Japan recently marked the 60th anniversary of the importation of capsule toys, a niche yet endearing part of Japanese culture. Capsule toys or "Gacha," originally imported and now also produced domestically, have seen an upswing in specialty stores dedicated to these quirky trinkets. The reason behind this increase is believed to be the nostalgic appeal of these toys for the older generation, while also attracting the younger folks with their charm and collectability.

In Japan, Gacha and capsule toys have been integrated into society as both a pastime and collector's hobby for people of all ages. The recently observed rise in specialty stores indicates the market's response to this sustained cultural interest. These toys are not just seen as children’s playthings, but as artistic and collectible items — some of them even increase in value over time.

In the U.S., the closest comparison would perhaps be the traditional gumball or toy vending machines found in grocery stores or arcades, but these have not become the cultural phenomenon that Gacha has in Japan. The EU, on the other hand, has similar toy range in the form of Kinder Eggs, but, again, with less cultural influence.