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BANDAI and the Achievements of Gunpla | The Technology and Global Expansion that Created the Japanese Figure Market

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BANDAI and the Achievements of Gunpla | The Technology and Global Expansion that Created the Japanese Figure Market

BANDAI and the Achievements of Gunpla | The Technological Innovations and Global Expansion of a Giant Manufacturer that Created the Japanese Figure Market

The presence of BANDAI and Gunpla is indispensable when discussing the Japanese figure and plastic model market. Since its birth in 1980, Gunpla has sold over 800 million units, and Bandai has captured an overwhelming market share of about 50-67% in the Japanese plastic model market.

Why have Bandai and Gunpla become the center of the Japanese figure market and gained fans worldwide? The answer lies in over 40 years of technological innovation, meticulous quality control, and a global expansion strategy. Unique technologies such as color plastic technology, layered injection, and KPS materials have achieved product quality that overwhelms competitors.

In this article, we will thoroughly explain the achievements of Bandai and Gunpla in the Japanese figure market from four perspectives: history, technology, market share, and global expansion. We will comprehensively unravel the overall picture of Bandai, including figure brands such as S.H.Figuarts and ROBOT Spirits, the grade system of Gunpla such as HG, MG, PG, and RG, and the global strategy that achieved 50% overseas sales.

The Birth of BANDAI and Gunpla - A Revolution in the Japanese Figure Market

The birth of Gunpla brought a revolution to the Japanese plastic model industry. The 1/144 scale RX-78-2 Gundam released in 1980 was priced at only 300 yen, overturning the conventional wisdom of plastic models and shocking the market.

The Shock of 1980 - A Revolution that Started at 300 Yen

In July 1980, Bandai released the 1/144 scale RX-78-2 Gundam for 300 yen. At that time, character plastic models were mainly gimmick-driven, powered by wind-up mechanisms or motors, but Bandai eliminated these and pursued precision as a "scale model".

With the popularity of the anime "Mobile Suit Gundam" (aired in 1979) as a backdrop, Gunpla exploded in sales immediately after its release. The ability to accurately reproduce the mobile suits appearing in the anime at an affordable price captured the hearts of not only children but also adult fans. The price of 300 yen was set at a sweet spot that even elementary school students could buy with their pocket money, greatly expanding the market.

This 1/144 RX-78-2 is still sold today as the "First Gunpla" and continues to be loved by many fans as the origin of Gunpla even after more than 40 years.

The First Gunpla Boom and Social Phenomenon

In the early 1980s, Gunpla caused a boom that could be called a social phenomenon. Released products quickly became scarce, and they sold out as soon as they hit the shelves. The sight of people lining up early in the morning to buy Gunpla was even covered in the news at the time.

This boom was not just a fleeting popularity; it brought structural changes to the Japanese plastic model market. Other manufacturers, seeing the success of Gunpla, began to develop character models from anime and manga as "scale models", rapidly expanding the character plastic model market.

In just the 1980s, Bandai sold tens of millions of Gunpla, solidifying its position in the plastic model industry. The quality and brand image of Gunpla established during this period laid the foundation for the current sales record of over 800 million units.

Market Changes Brought by Scale Models

The biggest change that Gunpla brought to the market was the establishment of a new concept: "character plastic models = scale models". Until then, character plastic models were mainly toy-like products focused on gimmicks such as wind-up mechanisms and transformations, but Bandai eliminated these gimmicks and specialized in precise proportions and the enjoyment of assembly.

This approach significantly broadened the target demographic of the plastic model market. It successfully attracted not only children but also adults who enjoy serious model making. Gunpla has been supported by a wide range of age groups since its release, establishing its status as a hobby, with modified examples featured in model magazines.

Moreover, the precision as a scale model laid the groundwork for future technological innovations. The pursuit of accurate proportion reproduction prompted advancements in mold technology, innovative part division, and precision in color separation, pushing Bandai's technological capabilities ahead of competitors.

