Is 'Random Merchandise' Truly Evil? Survey of 40% 'Like' Fans Reveals Essential Challenges in Product Design

Survey Background Recently, negative voices regarding 'random merchandise' (items sold in blind packaging where the specific character cannot be chosen) have become prominent on social media. Our 'Oshicoco' fan support media receives various opinions on this daily. However, as a company dedicated to fan culture, we wanted to highlight that some fans genuinely enjoy the excitement of randomness. We conducted this study to understand the deep and complex reasons behind these feelings as the 'company that understands fan activities best in the world.'

Survey Overview - Period: April 21 - April 23 - Valid Responses: 165 - Target: Followers of Instagram 'Oshicoco' (predominantly 10s and early 20s) - Major Genres: Anime, Characters, Domestic Male Idols, Singers, 2.5D, VTubers, etc. - Service Used: 'Oshi Pedia' by Oshicoco Inc.

Key Findings: 40% Like Random Goods While 'Dislike' is the majority, about 40% answered they 'Like' random goods. Among core fans, many know how to enjoy the thrill, revealing complex emotions beyond simple preference.

Drastic Differences by Genre Looking at the top 5 genres, a contrast emerged. For VTuber and Singer fans, approximately 60% 'Like' random goods. In contrast, over 70% of Domestic Male Idol and Anime fans 'Dislike' them.

Acceptance Limit: 10 Variations Regarding the number of variations, over 80% stated that 'up to 10 types' is acceptable. Exceeding this line significantly changes how fans perceive the merchandise.

Dissatisfaction with Pricing Free-response comments highlighted issues with cost: - 'Random items over 1,000 yen are too expensive. I'd rather pay 300 yen extra to choose.' - '7 types of acrylic stands at 2,500 yen each for a random draw is demoralizing.' - 'If it's over 1,000 yen for 10 types, it costs 10,000 yen to complete. That's what I hate.' These comments show that the balance between price and variety is a critical judgment criterion.

Discussion Panel: Real Talk from Veteran Fans Following the quantitative survey, four fans with over 10 years of experience held a discussion. Themes included: - Reasons for liking/disliking randomness. - Why 'random plushies' are particularly unforgivable. - The impact of K-pop exchange culture on random evaluations. - Boundaries for acceptable quantity and price. - The 'happy middle ground' between management and fans.

Conclusion: The Future of Random Goods The study revealed that random goods are not necessarily 'evil' for fans. Success depends on understanding fandom-specific values and finding the right balance. For more detailed insights, please visit the full article!

About 'Oshi Pedia' Research Service Oshi Pedia is a youth marketing research service by Oshicoco Inc. It analyzes insights using 'Fan Activity x Data' to help companies with product planning and promotion.

About Oshicoco Inc. 'Companies can also become someone's Oshi (Favorite).' We operate online stores and media targeting 'Oshikatsu' (fan activity) girls in the otaku sector. We also support corporate projects through product planning and collaboration development.