Key Facts
• Capsule toy stores like “Gacha Gacha no Mori” emerged in 2017.
• Capsule toy market projected to reach ¥140 billion in 2024, a 20% YoY increase.
• “Gacha Gacha no Mori” stores feature 600–800 machines, with some exceeding 2,000.
• Capsule toy prices have risen from ¥200 to ¥300–¥500, with higher quality.
• Monthly, 600–700 new capsule toy products are introduced.
• Operator Lulua Arc was acquired by Orix in April 2025 to boost growth.
• Capsule toys now cater to diverse demographics, including “adult women” and families.
• Stores emphasize “experience consumption” through browsing, interaction, and surprise.
• Capsule toy stores are expanding into shopping malls, downtown areas, and standalone locations.
• Lulua Arc’s roots trace back to 1958 as a vending machine operator.
Summary
The capsule toy market, once a niche for children, has evolved into a booming industry appealing to all ages. “Gacha Gacha no Mori,” launched in 2017 by Lulua Arc, revolutionized the concept by creating staffed, specialized stores with up to 2,000 machines. The market is projected to grow 20% year-over-year, reaching ¥140 billion in 2024. Capsule toys now offer high-quality, diverse products priced between ¥300 and ¥500, attracting families, students, and especially adult women. Monthly product launches and the thrill of discovery drive repeat visits. Lulua Arc’s acquisition by Orix in 2025 aims to accelerate store expansion and operational efficiency. The focus on “experience consumption”-browsing, surprise, and social interaction-has transformed capsule toys into a modern retail phenomenon.