Technological Innovations Supporting Gunpla - 40 Years of Evolution

The reason Gunpla has continued to lead the market for over 40 years lies in Bandai's relentless technological innovations. From color plastic technology, snap-fit, layered injection, to the latest KPS materials, Bandai has consistently been at the forefront of the plastic model industry. These technologies have achieved product quality that overwhelms competitors and a product lineup that can be enjoyed by beginners to advanced users alike.

For those who want to know more about Gunpla's technological innovations, please also check "【Related Article】: A Thorough Explanation of Gunpla's Technological Innovations | 40 Years of Evolution from Color Plastic to KPS Materials".

The Revolution of 1983 - The Birth of Color Plastic Technology

In 1983, Bandai introduced "color plastic technology" that revolutionized the plastic model industry. This technology colors the parts during the molding stage, allowing users to enjoy a finished product appearance without the need for painting.

Previously, plastic models were expected to be painted after assembly, requiring tools such as paint, brushes, and solvents. This was a high hurdle for beginners, but with the introduction of color plastic technology, users could now complete assembly with just a nipper, greatly expanding the base of plastic model production.

The first color plastic kit was a model from "Mobile Suit Z Gundam". With major parts already color-separated, even beginners could complete satisfying works, further accelerating the popularity of Gunpla.

Snap-Fit - Assembly Without Glue

Since 1988, Bandai has fully introduced "snap-fit" technology. This system allows parts to be fixed simply by fitting them together, enabling assembly of plastic models without the use of glue.

In traditional plastic models, it was necessary to glue parts together, requiring waiting for drying time and handling excess glue. With snap-fit technology, these cumbersome tasks became unnecessary, significantly reducing assembly time. Additionally, since the parts are not glued, they can be disassembled, allowing for reassembly during painting or modification.

This technology, combined with color plastic technology, established the enjoyment of "simple assembly". The ease of creating high-quality finished products with just a nipper, without the need for painting or glue, is a major attraction of Gunpla.

Layered Injection - Four Colors Molded into the Size of a Grain of Rice

One of Bandai's most groundbreaking technological innovations is the multi-color molding technology called "layered injection". This technology achieves the world's first ability to mold multiple colors in layers within a single part, allowing for precision that can mold four colors into the size of a grain of rice.

A representative application of this technology is the reproduction of a figure's eyes. In figures like S.H.Figuarts, the white, black, pupil, and highlight of the eyes are reproduced in a single part, creating realistic expressions that cannot be achieved with stickers or paint.

Layered injection technology requires extremely high precision in both mold design and molding technology. Bandai's ability to stably apply this technology to mass production symbolizes the company's high level of technical expertise.

KPS Material - Environmental Consideration and Recyclability

In the 2020s, Bandai developed a new environmentally friendly material called KPS (reinforced polystyrene). KPS material has strength and moldability comparable to traditional plastics while enhancing recyclability.

In the plastic model industry, reducing environmental impact has become an important issue. In 2021, Bandai launched the "Gunpla Recycling Project", an initiative to collect used runners (the frames after parts are cut off) and recycle them. KPS material is highly compatible with this recycling process and is gaining attention as a material that contributes to the realization of a circular society.

The introduction of KPS material demonstrates Bandai's commitment to sustainability by reducing environmental impact while maintaining product quality. The fact that technological innovations are being utilized not only to improve product performance but also to fulfill social responsibilities illustrates Bandai's advanced nature.

Understanding the Gunpla Grade System

Gunpla has five grade systems that can be enjoyed by beginners to advanced users. The hierarchical structure of EG (Entry Grade), HG (High Grade), MG (Master Grade), RG (Real Grade), PG (Perfect Grade) allows users to choose the optimal kit according to their skill level and budget.

EG (Entry Grade) - The Most Beginner-Friendly

EG (Entry Grade) is the most beginner-friendly grade that debuted in 2020. Currently, five types are available, priced at around 500 to 800 yen, making them very affordable.

The biggest feature is that they can be assembled without even a nipper. Parts can be removed from the runner by hand, and the assembly instructions are simple, allowing even those new to plastic model making to complete them without confusion. With fewer parts, they can be completed in about 30 minutes to an hour, making them easy to achieve a sense of accomplishment.

