In August, Bilibili added a notice for the Bilibili “魔力赏” (Bilibili Kuji). The notice tries to remind the consumers to make rational decisions before purchasing.
The Bilibili Kuji is an online Mystery Toy Boxes store inspired by the Ichiban Kuji in Japan. Customers can choose from hundreds of boxes and try their luck. The boxes contain several products and are split into four ranks: Legendary, Lucky, Hidden, and Normal. There will be anime figures, next-gen game consoles, the latest iPhone models, etc., in the Legendary ranks. The average price of the boxes is around 10-20 CNY (1.5-3 USD), usually the same price marked for the Normal rank products.
A screenshot of one of the boxes in the Bilibili Kuji shows the users have a chance (0.25%) to get a next-gen game console with a 45 CNY price.
The notice says the Bilibili Kuji provides a shopping experience with entertainment and randomness. The user should make rational purchasing decisions after fully understanding the products and the consumption methods. In terms of service, there is a new line noticing that the Bilibili Kuji will limit the user purchase after specific conditions have been met.
A screenshot of the notice
Many believe it is a response to the criticisms about the Bilibili Kuji in the previous months, claiming it is an online gamble.
In June, a Bilibili user posted about how they wanted to suicide after spending 25,000 CNY (equals 3700 USD) on the Official Kuji in 10 days (Fortunately, they gave up the idea after being convinced by others). The moment shares, they did not get anything worthy for hundreds of yuan but only got over 300 cheap puzzles. It made people discuss “whether the Bilibili Kuji is a kind of online gamble” in no time. On June 18th, the related topic appeared on the top 16 of Weibo’s hot trend list.
A screenshot of the Bilibili Kuji box detail shows there is over a 90% chance to get the Normal rank which is always cheap.
Using the keyword “Bilibili Kuji,” one can find many cases online where people complain that they wasted a large amount of money on the Bilibili Kuji and ended up with tons of useless cheap kinds of stuff. For example, a Bilibili user uploaded a video in 2020 saying they would quit Bilibili after they realized they had wasted 40K on the Bilibili Kuji. Another video shared they got 18 kilograms of useless notebooks after shopping in the Mystery Boxes store. In the comments of those videos, many convinced the user to “quit gambling ASAP.”
A screenshot of a video on Bilibili shows the video uploader spent 10K CNY for a figure priced 1K CNY and still failed to get it.
Source: Weibo