Entertainment and Surprise
The popularity of gashapon machines in shopping malls is largely due to the entertainment value and sense of surprise they provide to mall-goers. This entertainment is reflected not only in the simple and fun operation but also in the anticipation and uncertainty of the gashapon result.
When using a gashapon machine, consumers do not know what kind of toy or item they will get, and this uncertainty makes each turn full of excitement and suspense. Consumers often expect to get a particular favorite style or possibly a limited edition, a rare version, or a hidden version, and the gap between their expectations and the actual result can create a sense of winning.
According to psychological research, when people face unknown results, their brains release dopamine, a neurotransmitter that can produce feelings of pleasure, excitement, and satisfaction. Therefore, gashapon machines can skillfully capture the “expectation-stimulation-satisfaction” cycle in consumer psychology, which makes people willing to keep trying.
Take Japan as an example. As the birthplace of gashapon machines, the local gashapon market has developed very maturely. According to the estimates of the Japan Gashapon Association, by 2019, this market had already reached almost 45 billion yen (about 2.8 billion yuan), and the market is still expanding. These figures reflect the public’s recognition and appreciation for this kind of entertainment. Therefore, after the introduction of gashapon machines in shopping malls, they can easily attract consumers and create a “check-in for fun” effect.
Low Entry Barrier
Compared with other types of spending in shopping malls, gashapon machines have a much lower entry barrier. Generally, gashapon prices range from 5 to 30 yuan. While some rare, limited editions might be priced higher, most gashapon products fall within a range that people can easily afford.
For consumers, gashapon is a typical form of “low-value impulse buying.” Since the amount spent in each turn is not high, people passing by a gashapon machine are more likely to think, “Why not try one?” Imagine walking past a gashapon machine where each turn costs only 10 yuan, and the toys or figures inside are beautifully designed. Consumers would feel that spending 10 yuan for some novelty or to try their luck is completely acceptable.
Additionally, gashapon machines can also leverage “micro-transaction psychology,” where people are more likely to let down their guard and relax when it comes to small-value purchases compared to high-value ones. Repeated small-value transactions can generate considerable revenue. For example, some shopping malls report that a single gashapon machine can generate monthly revenue of 5,000 to 10,000 yuan, and some popular gashapon machines in high-traffic business districts can achieve even higher revenue. Thus, even seemingly inconspicuous small businesses can generate significant income and economic benefits.
Decorative and Traffic-Attracting Function
Gashapon machines are not just merchandise-selling devices but also have high decorative value. Gashapon machines are usually designed with bright colors and unique shapes, making them visually appealing. Shopping malls often place gashapon machines in prominent locations, such as entrances or hallway corners, to serve as eye-catching decorative props.
Placing gashapon machines in these locations can effectively guide foot traffic, increase the mall’s appeal, and enhance interactivity. Gashapon machines easily become a reason for target customers, such as families with children, couples, and young groups, to stop and stay while visiting the mall. For instance, some large shopping malls set up dedicated gashapon zones with dozens or even hundreds of gashapon machines at once, forming a kind of exhibition. This layout not only attracts many consumers to visit and spend but also extends the time customers spend in the mall, thereby driving consumption in other sectors.
The items sold in gashapon machines are diverse, including anime character models, mini versions of everyday items, keychains, badges, blind boxes, and more. They not only have decorative value but can also become small items in consumers’ daily lives or collectibles, further enhancing the impression and goodwill that consumers have towards the mall.
Interactivity and Social Elements
Another important feature of gashapon machines is that they bring interactivity and social experience. Many people find that consumers are often not alone in front of a gashapon machine but participate with friends, family members, or couples. This “group” consumption experience greatly enhances the fun and interactivity of gashapon machines.
For families with children, kids like the simple operation and bright appearance of the machines, while parents enjoy experiencing the gashapon process with their children. For young groups, gashapon machines are not just entertainment tools but also social carriers. People share their gashapon results on social media, show off the items they got, exchange ways to get rare editions, and even engage in secondary trading and swapping. This interaction and social characteristic further increase the popularity of gashapon machines among young groups.
According to statistics from an e-commerce platform, in early 2022, the sales of blind boxes (a consumption mode similar to gashapon) increased by 300% year-on-year, and more than 50% of consumers were between 18 and 35 years old. This shows that young people are very interested in this kind of uncertain consumption experience. And these consumers are willing to share, check in, and spread on social media, further forming a word-of-mouth effect that attracts more people to participate.
Broad Target Audience
Compared to traditional children’s toy-selling devices, gashapon machines have a broader target audience. Although gashapon machines were originally aimed at children’s toys, as the market has developed, the types of gashapon products have gradually diversified and are no longer limited to children’s toys.
The current gashapon content includes anime figures, movie character models, creative ornaments, stationery, and more, meeting the needs of consumers of different ages. Limited editions and rare items linked with popular IPs have also attracted a large number of adult collectors.
According to a market survey, nearly 60% of gashapon consumers are young adults, with the highest proportion being consumers aged 20-35. This age group typically has a certain level of purchasing power, is willing to pay for hobbies, and is more willing to try new things. Therefore, gashapon machines are no longer “toys for children” but have gradually evolved into fun products for a wide range of consumers.