The EG series is the perfect choice for beginners who want to try Gunpla, offering a lineup that can be enjoyed casually by both children and adults.

HG (High Grade) - The Most Varied

HG (High Grade) is the most varied grade among Gunpla, with 899 types currently available. It is based on a 1/144 scale, with a price range of about 1,100 to 2,500 yen.

The appeal of HG lies in its overwhelming variety of mobile suits. From the first Gundam to the latest series, almost all mobile suits from Gundam works are lined up in HG. Additionally, with color plastic technology and snap-fit, it achieves quality that can be sufficiently enjoyed by beginners while also serving as a great base for modifications and customizations.

In particular, the "HG REVIVE" series remakes past classic kits with the latest technology, praised for its wide range of motion and accurate color separation. The HG series is the most balanced choice for beginners to buy their first Gunpla.

MG (Master Grade) - A Rewarding Build for Intermediate Users

MG (Master Grade) is an intermediate grade available in 1/100 scale. The price range is several thousand yen to about 10,000 yen, and the completed size is about 18 to 20 cm.

The biggest feature of MG is that it has an internal frame structure. By assembling a frame similar to a human skeleton and attaching armor parts on top, it achieves realistic range of motion and a sense of weight. The number of parts is around 200 to 400, and assembly can take several hours to several days, but the satisfaction upon completion is very high.

MG is ideal for intermediate users who have become accustomed to assembling Gunpla and want to challenge themselves with more rewarding kits. The detailed design allows for enjoyment in modifications and detailing.

RG (Real Grade) - High Precision in a Small Size

RG (Real Grade) is a 1/144 scale grade that debuted in 2010, but its build quality is rated at MG level. It is designed for ages 15 and up, targeting intermediate to advanced users.

The characteristic of RG is that it achieves incredible density of detail and range of motion despite its small size. The parts are very intricate, requiring delicate work for assembly, but the quality of the finished product is so precise that it is hard to believe it is 1/144 scale. In particular, the "Advanced MS Joint" joint system allows for natural posing.

RG is the perfect choice for those who want to enjoy a high-quality collection in a limited space or who enjoy detailed work.

PG (Perfect Grade) - The Ultimate Gunpla

PG (Perfect Grade) is the pinnacle of Gunpla. At 1/60 scale, the completed size reaches about 30 cm. The price is over 10,000 yen, and the number of parts is about 800, requiring considerable time and skill for assembly.

PG is the flagship model that incorporates all of Bandai's technologies. The precision of the internal frame, LED lighting gimmicks, and details reproduced down to the last detail, along with an overwhelming presence, provide an experience that cannot be found in other grades. Some PG models also feature special gimmicks such as movable fingers and wire cables to replicate the actual machines.

PG is a grade for advanced users who want to challenge themselves with the culmination of Gunpla production, and the completed work is worthy of being the centerpiece of a collection.

Bandai's Figure Brand Expansion

Bandai not only develops Gunpla but also a variety of figure brands. From major brands such as S.H.Figuarts, ROBOT Spirits, and Chogokin, to Banpresto's prize figures and Ichiban Kuji, the wide range of products covering various price ranges and target demographics is the source of Bandai's market dominance.

S.H.Figuarts - A Total of 19.62 Million Action Figures Sold

S.H.Figuarts (エスエイチフィギュアーツ) is Bandai's flagship action figure brand that was born in 2008. As of 2024, it has sold a total of 19.62 million units, establishing its position as a top brand in the action figure market.

The characteristics of S.H.Figuarts are that it achieves high mobility and beauty of proportions. With its unique joint structure, it can recreate poses from scenes in anime and live-action works, with a height of about 15 cm and a price range of about 6,000 to 10,000 yen. The IPs it covers range widely, including Kamen Rider, Dragon Ball, Star Wars, and Marvel, attracting a broad fan base.

Thanks to layered injection technology, the color separation of the eyes and details of costumes are reproduced during the molding stage, making them highly displayable right out of the box.

Shinkocchou Seihou Series

Among S.H.Figuarts, the particularly high-end line is the "Shinkocchou Seihou" series. This series is based on the concept of "sculpting from the skeleton", achieving overwhelming reproduction by designing from the internal skeleton.

