Unboxing Hype: When Le Creuset’s Viral Mystery Boxes Came to New Zealand

Le Creuset’s Mystery Boxes, a TikTok phenomenon that has taken the US, Asia and beyond by storm, made their highly anticipated New Zealand debut to celebrate the opening of the brand’s first-ever NZ Outlet store at Mānawa Bay. 

The limited-edition boxes sold out within hours, with queues forming well before doors opened. But the real win was the PR-driven buzz that followed. TikTok’s, Instagram reels and Stories capturing unboxings and in-store experiences spread rapidly, fuelling demand and elevating Le Creuset’s local brand desirability. 

From strategy through to execution, Rise & Shine managed the launch’s PR approach by handpicking media and influencers whose audiences perfectly aligned with the mystery box concept. We invited them to experience the event first-hand, ensuring authentic storytelling and shareable content. The result was influencers being stopped for selfies by fans in the purchase queue, cementing the campaign’s cut-through and reach. 

Bringing global hype to a local market is about more than sales. It’s about creating high-impact, limited-edition moments that drive excitement, exclusivity and loyalty. For Le Creuset, this was a masterclass in combining international trend power with targeted PR to deliver a sell-out success and an enduring brand halo.