The market for "trading card games / collectible cards" (TCG/トレカ), featuring anime characters or athletes for collecting, trading, or battling, is currently experiencing explosive growth. According to statistics from the Japan Toy Association, the market size has been steadily climbing, with domestic sales in Japan projected to exceed 300 billion yen in fiscal year 2024.
Beyond the increasing number of IPs launching their own card games, the recent "oshi-katsu" craze – the act of passionately supporting one's favorite characters or idols – has further fueled the competitiveness of these cards, whether they're for battling or just collecting.
What was once a male-dominated "trading card game / collectible card" culture has seen a massive expansion of its market base in recent years, drawing in more and more female players, families, and even tourists who have become significant contributors. Amidst this boom, the Haikyuu!! TCG, a game beloved by female fans, announced its revival after a seven-year hiatus, sparking an enthusiastic response.
Mr. Hitoshi Tominaga of "MINT," a chain of 26 card specialty stores across Japan, remarked, "Ever since the demand for at-home activities surged during the pandemic, sales have grown year after year. This year, we're even seeing about 1.5 times more sales than last year." He noted that the stores sell two main categories: athlete collectible cards and anime/game character TCGs, with demand for both rising significantly. A particularly striking change in recent years has been the rapid increase in "female players," "family players," and "foreign tourists."
"Before the pandemic, we hardly saw any female customers, but now there's a noticeable increase. On weekends, we also host children's tournaments, and the entire store is packed with families. Plus, with the high popularity of Japanese IPs overseas, foreign tourists come to shop, with some even spending nearly a million yen on cards in a single visit!"
In the past, TCG stores often carried the impression of being "otaku spaces," making it difficult for women or casual passersby to step inside. But the pandemic changed that, as people began seeking "hobbies they could enjoy at home." The fun of "collecting cards, battle experiences," and "supporting favorite characters" also attracted many women. Tominaga stated, "Because more female players are coming in, we've also put more emphasis on the cleanliness and design of our store environment. If more shops are willing to improve their services for women, the market should continue to grow."
At MINT, many female customers are in their 20s, purchasing character cards from franchises like "Pokémon," "Detective Conan," VTubers, Sanrio, and Disney for "oshi-katsu" purposes. Now, a considerable number are also diving into card battles, showing significant growth compared to the past.
While the number of IPs in card games is constantly expanding, the player base is also growing considerably. Coupled with the strong affection fans have for collectible-oriented cards, it's highly likely this market will continue to expand and attract diverse new customer segments.
via： oricon news