The Shinkocchou series is mainly developed for Kamen Rider, with designs aiming for the highest standards in details of transformation belts, complex overlapping armor, and range of motion to recreate movements in the series. Although the price is higher than regular S.H.Figuarts, it is supported by enthusiastic collectors due to its quality.

ROBOT Spirits - Complete Reproduction of Anime Setting Drawings

ROBOT Spirits (ロボット魂) is a brand that develops mecha from robot anime as completed figures. In particular, the "ver. A.N.I.M.E." series is committed to faithfully reproducing the setting drawings from anime, receiving high praise from Gundam fans.

The characteristics of ROBOT Spirits are that, despite being approximately 1/144 scale, it uses three types of resins: ABS, PVC, and POM to balance hardness and mobility. By selecting the optimal material for each part, it provides a charm unique to completed products, different from Gunpla.

The price range is about 5,000 to 8,000 yen, making it an ideal choice for users who want high-quality Gundam figures without assembly.

Chogokin - High-End Figures Made of Die-Cast

Chogokin is a particularly historic figure brand of Bandai, characterized by the use of die-cast (zinc alloy) for a sense of weight. The cold and heavy feel unique to metal creates a sense of luxury that cannot be achieved with plastic figures.

Modern Chogokin is developed in lines such as "Chogokin Soul" and "DX Chogokin", focusing on mecha from super robot works. Many products exceed 10,000 yen, positioning them as premium products.

With a sense of weighty material and precise painting, the presence when displayed is overwhelming. The value as a collector's item is also high, and limited editions are sometimes traded at premium prices.

Other Brand Lines

In addition to the major brands mentioned above, Bandai develops a variety of figure lines.

Banpresto (Prize Figures) is a figure brand distributed as prizes in crane games. Series like "KING OF ARTIST" are gaining popularity for their quality that belies their status as prizes. The price range is about 2,000 to 3,000 yen, making it attractive for starting a collection easily.

Ichiban Kuji is a lottery with no losers, where all prizes from A prize to last one prize include figures and goods. Priced at about 700 to 1,000 yen per entry, it is highly popular in convenience stores and hobby shops due to the chance to obtain limited design figures.

Figure-rise Standard is a series that develops characters from Dragon Ball and Kamen Rider as plastic models. Utilizing the technologies cultivated in Gunpla, it approaches both Gunpla fans and character fans as color-separated assembly figures.

METAL BUILD is a higher line of ROBOT Spirits, characterized by heavy finishes using metal parts. It is not uncommon for prices to exceed 20,000 yen, but it provides a texture and satisfaction that cannot be found elsewhere.

Through this diverse brand expansion, Bandai has implemented a strategy that covers all price ranges, target demographics, and acquisition routes, encompassing the entire figure market.

Gunpla Fans Spreading Worldwide

Gunpla has now become a beloved hobby not only in Japan but around the world. Overseas sales account for about 50%, and unique fan cultures have formed in regions such as Asia, Europe, and South America. Behind this global popularity lies not only high quality but also strategic expansion tailored to regional preferences.

For more details on the global popularity of Gunpla, please also check "【Related Article】: Analyzing the Global Popularity of Gunpla | Fan Culture and GBWC Supporting 50% Overseas Sales".

The Growth Trajectory that Achieved 50% Overseas Sales

Bandai's overseas sales ratio for Gunpla was about 30% in 2015, but surpassed 50% in 2020. The rapid expansion of the overseas market in just five years was due to strategic overseas expansion and the proliferation of digital content.

The turning point for overseas expansion was the spread of internet streaming services in the 2010s. With platforms like Netflix and Crunchyroll streaming Gundam series, content reached young audiences overseas who had previously had no opportunity to experience Gundam. In particular, the Netflix original work "Mobile Suit Gundam: Hathaway's Flash" was streamed in over 190 countries, significantly contributing to the acquisition of new fans.

