A Comprehensive Explanation of the History of Ichiban Kuji | Development and Secrets of Popularity Over 20 Years Since Its Birth in 1996

Ichiban Kuji is a "no losing" character lottery developed by Bandai in 1996. Today, it is available at convenience stores and specialty shops across Japan, becoming an indispensable presence for anime and manga fans. This article provides a detailed explanation of the development history of Ichiban Kuji over more than 20 years since its birth. From its inception in 1996, the expansion into convenience stores in 2003, the development of the Peri-Peri method, the introduction of the Last One Prize, to the launch of popular series, we will trace the trajectory of how Ichiban Kuji became an important part of Japanese pop culture.

The Birth of Ichiban Kuji (1996) | The Birth of Ichiban Kuji

Ichiban Kuji was born in 1996, developed by the major toy manufacturer Bandai. At that time in Japan, "winning tickets" were popular in candy stores and game centers, but in many cases, there were "losing tickets," and it was common to end up with nothing. Bandai focused on this issue and developed a lottery with the innovative concept of "everything is a win." This is the origin of Ichiban Kuji.

The name "Ichiban Kuji" carries the meaning that "no matter which ticket you draw, you will win the best prize for you." In 1996, the demand for character goods from anime and manga was rising, but high-quality figures were expensive and hard to obtain. Ichiban Kuji emerged as a new way to acquire character goods at an affordable price, receiving great support from fans.

Japanese Lottery Culture and the Innovation of Ichiban Kuji | Japanese Lottery Culture

Japan has a long-standing culture of "kuji" (lottery). The culture of enjoying randomness has existed in daily life, such as in shrine "omikuji" and festival "atekuji." Since the 1960s, gacha (capsule toys) became popular among children, spreading the enjoyment of randomly obtaining toys for a small fee.

However, traditional lotteries often had "losing tickets," and it was common not to receive the expected prize. The greatest innovation of Ichiban Kuji is the complete elimination of these "losing tickets." Every ticket has some kind of prize prepared, and although the ranks (A prize, B prize, C prize, etc.) may differ, you can always take something home. This "no losing" concept has enhanced user satisfaction and has become a key factor in differentiating Ichiban Kuji from other lotteries.

Early Sales Format | Early Sales Format

Ichiban Kuji was first sold mainly in toy stores and hobby shops. At that time, the price was around 300 to 500 yen per draw, and each lottery had multiple ranks of prizes prepared. The highest value A prize included large figures and plush toys, while lower ranks included small items and accessories, offering a variety of prizes.

The sales format typically used dedicated boxes or displays, with staff retrieving prizes each time a ticket was drawn. This method made it easy to manage prizes and was also easy for stores to implement, but there were limitations, such as being unable to purchase outside of business hours or when staff were unavailable. Nevertheless, the combination of the no losing concept and attractive character goods attracted many fans.

Early Popular Series | Early Popular Series

In the early days of Ichiban Kuji, it was centered around characters from anime and manga for which Bandai held the rights. Particularly popular were classic works such as the "Mobile Suit Gundam" series and "Dragon Ball." These series had a wide fan base across various age groups, and the high demand for figures and merchandise became an important pillar supporting the early success of Ichiban Kuji. Additionally, by collaborating with popular anime that were airing at the time, they successfully attracted new fans and increased the brand recognition of Ichiban Kuji.

Expansion to Convenience Stores (2003〜)

In the history of Ichiban Kuji, the expansion into convenience stores in 2003 was one of the most significant turning points. Until then, Ichiban Kuji was primarily sold in toy stores and hobby shops, but with its availability in nationwide convenience store chains, the accessibility dramatically improved. This strategic expansion transformed Ichiban Kuji from merely a toy store product into an entertainment option that could be enjoyed casually in everyday life.

The expansion into convenience stores not only significantly boosted Ichiban Kuji's sales but also contributed to increased brand recognition. Opportunities to encounter Ichiban Kuji increased in various everyday scenarios, such as during commutes or while shopping, successfully tapping into new customer demographics. In particular, it became a chance to convey the appeal of Ichiban Kuji to a broader audience, including young professionals and female fans who had not previously made a habit of visiting toy stores.

