Mystery boxes are a new way to promote thrift

Recently, the "leftover food" mystery box has become popular among young people in China. The box refers to the practice of restaurants offering discounted sales of near-expiry or unsold inventory in the form of mystery box online, providing a new approach to sell near-expiry sales to reduce food waste.

Currently, cities like Chengdu, Shanghai and Beijing have online services for selling these mystery boxes.

The Xishi Magic Bag, launched in 2021, is the first mini-program in China dedicated to combating food waste. Through this mini-program, consumers can choose the nearest merchants based on their location, and the types of food sold including baked goods, quick meals, and even Korean and Japanese cuisine.

"There is a Japanese restaurant near my home that sells mystery boxes for 39.9 yuan each. It contains two boxes of sushi and several small boxes of side dishes, which would cost around 100 yuan if purchased at the original price,” said Miss. Li, a consumer living in Beijing. “If I go take my box earlier than others, the staff there will even allow me to choose the sushi I like."

In fact, the concept has been existing for quite a while. In 2015, an app called "Too Good To Go" was launched in Denmark, aiming to create a platform for selling unsold food at discounted prices before closing time. It gained popularity in many European countries.

"When studying abroad, I bought breakfast boxes to save money, and the portion was satisfying," said Zhang Xue, a consumer who had bought the boxes on that app. It not only helps consumers save money but also avoids waste, which is beneficial for both businesses and customers.

With a large population and growth in the catering and retail industries, China has seen near-expiry food gain increasing attention. According to data from iiMedia Research Consulting Group, a professional data-analyzing company, the near-expiry food industry accelerated its development in 2022, with a market size of 33.7 billion yuan. It is estimated that by 2025, the market size will reach 40.1 billion yuan, indicating that the economy related to near-expiry products may transition from a small demand to a new industry trend.

Zhang Yi, CEO and Chief Analyst of the Group, said that with the growing awareness of avoiding food waste and on low-carbon lifestyles, the near-expiry food industry has significant growth potential in the future. However, the promotion of leftover food mystery box should also adhere to the standard of food safety to ensure sustainable development in the long run.

Source: China Consumer News