Soyy Blog
Insights on branded resale, circular commerce, and the secondhand market.
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The Business of Disappointment: The Hidden Economy Inside a Mystery Box
Pop Mart, Pokémon, and fukubukuro sell products people don't want — and resale is what makes it work.
August 20, 2026 · 11 min read
A World Tour of Secondhand Culture: How Resale Became Global
From mottainai in Japan to ukay-ukay in Manila — how cultures around the world give products a second life.
July 24, 2026 · 8 min read
Resale Is a Brand Strategy: Why You Shouldn't Sit Out the Secondhand Market
Your products are already being resold without you. The case for owning it: margin, data, new customers.
July 9, 2026 · 3 min read
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