu Siran shared that the brand attracts young people through the blind box concept.

"The blind box concept adds surprise and uniqueness, encouraging customers to try new products while increasing brand awareness."