Additionally, Bandai established local subsidiaries in various regions and improved distribution networks, making it easier to obtain Gunpla overseas. Multilingual assembly instructions in English, Chinese, Korean, and other languages have also been an important measure to broaden the base of overseas fans.

While Gunpla's popularity is universal, there are interesting differences in popular mobile suits and ways to enjoy them by region.

Asian Market - South Korea, China, Taiwan

In South Korea, Gunpla is recognized as not just "plastic models" but as a synonym for robots. In South Korean hobby shops, Gunpla sections occupy overwhelming shelf space, enjoyed by a wide range of ages from children to adults. In particular, the HG series is very popular, as it allows collectors to gather diverse mobile suits at an affordable price.

In China and Taiwan, advanced users actively enjoy modifications and diorama production. Taiwanese modelers, in particular, present works with precise painting and weathering techniques applied to Gunpla, receiving high praise in global contests. Additionally, mobile suits inspired by samurai, such as the Astray Red Frame, enjoy enduring popularity across Asia.

European and American Market - The Influence of Gundam W

The popularity of Gunpla in the European and American markets is said to be largely influenced by "Mobile Suit Gundam W". This series, aired in the early 2000s in the United States, led to Wing Gundam and Deathscythe gaining immense popularity among fans in Europe and America.

In particular, in Germany, the demand for Gunpla surged during the lockdown period of the COVID-19 pandemic. As people spent more time at home, they discovered the new hobby of Gunpla production. In German hobby shops, Gunpla became so popular that it ran out of stock, forcing Bandai to strengthen its production system.

European and American fans not only collect completed products but also have a strong culture of sharing the build process on social media. The enjoyment of publishing Gunpla production videos on Instagram and YouTube and interacting with fans worldwide has expanded.

GBWC World Championship and Fan Community

GBWC (Gunpla Builders World Cup) is the largest Gunpla contest in the world hosted by Bandai. Qualifying rounds are held in various countries, and representatives from each country gather to compete for the title of the best in the world, making it the pinnacle stage for Gunpla fans.

The level of works in GBWC has been improving year by year, with precise painting, creative modifications, and story-driven dioramas being exhibited, showcasing works that rival professional standards. Through this contest, a fan community that transcends countries and regions has formed, actively exchanging techniques and ideas.

Moreover, GBWC serves not only as a contest but also plays a role in spreading Gunpla culture worldwide. At each country's qualifying venues, workshops and talk events for beginners are also held, contributing to the acquisition of new fans.

Netflix Distribution and Multilingual Expansion of Gundam Info

Supporting the global expansion of Gunpla in the digital age are streaming services and the multilingual support of the official portal site.

Netflix streams multiple works from the "Mobile Suit Gundam" series, providing subtitles and dubbing in multiple languages. This allows regions that previously had few opportunities to experience Japanese anime to engage with the world of Gundam. An increasing number of overseas fans have started Gunpla as a result of this distribution.

Additionally, Bandai's official portal site "Gundam Info" disseminates the latest Gundam-related information in multiple languages such as English, Chinese, and Korean. This serves as a valuable information source for overseas fans, ensuring that fans worldwide can access information simultaneously.

Bandai's Market Share and Achievements

The reason Bandai has established an overwhelming position in the Japanese plastic model and figure market is clear when looking at the numbers. With a market share of 50-67% in the Japanese plastic model market, cumulative sales of over 800 million Gunpla, and a total of 19.62 million S.H.Figuarts sold, these figures illustrate Bandai's market dominance.

Overwhelming Domestic Market Share - 50-67%

According to data from the Japan Toy Association, Bandai holds an overwhelming market share of about 50-67% in the Japanese plastic model market. This figure demonstrates market dominance that far surpasses competitors, proving Bandai's absolute position in the plastic model market.

Notably, this share has been maintained for over 40 years, not just a temporary boom. Since the birth of Gunpla, Bandai has continuously introduced new products and continued technological innovations, consistently leading the market. While competitors have introduced various products, surpassing Bandai's quality and brand power is not easy.

This high share is also supported by the breadth of the distribution network. Bandai products are available through nationwide electronics retailers, hobby shops, and online stores, making it easy for users to access, which has led to further share expansion.

