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Interview: T-ARTS President & CEO Toshihisa Kondo

We recently had the pleasure of conducting a written interview with T-ARTS President & CEO Toshihisa Kondo after their appearance at this year’s Anime Expo! Below, you will find the transcript of that interview!The…

The Outerhaven: First of all, we would like to thank you for taking the time out of your busy schedule to talk with us, Kondo-san. It truly is a pleasure!

Kondo: Thank you — the honor is mine. I am delighted to have this opportunity to talk with everyone at The Outerhaven about the Gacha brand and Japan’s gacha culture. I hope your readers come away with a sense of what makes it so appealing and so much fun.

The Outerhaven: Gacha has been a staple not just in Japan, but all over the world for decades. Being in the business for many years, how has it been to see this craze still be prevalent today as it was back then?

Kondo: About 61 years ago, capsule toys — Gacha — were an easy way to buy small toys. Today, however, they have evolved into “Asobi” (an interactive experience) — taking in character IP and original in-house concepts, sophisticated sculpting and quality, collectibility, and even the fun of sharing what you got on social media.

At the same time, the anticipation of turning the crank and opening the capsule is an appeal that does not change with the era or the market. Being able to enjoy not just the product but the chance encounter itself — the excitement of “what will come out?” — is, I believe, the reason Gacha has been loved around the world for so many years.

The Outerhaven: When looking through T-ARTS’ Gacha offerings, we noticed that some licensed collections appear to be region-specific. For example, Silent Hill and Pokémon products are available in Japan but do not appear to be offered in the North American market. What determines whether a licensed Gacha collection can be sold outside Japan, and are regional licensing restrictions the main reason for those differences?

Kondo: As a rule, we do not currently take the approach of deliberately positioning particular products as region-exclusives. That said, the territories allowed with licensed products differ by IP, so the products we can offer in Japan and those we can offer overseas do not always match.

At the same time, we believe one of Gacha’s attractions is being able to choose the products you love from among a wide range of IP and themes. With that in mind, we will keep working to bring as many IPs as possible to fans all over the world.

The Outerhaven: The prizes in Gacha here in the West are a lot different from those in Japan. In Japan, they are more anime-themed. Anime is becoming a mainstream phenomenon throughout the world. Do you believe this rise in popularity continues to make Gacha remain relevant?

Kondo: We see the growing popularity of anime as one of the important factors supporting the growth of the Gacha market. Demand for enjoying one’s love for an anime title or character in tangible form is rising worldwide.

At the same time, IP is not the only thing that determines a product’s appeal. Alongside products based on popular titles, T-ARTS’ original concepts and more unconventional ideas have won a great deal of support as well. While the spread of anime culture is a tailwind, we believe what matters is continuing to deliver the discovery and surprise that only Gacha can offer.

The Outerhaven: At Anime Expo, you had a Galaxy-themed booth with over 80 machines. What was the driving force behind the decision to go with that theme?

Kondo: For Anime Expo 2026, our aim was to invite as many visitors as possible to experience the world of Gacha itself.

To that end, we installed more than 80 Gacha machines and created “Gacha Galaxy” as an immersive space that felt like stepping into a Gacha universe.

We chose a theme that emphasized scale and a sense of the extraordinary so that the whole sequence — turning the crank, receiving the capsule, opening it — would be all the more memorable. As a result, the T-ARTS booth at Anime Expo 2026 drew many visitors and was extremely lively.

The Outerhaven: With the success you’ve had, would it be fair to say that T-ARTS will return to Anime Expo in 2027? If so, even if it is very far away, do you have any ideas as to how you would like to present your booth next year?

Kondo: The response at Anime Expo 2026 was enormous, and it brought home to us once again just how much interest there is in Gacha in the North American market, so at this stage we hope to exhibit at Anime Expo 2027 as well.

For Anime Expo 2027, we want to place importance on creating a place where people can experience the excitement and anticipation unique to Gacha, rather than simply using it as a venue to sell products. We are aiming for a space where visitors can share their discoveries and delight with one another and enjoy Gacha culture itself.

The Outerhaven: It was mentioned that you want more people across the United States to enjoy T-ARTS’ Gacha anytime they wish. What are some things that you have planned to help achieve that?

Kondo: Our goal is not to introduce Gacha as merely Japanese culture, but to establish it as a culture people can keep enjoying within everyday life across the U.S.

Going forward, alongside our work with globally supported IP, we will strengthen the original concepts only T-ARTS can create, while developing sales floors suited to local tastes and to people’s lifestyles. Working together with our business partners in North America, we aim to expand the number of Gacha locations across the region.

The Outerhaven: As Anime, Manga, and Light Novel culture continues to expand, more and more English creators are trying their hands at making light novels and manga. Do you believe there is an opportunity to maybe offer capsule items based on original works in the future?

Kondo: We place more importance on the appeal a work or character has than on the country or region it came from. In recent years, original works influenced by Japanese anime and manga culture have been appearing all over the world, and we see that as one of the important possibilities ahead.
Gacha is one form of content that can deliver the appeal of a work or character to fans in a new way. Without limiting ourselves to titles originating in Japan, we want to explore broadly the potential for working with creators and IP holders around the world, and create new Gacha experiences.

The Outerhaven: Over the years, Gacha has evolved beyond capsule toys and mystery figure boxes. We’ve seen it become a staple in video games like Genshin Impact, Wuthering Waves, Umamusume, and just about any mobile game out there. What are your thoughts on Gacha evolving from physical to digital like this?

Kondo: We do not see physical and digital as opposites; they are experiences with different kinds of appeal.

The gacha system of “randomized draw” mechanics are enjoyed by a great many people around the world, such as digitally in games.

Our Gacha are a form of physical experience involves turning the handle with your own hand, receiving the capsule and opening it. The anticipation and surprise that arise along the way are values only the real, tangible thing can offer.

What both have in common is the fun of not knowing what will come out and the anticipation of a new encounter. While cherishing the distinctive experiential value that physical Gacha offers, we want to convey its appeal to people everywhere.

The Outerhaven: If you had to pick one of your favorites from T-ARTS, whether it be a single capsule item or a specific theme, what would you pick?

Kondo: If I had to pick one, it would be the Katazun Fig. series. It expresses approachability and charm through characters leaning against your shoulder, and it has won the support of many fans.

I feel this series captures T-ARTS’ approach to creating things. Rather than simply turning a character into a figure, we add an angle and a concept that draw out its appeal and propose a new way to enjoy it. Katazun Fig. is, I think, one of our most emblematic series — it gives form to the experience of breaking into a smile the moment you see it, and feeling a flutter of excitement before you have even picked it up.

The Outerhaven: Lastly, is there any special message that you would like to say to our readers?

Kondo: Thank you for taking an interest in T-ARTS and Gacha.

Gacha is a culture that has evolved in its own way in Japan and has been loved by a great many people. We value not only the products themselves but experiences that make your heart race — the anticipation of the moment you turn the crank, the joy of opening the capsule.

We want to keep bringing the appeal of Gacha to more people around the world and offering new discoveries and new fun. We hope you will look forward to what comes next.”

The Outerhaven: Thank you very much for taking the time to answer our questions! Your time is very much appreciated!

Kondo: It has been a great honor to have this opportunity to talk about the Gacha brand and Japan’s Gacha culture.

I hope our answers give the readers of The Outerhaven something to be interested in.

We will keep advancing our Gacha business in North America. We would be delighted to speak with you again next time.

anime expo Gacha interview Toshihiso Kondo

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