Capsule Toys! How the SUZUMO Sushi Machine Met Gacha Culture
Capsule toys, immensely popular with foreign tourists visiting Japan, are now a driving force behind inbound consumption. As indicated by the Japan Capsule Toy Association, Japan's capsule toy market is expanding, and sales floors are bustling not only with Japanese people but also with many international visitors. Once primarily for children, capsule toys have captivated adults with their intricate craftsmanship and unique concepts, forming a massive market. Unique product lines born from corporate collaborations are particularly noteworthy.
Among capsule toy manufacturers, TOYS CABIN Co, Ltd stands out for releasing highly original products to the market. Their strength lies in their commitment to original products and their passion for gimmick toys. According to the president of TOYS CABIN, 90% of corporate collaborations are initiated by the companies themselves, but only 20% of those actually result in a product.
Rather than developing products solely at the request of other companies, TOYS CABIN holds a strong belief that they "want to take responsibility for it as their own product." Even when it's financially challenging, there are cases where they develop products regardless of profit or loss. This uncompromising stance guarantees the quality of TOYS CABIN products. It took several times of trial and error, but finally, the SUZUMO Sushi Machine was turned into a capsule toy.
What ignited the developers' passion at TOYS CABIN was a collaboration with Suzumo Machinery Co, Ltd and its Sushi Machine, which is actively found in service worldwide. Upon seeing the actual machine, the developers were captivated by its precise movements and functional beauty. They strongly felt that they "absolutely had to turn it into a capsule toy."
TOYS CABIN particularly focused on replicating the gimmick of the Nigiri Sushi rotating on a turntable. Reproducing elements like 10 Nigiri Sushi, a hopper where rice is visible, a back lid, and detailed stickers within the limited size and cost of a capsule toy was not easy. Due to the difficulty of developing variations that would require mold changes, they concentrated on color variations and devised ways to appeal to both the corporate brand image and capsule toy users. The Sushi Machine capsule toy comes in four colors.
The product is packed with meticulous attention to detail, including the realistic movements achieved by a cam mechanism, in the expression of rice. It even considered a play feature where flipping the Nigiri Sushi would reveal wasabi, although this was dropped during the planning stage.
Suzumo Machinery Co, Ltd Sushi Machines are used in over 90 countries worldwide. Despite being B2B products, they have significant media exposure and high recognition. As they deal with "sushi," a representative Japanese food, high inbound demand can be expected.
Beyond the Sushi Machines featured this time, the Suzumo Machinery Co, Ltd product lineup also includes various machines such as Roll Sushi Machines, Roll Sushi Cutters, Rice Mixers, and Rice-Serving Machines. These suggest potential for future capsule toy expansions.
Corporate collaborations in capsule toys generate significant power that a single company alone cannot achieve. That makes them an endeavor full of potential for spreading Japanese culture worldwide.
Suzumo Machinery Co Ltd is a JAPAN Forward partner.
Author: Suzumo Machinery Co, Ltd
Suzumo Machinery Co, Ltd is the maker of the Sushi Machine and other innovative food solutions. Learn more about the Japanese maker on its website, https://www.suzumo.co.jp/, and its official Instagram site and YouTube channel.
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