Why Convenience Stores?

The background behind Bandai's decision to enter convenience stores lies in Japan's unique convenience store culture. Japanese convenience stores serve not only as places to sell food and daily necessities but also play a role as "lifestyle infrastructure" by providing diverse services such as ticket sales, ATMs, and package deliveries. By 2003, there were over 40,000 convenience stores nationwide, many of which operated 24 hours, boasting overwhelming accessibility.

Bandai determined that by leveraging this vast distribution network, they could deliver Ichiban Kuji to a larger audience. Additionally, the customer base of convenience stores is broad, allowing for potential outreach not only to anime and manga fans but also to general consumers. For convenience stores, Ichiban Kuji was an attractive product that could promote foot traffic to their stores and increase the average transaction value.

Increased Accessibility

With the expansion into convenience stores, the barriers to purchasing Ichiban Kuji significantly lowered. People living in areas without nearby toy stores or hobby shops could now easily enjoy Ichiban Kuji at convenience stores close to their homes or workplaces. Furthermore, the long operating hours of convenience stores provided the convenience of being able to purchase items after work or late at night.

This improvement in convenience led to a rapid increase in sales. Particularly on the release days of popular series, many fans could be seen lining up at convenience stores from the morning. In the late 2000s, as social media began to proliferate, a culture of sharing won prizes on social media emerged, further accelerating the popularity of Ichiban Kuji. Information about "which convenience store would release what and when" was shared online, and fan communities began to form.

The annual sales of Ichiban Kuji have significantly increased due to its expansion into convenience stores, becoming one of Bandai's flagship products. Additionally, the success in convenience stores served as a stepping stone for expansion into other retail chains, leading to an increase in various sales channels such as bookstores and variety stores.

Major Convenience Store Chains

The expansion of Ichiban Kuji into convenience stores was carried out by sequentially partnering with major chains. The first partner was Lawson, followed by expansions to Seven-Eleven and FamilyMart. Each convenience store chain has its own unique characteristics, leading to differences in how Ichiban Kuji is deployed. For example, some convenience stores adopted strategies to differentiate themselves by offering limited series or conducting pre-sales at specific locations. This diverse expansion allowed fans to choose the most suitable purchase locations according to their preferences and convenience.

Periperi System & Last One Prize

In the evolution of Ichiban Kuji, technological innovation and enhancement of user experience have always been important themes. Among these, the development of the "Periperi System" and the introduction of the "Last One Prize" had particularly significant impacts. These innovations greatly enhanced the enjoyment of Ichiban Kuji and played a crucial role in establishing its brand identity. The unique sound of "periperi" during the lottery drawing experience is loved by many fans as a charm unique to Ichiban Kuji.

These innovations transcended the mere lottery of prizes, allowing Ichiban Kuji to be enjoyed as an "experience." The excitement of drawing a ticket, the tactile sensation of peeling off the paper with a "periperi" sound, and the special feeling of drawing the last ticket added sensory elements, evolving Ichiban Kuji into a more attractive form of entertainment.

The Periperi System

The Periperi System is known as the iconic mechanism of Ichiban Kuji. In this system, lottery tickets with adhesive on the back are peeled off from a dedicated board with a "periperi" sound. This onomatopoeic term "periperi" is the origin of the system's name, making it an interesting example of a uniquely Japanese sound expression being adopted in a product name.

Before the introduction of the Periperi System, methods such as drawing tickets from a box or folding tickets into envelopes were used. However, these methods had challenges in management and preventing fraud. The Periperi System has the advantage of high transparency, as the number of remaining tickets is easily visible since they are attached to the board. Additionally, it is easier for stores to manage and can be set up in a space-saving manner.