Cumulative Sales of Over 800 Million Gunpla

As of 2024, the cumulative sales of Gunpla have exceeded 800 million units. This figure, achieved over 44 years since its release in 1980, proves that Gunpla is not just a fleeting trend but a hobby that continues to be loved across generations.

To visualize the cumulative total of 800 million units, it means that about 1 in 10 people in the world owns a Gunpla. Fans worldwide continue to purchase Gunpla, supporting this sales achievement.

Moreover, this figure is supported not only by acquiring new fans but also by repeat purchases from existing fans. Many who have assembled Gunpla go on to challenge themselves with different mobile suits and grades. This product design that makes users want to buy again is Bandai's strength.

Achievements in the Overall Figure Market

Not only in Gunpla but also in the overall figure market, Bandai boasts overwhelming achievements. S.H.Figuarts has sold a total of 19.62 million units since its birth in 2008, establishing its position as a top brand in the action figure market.

According to data from the Japan Toy Association, the domestic figure and plastic model market size for the fiscal year 2022 was about 63 billion yen, an increase of about 30% compared to 2019 before the pandemic. Bandai is at the center of this market expansion, and it is not an exaggeration to say that the company's products are driving the growth of the entire market.

Bandai's strength lies in its diverse brand offerings, including Gunpla, S.H.Figuarts, ROBOT Spirits, Chogokin, Banpresto, and Ichiban Kuji, covering all price ranges and target demographics. By providing options that cater to users' budgets and preferences, from 500 yen EG to over 20,000 yen METAL BUILD, Bandai has realized a strategy that encompasses the entire figure and plastic model market.

Commitment to Production Systems and Quality

The high quality of Bandai's products is supported by cutting-edge production systems and thorough quality control. Bandai Hobby Center Shizuoka as the main production base, mold precision at the microscopic level of 0.01 mm, and the Meister system for passing on technology to the next generation achieve product quality that cannot be replicated by other companies.

Bandai Hobby Center Shizuoka - The Holy Land of Gunpla

Opened in 2006, Bandai Hobby Center Shizuoka is the main production base for Gunpla and is referred to by fans as the "Holy Land of Gunpla". Leveraging Shizuoka Prefecture's status as a hub for the plastic model industry, it functions as a base where the latest equipment and skilled technicians gather.

At this hobby center, the entire process of Gunpla manufacturing, from mold production to molding, assembly, and packaging, can be carried out consistently. In particular, the mold production department combines precise design using CAD/CAM systems and finishing by skilled artisans, producing parts with precision that cannot be achieved by other companies.

Additionally, the Bandai Hobby Center accepts factory tours (by reservation), providing a valuable opportunity to see how Gunpla is made. Witnessing the molding machines producing parts one after another and the rigorous quality check processes allows visitors to experience Bandai's commitment to quality firsthand.

Mold Precision of 0.01 mm

Bandai's mold production technology achieves precision at the microscopic level of 0.01 mm. This precision enables easy assembly with parts fitting perfectly together and results in a beautiful finish without gaps.

Mold precision is the most critical factor that influences the completion of plastic models. If the precision is low, gaps can form between parts, or extra force may be needed during assembly. Bandai achieves this high precision by combining CAD/CAM design and hand finishing by skilled mold craftsmen.

Particularly when using advanced molding technologies such as color plastic technology and layered injection, mold precision becomes even more critical. Accurate separation of multiple colors requires precise mold design at the micron level, and Bandai's mold technology makes this possible.

Technology Transfer through the Meister System

In 2012, Bandai introduced the "Meister System", an initiative to pass on the skills of experienced technicians to the next generation. This system systematically conveys the techniques and know-how cultivated over many years in processes such as mold production, molding, and painting to younger technicians.

Meisters are veteran technicians with outstanding skills in their respective fields and a passion for nurturing the next generation. They not only guide younger staff in their daily work but also serve as instructors for creating technical manuals and internal training. This system allows for the accumulation of previously individualistic techniques as organizational know-how, leading to stabilization and improvement in quality.

