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Why Are Online Mystery Boxes So Popular? Online mystery boxes are a popular way to introduce customers to new products. These boxes are filled up with surprises that the customers do not know until they open them. Influencers and streamers enhance the thrill-seeking aspect by unboxing videos on YouTube and TikTok. The value of mystery products typically exceeds the purchase price and creates a sense excitement and anticipation for customers. In addition the use of mystery boxes can increase sales and increase