With the introduction of the Periperi System, Ichiban Kuji became a fairer and more reliable system, improving user satisfaction. Furthermore, the "periperi" sound and sensation at the moment of peeling off the ticket became recognized as a unique experience of Ichiban Kuji, strengthening the brand's personality.

Last One Prize Innovation

The Last One Prize is a special prize that can only be obtained by the person who draws the last ticket when all tickets of Ichiban Kuji are sold out. This mechanism has become an important element in further enhancing the popularity of Ichiban Kuji. The Last One Prize typically features limited prizes that are as attractive as or even more so than the A Prize, creating motivation to "keep drawing until the end."

The introduction of the Last One Prize has allowed Ichiban Kuji to evolve from a mere game of chance into a strategic form of enjoyment. By checking the remaining number of tickets and calculating "how many more tickets until the Last One Prize is drawn," a new way of enjoying the game has emerged, allowing players to decide whether to draw multiple times. Additionally, a community of fans aiming for the Last One Prize has formed, leading to active information exchange and sharing of strategies.

The Last One Prize has also been an effective mechanism for stores to promote sellouts. By selling out completely, inventory risks are reduced, and transitions to new series become smoother. This "win-win" system has strengthened the business model of Ichiban Kuji and has become a foundation for sustainable growth.

Enhanced User Experience

With the introduction of the Peri-Peri method and the Last One Prize, the user experience of Ichiban Kuji has greatly improved. The act of drawing tickets has become an enjoyable event in itself, allowing fans to enjoy not just the results but also the process. This enhancement in experiential value has increased repeat customers for Ichiban Kuji and contributed to the expansion of the fan community.

Popular Series & Growth

Entering the 2010s, Ichiban Kuji accelerated collaborations with popular anime and manga series. During this period, the Japanese anime and manga industry experienced significant growth both domestically and internationally, leading to a surge in demand for character goods. Ichiban Kuji rode this wave, collaborating with a variety of popular works and establishing an important position in the figure market. In particular, collaborations with popular shonen manga series and anime works that became social phenomena generated significant buzz.

A characteristic of Ichiban Kuji during this period was its provision of value as a "collection" that allowed fans to experience the world of the works, going beyond merely offering prizes. Each series featured figures that recreated multiple characters and scenes, expanding the enjoyment of being able to recreate the world of the work in one's own hands by completing the collection. Additionally, the regular release of new series successfully maintained ongoing fan engagement.

Mega-Hit Collaborations

The hallmark of Ichiban Kuji in the 2010s was its continuous collaborations with long-running popular series such as "One Piece," "Dragon Ball," and "Mobile Suit Gundam." These works have a fan base that transcends generations, and new series were regularly developed as flagship products of Ichiban Kuji. In particular, "One Piece" saw numerous Ichiban Kuji series released in conjunction with new story developments and movie releases, each time garnering significant attention.

By the late 2010s, new generation mega-hit works such as "Demon Slayer: Kimetsu no Yaiba" and "Jujutsu Kaisen" emerged. The Ichiban Kuji for "Demon Slayer: Kimetsu no Yaiba" became so popular that it became a social phenomenon, with many stores selling out immediately on release days. These new popular works played a role in spreading the appeal of Ichiban Kuji not only to traditional anime fans but also to the general public. Furthermore, collaborations with works featuring female characters in major roles and those with a large female fan base increased, further diversifying Ichiban Kuji's target audience.

Prize Quality Evolution

Throughout the 2010s, the quality of prizes in Ichiban Kuji significantly improved. From the early simple figures to intricate designs, detailed painting, and diverse posing, evolution was seen in every aspect. In particular, the figures for the top prizes have come to rival the quality of collector's items sold in specialty stores, eliminating the need for compromises simply because they are "Ichiban Kuji".

Moreover, not only figures but also a diverse lineup of prizes such as towels, plush toys, acrylic stands, and can badges have been developed. This has allowed fans who are not interested in figures to enjoy the offerings, greatly expanding the base of Ichiban Kuji. The diversification of prizes has strengthened the motivation to draw multiple times, leading to increased sales.

