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UMI

The future of making lasting connections; bridging near field communication technology with empathetic IP design.

Type :

UX, Product, Branding, IP

3D Design

Year :

2025 (Ongoing)

Client :

Personal Project

(Collaborative)

Tools

Figma, Photoshop, Maya, Procreate

INTRODUCTION:

In June 2025, the meteoric rise and sudden oversaturation of the blind-box IP Labubu captured global attention, setting records in both hype and backlash. This sparked our investigation into the broader ecosystem of blind boxes: their psychological impact, cultural role, and environmental footprint. Through in-depth case analysis, readings and primary research methods (surveys/interviews), we identified a set of core issues we believe design can address.


KEY PROBLEMS :

  1. Blind boxes contribute heavily to environmental harm

    • Blind boxes produce large amounts of plastic and packaging waste due to frequent, duplicate purchases.

    • Most are made from PVC or ATBC‑PVC—materials that don't biodegrade and contribute to microplastic pollution.


  2. Blind box IPs often lack depth: minimal lore, simplistic design, weak storytelling

    • A lot of blind boxes rely almost entirely on aesthetic novelty rather than complex characters or narrative, resulting in homogeneous mass IP.

    • Critics point to a lack of compelling backstories and imaginative world-building as a key weakness, despite the popularity of certain brands like Pop Mart.


  3. Supposed social perks don’t translate into genuine connection

    • Blind box communities often encourage social comparison more than genuine connection.

    • Studies show the surprise element boosts perceived value but mainly benefits marketing, not meaningful social bonds.


Problem Statement:

How might we reimagine collectible toys and IP design to foster deeper emotional connection, genuine social interaction, and sustainable consumption? 

Ideation Diagrams

SOLUTION:

UMI is a character IP that merges physical collectibility with digital connectivity. By embedding NFC chips into accessories such as plushies and keychains, UMI creates a seamless link between the physical product and a digital identity app. Users can personalize their UMI, exchange profiles through NFC taps, and store others’ UMI cards in their Apple Wallet or Android equivalent.

Branding:

This project is ongoing! More info coming soon :)