Analyzing the rapidly growing interest in Gacha Gacha using data! Introducing cases applied in marketing

Analyzing the rapidly growing interest in Gacha Gacha using data! Introducing cases applied in marketing

Capsule toys, or “Gacha Gacha,” have become popular globally with people all ages for their affordability and collectability, especially in Japan, with the establishment of Gacha Gacha specialty stores. We will analyze the user segment interested in Gacha Gacha and explore how companies can apply it in marketing.


An unprecedented Gacha Gacha craze has arrived

Capsule toys are toys, figures, and miscellaneous items that come in small capsules. They are sold through special vending machines called “Gashapon” or “Gacha Gacha.” The relatively affordable price and how the items you receive are random provide a sense of excitement and stimulate the desire to collect, captivating people. According to the Japan Capsule Toy Association, the market size (based on manufacturer shipments) in the fiscal year 2023 was approximately 115 billion Japanese yen, up 60% from 72 billion Japanese yen the previous year, indicating that the popularity of Gacha Gacha is rapidly growing.

In this article, we analyze the interest groups for Gacha Gacha by focusing on the websites of three leading companies in the capsule toy industry (Bandai Namco, TAKARA TOMY A.R.T.S., and Kitan Club).

The analysis will be conducted using “Dockpit,” an online behavioral analytics tool from VALUES, Inc. that enables users to analyze competitors’ websites and research trends using behavior data updated monthly, all within their browser.

Gashapon (Bandai Namco)

Bandai Namco Holdings, a leader in the toy market, has been selling capsule toys under the Gashapon brand since 1977. The company also operates a “Gashapon department store” with a wide range of Gashapon vending machines and is looking to expand overseas.

Gacha (TAKARA TOMY A.R.T.S.)

TAKARA TOMY A.R.T.S., a consolidated subsidiary of Tomy Company, Ltd., is a well-known Japanese toy company that started manufacturing and selling capsule toys in 1986 and registered the trademark “GACHA” in 1996.

Capsule Toy (Kitan Club)

A company committed to creating products with love, driven by unique ideas and quality found nowhere else. With a distinctive lineup, it stands out from major manufacturers. With highly original products, the company has a presence that sets it apart from major manufacturers and is the creator of “Cup no Fuchiko” (a series of figurines of a small office worker character “Fuchiko-san” that can sit or hang on the rim of a cup), which was a hit, selling 20 million units as of 2021.

Interest in Gacha Gacha surged, with more than 60% of respondents being women

What demographics of users do each of the three websites attract? To begin, we will look at changes in the number of visitors to each website over the last two years.

Number of visits to the Bandai Namco (blue), TAKARA TOMY A.R.T.S. (pink), and Kitan Club (green) websites
Period: August 2022 - July 2024
Devices: PC, smartphone

We found that the number of visitors to all websites has increased. Bandai Namco (blue), in particular, saw a nearly fourfold increase in the number of visitors compared to two years ago.

Next, we will look at the attributes of visitors to each website.

Visitors to the Bandai Namco (top), TAKARA TOMY A.R.T.S. (center), Kitan Club (bottom) websites by gender
Period: August 2022 - July 2024
Devices: PC, smartphone

We found that female visitors accounted for more than 60% of the visitors to all of the websites. Women account for more than 70.5% of the visitors to the Kitan Club website. Typical examples of Kitan Club's work include "Cup no Fuchiko,” “Neko no Kaburimono,” and “Onigiringu.” The fact that all of these items tend to be of interest to women may be a factor in attracting a higher percentage of female visitors compared to other websites.

Visitors to the Bandai Namco (blue), TAKARA TOMY A.R.T.S. (pink), and Kitan Club (green) websites by age group
Period: August 2022 - July 2024
Devices: PC, smartphone

It was found that the percentage of visitors in their 20s and 30s is higher compared to the overall proportion of internet users.

So far, we have examined visitors to the official websites of three popular Gacha Gacha companies. To further understand who is interested in Gacha Gacha, in the following sections, we will examine who is searching for Gacha Gacha-related words. We will define “Gacha Gacha-related searches” as those who have conducted searches that include keywords “Gacha Gacha (written ガチャガチャ),” “Gacha Gacha (written がちゃがちゃ),” “capsule toy,” “Gachapon,” and “Gashapon,” and analyze them.

First, to get an idea of what people are looking for in regards to Gacha Gacha, we look at the top 30 keywords that are frequently searched together with Gacha Gacha-related words, ranked in order of number of people searching.

Keyword combinations for Gacha Gacha (in order of number of people searching)
Period: August 2022 - July 2024
Devices: PC, smartphone

It appears that many people search the internet for where the Gacha Gacha machines are located (indicated in blue in the table above) and Gacha Gacha items of famous and popular characters (indicated in red in the table above). While it is thought that many people are attracted to and use Gacha Gacha while wandering around town, those who are clear about exactly which item they want use the internet to search to check where the Gacha Gacha are installed and the details of the items. These people are likely to be highly enthusiastic about Gacha Gacha.

