Japan's Capsule Toys Become a Global Business
Tuesday, 2026/08/04170 words3 minutes2026 reads
Japanese capsule toys, often called Gashapon, are becoming a bigger business at home and abroad. A customer puts money into a machine, turns a handle and receives a small toy inside a capsule. The surprise is an important part of the experience.
The toys were once mainly aimed at children, but companies now make many products for adults. Collectors can find detailed miniatures, character goods and unusual everyday objects. The low price and large choice can make the activity feel like a small reward during a visit to a shopping area.
Bandai Namco says the capsule-toy market in Japan grew from 65 billion yen in fiscal 2023 to 80 billion yen in fiscal 2024. The company is focusing its global growth plans on Japan, Asia and North America.
International visitors are also familiar with the machines, which can be found in many public places. The business is built on a simple idea: turning a handle gives people a short moment of surprise and a physical item to keep or share.