Even in the modern era of advancing digital technology, skilled craftsmanship is essential for the final finishing of molds and troubleshooting. The Meister System is Bandai's strategic initiative to preserve this valuable technical asset for the future.

35% Increase in Production with the New Factory Opening in 2025

Bandai has announced plans to open a new factory in 2025, increasing Gunpla's production capacity by about 35%. This is a strategic investment to respond to the growing demand both domestically and internationally, particularly in anticipation of expanding overseas markets.

The new factory is expected to introduce a production line that combines the latest automation technology with traditional craftsmanship. This investment reflects Bandai's commitment to improving production efficiency while maintaining quality. Additionally, facilities that consider reducing environmental impact will be introduced, with plans to utilize KPS materials and integrate with recycling processes.

Environmental Initiatives and SDGs Compliance

For Bandai, which primarily produces plastic products, environmental measures are an unavoidable and important issue. Bandai is accelerating its efforts toward realizing a circular society through the launch of the Gunpla Recycling Project, the development of recyclable KPS materials, and the sustainability strategy across the Bandai Namco Group.

Gunpla Recycling Project

In 2021, Bandai launched the "Gunpla Recycling Project". This initiative aims to collect runners (the frames after parts are cut off) left after assembling Gunpla and recycle them into new products.

Collection boxes have been set up in electronics retailers and hobby shops nationwide, allowing users to bring in unwanted runners. The collected runners undergo processes such as sorting, crushing, and cleaning to be reborn as recycled plastic. This recycled plastic is then used for new runners of Gunpla and other Bandai products.

The importance of this project lies not only in recycling plastic but also in raising environmental awareness among users. By experiencing the cycle of part of the Gunpla they enjoyed being reborn as a new product, fans' environmental consciousness is heightened. Bandai plans to further expand collection points and recycle more runners in the future.

Recyclability of KPS Materials

The aforementioned KPS (reinforced polystyrene) material not only improves product performance but also has environmental benefits in terms of enhanced recyclability. Compared to traditional plastics, it has less quality degradation during the recycling process and can be recycled multiple times.

KPS material is designed to be highly compatible with the Gunpla Recycling Project. The plan is to regenerate KPS material from collected runners and use it again as parts for new Gunpla, aiming for true circular production. This initiative directly aligns with SDGs Goal 12: Responsible Consumption and Production, and is socially recognized.

Bandai has indicated its intention to adopt KPS materials in more products in the future, aiming to improve recycling rates. This is a prime example of how technological innovation can contribute to environmental measures.

Corporate Sustainability Strategy

As a whole, the Bandai Namco Group positions sustainability as one of the important pillars of management. Comprehensive environmental strategies are being advanced, including reducing environmental impact, cutting CO2 emissions, and utilizing renewable energy. The new factory scheduled to open in 2025 will also plan to introduce energy-saving equipment and solar power generation, aiming to balance production expansion with reduced environmental impact.

Gunpla Beginner's Guide - How to Start and Necessary Tools

Having explained the achievements of Gunpla and Bandai, here is a beginner's guide for those who want to "actually start". By knowing recommended kits, necessary tools, and finishing techniques, you can quickly enjoy the world of Gunpla.

For those making Gunpla for the first time, the following kits are recommended.

EG RX-78-2 Gundam is the most beginner-friendly kit. Priced at about 500 yen, it is attractive for its ease of assembly without even a nipper. With fewer parts, it can be completed in about 30 minutes to an hour, making it perfect for those who want to "experience Gunpla first".

HGUC RX-78-2 Gundam REVIVE is a standard kit in the HG series, recommended for a wide range from beginners to intermediate users. Priced at about 1,500 yen, it offers accurate color separation and a wide range of motion, providing sufficient satisfaction even in simple assembly. You can enjoy a representative mobile suit of Gundam at an affordable price.

HG Leo and HG Bael are kits with relatively few parts and simple structures that are easy to assemble. Priced at about 1,100 yen, they are also attractive for first-time Gunpla production.

HG Z'Gok is a kit released 24 years ago, but it is still loved as a "gateway for beginners". Priced at about 1,100 yen, it is easy to assemble and has a high completion rate, offering excellent cost performance.

