Thanks to you, VAG is celebrating its 10th anniversary! The second commemorative event has been decided. | MEDICOM TOY
MEDICOM TOY
VAG (VINYL ARTIST GACHA) 10th Anniversary 2 Now Available!
Text by SHINNO Kunihiko | Edit by TOMIYAMA Eizaburo
What Role Has VAG Played in the Current Capsule Toy Boom?
To commemorate this milestone, we look back at the past 10 years, including the origins of VAG and the selection of participating artists, with comments from Tatsuhiko Akashi, President and CEO of MEDICOM TOY.
The Position of VAG in the Current Capsule Toy Market
The VAG series by MEDICOM TOY and Prestige marks its 10th anniversary in 2024. Within the capsule toy market (approximately 140 billion yen domestically), it has established a unique position as a high-quality art toy, offering artist works at a relatively low price for sofubi. It has also successfully differentiated itself from other brands, growing into a leading example of "gacha for adults."
The primary customer base consists of men and women aged 20-40, with a notable increase in female purchasers aged 20-30 in recent years. Cute character designs appeal to women and casual collectors, while monster and creature designs primarily attract male collectors. There is significant overlap with existing fans of sofubi and designer toys, and it also serves as an entry point for collecting.
Its compatibility with "oshi-katsu" (activities to support one's favorite character or idol), which involves collecting favorite characters and sharing them on social media, is outstanding. Diverse ways of enjoying VAG, such as completing collections, taking photos, and custom modifications, are becoming established through social media posts.
VAG is widely available in electronics stores and tourist spots in Tokyo, making it easy for international tourists to purchase, and it attracts significant attention from overseas. Its unique and Japanese-inspired designs are popular as souvenirs for tourists. Overseas fan recognition is growing, and demand is expanding globally.
VAG's 10 Years in Numbers
December 2014
Regular series are generally released four times a year: March, June, September, and December.
Approximately 3 million units
Approximately 250 works (including limited distribution series, VAG BOX, etc.)
Approximately 1,250 items (approx. 250 works x 5 colors each / including limited distribution series, VAG BOX, etc.)
Initially, operations began at 26 Village Vanguard stores (approximately 160 machines). Due to strong sales and positive reception, distribution expanded to Japan Toyzrus, Mandarake, One up., Yamashiroya, and others. Currently, machines are in operation at over 200 locations nationwide (over 100 machines).
Tatsuhiko Akashi, President and CEO of MEDICOM TOY, Discusses VAG
"Initially, Prestige, who was in charge of production for products for which MEDICOM TOY served as the sales agent, approached us saying, 'We're actually involved in capsule toy sales, could we do something?' That's how the idea of artist capsule toys emerged."
"We aimed to create a factor that could further popularize the characters created by sofubi creators, who were gaining momentum as a movement at the time, to a broader audience."
"In the early days, our casting was very intuitive."
"However, as we continued, I realized my own preferences were becoming too dominant, and I thought this wouldn't do. So, at a certain point, I shifted to a more comprehensive approach, considering the opinions of our in-house staff and external stakeholders."
"First and foremost, I strongly feel the broadening range of artists who can participate."
"Many artists who don't have a sofubi background as their primary experience are participating, and I'm realizing anew the material's flexibility. On the other hand, the rising manufacturing costs are a constant concern."
"To put it somewhat poetically, perhaps like a 'touchable medium'?"
"People discover artists through VAG, and then learn about the artists' personalities and activities through social media."
"It would be ideal if things could expand in that way."
Participating Artists
PUNK DRUNKERS
Founded in August 1998 by Oyabun, their core concept is Japanese + Western + Playfulness. Their theme is "UNCool IS COOL." They respect their own worldview and expand beyond apparel with original items that belong nowhere. They first participated in VAG in March 2015 with "Sebastian" in SERIES 2. Since then, they have released "Pochaitsu" and "Samentsu."
An artist based in Tokyo who has released numerous works as a sculptor, leveraging the skills honed as a toy figure modeler. His three-dimensional works, primarily using doll eyes, are active not only in Japan but also in Taiwan, Hong Kong, and the United States. He first participated in VAG in March 2015 with "Rangias," a self-parody of Rangias, in SERIES 2. He has since released works such as "Ranjiron" with Shoko Nakazawa.