Many people also search in combination with Disney (indicated in green in the table above). At the Disney Resort (Disneyland and DisneySea), they have Gacha Gacha of original designs that can only be found at the park. These are cute items that everyone, regardless of whether they are Disney fans or not, will want to have. It may be that people are searching into what kind of items they can expect and where the Gacha Gacha machines are installed within the vast grounds of the park.

Is the use of Gacha Gacha an effective marketing strategy?

Case 1: Kura Sushi

Kura Sushi is a famous sushi chain that offers a prize for every five sushi plates. By collaborating with trendy characters for its “Bikkura Pon!” prizes, the company is attracting customers from its fan base. This may be helping increase the awareness around Kura Sushi as well as attract new customers.

This is an example of a collaborative event between Kura Sushi and Chiikawa. The event was a great success. Also, in 2020, the collaboration campaign with “Demon Slayer” led to the highest sales ever on a weekday for all restaurants on the first day it became available. The “Bikkura Pon!” prizes were one of the motivations for customers to visit the stores, and as a result, sales increased. The added entertainment value unique to Gacha Gacha experience of “not knowing what you will get” may also be linked to higher customer satisfaction.

The way in which a company like Kura Sushi has installed Gacha Gacha within its restaurants to improve operations and attract customers is a unique example that is difficult for other companies to imitate. However, it is also true that the introduction of such a system can be a factor that differentiates the company from others and attracts consumer attention. This approach, which leverages popular IPs as a means of attracting customers, is also worth noting.

Case 2: MUJI

MUJI's Gacha Gacha, which was installed exclusively at four Shinjuku stores from 2023, became popular mainly on social media. Familiar items such as its small snacks, drinks, and curry have been made into miniature-sized mascots and masking tapes to sell as Gacha Gacha prizes.

MUJI's Gacha Gacha spread especially through X (formerly Twitter) and Instagram, and when the Gacha Gacha machines were first set up, there were eager customers who waited in line and it was sold out one after another. By limiting the implementation to four MUJI stores in Shinjuku, it can be said that the company succeeded in attracting customers from far away while minimizing inventory risk during the trial.

In addition, the experience of opening a Gacha Gacha prize and the unique items inside the capsules make for great content to share on social media, with nearly 580,000 videos with “#GachaGacha” posted on TikTok at the time this article was written (Auguest 22, 2024). It could be said that MUJI has expanded its engagement on social media using its unique Gacha Gacha.

It is a simple strategy to make a small, cute version of one's own product into a Gacha Gacha, but it was a move that captured the moment of the past few years. As shown in these examples, Gacha Gacha may be considered an effective measure to attract customers and increase awareness of the company.

Summary

In this article, we analyzed the demographic interested in Gacha Gacha and examined the strengths of Gacha Gacha as one of the marketing strategies.

It was found that Gacha Gacha is of interest to a wide range of age groups, especially women, and that most visitors to a company's website are “highly enthusiastic about Gacha Gacha” and actively trying to obtain information regarding them. It may also be said that the implementation of Gacha Gacha by companies can be one of the most effective strategies in addressing the issue around gaining customers and increasing awareness.

We will continue to keep an eye on the Gacha Gacha industry, which will continue to attract even more attention in the future!

About Dockpit

▼Data from Dockpit was used in this case study. Dockpit is an online behavior analytics tool provided by VALUES, Inc., and it allows you to access online behavioral data (updated monthly) via your browser so you can research competitor websites and investigate trends. There is a FREE version of Dockpit, so if you are interested in using it, please register below.

dockpit Get free version

※日本語での記事はこちらをご確認ください

人気急拡大「ガチャガチャ」の関心層をデータで分析! マーケティングに活かした事例も紹介

https://manamina.valuesccg.com/articles/3658

「カプセルトイ」、通称「ガチャガチャ」は、子どもから大人まで幅広い層に愛され続けてきました。小さなカプセルに入っている多様なアイテムは、価格の手ごろさとコレクション性から、今や世界中で人気を博しています。特に、ここ数年で日本では、「ガチャガチャの専門店」ができるなどさらに人気が急拡大しています。本記事では、ガチャガチャに興味を持つユーザー層を分析するとともに、企業においてどのようにマーケティング戦略に活かせるかを考察します!

この記事のライター

Born and raised in the Bay Area, U.S.A, I was fascinated by the different social and purchasing behaviors between Japanese and American consumers. I studied communication for undergrad and international marketing for my graduate studies. My professional background is in bilingual recruitment and Japanese-English translation.

関連する投稿


デビットカードは日本でも覇権を握るのか? 検索者の実態をクレジットカードと比較調査

デビットカードは日本でも覇権を握るのか? 検索者の実態をクレジットカードと比較調査

即時払いで決済を行うデビットカード。キャッシュレス決済全体に占める割合はまだまだ低いものの、利用者や利用場面は着実に増加しており、成長の兆しを見せています。本稿では、そんなデビットカードの検討状況について、キャッシュレス決済カテゴリのマーケットリーダーであるクレジットカードと比較し、今後の市場動向を占います。


2024年人気アニメを振り返る!ヒットを生む「勝ちパターン」とは?

2024年人気アニメを振り返る!ヒットを生む「勝ちパターン」とは?

