Drop, turn, open — Gashapon are charming capsule toys that have become a beloved staple in Japan and around the world. Today, Gashapon machines can be found on nearly every street corner, testament to their widespread popularity. Read on to discover the history of these iconic toys, and how Bandai helped revolutionize them.
Globally, Bandai holds the number-one market share in capsule toys. We chatted to their local Capsule & Small Toy Business Department team about Gashapon — you’ll find the factoids they shared with us, sprinkled throughout this article.
A brief history of Gashapon
According to Bandai, the identity of the original creator of the capsule toy remains unknown. However, some sources claim that inventor Ryuzo Shigeta created the first capsule machine and plastic ball in the 1960s. He is said to have been inspired by a desire to improve upon the American model, which only dispensed inexpensive toys and candy. Regardless of the roots, what we know for sure is that in the 1970s, Bandai revolutionized the mini-toys by introducing lots of different collections, therefore making them a mainstay in Japanese contemporary culture.
The name “Gashapon” comes from the sounds of the machine: “gasha” from the handle turning, and “pon” from the capsule dispensing. Part of their appeal is not knowing what you’ll get. The toys quickly became a hit in Japan, first gaining popularity with children. By the 1990s, Gashapon had garnered a strong following among adults, thanks to the rise of anime and video game-themed capsules. Bandai also notes that the growth of specialty stores selling individual character goods helped popularize Gashapon.
The inspiration behind Gashapon
With so many cute — and frankly, weird — Gashapon out there, you might wonder where Bandai gets its inspiration. According to their Capsule & Small Toy Business Department, the product-planning team monitors trends on social media, which is why Gashapon often reflect what’s trending in popular culture. The versatility of Gashapon, turning any character or concept into a collectible, helps fuel creativity as well as their global appeal.
Although Gashapon might seem like something only children or collectors enjoy, Bandai notes that their wide variety appeals to everyone, “from preschoolers to people in their 50s and beyond”. Tourists are often eager to try a Gashapon machine or three, too.
As this special 45th Anniversary Gashapon ad puts it, “You might find answers to various life problems in a Gashapon”, highlighting how these toys are designed to bring joy — and perhaps even offer a bit of guidance!
Another enticing thing about Gashapon is that they are often limited edition. The machines change every month or two, so it’s rare to find the same ones twice. These days, avid collectors, mostly women, create dedicated Instagram accounts to showcase their Gashapon finds to online audiences. In some ways, collecting Gashapon has become a hobby for many — much like collecting blind-box toys.
What types of Gashapon can you get?
There are what feels like endless types of Gashapon. Bandai has its own categories, including “Variety”, “Living Things”, “Collectibles”, and “Kids”. More broadly, here are just some of the types of Gashapon you can find:
- Character-based Gashapon
- Miniature objects
- Animals & creatures
- Figures & statues
- Keychains & accessories
- Puzzles
- Game & toys
- Collaboration & brand-specific Gashapon
As mentioned, there are some things you are always guaranteed to find Gashapon of, including beloved characters like Hello Kitty. Niche and specific things are more likely to only be around for a limited time.
When speaking with Bandai’s Capsule & Small Toy Business Department team about their favourite Gashapon, they mentioned the Machibouke (meaning “always waiting”) series. In these capsule toys, different miniature foods and animals are positioned as if they’re waiting, giving them a quirky yet adorable charm. At the time of writing, a new addition to this series was “waiting bread”, but with a twist — they glow in the dark.
The future of Gashapon
On the topic of revolutionizing Gashapon, when speaking to Bandai about what to expect in the years to come, they mentioned that they release over 100 new products each month, and that they plan “to continue developing capsule toys that bring surprise and excitement”.
In addition to the toys, the vending machines have also undergone some fun alterations. In 2022, Bandai introduced the unique “Flat Gashapon”, which, as the name suggests, dispensed flat items. Then, in 2024, they topped this by releasing their largest capsule yet, measuring a whopping 90cm in diameter.
The Bandai Gashapon store experience
There are 217 dedicated Bandai Gashapon stores across Japan, and there are also a number of stores in the United Kingdom, Canada, and North America. Some stores provide miniature photo studios, where you can snap pics of your Gasha gets with props and such.
One of the most notable Gashapon stores is the Bandai Namco Cross Store in Ikebukuro. Not only does this store feature a cool selection of Gashapon machines, but it also offers other Bandai-related arcade games and entertainment. Part of the fun of Gashapon is browsing the wide variety of machines, searching high and low for the one that speaks to you. Once you’ve received your gashapon, there is a fun, high-tech way to dispose of the plastic capsule.
Bandai has introduced a new way to get Gashapon through Gashapon Online, where you can spin for Gashapon virtually. By scanning a QR code on the machine or entering the product name, you can increase your chances by spinning up to 10 times. After payment, the virtual machine will spin, and you can still experience the excitement of opening a Gashapon by pinching the screen.
Gashapon FAQs
How to get Bandai Gashapon?
The easiest way to get Bandai Gashapon is by going to one of the official shops. You can find these in places like Ikebukuro, Tokyo Solamachi, and Kabukichō Tower, just to name a few. Alternatively, you can buy them online from the Bandai Namco Amusement website.
How much is Gashapon in Japan?
Gashapon range in price, with most being ¥300. More exclusive or premium Gashapon tend to cost between ¥500 and ¥1,500.
While we do our best to ensure it’s correct, information is subject to change.
