[Minami-Aso New Specialty] Cumulative Sales Exceed 10,000 Units! The popular capsule toy "ASO GACHA," which allows travelers to enjoy "the serendipity of travel," expands its installation locations to 5 sites

The community-based capsule toy project "ASO GACHA" in Minami-Aso Village, Aso District, Kumamoto Prefecture, has announced that its cumulative sales have exceeded 10,000 units since its launch in 2025. In response, the number of installation locations, which was previously only one, will be expanded to five sites within the village, including "Shirakawa Spring" and "Shin-Aso Ohashi Observatory Yomulle."

Towels with designs inspired by Minami-Aso are popular, and the variety of goods are well-received for their practicality.

■ Background: Many tourist spots, but no "Minami-Aso brand" souvenirs

Minami-Aso area is blessed with rich tourism resources such as spring water groups nurtured by one of the world's largest calderas, Akaushi cattle, and vast grasslands. However, due to the scattered tourist spots and being often overshadowed by the broader image of "Aso," there was a challenge of having few standard souvenirs unique to Minami-Aso.

Therefore, the "ASO GACHA" project was launched, starting from "Michi-no-eki Asobonosato Kugino," as a plan to rediscover the charm of the region and encourage visitors to tour around.

■ Concept: "Travel memories, with incidental excitement"

ASO GACHA offers not just products, but "travel experiences." Utilizing the characteristic of capsule toys where you don't know what you'll get, the first series featured an "Activity Gacha" with rental bicycle tickets, and the second series offered a "Hot Spring Gacha" in collaboration with the hot spring ryokan association. Currently, the third and fourth series of original goods are recording explosive hits.

"Mimi-pyo Charms," which are often sold out on weekends with long queues, were inspired by observing Akaushi cattle actually grazing. They can also be used as umbrella markers.

■ Initiator: A "hobby-loving" regional revitalization cooperation team member

This project was launched by a member of Minami-Aso Village's regional revitalization cooperation team. He is a "master of hobbies" who deeply loves capsule toys and hobbies, and poured his excellent knowledge and passion into the new field of "local revitalization."

"I wanted to create a reason for people to stop in Minami-Aso, which is the gateway to Aso but often passed through." With this single-minded determination, the "ASO GACHA" project was born, turning the "incidental encounters" unique to capsule toys into a spice for travel.

Mr. Ouchi, former regional revitalization cooperation team member, who planned ASO GACHA

Behind the success were numerous trials and errors.

Although it is now a popular project that sells out every weekend, in pursuit of "quality as a souvenir," there were failures such as manufactured goods not fitting into capsules due to fabric thickness. Through trial and error in selecting materials and folding methods, they continuously strived to "provide added value of over 500 yen."

Initial struggles with "no response"

The first series, "Activity Gacha," initially did not receive the expected response, perhaps because its concept was too novel. However, by picking up user feedback, they shifted to products that more intuitively convey the region's charm, such as "Akaushi cattle" and "tenugui hand towels." By injecting "design appeal that stimulates the desire to own," cultivated through his hobbies, its popularity exploded. The designs for the currently sold "Akaushi cattle" goods were also created by staff members of the Minami-Aso Village Regional Revitalization Cooperation Team. Although free-grazing Akaushi cattle are a common sight locally, the designs were re-evaluated from the perspective of tourists to highlight the value of this "commonplace" sight.

■ Popular Lineup

Akaushi Gacha: Contains charms and keyholders featuring "Akaushi cattle," the symbol of Minami-Aso. Its unique designs have become a hot topic on social media.

Tenugui Gacha: High-quality tenugui hand towels that elegantly incorporate landscapes of Minami-Aso, such as trolley trains, the five peaks of Aso, and spring water groups, into sophisticated designs. Quality as a souvenir was prioritized.

■ Achievements: Sold out on weekends, expanded to 5 locations

The rarity of being "only available here" and the excitement of a 500-yen travel experience captured the hearts of tourists, leading to frequent sell-outs on weekends. Posts like "I'm going to Minami-Aso to complete the collection" have been seen on social media, and cumulative sales have exceeded 10,000 units.

In response to this feedback, installation locations will be expanded to the following five sites:

・Michi-no-eki Asobonosato Kugino (inside the tourist information center)

・Shin-Aso Ohashi Observatory Yomulle (limited edition tenugui available)

・Disaster Memorial Museum KIOKU

・Shirakawa Spring "Matsuriya En-EN-"

・Akaushi no Yakata (Akaushi Gacha only)

■ Future Outlook: Design updates and new projects

Going forward, seasonal designs will be introduced, and further collaborations with local businesses are planned. "ASO GACHA" aims to promote further regional awareness and branding by serving as a hub connecting tourism in Minami-Aso.

[Contact for this matter]

ASO GACHA Project Secretariat (General Incorporated Association Minami