コンテンツには事欠かない現代ですが、話題を呼ぶ人気作には、どのような「勝ちパターン」が存在するのでしょうか。2024年に放送された新規アニメ「薬屋のひとりごと」「逃げ上手の若君」「怪獣8号」「ダンジョン飯」に、11月に劇場版が公開された「進撃の巨人」を加えて、消費者の関心を調査しました。


2024年トレンド総決算!6つのテーマのマーケティング調査で振り返る

2024年トレンド総決算!6つのテーマのマーケティング調査で振り返る

マナミナでは、国内最大規模の消費者オンライン行動データを活用して、世の中のトレンドを調査しています。2024年もさまざまなトレンドを記事として取り上げてきました。今回は調査記事の総集編として、2024年のトレンドを振り返ります。


キャンプブームはコロナ禍を経て落ち着いたのか? 検索行動データやアンケート調査から市場を考察

キャンプブームはコロナ禍を経て落ち着いたのか? 検索行動データやアンケート調査から市場を考察

新型コロナウイルスの拡大の時期に、キャンプが注目を集め、一大トレンドになりました。日常を取り戻した現在、キャンプブームは下火になっているようにみえます。一方で、キャンプブームが収まったのではなく、人々の生活にキャンプが文化として根付いたという意見もあります。今回は、キャンプブームをデータで分析し、その変遷と現状について考察します。


2024年のトレンドワードまとめ!新語・流行語大賞の「ふてほど」ほか、50-50、新NISAなど

2024年のトレンドワードまとめ!新語・流行語大賞の「ふてほど」ほか、50-50、新NISAなど

パリ2024オリンピックや衆議院選挙が行われた2024年は、どのような1年だったのでしょうか?2024年新語・流行語大賞の分析とヴァリューズで分析した今年1年間の週間検索キーワードランキングから2024年のトレンドを分析しました。


最新の投稿


タイのコーヒーの特徴とは?タイのコーヒー市場の現状やショップを紹介

タイのコーヒーの特徴とは?タイのコーヒー市場の現状やショップを紹介

近年タイではコーヒーブームが起こっています。バンコクには次々と新しいカフェができており、SNS映えする店内だけではなくコーヒーの味にもこだわりを持つカフェが増えています。実際に、起業してカフェオーナー兼バリスタになるのはタイでは一つのトレンドです。 近年、タイのコーヒー市場は右肩上がりに伸びており、タイのコーヒー市場は日本円で1440億円を超えると言われています。 そこで本記事では、タイのコーヒー市場の現状を読み解くとともに、タイでなぜコーヒーの人気が高まっているのかを、タイのコーヒーブームの歴史と共に解説します。


2025年上半期Z世代トレンド予想!Trepo、「ファッション」「グルメ」「コト・モノ」の3部門のランキングを発表

2025年上半期Z世代トレンド予想!Trepo、「ファッション」「グルメ」「コト・モノ」の3部門のランキングを発表

株式会社Creative Groupは、同社が運営するメディア『トレンドメディアTrepo(トレポ)』にて、10代~20代の女性を対象に、2025年上半期のZ世代トレンド予想調査を実施し、結果を公開しました。


ADK MS、「ゲーム総合調査レポート2024」を発表!最新のゲーム市況の把握から、ゲームプレイヤーの行動・心理の分析まで網羅

ADK MS、「ゲーム総合調査レポート2024」を発表!最新のゲーム市況の把握から、ゲームプレイヤーの行動・心理の分析まで網羅

株式会社ADKマーケティング・ソリューションズは、ゲームプレイヤーの心理・行動を分析し、分かりやすく彼らの実態を可視化した「ゲーム総合調査レポート2024」を作成し、公開しました。


スリープテック ~ 睡眠の質とテクノロジー

スリープテック ~ 睡眠の質とテクノロジー

疲労回復、毎日のコンディション管理に必要不可欠な「睡眠」。その睡眠、あなたは足りていますか?最近ではニュースでも多く取り上げられた通り、日本は世界規模での「不眠大国」。実に日本人の平均睡眠時間は経済協力開発機構(OECD)の加盟国33ヵ国の中で最下位とも言われています。そして睡眠はただ眠るだけではなく、経済とも大いに関わりがあるのです。本稿では広告・マーケティング業界に40年近く従事し、現在は株式会社創造開発研究所所長、一般社団法人マーケティング共創協会理事・研究フェローを務めている渡部数俊氏が、良質な睡眠の鍵を解説します。


BtoBマーケティングの成功は"ファクトファインディング"が重要!本質的・潜在的な課題・ニーズを引き出すことが成功のカギ【PRIZMA調査】

BtoBマーケティングの成功は"ファクトファインディング"が重要!本質的・潜在的な課題・ニーズを引き出すことが成功のカギ【PRIZMA調査】

株式会社PRIZMAは、全国のマーケティングコンサルタントを対象に、「BtoBマーケターが始めた方が良いこと」に関する調査を実施し、結果を公開しました。


競合も、業界も、トレンドもわかる、マーケターのためのリサーチエンジン Dockpit 無料登録はこちら

アクセスランキング


>>総合人気ランキング

ページトップへ