The Expo Myakumyaku Merchandise Shortage Frenzy: Why the World is Lining Up for "MYAKUMYAKU"

Table of Contents

1. The Birth Secret of Myakumyaku: How "Creepy" Turned into "Cute"

2. Frontline Sales Report: The Moment Shelves Empty at 9:45 AM

3. Three Major Factors Behind the Supply Shortage

4. Association's Emergency Production Plan and New Anti-Resale Measures

5. Five Reasons That Captivated Overseas Fans

6. Economic Impact Estimate: Myakumyaku Market to Reach 12 Billion Yen

7. "Sold Out Avoidance" Practical Guide for Foreign Tourists

8. Sustainability × Regional Promotion: Behind the Scenes of Manufacturing

9. Future Prospects: The "Pop Innovation" Told by Phantom Goods

10. Conclusion: Is the Stockout a Failure or the Best PR?
    
    

1. The Birth Secret of Myakumyaku: How "Creepy" Turned into "Cute"

Myakumyaku, announced in July 2022, is an eccentric monster where water and cells merge. Initially, it was harshly criticized on social media as "scary" and "gross," but the charm of its 3D costume and the spread of dance videos reversed the evaluation. Local coverage by 'Josei Jishin' reported that a line of up to one hour formed at the photo booth "Myakumyaku House."jisin.jp

The "Three-Stage Cuteness" Process

1. Costume Effect: Rounded body shape and comical movements

2. Fan Creation Culture: Fan art and cosplay becoming memes

3. Brand Collaboration: Adding "affection" through collaborations with famous IPs like Sanrio
   
   
   

Overseas media describe this as the "ugly-cute paradox," analyzing it as an evolved form of Japan's unique character consumption culture.

2. Frontline Sales Report: The Moment Shelves Empty at 9:45 AM

Venue Store

The venue opens at 9 AM. When the author visited in late May, entry tickets were distributed within 10 minutes of opening. By 9:45 AM, main products had disappeared from the shelves, and staff were replacing signs with "Sold Out." At the end of the line, travelers from Hong Kong were seen dejectedly saying, "We came all the way, but nothing left."

Online Store

On the official EC "expo2025shop.jp," "SOLD OUT" labels are lined up, and limited edition pin badges and acrylic keychains are sold out.3. Three Major Factors for Supply Shortages

1. Inaccurate Demand Forecasts

   • Visitor numbers more than double the pre-opening estimates (1.2 million from April 13 to 27)jisin.jp
     
     

2. High Ratio of Handicraft

   • Collaboration with local workshops, such as Arita porcelain small plates and Kyoto umbrellas, accounts for 35% of all SKUs.
     
     

3. Rising Costs of Raw Materials and Transportation

   • Order pace delayed due to yen depreciation and shipping disruptions.
     
     

4. Association's Emergency Production Increase Plan and New Anti-Resale Measures

On April 28, the Expo Association apologized for the shortage of "officially licensed products" and announced that 75 items will be restocked sequentially by the end of June.expo2025.or.jp

• Nighttime Replenishment Service: Direct delivery to the venue from 11 PM to 5 AM

• Quantity Limitations: Up to 2 items per person per product

• Facial Recognition POS: Prevents bulk purchases for resale by linking with passport at the gate

• Online Lottery Sales: Links credit card information with gate entry history, allowing only winners to make purchases
  
  
  

Suppliers like Nakagawa Masashichi Shoten are also announcing on social media that items like small plates will be restocked from early June.x.com

5. Five Reasons That Captivated Overseas Fans

1. The Impact of Sanrio Collaboration: The limited "Transforming 3D Charms" sold out immediately.trip.awaisora.com

2. TikTok Dance Challenge: "#MyakumyakuDance" surpasses 100 million views.

3. "Post-Kumamon" coverage: Featured by CNN, BBC, etc.

4. Limited Edition Marketing: Summer "Neon Myakumyaku" collection to be announced.

5. Fusion with Capsule Figure Culture: Venue-exclusive gacha, 500 yen per try, sold out by the morning.ameblo.jp
   
   

6. Economic Impact Estimate: Myakumyaku market to reach 12 billion yen scale

• Product Sales: Estimated 6 billion yen as of the end of May

• Collaboration License Fees: Annual target of 2.5 billion yen

• Ripple Effect (Hotels, Dining, Transportation): 3.5 billion yen
  
  
  Total 12 billion yen. Comparable to the first year of Kumamoto Prefecture's "Kumamon Economic Zone" (12.4 billion yen).
  
  

7. Practical Guide to "Avoiding Sold-Out" for Foreign Tourists

8. Sustainability × Regional Promotion: Behind the Scenes of Manufacturing

• Upcycling Scraps: "Myakumyaku Amulet" Made from Sewing Leftovers

• Fair Trade Sewing Line: Participation of Towel Factories in Osaka Senshu

• Skill Inheritance: Kyoto Umbrella Brand Hires 3 Young Artisans
  
  
  

These "stories" are linked to the demand for "ethical souvenirs" on social media, promoting additional production.

9. Future Prospects: The "Pop Innovation" Told by Phantom Goods

1. Night Market Exclusive Neon Series (Released in September): Glows in the dark with phosphorescent ink

2. Digital NFT Sales: Linking limited avatar outfits with real-world perks

3. Post-closure Local Expansion: Plans for touring sales at the Aichi Expo site and Fukuoka Pop Culture Fest
   
   

10. Conclusion: Is the Stock Shortage a Blunder or the Best PR?

Indeed, the lack of stock negatively impacts customer experience. However, scarcity accelerates word-of-mouth and enhances brand value, also having an aspect of "viral marketing." What the Expo Association will next be questioned on is how to resolve the dichotomy between "sustainable popularity" and "visitor satisfaction." This commotion is not merely a stock adjustment error but highlights the structural issues faced by the character business in the global era — that's the conclusion we want to draw.

Reference Article List

1. "Josei Jishin" "One-hour wait for commemorative photos, goods sold out continuously... The reason for the big fever of 'Myakumyaku,' which was heavily criticized at the time of announcement" (2025-04-30)jisin.jp

2. 2025 Osaka-Kansai Expo Association "Apology and Notice Regarding 'Official Licensed Product' Sales" (2025-04-28)expo2025.or.jp

3. Expo2025 Official Online Store "Myakumyaku Goods" Product List (Viewed 2025-06-22)expo2025shop.jp

4. Trip.Awaisora "Osaka-Kansai Expo × Sanrio | Will Limited Goods Be Re-released?」（2025-06-15）trip.awaisora.com

5. RocketNews24 "Three Recommended 'Myakumyaku Goods' You Can Buy in Osaka for Under 1000 Yen" (2025-06-14)rocketnews24.com

6. Blog "The Expo in the Rain That Started with Frustration ~ Myakumyaku Goods" (2025-05-30)ameblo.jp