Surprising result from the research! The Top 10 Souvenirs of Japan” that inbound geek customers seriously want to buy!

After the new COVID-19 crisis has settled down this year, Akihabara has become a major tourist destination, attracting an increasing number of visitors. Many foreign otaku who are interested in Japan’s unique otaku culture are visiting Akihabara. What exactly are they looking for when they visit Akiba?　When we began our research, we found some interesting aspects that are slightly different from those of the Japanese.

Westerners are the “yo-kai” crowd, and Asians are the “shoppers”.

We asked Shota Abe, manager of the Mulan AKIBA main store, which has three stores in Akihabara and various other affiliated stores that handle a variety of items including DVDs/Blu-ray discs, books, figures, sundries, trendy items, and adult-related items, and is popular among inbound customers, for information from each store. We then asked him about the “Top 10 Souvenirs of Japan” sought by inbound otaku customers.

–What kind of people, age groups, and countries are most likely to be found in Akihabara today?

The first wave of otaku who flocked to Akihabara was the boom triggered by the popularity of “Densha Otoko” (Train Man) in the mid-1900s. After that, there was a phenomenon called the “Chinese buying boom,” which lasted for about 10 years or so, but the new COVID-19 crisis caused people to disappear from Akihabara, and the Chinese and Koreans were no longer seen. Next came the boom in soft and fluffy “squeeze” and “fidget” toys, which attracted many Japanese children in the younger age groups. There was a time when Japanese children in the younger age brackets flocked to these toys. Then, when the new COVID-19 crisis dawned, the overseas population, which had been holding back until then, came back in droves. It is my sense that the number of inbound visitors is now three to four times that of the Japanese.

The number of Westerners buying anime goods is steadily increasing, with the majority now coming from France and the United States. I have the impression that they are about three times as numerous as Asian visitors. Western customers tend to be in a jovial mood, coming to the store with their friends and enjoying themselves, saying things like, “This is nice,” or “You should buy that. I have the impression that Chinese and Korean customers tend to buy items with a clear purpose in mind, such as “I want the character Fatty that was in the movie Fatty,” and “I want the character Fatty.

A 3,000-yen DVD with a bonus checkered photo can cost tens of thousands of yen!

–Let’s start with No. 10.

In addition to DVDs and other video products, the most popular items are the official photos of the actresses released by the makers. The most popular item by far is the “Sexy Actresses’ Chekki”. They are especially popular among Taiwanese and Asian customers. It seems that some customers are looking to resell them, and it is said that a DVD purchased for 3,000 yen that comes with a cheki as a bonus can sell for tens of thousands of yen overseas. Cheki is basic, Because there is only one photo taken on the spot at the time, they are rare and highly collectible. They seem to evoke the culture of the ’90s and ’00s in Japan, and combined with the admiration for Japanese culture, they seem to have become popular. The Taiwanese are especially keen on them. When events featuring Japanese sexy videos are held in Taiwan, they are very popular.

TENGA is also very popular. Overseas, especially Westerners are not familiar with the culture of masturbators, and some people often peel off the package at the store because they don’t know how to use it (laughs).

–(Laughs) – It has long been said that Japanese porn is very popular in Asia, and it seems that this popularity is alive and well. What will be the next item at No. 9?

Shokugan. Shokugan. Like the “Choco Eggs” that were popular in the past, Shokugan are food products that come with figures and other toys as extras. There are many different types of Shokugan, but the most popular are the slightly more expensive ones that sell for around 900 yen. As for what kinds of omake are selling well, character toys are popular, but the most popular are “Showa Retro” items, which are miniatures of the culture of the high economic growth period and the bubble era.

Products that reproduce Showa-era signboards, black telephones, and the interiors of coffee shops are very popular. Shokugan, which are reproductions of Showa-era ice cream, are also selling well. They are very popular among people of Western descent.’ It seems that the design and coloring of the ’70s and ’80s stick. Perhaps there is a yearning for Japanese culture.

–It is a wonder that “Showa” is appealing to foreigners who have never been to Japan, a world that existed several decades ago.

The most popular lottery. You pay a few hundred yen, draw lots, and get a product that corresponds to the number or symbol in the lottery. The most popular raffles are those of popular works such as “Dragon Ball”.

Three or four years ago, foreigners were not familiar with the Ichiban Kuji Lottery system, and when they saw a prize and said, “Please give me this and this,” I would explain to them that these were the prizes of the lottery. But by the time the new COVID-19 crisis was over and the inbound customers had returned, they had become more aware of the lottery system and understood it. They also understood the promise, like if you buy the last raffle ticket, you get the last one prize, and there was a sense that they were enjoying the raffle.

Recently, I was impressed by an Asian who bought almost all the bags and towels related to Sakura Craypas, an art material familiar to people of all ages, using Alipay payment. It made me wonder if Sakura Crepas designs are reaching foreign countries as well.

–I see that inbound shoppers are still very dynamic in their “adult purchases. And what about No. 7?

