Yutong Zhang

“Coded Surprises: A Symbolic Design Framework for Luxury Accessories Blind Boxes to Activate Chinese Gen Z’s Initial Brand Engagement” explores how luxury brands can transform blind box experiences into meaningful brand interactions for Chinese Gen Z consumers. The study identifies a gap between symbolic storytelling and tactile product experience, proposing a dual-path framework that integrates Symbolic Interactionism and Sensory Marketing Theory. Through narrative inquiry and thematic analysis of Gen Z consumers’ experiences, the research reveals how symbolic interpretation, tactile emotion, and social sharing collectively shape brand engagement. The findings provide actionable insights for luxury brands to foster emotional resonance, authenticity, and community-based co-creation in the digital era.