Is Random Merch Really "Evil"? Survey of "Oshi-katsu" Fans Reveals 40% Like Them - Uncovering Essential Issues in Merch Design
Oshicoco Co., Ltd. conducted a survey on random merchandise (blind boxes) among fans. The results showed that while 40% enjoy them, acceptance varies greatly by genre, and a clear preference exists for having 10 or fewer variations.
📋 Article Processing Timeline
- 📰 Published: April 29, 2026 at 02:00
- 🔍 Collected: April 28, 2026 at 17:31
- 🤖 AI Analyzed: April 28, 2026 at 19:56 (2h 24m after Collected)
■ Background of the Survey
Recently, negative voices regarding random merchandise have become common on social media. Our "Oshi-katsu Support Media Oshicoco" also receives various opinions daily about random goods.
However, as a company specializing in fandom, we want to point out that "it is also a fact that some fans purely enjoy the randomness."
_____ Is it really just about "hating" it?
_____ Are there deeper and more complex reasons for both liking and disliking it?
As the "company that understands 'Oshi-katsu' best in the world," we decided to conduct this research project to find out.
■ Survey Overview
■ Survey Period: April 21 - April 23
■ Valid Responses: 165
■ Survey Media and Targets
Fans who follow "Oshi-katsu Support Media Oshicoco" on Instagram.
■ Respondent Demographics
Teens (61%), Early 20s (16%), Late 20s (13%)
■ Main Fandom Genres
2D Anime/Characters, Domestic Male Idols, Singers (Utaite), 2.5D, VTubers, etc.
*This survey utilized Oshicoco Co., Ltd.'s research service "Oshipedia."
Approximately 40% found to "Like" Random Merchandise
While "Dislike" was the majority, about 40% of the total responded that they "Like random merchandise." Being a community where core fans gather, many know how to enjoy the thrill of random items, revealing complex emotions that cannot be described by simple likes or dislikes.
Different Perspectives Depending on the Genre
When narrowing down to the top five popular genres with the most responses, we compared the "Like/Dislike" results for random merchandise.
In this survey, while VTuber and Singer fans had about 60% in the "Like" category, over 70% of fans of domestic male idols and 2D anime responded with "Dislike," showing a contrasting result.
Acceptable Number of Variations: 80% or More Say "Within 10 Types"
When asked about the acceptable number of types for random goods, more than 80% of the total revealed they hope for "within 10 types." This suggests that the feeling of fans toward random goods may change once the 10-type line is crossed.
■ Many Voices of Dissatisfaction Regarding Price
In the free-response section asking about "conditions that make random goods feel bad," many comments regarding price were received.
"Random items exceeding 1,000 yen are too expensive. I wish I could choose if I paid an extra 300 yen."
"Acrylic stands with 7 types random for 2,500 yen each is really discouraging."
"If it costs over 1,000 yen for 10 types, it would cost 10,000 yen to complete the set. I hate that."
From these, it can be read that the balance of "Price x Number of Types" is an important decision criterion for fans.
■ Roundtable Discussion Part | 4 Long-time Fans (10+ Years) Talk about the "Reality of Random Goods"
While the first half introduced the quantitative results, based on these findings, we held a serious roundtable discussion with 4 fans with over 10 years of experience to explore deeper insights.
◆ The roundtable discussed the following themes based on the real voices of each genre:
- Reasons for "Liking" or "Disliking" random merchandise
- The issue of why "Random Stuffed Animals (Plushies)" are particularly unacceptable
- Impact of K-POP exchange culture on the evaluation of random items
- The boundary of acceptable variations and price points
- The happy middle ground for both operators and fans
■ Findings from this Survey | The Future of Random Goods and the State of "Oshi-katsu"
Through this survey and roundtable discussion, the fact that became clear is:
Random merchandise is not necessarily "evil" for fans.
In the main article, four veterans with over 10 years of experience discuss real opinions, differences in values by genre, and a "happy middle ground" for operators and fans. Please see the full article for detailed considerations leading to this summary!
Check the full nonte article here ☜
■ Research Service Using the Fandom Community: "Oshipedia"
| What is Oshipedia?
A youth marketing research service provided by Oshicoco Co., Ltd. By analyzing youth insights with "Oshi-katsu x Data," it can be utilized for corporate marketing and product planning.
