Japan’s Gashapon: Gachagacha Saves China
・The Allure of Capsule Toys Captivates Chinese Adults
・NEW NEW TOWN to Develop the Chinese Market
Summary from an article published by jbpress.
NEW NEW TOWN Stores in China:
Hiroaki Omatsu: Gashapon Critic:
Gashapon is creating an unprecedented boom in Japan.
Currently, there are over 800 gachapon specialty stores in Japan.
Its unique capsule culture has permeated all demographics, from adults to children.
Top 3 Specialty Stores: Surpassing Bandai and Takara Tomy:
1. “Gachagacha no Mori” operated by LuluArc
2. Toshin’s “#C-pla”
3. Dream Capsule’s “Dream Capsule”
In 2024, Daiwa PI Capital acquired shares in Dream Capsule.
In 2025, ORIX acquired Gachagacha no Mori.
NEW NEW TOWN: Brand Objective:
These are themes that this brand is actually working on in China.
1. Transform Japanese “play” into Chinese “culture” and create a city that carries that culture.
2. In April 2022, the first Gachagacha specialty store run by a Chinese company will open in Shanghai.
Number of Gachagacha Stores: Rapid Expansion in Asia:
NEW NEW TOWN aims to open 25 stores in 2025 and 50 by 2026.
1. A Chinese shopping mall similar to Aeon Mall.
2. An area dedicated to anime and manga, known as the “2D Floor.”
3. Open in a space similar to Japan’s Animate and Parco.
Number of specialty stores in China: Around 200
Many have 20-30 gachapon machines set up in a corner of an anime goods store.
1. In other words, China is truly an untapped market for gachapon.
2. NEW NEW TOWN’s staff recognized its potential.
Japan Gachapon Association: Chairman Onoo Katsuhiko:
NEW NEW TOWN’s success in China lies in its ability to do business directly with Japan.
1. New products from Japan can be immediately introduced to China.
2. More than 90% of the products sold are genuine, authentic products from Japanese manufacturers.
3. It is a rare opportunity for Chinese users to experience Japanese gacha.
Popular gacha products among Chinese people:
Anime and game character items account for 80% of sales.
1. Manga series such as “Haikyu!!” and “Crayon Shin-chan” are popular.
2. Plush toys are popular among women.
Japanese people “train and educate Chinese talent”:
1. Young people in China have no experience playing with gachapon machines.
2. They also have no knowledge of sales floor layout or inventory management.
As a result, NEW NEW TOWN sent Chinese new employees to Japan.
They were trained in product display logic, flow design, and how to increase customer traffic at Japanese specialty stores.
“Chinese copycat businesses” won’t work:
Of course, competitors will emerge. The premise is that “they will, of course, be imitated by China.”
Whoever quickly establishes this culture will dominate China’s gacha market.