Rising Stars of Tokyo’s Retail: The Surge of Capsule Toy Specialty Stores

Introduction: The Capsule Toy Phenomenon

Tokyo has witnessed a rapid increase in capsule toy (gachapon) specialty stores, particularly in prime areas like Shibuya and Shinjuku. These stores, emerging in spaces vacated during the pandemic, represent a significant shift in retail trends. Once a sideshow in department stores and arcades, capsule toy machines are now taking center stage, with some stores expanding to encompass entire floors, evolving into full-fledged capsule toy department stores.

Capsule Toys: From Side Attraction to Main Event

‘#C―pla’ in Shibuya, for instance, spans two floors and boasts 1700 machines. Since its opening in February, it has attracted a diverse clientele, including school students and international tourists. Initially seen as entertainment for children, offering low-cost plastic toys or trinkets, capsule toys have recently garnered adult interest. This shift is attributed to nostalgia and the growing intricacy and variety of the toys, some becoming collectible art pieces.

Retail Evolution: Filling the Void

Companies like Toshin from Hokkaido have been instrumental in this retail transformation. Starting last…