Chapter 1: The Capsule Toy Phenomenon

Capsule toy stores are experiencing a surge in Japan. Recent statistics indicate that the market has stabilized at approximately $187 million to $246 million (250億円 to 330億円) over the last twenty years, but it has recently escalated to $336 million (450億円).

I was oblivious to their widespread appeal—especially among adults—until I experienced it firsthand last week. My analysis of the trend can be found at the conclusion of this piece.

On that day, I was meeting a close friend in Shinjuku. We enjoyed a delightful meal at a French restaurant, savoring smoked salmon couscous and blue cheese meat pie. After finishing our coffee, we decided to explore a nearby department store.

I was eager to look for すみっコぐらし (sumikko-gurashi), a collection of adorable characters made by San-X, since my daughter is quite fond of them. To my surprise, I stumbled upon a vast array of capsule toy machines, resembling a vibrant forest.

What on earth were all these machines doing here?! This is supposed to be a trendy area in Tokyo, right?

To me, capsule toy machines have always been a source of annoyance. They often sit at the entrance of conveyor belt sushi restaurants, leading to pointless disagreements with my daughter (no, you won't enjoy that plastic toy for long before you toss it aside!).

However, the machines in Shinjuku looked quite different from what I was accustomed to: miniature barcode scanners, bells reminiscent of those at family restaurants in Japan, and tiny traffic lights. I couldn't help but wonder who the intended customers were.

My insightful friend informed me that she had noticed these newly placed capsule toy machines popping up everywhere, even in her own neighborhood.

"Really? Who actually buys them?" I questioned, still doubtful, but I decided to venture further into this toy wonderland.

The vibrant collection included charming bento toys, faux ice cream, and even plastic Yoshinoya beef bowls! Observing the other customers, I saw girls in school uniforms, a little boy with his father, couples, and individuals—all examining the toys with great interest. "Wow, they really are popular," I admitted.

The Sumikko-gurashi characters were well represented with six machines available. Noticing my hesitation, my friend inserted ¥300 ($2.20) in coins, turned the handle with the familiar gacha-gacha sound—this is how Japanese people refer to these machines—and revealed a cute bear-like character with wings.

Next, it was my turn. I felt a twinge of guilt about the plastic toys, but my friend insisted on gifting the bear to my daughter. One more tiny toy wouldn’t hurt, after all.

We exited the department store with two delightful little figures. On my way home, I pondered why capsule toys are captivating adults nowadays. Several factors contribute to this trend:

• The declining birth rate has led toy manufacturers to target adult consumers.
• Unique items like 'family restaurant bells' have gained popularity.
• The ongoing pandemic has prompted the closure of many retail outlets and increased unstaffed operations.
• While disposable income has decreased due to stagnant wages in Japan, ¥300 remains an enticing price point for consumers.

These elements suggest that capsule toys serve as a symbol of Japan's stagnant economy.

Reflecting on my childhood, I remember a backyard where I played piano with my beloved oversized collie stuffed animal. What about my four-year-old daughter?

Though she is enjoying an English-based education at an 'international' kindergarten, her living conditions are starkly different from mine—she resides in an apartment with a balcony adorned with artificial turf. Her favorite toys are all compact and easily accessible.

This contrast isn't entirely fair, as my childhood home is in a neighboring prefecture while ours is located in Tokyo. Nonetheless, I felt a pang of sympathy for her. I could have chosen a larger home if I had desired, but I opted for a more convenient lifestyle to save money.

That day, my daughter was thrilled with the two Sumikko-gurashi characters. Yet, I secretly promised myself that I would indulge her with a large stuffed animal on our next outing.

Chapter 2: The Cultural Significance of Capsule Toys

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