Japan’s capsule toy market has surged to a record-breaking ¥196 billion, fueled by the rapid expansion of dedicated capsule toy stores — with more than 200 new locations opening nationwide in just one year as gachapon continues its massive comeback.
According to the Japan Capsule Toy Association’s latest 2025 market survey released on February 19, the domestic capsule toy market reached approximately ¥196 billion (about $1.3 billion USD), marking a 39.0% increase compared to the previous survey’s ¥141 billion. Both the total market value and growth rate exceeded the prior year, setting a new all-time high.
The survey was based on interviews with 41 capsule toy manufacturers and calculated using manufacturer shipment values and suggested retail pricing. The figures do not include capsule toy-style products sold at events or as company promotional items — meaning the actual market size is expected to exceed ¥200 billion when those additional sales are factored in.
A major factor behind the surge has been the rapid expansion of specialty capsule toy stores. As of January 31, 2026, there were over 900 dedicated capsule toy shops across Japan — an increase of more than 200 stores compared to the previous year. This store-based retail model, which became more common around 2021, has now spread nationwide.
The number of capsule toy manufacturers has also grown to around 70 companies, reflecting continued interest and new entrants into the industry. However, entering the capsule machine vendor side of the business remains difficult due to infrastructure requirements, meaning competition for market share is largely concentrated among existing operators.
