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Rows of capsule toy vending machines.
Photo: Japan Capsule Toy Association

Capsule toys—small toys dispensed randomly in a capsule—are enjoyed by people of all ages, from children to adults. Thanks to their intricate craftsmanship, these toys are distinctly kawaii and have become popular souvenirs among international visitors to Japan. We spoke with a representative director of the Japan Capsule Toy Association about the history and enduring appeal of these collectible toys.

Capsule toys are small toys enclosed in a capsule, dispensed from compact, dedicated vending machines when a coin is inserted and a lever is turned. Their appeal lies in their palm-sized dimensions, affordable price, the thrill of not knowing what you will get, their collectible nature, and the fun of sharing them on social media—what is often called “popular kawaii.” In addition, unique hit projects, such as collaborations with popular characters and companies, continue to emerge, making capsule toys a driving force in Japan’s kawaii culture.

Capsule toys, which trace their origins to gumball machines that appeared in the United States in the late 19th century, were introduced to Japan in 1965, giving them a history of around 60 years. From the late 1970s through the 1980s, capsule toys featuring anime character erasers became a nationwide craze. By the 2010s, a wide variety of capsule toys, including detailed miniatures of food and everyday items, began to be produced. TSUZUKI Yusuke, a representative director of the Japan Capsule Toy Association, spoke about the development of capsule toys that has continued to this day.

“Capsule toys used to cost around 100円 each, but prices have gradually risen, with the current standard around 400円 and some high-end items exceeding 1,000円. While children still enjoy them, today’s main audience is adults. They are drawn to capsule toys not only for the nostalgia of their childhood, but also for the intricate craftsmanship of the toys, their collectible appeal, and the ease of sharing them on social media. The market has been expanding year by year, and one factor behind this growth was the rise of specialty capsule toy shops during the COVID-19 pandemic, which installed hundreds of vending machines in vacant retail spaces left by stores forced to close.”

Another factor contributing to the market’s growth was the boom in capsule toys as souvenirs for international visitors to Japan, which began around 2016, before the COVID-19 pandemic. Rows of capsule toy vending machines in shopping centers have drawn so much attention that foreign tourists often stop to take photos, and they have now become one of the iconic sights of Japan.

“Capsule toys are small and easy to take home. Japanese miniatures—such as food, everyday items, and traditional goods—along with anime characters, are popular overseas, making them ideal as uniquely Japanese souvenirs. Their intricate craftsmanship is also appreciated as a reflection of Japan’s distinctive quality.”

New capsule toys number more than 700 different types each month. “Series featuring popular characters continue to enjoy strong demand, attracting fans across a wide range of ages, from children to adults.”

It has long been common for popular characters of the time to serve as motifs for capsule toys, but in recent years the range of products has become more diverse. “Increasingly, companies are turning their own products into capsule toys. When consumers share them on social media, they spread organically, serving as a marketing tool that naturally raises the company’s profile,” says TSUZUKI.

Capsule toys unique to Japan continue to evolve, serving as a nostalgic reminder of childhood for adults while being enjoyed across generations. Found throughout the country, these toys offer international visitors a tangible way to experience Japanese culture, and their wide variety of miniature designs and character goods have become beloved kawaii souvenirs.

• 1. The popular manga Chiikawa: Nanka Chiisakute Kawaii Yatsu (“Chiikawa: Something Small and Cute”) by Japanese illustrator Nagano. It was first posted on X (then Twitter) in 2020 and has since been adapted into books and an anime series.

By TANAKA Nozomi
Photo: Japan Capsule Toy Association; KITAN CLUB Co., Ltd. (©nagano / chiikawa committee ©NISSIN FOOD PRODUCTS CO., LTD.); PIXTA

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