Japan’s capsule toy market is booming, attracting not just children but also adults and tourists. Rapid store and product growth and expansion into local cities have become a new highlight in Japan’s retail industry.
TOKYO, JAPAN (MERXWIRE) – Japan’s capsule toy stores have expanded rapidly in recent years. They are no longer a toy paradise exclusively for children. Instead, they attract many adults, families, and foreign tourists to come and experience the “capsule toy specialty stores.” MERXWIRE integrated multiple statistical data and keyword search trends to release the “Japanese Capsule Toy Market Analysis Report,” pointing out that the number of capsule toy specialty stores has exceeded 700, and the market size and the number of new products have increased simultaneously, showing strong growth momentum. The market size is expected to expand in the second half of 2025.
The report pointed out that the increased vacancy rates in urban areas and commercial facilities during the epidemic prompted capsule toy stores to accelerate their expansion. After lifting the blockade, the return of tourists and the assistance of “OSHIKATSU” culture (Which refers to various acts of cheering and supporting idols or stars) further heated the overall market. The diverse character merchandise and limited edition styles have made capsule toys one of the most popular trends among the new generation.
According to the 2024 trend survey released by the Japan Capsule Toy Association (JACTA), the market size of capsule toy shipments will reach 141 billion yen, an increase of 22.6% from 2023 and almost double that of fiscal 2022. Despite a slightly slower growth rate, the market will continue expanding through 2025.
In addition to entering urban business districts in large numbers, capsule toy stores are also expanding into local cities, and more regional stores are expected to open in 2025. Product development is also accelerating, with the average monthly number of new products increasing from approximately 500 in 2023 to 700 in 2024, a growth rate of 1.4 times.
Google Trend statistics show that since 2004, Japanese people’s interest in “capsule toys” has continued to increase, especially during the COVID-19 pandemic, when search popularity has increased significantly. Although search trending declined after the lifting of the lockdown, it heated up again at the end of 2024, and it is predicted that the popularity will continue to rise. The regions that searched for this keyword most frequently include Chiba Prefecture, Akita Prefecture, and Aomori Prefecture. Among them, searches related to Tokyo Disneyland’s capsule toy themes ranked at the top, indicating that they have become a new choice for travel souvenirs to Tokyo Disneyland.
In addition, the popularity of the “OSHIKATSU” culture has also made capsule toys a popular commodity. Many adults are willing to invest money to support their favorite characters and collect limited-edition peripherals through capsule toys. In an era of rising prices, they can enjoy the dual fun of chasing stars and entertainment with a small expenditure. Capsule toys have gradually become one of the life interests that resonates with the nation.
The continued growth of the capsule toy market has added a new, stable, and growth-potential battlefield to Japan’s retail industry. In the future, if businesses can use innovative designs and differentiated business models, they will have the opportunity to stand out in the highly competitive market.
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