Japan is a country overflowing with imagination when it comes to developing formidable consumer strategies. For all pop culture enthusiasts, the ガシャポン (saxophones), these vending machines dispensing capsules containing random products, are a veritable goldmine at low prices!
History of ガシャポン
First appearing in the Japanese archipelago in the 1960s thanks to Ryuzo Shigeta (also known as Gacha Gacha Ojisan, or Grandpa Gacha), gacha machines are now a true institution. The principle is simple: you insert between 200 and 500 yen (in 100 yen coins) into the machine, turn the crank ("« gasha »(turns the crank) until the capsule falls into the receptacle (« pon !» says the capsule). As you will have understood, the name ガシャポン is a portmanteau word resulting from the contraction of these two onomatopoeias.
The principle of ガシャポン outside of Japan
If the concept seems familiar, it's because similar machines also exist in France. Remember those enormous pieces of chewing gum you could buy for a small coin in supermarkets? However, let's give credit where credit is due, as this invention is American. The major difference between the Western and Japanese versions (and this is where Ryuzo Shigeta's genius lies!) is the inclusion of capsules that can hold objects and sweets. It might seem like a small detail to you, but for the Japanese, it means a lot!
Figurines, candy, accessories, scale models, and all sorts of other merchandise… that's what you'll find in the kiosks. Of course, you'll find products from iconic franchises (Pokémon, One Piece, Dragon Ball, and Godzilla, among others), but not only that; and it would be impossible to compile an exhaustive list, it would be so long! Since their creation, several billion, even tens of billions of items have been distributed. Some become true collector's items and can increase significantly in value over time.
The ガシャポン madness in Japan
There are currently around 360,000 ガシャポン in Japan: tourist sites, shopping centers, convenience stores, karaoke bars, train stations and even in some restaurants.
For those crazy about the ガシャポン, there is the Gachapon Kaikan. Tucked away in an alley in the Akiahabara district, this is something of a treasure trove of surprise balls. The "Gachapon House" boasts over 400 different machines in a relatively small space. Chewing gum, figurines, keychains… the merchandise is varied, and every month new arrivals refresh the contents of the famous little plastic balls. You can also find some rather rare ガシャポン (gifts) that aren't easily found elsewhere. Add it to your address book for finding Japanese 100% souvenirs!
