The thrill of unboxing predates the social media trend for watching videos of it. Opening up a box containing new, uniform-compliant school shoes can be as exciting for a child as unwrapping a birthday present. Despite their future being clear—several seasons’ worth of scuffing before they start to pinch—for a moment those shoes are spick-and-span, perfectly arranged and full of promise. Recently, this thrill has taken an odd twist: There are currently more than 100, 000, 000 videos on YouTube featuring people opening products and packages. The first video described as an “unboxing” (item: a Nokia cell phone) was uploaded in 2006. Since then, these videos have come to serve as reviews, relaxation aids and a glimpse of a life less budget-strapped—sometimes all at once. Content ranges from people opening up the latest phone or multimedia release, to luxury fashion This story is from Kinfolk Issue Forty-Two Buy Now Related Stories Arts & Culture Issue 42 Anna Wiener Anna Wiener was on the path to Silicon Valley success. Then she pivoted. Allyssia Alleyne charts the making of a tech-skeptic. Arts & Culture Issue 42 Influencers Anonymous Instagram content creators answer a short survey about the influencer industry. Arts & Culture Issue 42 Crazy Busy There’s no rest for the aspirational. Arts & Culture Issue 42 The Goal Keepers Not your therapist, not your friend: What accounts for the remarkable rise of the life coach? Arts & Culture Issue 42 Torrey Peters The Detransition, Baby author is living her best life. Arts & Culture Issue 42 Trash Talk On wish-cycling and wishful thinking.