It’s the “shadow game” goods. The strongest sellers right now are goods featuring characters from Chinese shadow games such as “Goddess of Victory: NIKKE,” “Hara-Kami,” and “Blue Archive. Although they are Chinese game products, they are also very popular among Westerners. Figurines, character-designed Akusta/Akukey (*short for “acrylic stand” or “acrylic key holder”), can badges, and other standard items are all popular, but what sells the most are snacks that contain extra stickers and chocolate wafers, like the Bicryman chocolates that were popular in the past. It seems to be popular because it is easy to buy character products at a reasonable price.

–Please give us your No. 6 item.

Japanese game-related goods. Nintendo is popular among inbound customers from many countries, not only for the Switch console, but also for its merchandise. Pokemon, The Legend of Zelda, and Mario-related items are especially popular, and amiibo figures that are linked to Switch games sell quickly once they are on the shelves. Plush toys are also very popular.

–Finally, we come to the top five.

The fifth is “retro games. The latest games are popular, but it’s retro games that attract foreigners. At our store, Nintendo retro games such as NES, Super NES, Game Boy, and Game Boy Advance are strong. We have had the retro game fever for a long time, but it seems to be heating up more and more recently.

–I heard from a manager of another store that “games sell as soon as they are put on the shelves” and “they sell even at high prices, so the store prices keep going up regardless of resellers and such. Now, let’s move on to No. 4.

It’s the “special effects” category. The popularity of “Godzilla” related products is overwhelming. They have been popular since the time of “Shin Godzilla,” but “Godzilla-1.0” was well received overseas as well, and their popularity has exploded since “Godzilla-1.0” was released. The most popular genre is visual software. The next most popular genre is video software. Soft vinyl figures are also popular, although we do not carry many of them. Figurines, even those costing several thousand yen, sell like hotcakes because they are much cheaper than in Japan due to the weak yen. There are many popular Godzilla monsters, such as Mechagodzilla, King Ghidorah, and Mothra, but Godzilla is the most popular.

Next in popularity is the “Ultraman” series. The next most popular is the “Ultraman” series, which is highly popular mainly among Chinese viewers. The “Super Sentai” series and the “Kamen Rider” series, which continue to be broadcast on Sunday mornings, also enjoy stable popularity, but I have the impression that “Ultraman” sells five times as much as those genres. It is very popular among foreigners, especially among Chinese. Inbound visitors seem to like monsters.

–I think that’s because monster movies have been a mainstay of Japanese tokusatsu since the Showa period (1926-1989). Now, please give us the third place.

V-tuber goods. V-tuber goods from major companies such as Hololive and Niji Sanji are strong. What is different from Japanese V-tuber fans is that not many people follow them down to the individual. I think that inbound V-tubers are more interested in following the latest trends in Japan and buying goods locally.

–The top three items in the top three were in the most popular categories.

It’s goods related to Japanese anime. The most popular items are the classic Jump series such as “Dragon Ball,” “One Piece,” and “Naruto,” but what is interesting is that inbound shoppers like anime that is 5 to 6 years old, and even much older. In particular, “SLAM DUNK” and “Yu-Yu Hakusho” are very popular, as they are still being developed in the media, with new anime and live-action versions being released recently.

–I had expected that anime would be No. 1.

–I thought for sure that anime goods were in first place. What was the top-ranking souvenir?

The top prize was Senja-fuda,” said Riko. These wooden Senja-fuda, which can be bought at shrines and other places, have been in Japan for a long time, but those with foreign names written in kanji characters, such as “Alice,” “Andrew,” and “Diana,” are selling like hotcakes. I don’t think people understand the meaning of Senja-fuda and how they are treated in Japan, but they are selling overwhelmingly well. I think the deciding factor is that Senja-fuda can only be bought in Japan, and they don’t cost 1,000 yen.

–Please give us a summary.

The inbound visitors to Akihabara are looking for things that were popular in Japan a few years ago. If you give them the latest products as souvenirs, perhaps they will not be impressed. The strength of the Jump series is noticeable, but the Sunday and magazine series such as “Detective Conan” and “Shinkage no Kyojin” are also popular. Robotics, especially “Mobile Suit Gundam” are of course popular, and the recently released “Mobile Suit Gundam SEED” movie is selling well. We don’t handle a lot of Gundam plastic models, but if we stock them, they move well. Air guns are also in great demand.

I feel that today’s inbound otaku customers have the passion that Japanese otaku used to have. They come to our store looking for items that are not sold in their own country, and when they finally find them, they look really happy. Japan is currently lacking in energy, so I am happy to see foreigners showing that kind of enthusiasm.

While seeking the latest in anime and game culture, foreigners are also looking for goods that keep Japan’s legacy alive. If you can capture this, you may be able to win the hearts and minds of your foreign friends and business partners.

Photography and text by Miyu Kurusu Freelance writer. Her main areas of expertise are humanities, social issues, and subcultures, and she is active in reporting and writing articles for magazines, newspapers, the Internet, and other media. He is the author of numerous books.

Interviewed at: Mulan AKIBA main store in the buy-and-sell market

4-21, Sotokanda 1-chome, Chiyoda-ku, Tokyo
03-5298-6055 (10:00 – 21:00, open seven days a week)
URL: https://e-mulan.com/ X ID: @mulanakiba