Japanese adults are going wild for “gacha gacha” capsule toys as “kidults” refuse to give up the hobbies of their youth and specialist megastores proliferate in prime shopping spots.
The market for miniature toys of cute characters, animals and key ring accessories costing ¥300 to ¥400 has more than quadrupled since 2021 to ¥196bn ($1.2bn) last year, according to the Japan Gacha Gacha Association.
The scorching growth defies the dearth of children in Japan, where half as many babies are being born compared with 40 years ago, as adults — especially younger women — indulge in hobbies that had traditionally been seen as exclusively for kids.
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