Impact on Figure Market

The success of Ichiban Kuji has had a significant impact on the entire Japanese figure market. The existence of Ichiban Kuji, which allows access to high-quality figures at affordable prices, has lowered the barrier to figure collection and contributed to the creation of a new collector demographic. Additionally, characters and designs that gained popularity through Ichiban Kuji have increasingly been produced as high-priced figures, revitalizing the entire market.

Present & Future

Entering the 2020s, Ichiban Kuji has undergone further evolution. Utilizing digital technology, starting online sales, expanding official shops, and challenging global expansion, Ichiban Kuji is implementing a multifaceted growth strategy that responds to the new era. Even after more than a quarter of a century since its birth in 1996, Ichiban Kuji continues to hold an important position in Japanese pop culture.

The current success of Ichiban Kuji extends beyond mere product offerings to the formation of fan communities and the expansion of cultural influence. Information sharing on social media, interactions among fans, and the activation of secondary creations have led to a rich fan culture centered around Ichiban Kuji. These elements enhance the brand value of Ichiban Kuji and serve as important assets supporting long-term growth.

Online Expansion

An important development in the 2020s is the launch of the Ichiban Kuji ONLINE service. The COVID-19 pandemic has accelerated the need for contactless purchasing, further promoting online expansion. With Ichiban Kuji ONLINE, you can draw Ichiban Kuji from the comfort of your home, and the prizes are delivered to your home later.

The advantage of online expansion is that it allows participation from anywhere in the country, transcending geographical constraints. People living in rural areas without nearby stores that handle Ichiban Kuji or those living in regions where popular series sell out immediately can now enjoy Ichiban Kuji equally. Additionally, there are online-exclusive series and special projects not available in physical stores, providing new value. Ichiban Kuji ONLINE is expected to continue developing as an important channel complementing traditional store sales.

Official Shops & Community

Ichiban Kuji currently operates approximately 56 official shops nationwide. These specialty stores sell limited series that are not available at convenience stores or general retailers, as well as stock from past series, making them important places for enthusiastic fans. The official shops serve not just as sales locations but also as community spaces where fans can interact with each other.

Additionally, the Ichiban Kuji fan community "Peri Peri Dan" is actively engaged. Peri Peri Dan is a gathering of fans who share the charm of Ichiban Kuji, exchange information, and showcase their collections. They primarily operate on social media, where information about new series, winning reports, and display ideas are shared daily. The existence of such fan communities is a crucial element in enhancing brand loyalty for Ichiban Kuji and supporting sustainable growth.

International Expansion

Ichiban Kuji is venturing into international markets based on its success in Japan. Japanese anime and manga are popular worldwide, and interest in Ichiban Kuji is growing among overseas fans. Currently, expansion is focused on the Asian region, with expectations for broader international development in the future. In international expansion, the challenge lies in developing Ichiban Kuji in a way that does not compromise its appeal while considering the legal regulations and cultural differences of each country. However, the expansion of a global fan base indicates further growth potential for Ichiban Kuji, and future developments are being closely watched.

Summary: Learning the Secrets of Popularity from the History of Ichiban Kuji

The history of Ichiban Kuji is a story of continuous innovation and growth since its inception in 1996. From the innovative concept of no losing tickets, the increased convenience from entering convenience stores in 2003, the enhanced experiential value through the Peri Peri method and Last One Prize, the provision of attractive prizes through collaborations with popular series, to new challenges such as online expansion and international ventures, Ichiban Kuji has continually evolved to meet the needs of the times.

The secret to Ichiban Kuji's sustained popularity over more than 20 years lies in its ability to provide fans with "experiences" and "community" beyond just offering products. The excitement of drawing a ticket, the joy of carefully collecting won prizes, and the fun of sharing information among fans have created rich experiences that transcend material value.

Moving forward, Ichiban Kuji will continue to evolve by leveraging new technologies and sales channels. As an important part of Japanese pop culture and a beloved brand among fans worldwide, the future of Ichiban Kuji holds great potential.