The Capsule Toy Boom: Why Gachapon Shops Keep Multiplying

Rows of colorful machines, collectors of every age and a market that has grown for years explain why capsule toy shops keep opening.

Published October 26, 2026 at 12:06 PM JST | By Tokyo Paul

Quick answer: Capsule toy shops keep multiplying because the market has grown strongly and adult collectors now buy alongside children. According to Bandai Namco's 2024 integrated report, citing the Japan Toy Association, Japan's capsule toy market reached about 80 billion yen in fiscal 2024, up from about 65 billion a year earlier. Specialty stores with hundreds or thousands of machines are now common in Japanese cities.

Walk through a station concourse or shopping mall in Japan and you will likely meet a wall of capsule toy machines, known as gachapon or gashapon. A few years ago they were mostly a small corner of a toy shop. Today whole stores are filled with them, and the number of shops has risen quickly. This guide explains where the machines came from, what is driving the boom, how a visit works, and how to enjoy the experience as a traveler.

What gachapon means

Gachapon is a playful name that imitates the sounds of the machine: gacha for turning the handle and pon for the capsule dropping out. Bandai's GASHAPON brand explains the name this way, and the same word is used generally for capsule toy machines in Japan. You insert coins, turn the handle and receive a plastic capsule that contains a small figure, charm, gadget or accessory, with the exact item hidden until you open it.

That element of surprise is a large part of the appeal. Each machine usually shows a lineup of designs, and some include rare variants, so many collectors enjoy trying to complete a set.

A short history

Nippon.com explains that capsule toys began in the United States with gumball machines that later dispensed toys, and that the first capsule machines appeared in Japan in 1965. Bandai entered the market in 1977 with its GASHAPON line. Over the decades there were several waves of popularity, including a 1990s wave of full-color toys and a 2012 wave of figurines that spread with the help of smartphones.

The history matters because it shows that the current boom is not a sudden fad. Capsule toys have been part of everyday life for generations, and new products have repeatedly refreshed their appeal.

The numbers behind the boom

Bandai Namco's integrated report, with data to March 2024, cites the Japan Toy Association in saying that the Japanese capsule toy market was about 65 billion yen in the fiscal year ended March 2023 and about 80 billion yen in the fiscal year ended March 2024. By comparison, Nippon.com reported in 2021 that the market was worth about 40 billion yen a year and that Bandai and Takara Tomy Arts together held about 60 percent of it.

In 2025 the Guinness World Records recognized Bandai's GASHAPON as the largest capsule toy brand in the world, and Guinness reported that the brand releases more than 120 products a month. Market figures differ by source and year, so treat them as rough guides to scale rather than exact totals.

Why specialty shops are spreading

The shops themselves are a big part of the story. According to Bandai Namco's report, the company opened 101 GASHAPON Department Stores and 211 Gashapon Bandai Official Shops, 312 in total, in just under four years. The first official shop opened in Tokyo in September 2019, and the first department stores opened in Hakata and Yokohama in August 2020.

Large stores can hold enormous selections. A Bandai Namco Amusement guide published in 2025 lists the Ikebukuro main store at Sunshine City as having about 3,000 machines, and other Tokyo stores with hundreds or more than a thousand each. More shops opened in 2026, including a Bandai official shop with about 300 machines near Asakusa Hanayashiki in Tokyo, which was reported to have opened on March 4, 2026.

Who is buying

Capsule toys are no longer only for children. Nippon.com notes that one maker focused on adults from its start in 2006, expecting fewer children because of Japan's falling birthrate, and its figurines found buyers across generations. Bandai Namco's report says the company promotes products for its mature fan base, which has broadened support across age groups.

Prices are modest. Nippon.com reported in 2021 that most machines cost between 300 and 500 yen, and prices can differ by machine, so check the price on each one before you turn the handle. For many people, the appeal is a small, affordable treat that feels personal.

What makes the capsule hobby fun

A few ingredients explain why the hobby is so sticky. The miniatures are well made and range from food replicas to animals, character goods and tiny tools. The surprise element makes each turn feel like a small game. And the shops themselves have become destinations, with some offering features such as machines that accept empty capsules for points, photo booths and stamp programs, according to Bandai Namco Amusement.

Capsule toys also work as souvenirs. They are light, easy to pack and priced low enough that you can pick up gifts for several people. Some shops carry store-exclusive items, so it can be worth visiting a few different locations.

How to visit like a pro

Bring plenty of coins, especially 100 yen and 500 yen coins, because machines are coin-operated and payment options can vary by store. Look at the sample display on the machine, check the price, and decide how many tries you are willing to make. If you are hoping for a specific design, remember that the result is random, so set a comfortable limit.

Avoid blocking aisles in crowded stores and keep your capsules in a bag. Some stores take empty capsules back in exchange for points, so ask staff what to do with them. Stores in major cities can be busy on weekends and holidays, so weekday visits are easier.

Where capsule toys are going next

The boom is also international. According to Bandai Namco's report, the company had 23 official shops in Asia, 16 in North America and 8 in Europe as of March 2024. It reported that Narita Airport machines had the highest capsule toy sales in Japan, a sign of how popular the toys are among travelers.

Expect continued variety, from collaborations with popular characters to products made with traditional craft techniques. As always, items and prices change quickly, so rely on the manufacturer's and store's official pages for current information.

What to remember

Capsule toy shops keep multiplying because the product is affordable, collectible and enjoyable across age groups, and because specialty stores have turned buying toys into an experience. The market has grown for years, according to industry data, and the story continues in Japan and overseas. For visitors, a few coins and a little curiosity can lead to a delightful souvenir.

Want to go deeper? Tokyo Paul's book Japanese Capsule Toys (Gachapon) is available on Amazon.

Frequently Asked Questions

Why are there so many capsule toy shops in Japan now?

The market has grown strongly, with Bandai Namco's report citing about 80 billion yen in fiscal 2024, and adult collectors now buy alongside children. Bandai opened 312 specialty stores in just under four years, according to the report. Affordable prices, surprise and collectible designs keep customers returning.

How much do gachapon cost?

Nippon.com reported in 2021 that most machines cost 300 to 500 yen, and prices can differ by machine today. Prices are shown on each machine, so check before you insert coins. Bring a supply of 100 yen and 500 yen coins, since machines are coin-operated.

Where can visitors find large gachapon stores?

Bandai Namco Amusement lists large GASHAPON Department Stores in Tokyo, concentrated in Ikebukuro, Akihabara and Asakusa, with the Ikebukuro main store at Sunshine City holding about 3,000 machines. Stores also exist in other cities, and airports have machines too. Check opening hours on each official site.

Keep Exploring

More guides from Tokyo Paul: Gachapon: Japan's Capsule Toy Culture, Gashapon: Capsule Toy Machines in Akihabara and Claw Machines: Japan's Crane Game Culture.