In recent years, a new consumer phenomenon has quietly emerged, referred to as "soft gambling". This phenomenon mainly uses mystery boxes, e-commerce platforms, and social casino applications as carriers, attracting a large number of female consumers' attention.

Unlike traditional gambling, "soft gambling" focuses more on the shopping experience and emotional satisfaction rather than purely on monetary stimulation. For example, a young woman shares the process of opening a Bubble Mart mystery box on social media, softly anticipating the cute surprises. This behavior reflects consumers' expectations of the unknown and their desire for cute items.

In contrast, male consumers on the other end are more inclined towards high-value collectibles, such as Pokémon cards. Their goals are more defined, often pursuing specific rare cards. This difference highlights the distinction between "soft gambling" and traditional collecting behaviors.

Data shows that among the user base of "soft gambling" related products, women dominate. The percentage of female users for Pop Mart mystery box toys reaches as high as 75%, with a remarkable repurchase rate of 50%. The proportion of female users on cross-border e-commerce platforms like Shein and Temu is also between 63% and 66%, far higher than the male-dominated Amazon platform. Even more surprisingly, among the active players of the social casino app Slotomania, the proportion of women is as high as 72%.

This consumption model combines shopping therapy and random reward mechanisms to create a unique shopping experience. It differs from the intensity and tension of traditional gambling, instead fostering a relaxed and pleasant atmosphere. This "soft gambling" model seems to align more with the psychological needs of many female consumers, providing them with a new way to pass the time.

However, this consumption trend has also raised some concerns. High repurchase rates and continuous consumption may lead to overconsumption and even create a new dependency. Consumers need to remain vigilant and balance the relationship between entertainment and rational consumption.

As the phenomenon of "soft gambling" continues to develop, it may have a profound impact on retail and consumer psychology. Businesses and market researchers are closely monitoring this trend to better understand and serve this emerging consumer group. At the same time, it also provides us with a new perspective to think about modern consumer culture and gender consumption differences.