From capsule machines to blind boxes and character lotteries, Japan’s “random merchandise” trend remains strong, with more than 60% of consumers making at least one purchase per month.
TOKYO, JAPAN (MERXWIRE) – Walking through the streets of Japan, capsule toy machines have become a familiar sight. Whether featuring location-exclusive items tied to tourist attractions or popular character merchandise, they consistently draw people in to try their luck. The excitement of not knowing what you will get is what makes these products so appealing.
BANDAI SPIRITS Co., Ltd. recently conducted a survey of 1,032 respondents aged 18 to 59, highlighting current consumer trends in random merchandise. The survey covered six categories, including capsule toys, character lottery tickets, blind boxes, trading card games, and mystery candy and bath products.
The findings show that consumers are motivated not only by the products themselves, but also by the experience. The thrill and anticipation of opening the package play a key role, while getting a favorite character adds an extra layer of satisfaction. While many purchases are driven by the release of merchandise featuring beloved characters, impulse buying—such as spotting items in-store or simply trying one’s luck—also plays a significant role.
In terms of purchasing behavior, 63.3% of respondents said they bought random merchandise at least once a month over the past year, with people in their 30s showing the highest engagement at nearly 70%. Capsule toys remain the most popular category, followed by character lotteries and candy toys. Most consumers purchase between one and five items per transaction, suggesting a casual and controlled spending pattern.
More than half of respondents display their purchases in their rooms, incorporating them into everyday life. Others enjoy the unboxing moment or sharing the experience with friends, while some find satisfaction in fulfilling childhood desires they were unable to indulge in before.
Consumer Aesthetics and Cultural Tourism Society Japan noted that purchasing random merchandise is not just about buying products, but about enjoying a small form of entertainment. In a high-pressure environment, this simple yet surprising consumption experience appears to resonate strongly with many consumers.
Media Contacts:
Consumer Aesthetics and Cultural Tourism Society Japan
PR Agency:
MERXWIRE INC.
Ada Huang
pr@merxwire.com
SOURCE: Consumer Aesthetics and Cultural Tourism Society Japan
