📈 Capsule Toy Market Size & Trends in 2025
What’s Trending in Japan’s Capsule Toy Market?
Capsule toys (gachapon) have been growing steadily in Japan and abroad. The combination of character collaborations and exclusive designs continues to capture consumers’ attention. In this blog, we’ll cover the market’s growth, as well as insights for 2025.
■ Market Size Overview
Japan’s capsule toy market has been steadily growing since 2016. From about ¥29.7 billion in 2016, the market grew to ¥45 billion in 2022, and then to ¥65 billion in 2023. The market continued to expand to ¥80 billion in 2024. In 2025, it is projected to surpass ¥100 billion.
The global market has also seen growth, with 2023 global market size reaching around 12.1B USD and 15.9B USD in 2024. In 2025, it’s forecasted to reach approximately 20B USD (~2600 billion yen).
Market Size Trend (Japan)
| Year | Japan Market Size (¥ Billion) |
|---|---|
| 2016 | ~¥29.7 |
| 2022 | ~¥45.0 |
| 2023 | ~¥65.0 (+44%) |
| 2024 | ~¥80.0 (+23%) |
| 2025* | ~¥105–110* (Forecast) |
■ Why is the Capsule Toy Market Growing?
- IP Collaborations: Anime, game, and movie partnerships continue to drive interest across a wide range of demographics.
- Retro Designs: Nostalgic items appeal to both long-time fans and new consumers.
- Adult Collectors: Items with artistic value and collectibility are increasing, appealing to a growing adult market.
- E-Commerce Expansion: Online stores and international distribution have made capsule toys more accessible globally.
■ Capsule Toy Market Outlook for 2025
By 2025, the market is projected to reach ¥105-110 billion in Japan. As demand grows, the product lineup will diversify, with more collectible items, character goods, and interactive products. Global markets will continue to drive this expansion.
Final Thoughts
We’ve seen a steady increase in inquiries about wholesale capsule toys (gachapon) over the years. As the market grows, demand from both domestic and international sources is increasing. Since manufacturers may have different export policies, feel free to contact us if you’re curious about the availability of capsule toys in your country. Our experienced team is ready to provide the best solutions based on your business needs.