From Hello Kitty to CJ Hendry: What our obsession with limited edition finds says about us

If there’s one thing Singaporeans can spot from a mile away, it’s a limited edition giveaway.

Over the years, we’ve seen overnight queues for McDonald’s Hello Kitty plushies, long waits for KFC’s Mofusand collectibles and more recently, crowds flocking to artist CJ Hendry’s flower installation to bring home one of her limited edition blooms. While each craze may look different, they all seem to tap into the same instinct: if it’s exclusive, we want it.

The latest CJ Hendry giveaway sparked conversations online about whether Singaporeans are overconsuming or simply getting caught up in the excitement of owning something that’s free and hard to get.

But according to Lisa Tang, Clinical Psychologist (Australia) and Registered Psychologist (Singapore), there’s far more going on beneath the surface than simply wanting another collectible.

It’s not always about the item itself

Have you ever found yourself wanting something simply because everyone else seemed to have it?

Tang says that’s a perfectly normal response.

“People are naturally drawn to things that feel scarce or exclusive because rarity tends to increase perceived value,” she explains. “When something is available only for a short time or in limited quantities, it feels more special, even if it is not actually necessary.”

There is also the thrill of getting something that’s difficult to obtain.

“There is also a reward element. Getting something ‘free’ or hard to obtain can create a small psychological rush. Often, it is not just about the item itself, but the experience of securing it.”

That may explain why many of us are willing to queue for hours, set alarms for product launches or race to claim limited edition giveaways before they disappear.

For some people, collecting also goes beyond simply owning another object.

“Collecting also brings a sense of identity, meaning or nostalgia,” says Tang. “Owning a limited edition item can feel like participating in a shared cultural moment, rather than simply making a purchase.”

That distinction is important, says Dr Yujie Dong, Assistant Professor at the Wee Kim Wee School of Communication and Information.

From a sustainability perspective, he believes collecting isn’t inherently at odds with mindful consumption.

“Collecting can be a meaningful source of joy when it provides personal meaning, nostalgia, a sense of identity, or connection with others, and when the items are valued and used in a deliberate way,” he explains.

The issue arises when collecting is driven primarily by impulse, trend chasing or social comparison. Instead, Dong says sustainable consumption is about making slower, more intentional decisions that prioritise long term value rather than the excitement of acquiring something new.

How FOMO and social media amplify the collectible craze

It’s one thing to hear about a new launch. It’s another when your social media feeds are filled with friends showing off their latest finds.

From TikTok videos documenting queues to Instagram Stories of people proudly displaying their collectibles, social media has made it easier than ever to feel like everyone else is getting something you’re missing out on.

“FOMO and social media exposure can amplify these behaviours considerably,” Tang explains. “FOMO taps into our natural desire to feel included and socially connected, while social media keeps us constantly exposed to what others are getting, sharing or queuing for. This can create a subtle but powerful pressure to keep up.”

That pressure can sometimes cause us to make decisions more quickly than we otherwise would.

“When something is framed as exclusive and time limited, it begins to feel more urgent and desirable. People are then more likely to act quickly rather than reflect on whether they actually want or need the item.”

Tang adds that research has also linked FOMO and increased social media exposure to more impulsive buying.

It’s also worth thinking about what happens after the hype

While viral giveaways often spark conversations about waste, Dong doesn’t believe they’re inherently the problem.

“I wouldn’t say that viral freebies and limited edition giveaways are inherently intended to create unnecessary waste,” he says.

Instead, he believes they raise bigger questions about how we engage with these events. “When people attend primarily for the chance to obtain something for free, the deeper artistic or cultural intentions behind the event may become overshadowed by the excitement of securing a limited edition item.”

He also encourages people to think about what happens once the excitement fades. Are these items treasured and displayed, passed on to someone else, or quickly forgotten at the back of a cupboard? The answer, he says, is part of a much broader conversation about consumer behaviour, event design and the lifecycle of the products we bring home.

So, are we actually overconsuming?

Not necessarily.

While conversations around overconsumption have become more common in recent years, Tang says collecting itself isn’t something we should automatically view as unhealthy.

“Collecting is not inherently unhealthy; for many people, it is a meaningful and enjoyable hobby.”

Instead, it’s worth paying attention to what’s motivating our decisions.

“It becomes concerning when the habit starts to feel driven by anxiety rather than choice: spending beyond one’s means, buying things that are never used, or feeling distressed about missing out.”

In other words, there’s a difference between buying something because it genuinely makes you happy and buying it because you’re afraid everyone else will have it except you.

“Healthy collecting tends to feel intentional and satisfying,” Tang says. “Overconsumption, by contrast, is often driven by urgency, fear of regret, or the need for a quick emotional lift.”

A question worth asking before your next purchase

Whether it's the next viral collectible, a limited edition collaboration or another giveaway that takes over your social media feed, both experts agree that taking a moment to pause can make all the difference.

Tang suggests asking yourself one simple question: "Do I really want this, or am I just afraid of missing out?"

Dong offers another: "Does having more actually make this experience more meaningful?"
Collecting itself isn't the problem. Rather, it's understanding what's driving the decision in the first place.

If the answer is genuine joy, nostalgia or a meaningful memory, then perhaps that's something worth holding on to. But if it's simply the fear of missing out, it may be worth letting the moment pass.