DistantNews
Support us
🇸🇬 Singapore /Culture & Society

Claw machines in Japan diversify targets by expanding to everyday prizes

From The Straits Times · () English

Summarized and contextualized by DistantNews.

At a glance

News Sources not specified Context piece
  • Claw machine arcades in Japan are experiencing a surge in popularity, expanding beyond traditional toys to offer everyday items like food and toiletries.
  • "Everyday Supermarket" locations feature machines with groceries, laundry detergent, and even near-expiration date food, allowing customers to win essentials affordably.
  • The trend is also visible online, with remote-controlled claw games offering regional specialties, and has expanded into convenience stores and hospitals.

Claw machine games, a staple of Japanese entertainment, are undergoing a significant evolution, moving beyond plush toys and figurines to offer a wide array of everyday necessities and food items. This diversification is fueling a boom in their popularity across Japan.

We use coupons sent to repeat customers to play at a discount.

— A customerDescribing how a family utilizes discounts to play claw machines more frequently.

Arcades like Tama no Kuni in Tokyo have introduced "Everyday Supermarket" zones, featuring 105 machines stocked with goods such as instant curry, packaged rice, laundry detergent, and even drinks. For just 100 yen (about $0.80) per play, customers have the chance to win these essential items. Some locations even provide amenities like microwaves, allowing patrons to consume perishable prizes immediately. Families are reportedly using discount coupons, stacking up bags of snacks and toilet paper, while others appreciate the convenience of winning food items they can use without storage concerns.

The good thing about food is that we don’t have to worry about where to store it or how to use it.

— A pair of womenExpressing their satisfaction with winning food items from claw machines.

The appeal of these "supermarket" claw machines lies in their affordability and practicality. A spokesperson for operator Toyo highlighted that the chance to win daily essentials for a low cost is attracting attention, especially as consumers become more cost-conscious. Winning four bottles of drinks or 12 rolls of toilet paper for a mere 100 yen presents a significant value proposition.

You can get essentials for daily life while having fun. We offer a great deal, and this is attracting attention as people become more cost-conscious.

— Spokesperson for ToyoExplaining the appeal and business strategy behind the 'Everyday Supermarket' claw machines.

This trend extends to the online sphere, where remote-controlled claw games allow players to win prizes delivered to their homes. Platforms like DMM Onkure collaborate with agricultural cooperatives to offer regional specialties and seasonal produce, introducing younger users to products they might not otherwise encounter. The expansion is also evident in physical retail spaces, with convenience store chains like Lawson placing small claw machines in approximately 1,330 stores, including in-hospital locations, where they are reportedly proving popular among patients and visitors.

Both users and companies can easily see the benefits.

— Public relations representativeCommenting on the advantages of online claw games featuring regional products.
DistantNews Editorial

Originally published by The Straits Times. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

More Stories

From Our Blog