Sustainability success in China: Turning it into an experience

An example of the heavily discounted discounted dining at the Hilton after 8:30pm. Source: Xiaohongshu

In a market where viral trends can reshape industries overnight, China’s latest consumer craze - leftover blind boxes - is shaking up the food and hospitality sector. Originally an initiative to reduce food waste, the trend has evolved into a new form of smart consumption, driven by young Chinese consumers who are seeking both affordability and experience.

From bakery items and sushi to five-star hotel buffet meals, “leftover blind boxes” have become a sought-after way to enjoy premium dining at a fraction of the price. But beyond the immediate excitement, this trend signals deeper shifts in consumer behavior that Western brands - particularly in food, retail, and hospitality - should pay attention to.

What Are “Leftover Blind Boxes”?

The concept of selling surplus food at a discount isn’t new. It started in Denmark in 2015 with Too Good To Go, an app that allows consumers to buy mystery meal packages containing unsold food at discounted prices. This model quickly spread across 17 countries, with over 80,000 stores participating, helping reduce over 200 million meals worth of food waste.

China adopted this idea in 2022, with platforms like “惜食魔法袋” (Treasure Food Magic Bag) and “米粒盒子” (Rice Grain Box) gaining rapid popularity. However, the Chinese version introduced local twists:

• Flash sales: Consumers have to “抢购” (compete to buy) limited quantities at specific times.

• Social media gamification: Young buyers showcase their “unboxing” experiences on Xiaohongshu (RED), fuelling further interest.

• Five-star hotels joining the trend: Luxury hotels now offer surplus buffet food at just ¥79 ($11), instead of the original ¥200+ price.

Unlike the Western model, which focuses on sustainability, China’s approach blends food waste reduction with affordability and entertainment, making it a powerful social-commerce phenomenon.

Why Are Young Chinese Consumers Hooked?

This trend isn’t just about cheap meals - it’s a reflection of changing economic realities, digital habits, and shifting values.

1. The New Cost-Conscious Consumer

China’s youth are redefining "smart spending". Lower consumer confidence is seeing young professionals strategically cutting expenses without sacrificing quality.

A single blind box purchase can save ¥600 ($85) per month in food costs. As a result, "省钱 (saving money)" has become a trendy lifestyle choice, rather than a sign of financial struggle.

2. Gamification & Social Validation

Blind boxes trigger excitement through randomness - much like the intermittent reinforcement used in slot machines and video game loot boxes. The thrill of potentially scoring a premium meal for cheap makes the experience addictive.

Social media amplifies this further. Xiaohongshu (RED) influencers post their lucky finds, turning leftover blind boxes into a viral shopping challenge. Many young consumers don’t just see it as saving money - they see it as a fun game with rewards.

3. The Sustainability Appeal

China’s "光盘行动" (Clean Plate Campaign), aimed at reducing food waste, has made consumers more environmentally conscious. Studies show that 95% of Chinese Gen Z consumers feel guilty about food waste, making leftover blind boxes an ethical purchase as well as a financial one.

Consumers even label their social media posts with “拯救食物 (saving food)”, reinforcing eco-friendly behaviors as a form of social currency.

Why Are Five-Star Hotels Embracing This Trend?

At first glance, luxury hotels and discount blind boxes seem contradictory. But for five-star hotels, this model solves multiple business challenges:

• Reduces food waste: Instead of discarding high-end ingredients like wagyu beef or seafood, hotels recover costs and minimize waste.

• Attracts new customers: It introduces high-end dining experiences to price-sensitive younger consumers, who may later return for full-price services.

• Drives additional revenue: The hotel industry is recovering from economic slowdowns, and blind boxes help monetize surplus inventory while creating buzz on social media.

Some hotels have even launched “breakfast subscription plans”, allowing non-guests to pre-purchase discounted breakfast buffets, further expanding their consumer base.

The Risks: Not All Consumers Are Happy

Despite its popularity, the leftover blind box trend isn’t without controversy. Some complain of inconsistent quality, having ended up with low-value items like stale bread instead of premium pastries. There are also food safety concerns: Chinese consumers love fresh and closely watch expiry dates across all food and beverage categories. Items nearing expiration may pose health risks if not stored or handled properly. There are also consumers who worry that businesses prioritize maximizing profits over true sustainability.

To address these concerns, some Chinese cities have introduced transparency measures, such as labelling all blind box food with expiration dates and implementing a “return window” for dissatisfied customers.

What Can Western Brands Learn?

Western businesses - especially in food service, hospitality, and retail - should take three key lessons from this trend:

1. Gamify Discounts for Consumer Engagement

Chinese platforms have successfully transformed discount dining into an interactive experience. In many cases, just a simple discount may not be enough to inspire customers who seek excitement such as surprise meal deals (randomized discounted menu items); limited-time flash sales to drive urgency; and social sharing incentives like rewards for customers who post about their meals.

2. Luxury and Affordability Can Coexist

The five-star hotel blind box model proves that high-end brands can play in the affordability space without losing prestige. Brands can offer discounted off-peak dining deals to attract budget-conscious consumers; use blind box offers to introduce new customers to their premium experiences; and create special pricing tiers that maintain exclusivity while expanding reach.

3. Sustainability Should Be Marketed as an Experience

The success of leftover blind boxes isn’t just about reducing waste - it’s about making sustainability fun and rewarding. Brands can offer “rescue meals,” that are discounted, surplus food packaged as an exciting surprise. They can leverage eco-conscious messaging to turn waste reduction into a feel-good purchase decision. Similarly, partnering with social media influencers can showcase sustainability efforts in a way that resonates with younger consumers.

Redefining Sustainability

The leftover blind box craze in China isn’t just about food or sustainability, it’s about redefining value, experience, and ethics in consumption. The intersection of affordability, gamification, and sustainability is a powerful formula that brands can learn from and adapt.

By tapping into the psychology of smart spending, social commerce, and sustainability-driven engagement, businesses can turn surplus inventory into a high-demand product, just like the leftover blind box revolution.