Spent money in an instant... 'Gacha Shop' Leading the Steps of 'Eoreuni' [Cheongchun Report]

'Ppopgi' Once Considered Exclusive to Children
Regains Popularity Among the 2030 Generation

Capsule toys, commonly known as 'bbopgi' among young people, are gaining popularity. Originally considered exclusive to children, capsule toys have recently attracted attention from the 20s and 30s generation amid the kidult craze. So-called 'adult children' enjoy bbopgi games to collect toys and characters they loved as kids.

'Gacha Shops' Originated in Japan... Also Popular in Korea

Gacha shop located in Shibuya, Tokyo. [Image source=Provided by reader]

The origin of capsule toy machines called 'bbopgi' in Korea is Japan. In Japan, they are called 'gacha shops,' which are stores that gather bbopgi machines where you insert money and turn a lever to randomly receive a toy. The term 'gacha' comes from the Japanese onomatopoeia 'gachagacha (ガチャガチャ),' the clicking sound made when turning the capsule toy machine's handle. Capsules contain various items such as figures, keychains, small toys, and stationery.

Kim (28), an office worker who visited a gacha shop in Shibuya, Tokyo last month, said, "Unlike claw machines, you get a prize 100% of the time when you turn the lever, so I was more satisfied than with claw machines." He added, "Not knowing what prize will come out made it even more exciting. Because it was fun to draw, I ended up spending over 20,000 won."

Although gacha was a culture popular in Japan, it has recently spread in Korea, gaining popularity especially among young people. According to the search volume analysis site Black Kiwi, from the beginning of this month to the 26th, the number of searches for 'gacha' on Naver was about 22,300, a 34.29% increase compared to the previous month. Also, searches for 'gacha shop' reached about 10,000, a 25.96% increase from the previous month. This indicates growing interest in gacha.

Gacha Popularity Linked to Kidult and Small Pleasures Trends

A gacha shop in Jamsil, Seoul. [Image provided by Bandai Namco Korea]

Accordingly, gacha shops are spreading in areas with high foot traffic such as Hongdae Ipgu Station and Jamsil Station. In February, a specialty gacha shop opened in Jamsil, Seoul, attracting attention. This store was the first in Korea opened by the Korean branch of Bandai Namco Group, which operates gacha shop franchises in Japan. In April, a specialty gacha shop also opened at AK Plaza in Hongdae, Seoul.

The gacha craze in Korea is related to the increasing number of kidults. Kidult is a compound word of Kid and Adult, referring to 'eoreuni (adult + child)' who have childlike sensibilities and tastes. It also refers to people who actively consume toys and characters they loved as children even after becoming adults. The Korea Creative Content Agency reported that the kidult market size, which was only 500 billion won in 2014, grew to 1 trillion won in 2016 and 1.6 trillion won in 2020. The agency expects the market size to expand up to 11 trillion won in the future.

Another reason for gacha's popularity is the 'sohwakhaeng' (small but certain happiness) trend that has been popular for several years. It reflects the desire to enjoy small luxuries amid a tough life. Office worker Lee (27) said, "I often play bbopgi because of the excitement of not knowing what will come out and the joy when I get exactly what I want," adding, "Even though life is tough, this moment of playing bbopgi is fun."

Meanwhile, Japanese media analyzed that the gacha shop craze is led by women in their 20s and 30s. The Tokyo Shimbun reported last year, "Currently, the gacha shop craze is led by young women. They place the toys they get against pretty backgrounds, take photos with their smartphones, and upload them on SNS. Gacha is also popular among foreign tourists, and the boom is expected to continue."