Gathering Necessary Tools

Here are the basic tools needed for Gunpla production. It is recommended to start with the minimum tools and gradually enhance them as you become accustomed.

Choosing a Nipper

The most important tool for Gunpla production is the nipper. A nipper is a tool for cutting parts from the runner, and at least one is necessary.

For beginners, Entry Nippers are recommended. Bandai's official "Gunpla Entry Nipper" is about 500 yen and is designed for beginners with blade angles and ease of grip.

Once you become accustomed, consider adding thin blade nippers. They provide a clean cut, making gate marks (the marks left after cutting) less noticeable. Prices range from 1,500 to 3,000 yen, available from manufacturers like Tamiya and God Hand.

Files and Other Tools

Parts cut with nippers may leave slight gate marks. Files are used to smooth these out.

Sandpaper should include 400 and 600 grit. The basic use is to use 400 grit for larger gate marks and finish with 600 grit. While you can find them at 100 yen shops, hobby-specific ones are more durable and recommended.

Other convenient tools include a cutting mat (to protect parts during work), tweezers (handy for applying small stickers), and toothpicks (used for gluing or painting small parts).

Finishing Techniques

Once you can perform basic assembly, try your hand at finishing techniques. Simple tricks can greatly enhance the completion quality.

Adding Depth with Panel Lining

Panel lining is a technique that involves adding ink to the grooves (molds) of parts to emphasize details. This alone dramatically enhances the three-dimensionality of the finished product.

The easiest method is to use the Gundam Marker Flow-In Panel Lining Pen. Simply place the pen tip against the groove, and the ink will flow in naturally. Use black, gray, or brown depending on the color of the parts.

Any excess ink can be easily removed by lightly rubbing it with an eraser after it dries. Repeating this "flow-in → excess treatment" process will bring you closer to a professional finish.

Finishing with Top Coat

Top coat is a transparent spray applied to completed Gunpla. This protects the parts while also enhancing the texture.

For beginners, matte top coat is recommended. By making it matte, the plastic's characteristic shine is suppressed, creating a realistic weapon-like texture. Tamiya and Mr. Hobby's matte top coats are standard.

When applying top coat, always do so outdoors or in a well-ventilated area, and the key is to spray thinly from 20-30 cm away, layering multiple times. Be careful not to spray too thickly at once, as this can cause the paint to drip or the surface to become rough.

Conclusion: The Japanese Figure Culture Created by BANDAI and Gunpla

In this article, we have thoroughly explained the achievements of Bandai and Gunpla in the Japanese figure market from four perspectives: history, technology, market, and global expansion.

Since the birth of Gunpla in 1980, Bandai has continued relentless technological innovations. Unique technologies such as color plastic technology, snap-fit, layered injection, and KPS materials have achieved product quality that overwhelms competitors, leading to the astonishing sales record of over 800 million units.

By capturing an overwhelming share of 50-67% in the Japanese plastic model market and expanding diverse figure brands such as S.H.Figuarts, ROBOT Spirits, and Chogokin, Bandai has become a leading presence in the entire figure market.

Furthermore, it is noteworthy that Gunpla has grown into a beloved hobby worldwide. Overseas sales account for 50%, and unique fan cultures have formed in regions such as Asia, Europe, and South America. Through the GBWC world championship and Netflix distribution, Gunpla has created a global community that transcends language and borders.

The consistent production system at Bandai Hobby Center Shizuoka, mold precision of 0.01 mm, technology transfer through the Meister system, and the plan for a new factory opening in 2025 with a 35% increase in production demonstrate that Bandai will continue to lead the market.

Additionally, by actively engaging in environmental initiatives such as the Gunpla Recycling Project and the development of KPS materials, Bandai aims to realize a sustainable hobby industry.

Bandai and Gunpla have not only created the culture of Japanese figures and plastic models but continue to provide creativity and enjoyment to fans worldwide. The technical prowess cultivated over more than 40 years, commitment to quality, and connection with fans will continue to support Bandai's growth.

We encourage you to pick up Gunpla and experience this profound world of hobby.

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