The Business Times
SUBSCRIBERS

Weird and cute: Japan's capsule toys see growing fan base

Published Wed, Dec 13, 2017 · 09:50 PM
Share this article.

Tokyo

A TINY replica of an ancient Egyptian sarcophagus and a plastic cat squatting on sushi: just two of the weird-and-wonderful capsule toys that have become a multi-million-dollar craze in cute-obsessed Japan.

The industry is now worth an estimated 30 billion yen (S$357.4 million), with the fastidious attention to detail in the toys appealing to the Japanese sense of precision along with a well-documented love of all things "kawaii" or cute.

BT is now on Telegram!

For daily updates on weekdays and specially selected content for the weekend. Subscribe to  t.me/BizTimes

Consumer & Healthcare

SUPPORT SOUTH-EAST ASIA'S LEADING FINANCIAL DAILY

Get the latest coverage and full access to all BT premium content.

SUBSCRIBE NOW

Browse corporate subscription here