A horror game developed by game creator noprops and released for free in 2004. It gained significant attention through game streaming videos on video sites and has led to numerous media mix adaptations. Ao Oni first participated in VAG in September 2015 with SERIES 4. It also appeared in SERIES 13 released in December 2017 and SERIES 27 released in June 2021.
A figure brand by HAKURO, an illustrator/sculptor based in Fukuoka, themed around exploration robots made by a fictional company. HINOMOTO HEAVY INDUSTRIES first participated in VAG in June 2019 with "Denshi Kodako" in SERIES 19. Instead of simply downsizing their representative work, "Marine Exploration Robot Denshi Tako No. 3," they redesigned it into a marine exploration robot that leverages VAG's small size. They have since released "Denshi Kousagi" and "Denshi Koneko."
A brand by Kounosuke Chishima, an illustrator/three-dimensional artist who handles illustration, character design, logo creation, and capsule toy planning. His representative works include "Kimagure Nekozukin," "Nyamaboko," and "Teruteru Bou Zoo." He first participated in VAG in June 2020 with "Nezumi no Chucchu" in SERIES 23. In December 2022's SERIES 33, he released "Komori Kaiju Kopatapan," a cute bat character.
An independent sofubi manufacturer composed of Teppei Fujime, who handles design, sculpting, and painting for the main series lineup, and Kaori, who handles custom painting. They began producing sofubi in 2021. GYAROMI first participated in VAG in December 2023 with "Cthulhuoid," a monster lurking in the down, in SERIES 37. In May 2025, VAG SPECIAL GYAROMI, consisting of "Cthulhuoid Ikari," "Oid Killer," "Tamamo Oid," and "Voidon," is scheduled for release.
Sculpting: (A)(C) Yōhei Kaneko, (B) T9G, (D) PERFECT-STUDIO, (E) Kounosuke Chishima, (F) GYAROMI
Size: Approx. 60mm each
Release Date: Scheduled for May 2025
Price: ¥500 each (tax included)
Inquiries & Sales: Prestigewww.prestage.co.jp
Planning & Manufacturing: MEDICOM TOY
©️ STEAK CO.,LTD. All Rights Reserved.
©️ T9G
©️ LiTMUS / noprops
©️ HAKURO
©️ c-toy's
©️ GYAROMI
To commemorate the 10th anniversary of the "VAG (VINYL ARTIST GACHA)" series, launched in 2014, the second installment of the event, held last December to great acclaim, will take place at Keio Department Store Shinjuku in Tokyo. Visitors can enjoy popular VAG series and special 10th-anniversary editions, alongside an exhibition of past series and a lottery sale of special edition sofubi by renowned artists.
Keio Department Store Shinjuku, 2F Event Space (Near Duty-Free Counter Entrance)
Display of past VAG series and release of "VAG 10th Anniversary 2"
Period 2: May 29 (Thu) - June 10 (Tue)
Keio Department Store Shinjuku, 2F B1F on the Corner
In addition to the series displayed during Period 1, a sales corner will feature a lottery for special edition sofubi and merchandise from participating artists.
Kiriko Arai, artisan toy, UAMOU, OBBOGI, KAMAKIRI, GYAROMI, Konatsuya, Shishimaru Momo, Shimomoku, 11BANCHI, Shin-san, Studio LILLI, SpiralToys, Space Saku, Norika Serino, turn_UP_toys, Saki Takita, Kounosuke Chishima, Tsukune N' Toy, Tsukumo Kame, D-ATTACK, Teresha, TOY FIELDS, nekorat, Norazuya, Bird Ark, PUNK DRUNKERS, Hikari Toys, B-The-U, Kahori Hinata, MAIYA, Mijworld, MILKBOYTOYS, MIROCK TOY, Moukoyama, YASUYUKI KOBAYASHI, YUUKI DAY DREAMER, LEO Sofubi Boya
Business Hours: 10:00 AM - 8:30 PM (Sundays and holidays until 8:00 PM)
MEDICOM TOY User Support
Tel. 03-3460-7555