Asia-Pacific

Tokyo Claw Machines Turn Daily Necessities Into Arcade Prizes

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By Ryan Wu/Ted Chen

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Claw machines in Tokyo are no longer just filled with toys and gadgets. As inflation continues to reshape spending habits in Japan, some arcades are stocking their machines with everyday essentials such as eggs, detergent and bags of rice. For consumers facing higher household costs, the machines offer the chance to pick up necessities at a lower price, with an element of entertainment thrown in. Arcade operators say the trend is attracting budget-conscious families who see more value in activities that can also provide take-home goods. Some venues have expanded the number of machines offering household products and food items, while customers report shifting purchases away from convenience stores in search of better deals. Industry executives say the model is encouraging visitors to make dedicated trips to larger arcades, where players can leave with substantial hauls. Analysts say the popularity of necessity-filled claw machines could remain even after inflation eases, as physical retailers continue looking for ways to compete with online shopping.

On the southern outskirts of Tokyo, claw machines once stuffed with toys and gadgets are now filled with eggs, detergent and bags of rice.

It’s a trend linked to the country’s economy. Two-percent inflation rates in recent months have been a shock for a country used to decades of stagnant or falling prices. So as rising costs weigh on households, consumers are now turning to claw machines for necessities.

SUGAI CHIAKI, ARCADE CUSTOMER:
"Up until now, I often bought snacks and that kind of stuff at convenience stores but now I pretty much just get them here."

Some customers see it as just like buying at a discount – with a bit of luck thrown in. And there’s venues that are doubling down on the trend by adapting their entertainment space to meet shopping needs.

TSUCHIYA TERUAKI, SENIOR EXECUTIVE:
"If a family spends 60 US dollars on a day out, karaoke or bowling, the money is gone when the activity is over. But here, you can walk away with items. The impact of rising prices makes them want to choose the option that feels like a better deal."

It’s shifted budget-conscious shoppers' habits. At larger arcades with hundreds of machines, some customers are leaving with massive hauls.

TSUCHIYA TERUAKI, SENIOR EXECUTIVE:
"We view our business model as being similar to companies like Costco or Ikea. The fact that people make a special trip out here to play a lot and win a lot."

Visitors say they’re also having some fun.

SASAKI KATSUHIRO, ARCADE CUSTOMER:
"No matter how it turns out, we can enjoy ourselves, and on top of that, get things cheaply, there's nothing better than that."

Some analysts say the trend could outlast the current wave of inflation, as brick-and-mortar stores do their best to... claw back some profit from online competition.

Ryan Wu and Ted Chen for TaiwanPlus