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Its not new thing
But why not buy expensive box full of cheap things from sites like aliexpress :)

It's old. We have, and also in Malaysia have vending machines where you buy a nondescript white or black box in which there's a code for something. You spend usually SGD$5-10 for anything from a dinky cheapo keychain or the grand prize of a new gaming tier laptop and other good stuff. You are more likely to get the dinky cheapo stuff for a ridiculous price than anything.

Magic the Gathering booster packs are basically lootboxes.