We collaborate with partner companies in various ways, including "Oshipedia," as well as product planning, collaboration development, and sales promotion support.
Check Oshipedia case studies here.
■ About Oshicoco Co., Ltd.
Companies can also become someone's "Oshi"
Our company operates online stores and media in the otaku field, targeting "Oshi-katsu" women. We also offer otaku planning projects for businesses.
Recently, negative voices regarding random merchandise have become common on social media. Our "Oshi-katsu Support Media Oshicoco" also receives various opinions daily about random goods.
However, as a company specializing in fandom, we want to point out that "it is also a fact that some fans purely enjoy the randomness."
_____ Is it really just about "hating" it?
_____ Are there deeper and more complex reasons for both liking and disliking it?
As the "company that understands 'Oshi-katsu' best in the world," we decided to conduct this research project to find out.
■ Survey Overview
■ Survey Period: April 21 - April 23
■ Valid Responses: 165
■ Survey Media and Targets
Fans who follow "Oshi-katsu Support Media Oshicoco" on Instagram.
■ Respondent Demographics
Teens (61%), Early 20s (16%), Late 20s (13%)
■ Main Fandom Genres
2D Anime/Characters, Domestic Male Idols, Singers (Utaite), 2.5D, VTubers, etc.
*This survey utilized Oshicoco Co., Ltd.'s research service "Oshipedia."
Approximately 40% found to "Like" Random Merchandise
While "Dislike" was the majority, about 40% of the total responded that they "Like random merchandise." Being a community where core fans gather, many know how to enjoy the thrill of random items, revealing complex emotions that cannot be described by simple likes or dislikes.
Different Perspectives Depending on the Genre
When narrowing down to the top five popular genres with the most responses, we compared the "Like/Dislike" results for random merchandise.
In this survey, while VTuber and Singer fans had about 60% in the "Like" category, over 70% of fans of domestic male idols and 2D anime responded with "Dislike," showing a contrasting result.
Acceptable Number of Variations: 80% or More Say "Within 10 Types"
When asked about the acceptable number of types for random goods, more than 80% of the total revealed they hope for "within 10 types." This suggests that the feeling of fans toward random goods may change once the 10-type line is crossed.
■ Many Voices of Dissatisfaction Regarding Price
In the free-response section asking about "conditions that make random goods feel bad," many comments regarding price were received.
"Random items exceeding 1,000 yen are too expensive. I wish I could choose if I paid an extra 300 yen."
"Acrylic stands with 7 types random for 2,500 yen each is really discouraging."
"If it costs over 1,000 yen for 10 types, it would cost 10,000 yen to complete the set. I hate that."
From these, it can be read that the balance of "Price x Number of Types" is an important decision criterion for fans.
■ Roundtable Discussion Part | 4 Long-time Fans (10+ Years) Talk about the "Reality of Random Goods"
While the first half introduced the quantitative results, based on these findings, we held a serious roundtable discussion with 4 fans with over 10 years of experience to explore deeper insights.
◆ The roundtable discussed the following themes based on the real voices of each genre:
- Reasons for "Liking" or "Disliking" random merchandise
- The issue of why "Random Stuffed Animals (Plushies)" are particularly unacceptable
- Impact of K-POP exchange culture on the evaluation of random items
- The boundary of acceptable variations and price points
- The happy middle ground for both operators and fans
■ Findings from this Survey | The Future of Random Goods and the State of "Oshi-katsu"
Through this survey and roundtable discussion, the fact that became clear is:
Random merchandise is not necessarily "evil" for fans.
In the main article, four veterans with over 10 years of experience discuss real opinions, differences in values by genre, and a "happy middle ground" for operators and fans. Please see the full article for detailed considerations leading to this summary!
Check the full nonte article here ☜
■ Research Service Using the Fandom Community: "Oshipedia"
| What is Oshipedia?
A youth marketing research service provided by Oshicoco Co., Ltd. By analyzing youth insights with "Oshi-katsu x Data," it can be utilized for corporate marketing and product planning.
We collaborate with partner companies in various ways, including "Oshipedia," as well as product planning, collaboration development, and sales promotion support.
Check Oshipedia case studies here.
■ About Oshicoco Co., Ltd.
Companies can also become someone's "Oshi"
Our company operates online stores and media in the otaku field, targeting "Oshi-katsu" women. We also offer otaku planning projects for businesses.