The "Sticker Exchange" of the Reiwa Era is Reviving—The Unprecedented Boom of "Bonbon Drop Stickers" and the "Counterfeit Scandal," Insights Gained from Comparing with Global Collection Culture

1. What's Happening in Japan Now: Reading the Bonbon Drop Craze Through Numbers

The Bonbon Drop Seal was born in March 2024. Characterized by its transparent, three-dimensional finish that resembles "candy," it became a hot topic on social media immediately after its release. By December 2024, collaborations with Sun-Star Stationery, Sanrio, and Disney accelerated its popularity. As of the end of October 2025, the cumulative shipment exceeded 9 million sheets, and the operating company (Cooria) revealed that even with increased factory production, they couldn't keep up with demand.Netorabo

Simultaneously with the rise in popularity, the issue of "counterfeits" has surfaced. Many unofficial products are circulating on flea market apps, prompting rights holders to take action based on trademark registration and call for user reports. Popular character items like "Chiikawa" and "Tamagotchi" are particularly difficult to obtain and tend to be traded at high prices.Netorabo

2. The Reiwa Era "Sticker Book" Culture: Nostalgia x New Ways to Play

In the 1990s in Japan, there was a widespread "culture" among children of bringing sticker books to exchange. The current boom has evolved into a phenomenon involving both children and adults, thanks to the nostalgia combined with Reiwa-style arrangements like smartphone case decorations, nail parts, and trading card-style storage. In an interview with Netorabo, a representative mentioned that the use of these stickers for smartphone decoration, which was not initially anticipated, is expanding.Netorabo

3. Comparison with Overseas "Sticker Trading Culture"

3-1. Global Standard of "Collecting, Sticking, and Exchanging": The Tradition of World Cup Panini

The quintessential act of "collecting and exchanging" overseas is represented by Panini's FIFA World Cup stickers. This culture, which began with the 1970 Mexico tournament, continues to generate excitement worldwide, with long lines and street swap meets seen in various cities during tournament years.SI+2enca.com+2

3-2. "Kawaii" Aesthetic and 90s Nostalgia: The Lisa Frank Phenomenon

In the United States, Lisa Frank from the 1990s is an iconic figure. Stationery and stickers featuring rainbow-colored unicorns and animals were central to the girl culture of the time, and in recent years, they have been re-evaluated and revived, connecting with the nostalgia consumption of Generation Z and Millennials.Los Angeles Times+2Fast Company+2

3-3. Differences with Japan: Aesthetic, Tactile, and the Strength of "Oshi-katsu"

While overseas sticker culture leans towards a collection type of "filling albums" and "completing teams/players," Japan's Bonbon Drop focuses on aesthetic appeal (cuteness) and tactile sensation (squishy and glossy). Additionally, the expansion into everyday "deco" linked to favorite characters and favorite colors (such as smartphones, notebooks, nails, and stationery cases) increases purchase frequency. An article from Netorabo explains that the fusion of "Heisei retro" and modern arrangements is the key to its popularity.Netorabo

4. Structural Risks Accompanying Rapid Expansion: Supply, Counterfeits, and Secondary Distribution

1. Supply Constraints: Despite increasing factories, shipments cannot keep up with the surge in demand. In the short term, key measures include addressing inventory imbalances in stores and online, introducing lottery sales and purchase limits, and visualizing restock schedules.Netorabo
   
   

2. Counterfeit Measures: The influx of similar products leads to brand damage and consumer harm. Necessary actions include reporting and removal requests based on trademark rights, clarifying official sales channels, introducing authenticity verification gimmicks like holograms and serial numbers, and educational campaigns.Netorabo
   
   

3. Secondary Market Price Surge: The rate surge of popular characters and limited items can stimulate the market but also fuel resale fever and minor troubles. Establishing exchange rules led by stores, zoning with age considerations, and providing appropriate price guides are desirable.Netorabo

5. Guide to "Safe and Healthy Enjoyment" (For Parents, Educators, and Tourists)

• Purchase Through Official Channels: Stick to official online stores, certified retailers, and direct collaborations. When buying from flea markets, thoroughly check seller ratings, photos, logo positions, and signs of tampering, and report any suspicious items.Netorabo

• Exchange Meeting Rules: For exchanges between children who may not understand value asymmetry, parents should prepare a minimum framework of "agreement" (equal exchange, same price range only, parental presence for exchanges with age differences).

• Storage and Deterioration Measures: Avoid high temperatures, humidity, and direct sunlight, and organize using OPP sleeves, business card files, or card binders.

• Deco Usage Precautions: Consider the risk of adhesive deterioration leading to loss in smartphone cases and compatibility with solvents in nail applications.

• Online Sharing: When posting photos of actual items, ensure that sales information (QR codes or receipts) is not visible. Minors should be cautious of showing their faces or revealing school-specific information.

6. Market Expansion: Involving Tourism, Retail, and Events

• Tourism x Pop Culture: If more visitors seek "stickers only available here" in a pilgrimage-like manner, exclusive designs at local stores and tourist facilities can become a motivation for visits.

• Retail Experience Design: Expand experiential value with gacha machines, lotteries, secret inclusions, and exchange spaces. Providing guidance in English and Chinese can appeal to inbound tourists.

• Event Management: Creating fair venues with age-specific exchange time slots, participant badge/wristband management, and "opened stamp" measures as resale countermeasures is key.

7. Potential for Overseas Expansion: What Are the Bottlenecks?

• Translation and Labeling: Multilingual packaging (English, Chinese, Korean) and clear counterfeit prevention information.

• Distribution: Collaboration with local stationery chains in North America and Europe, anime/character specialty stores, and K-stationery shops.

• Cultural Connection: In countries with established "collection x exchange" cultures like the World Cup Panini or Pokémon cards, appealing to **"visual satisfaction x everyday deco"** can resonate. There's also a high affinity with the U.S. 90s nostalgia echo (Lisa Frank).SI+2enca.com+2

8. Recommendations for Businesses: The Next Steps (Product/Community/Legal)

• Product:

  • Enhancing scratch resistance of transparent resin and suppressing yellowing over time.

  • Color variations, foil stamping, holograms, and serial numbers linked to "oshi-katsu."

  • Gamification (mini sheets and limited missions).
    
    

• Community:

  • Hosting official exchange meetings, store collaboration, and establishing rules for minor protection.

  • Distributing "authenticity verification tips" on SNS and hashtag guidelines.
    
    

• Legal/Brand Safety:

  • Early detection through image matching and ultra-simple reporting lines linked with platforms.

  • Intellectual property enforcement in cross-border e-commerce (notifications & removals, injunctions).

  • Providing educational materials for educational institutions (how to distinguish genuine products from counterfeits).

9. Conclusion: The Large Sphere of Empathy Created by Small Stickers

The Bonbon Drop phenomenon demonstrates that the common language of "cute" can transcend borders. The synergy of Japan's aesthetic x tactile x oshi-katsu resonates with the overseas vectors of complete collection and nostalgia. By managing supply and counterfeit risks while refining community and experience design, this local culture can grow into a sustainable global market.Los Angeles Times+3Netorabo+3SI+3

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