【ニュース】少子化でも伸びる日本のおもちゃ市場！平成レトロとキダルトが人気

Contents

Vocabulary
Article
Comprehension Questions
Summary
Discussion

Vocabulary

Declining birth rate / 少子化・減少している出生率 (名詞) – fewer babies being born over time

Japan’s declining birth rate affects many industries.
日本の少子化が多くの業界に影響を与えています。

Retro / レトロ (名詞・形容詞) – relating to styles or things from the past

The Heisei retro trend has made old toys popular again.
平成レトロのトレンドにより、昔のおもちゃが再び人気になりました。

Boon / 役に立つもの・恩恵をもたらすもの (名詞) – something that helps or benefits

The rise in tourism was a boon for toy companies.
観光業の伸びは、おもちゃ会社にとって大きな追い風となりました。

Kidult / キダルト・大人になっても子ども向けのものを楽しむ人 (名詞) – an adult who enjoys things meant for children

The kidult market has become a major trend in Japan.
日本では、キダルト市場が大きなトレンドになっています。

Nostalgia / 懐かしい気持ち (名詞) – a sentimental longing for the past

Many adults buy toys out of nostalgia for their childhood.
多くの大人は、子ども時代への懐かしさからおもちゃを買います。

Article

Japan’s Toy Market Grows Thanks to “Kidults” and Heisei Nostalgia

Despite Japan’s declining birth rate, the country’s toy market is growing. A major reason is the “Heisei retro” trend — people revisiting toys and characters that were popular from 1989 to 2019, during the Heisei era. This trend has been a boon for Japan’s toy market, boosting sales among both children and adults.

According to the Japan Toy Association, Japan’s toy market reached a record 1.1 trillion yen (about 7.3 billion USD) in 2024. That’s 1.4 times larger than ten years ago and marks the fifth straight year of growth.

Toy company Happinet Corp. reported that toy sales during the summer vacation period (July 28–August 31) were 7% higher than the same period last year, showing the market’s continued strength.

One of the biggest hits was Bandai’s new Tamagotchi, called Tamagotchi Paradise, released in July. Surprisingly, it’s not just children buying it — many adults are! These adults are called “kidults”, a mix of the words “kid” and “adult.” They enjoy toys from their childhood for nostalgic reasons and the fun of experiencing them again in new forms.

Another factor boosting sales is the increase in foreign tourists. At Narita Airport, toy sales rose by 41% in 2024 compared to the previous year — almost four times higher than two years ago. Capsule toys (gacha) also saw strong growth, increasing about 29% over the year. Happinet noted that since the COVID-19 pandemic, tourists’ interest in Japanese toys has played an important role in keeping the market strong.

_{Source: Mainichi Shimbun (English)}

Comprehension Questions

Answer the questions following the article in English.

What is one reason Japan’s toy market is growing despite the declining birth rate?
Who are the main buyers of Bandai’s Tamagotchi Paradise?
How has inbound tourism affected toy sales in Japan?
What does the term “kidult” mean?

Summary

Talk about these topics with your tutor.

In your own words, attempt to summarise the article in 4 sentences or less.

Discussion

Discuss these topics with your tutor, and support your answers with examples or experience.

Do you think it’s common for adults to enjoy toys or games from their childhood? Why or why not?
What products from your own childhood would you like to see return?
How do nostalgia and marketing work together to attract adult consumers?