The capsule toy market, which has sparked enthusiasm among adults, is in the midst of its fifth boom. Specialty stores offering unmanned sales surged during the COVID-19 pandemic, and the market has now grown to approximately ¥196 billion, with 917 stores nationwide.
Against the backdrop of pandemic-driven demand, capsule toy specialty stores have proliferated, and the industry is now said to be experiencing its fifth boom. Some observers say purchasing behavior has shifted from conventional impulse buying to buying with a specific item in mind. Tsuzuki Yusuke (都築祐介) has pointed to signs that the boom is becoming overheated.
The capsule toy market was worth approximately ¥196 billion in fiscal 2025, up 39% year on year and approximately 2.7 times its 2022 level. There were 917 capsule toy specialty stores nationwide as of the end of January 2026.
As specialty stores have expanded, the number of manufacturers has grown from fewer than 10 to approximately 70. Around 800 types are released each month, with 25–30 new products launched every day, while the number of stores operated by Nagoya-based ドリームカプセル has grown to approximately 90.