The Growing Popularity of Capsule Toys Among Young Adults in Japan

In a recent study conducted by Cross Marketing, a leading marketing research company based in Shinjuku, Tokyo, it has been revealed that capsule toys are increasingly popular among people aged 20 to 30 in Japan. The survey, part of their 2025 Capsule Toy Research, included responses from a diverse demographic across the country, showcasing a growing fascination for these collectibles.

Rising Market Trends

According to the Japan Capsule Toy Association, the market for capsule toys is projected to reach approximately 141 billion JPY by 2024. This continuous growth is largely attributable to the appeal of capsule toys that transcends age boundaries, attracting both children and adults alike. People are taking notice of the broader cultural significance of these toys, especially as they relate to beloved anime and video game characters.

Survey Statistics

The findings indicate that 33.4% of respondents expressed interest in capsule toys, while 52.7% confirmed they have made a purchase. The data indicates that young adults demonstrate a significantly higher engagement with capsule toys compared to other age groups, both in interest and purchasing experience.

Preferred Purchase Locations

When it comes to purchasing locations, the survey revealed that 76.6% of respondents bought capsule toys from supermarkets, shopping malls, and department stores, indicating that these everyday venues are the most popular spots for collectors. In contrast, capsule toy specialty shops and leisure facilities like game centers accounted for only about 20% of purchases.

Spending Habits

Interestingly, when asked about the highest amount spent on capsule toys in a single purchase, half of the respondents indicated they spent less than 500 JPY. However, younger adults in their 20s to 30s reported spending an average range of 1,200 to 1,400 JPY, which is notably higher than other age demographics.

Most Desired Genres

Among the categories of interest, characters from anime, manga, and games topped the list at 25.5%. Following closely were nature-themed toys at 12.4% and practical items at 11.7%. This suggests that a significant portion of capsule toy enthusiasts are particularly fond of obtaining collectibles that feature their favorite characters, which enhances their personal connection to the items.

Perceptions of Capsule Toys

When asked about their thoughts on capsule toys, the top three sentiments expressed were that the current quality is high, a feeling that buying them can sometimes be viewed as frivolous, and a belief that adults can fully enjoy them too. Respondents appreciated the thrill of not knowing what they would receive, emphasizing the excitement and anticipation involved in the purchasing process.

Conclusion

The emerging trends in the capsule toy market reflect a strong and growing engagement, especially among younger adults who relish the connection to pop culture through these collectibles. With high-quality designs and diverse offerings, capsule toys are positioned not just as children's playthings but as legitimate collectibles appealing to a wider audience. Future surveys and trends will likely continue to demonstrate the evolving landscape of this vibrant market.

For more insights on this study, you can download the detailed findings from Cross Marketing here.

About Cross Marketing

Founded in April 2003, Cross Marketing Co., Ltd. specializes in marketing research and consultation services. The company is located in the Tokyo Opera City Tower in Shinjuku and continues to lead the market with innovative research techniques in various sectors.