Japan's Crane Games Become New Anti-Inflation Craze, Entering Hospitals and Transforming into 24-Hour Supermarkets

(Central News Agency, Tokyo, 14th - Comprehensive foreign report) Japan's crane game industry is experiencing rapid growth, with expanded prize categories and new play locations attracting even previously unengaged customer segments, leading to the emergence of large-scale crane game supermarkets.

According to Japan's Yomiuri Shimbun, at the crane game specialty store 'Everyday Tama no Kuni' in Tama City, Tokyo, a section called 'Everyday Supermarket' is particularly bustling. It features 105 machines stocked with instant curry, microwaveable rice, laundry detergent, and other food and daily necessities, each play costing just 100 yen (approximately NT$20). The store also includes a dining area equipped with microwaves, allowing customers to heat and enjoy their prizes immediately.

A family visiting monthly said: 'We use coupons sent to loyal customers, making it very cost-effective.' Two customers attempting machines with soon-to-expire food items laughed: 'With food, you don't have to worry about storage or usage, which is great.'

Established in December last year, the Everyday Supermarket emerged after a supermarket in the facility closed, prompting consumer demand for a store selling food and daily goods. With luck, customers can win four PET bottles of drinks or a 12-roll pack of toilet paper for just 100 yen. Akinari Kanai, spokesperson for operator Toyo Public Relations, explained: 'Consumers can obtain daily necessities while having fun. Amid rising prices and widespread desire to save money, this “great value” has made crane game supermarkets highly popular.'

'Online crane games,' operated remotely via smartphones or computers, are also seeing strong demand for food prizes. DMM Oncre, operated by DMM.com, has partnered since 2023 with JA Town, the e-commerce site of the National Federation of Agricultural Cooperatives (JA Zenchu). Prizes include Awaji Island onions and Saga beef belly slices, featuring around 60 regional specialties and seasonal agricultural products from across Japan. Prizes won in the games are delivered directly to players' homes.

JA Town's original user base consists largely of middle-aged and older customers, while DMM Oncre primarily attracts younger users, creating an opportunity for younger generations to experience high-quality agricultural products. A DMM Oncre public relations representative said: 'This allows both users and companies to experience tangible benefits.'

Crane games are also gaining popularity in unexpected locations beyond traditional entertainment venues. Convenience store chain Lawson has been placing small crane machines in underutilized store spaces since spring 2024, expanding to approximately 1,330 stores. Yumi Yamaguchi, responsible for the initiative, revealed that machines installed in hospitals have 'received extremely positive feedback.'

Although prizes are typically standard plush toys or keychains, they are highly popular among patients waiting for appointments, hospital staff, and visitors. Lawson's statistics show that by the end of last year, the machine at Hyogo Prefectural Amagasaki General Medical Center had usage rates more than double the average across all stores with installed machines.

According to data from the Japan Amusement Industry Association (JAIA), 'prize games'—games designed to win prizes, represented by crane machines—generated 417.7 billion yen (approximately NT$82.4 billion) in revenue in fiscal year 2024. This is more than double the amount from 2014, ten years prior, and accounts for 70% of total arcade game revenue. The number of machines reached 258,903, about 40% of all arcade machines.

The report analyzes that the crane game boom stems from the 'Oikatsu' (supporting favorite idols or characters) trend that emerged around 2020. Operators introduced rare, high-value Oikatsu merchandise into machines, successfully attracting customers who typically avoid arcades, thereby expanding fan bases.

Hideo Nakamura, president of the Japan Crane Game Association, said: 'Japan's crane games are of high quality, with diverse prizes featuring desirable items. We hope to continue delivering the joy of “winning a prize.”' (Translation: Li Jing / Review: Liu Wenyu) 1150614