A Big Hit Among Visitors to Japan! Behind the Rapid Expansion of Lawson's In-Store "Crane Game"

A Big Hit Among Visitors to Japan! Behind the Rapid Expansion of Lawson's In-Store "Crane Game"

2025年08月07日 19:05

Table of Contents

  1. Introduction: The Chemical Reaction of Convenience Store × Amusement

  2. For Readers Unfamiliar with Crane Game Culture: An Introduction to UFO Catchers

  3. Three-Year Journey: From Kyoto → Roadmap to 852 Stores

  4. Mechanism and Business Model: Zero Installation Cost, Only Electricity Bill

  5. Numbers Speak: 150% Sales & the Ripple Effect of "Impulse Buys"

  6. Customer Analysis: Foreign Tourists, Young People, Local Families

  7. The Paradox of Arcade Decline and Crane Game Popularity

  8. Voices of Store Owners and Expectations for Regional Revitalization

  9. Lawson's "Experiential DX" Strategy and Its Impact on Other Chains

  10. Attractions from a Foreigner's Perspective: Easy, Affordable, and Photogenic

  11. Future Challenges: Installation Space, Prize Inventory, Multilingual Prize Labels

  12. Conclusion: Future Vision After Reaching 1,000 Stores


1. Introduction: The Chemical Reaction of Convenience Store × Amusement

A movement that overturns the conventional wisdom that "convenience stores are places to shop" is progressing in Japan. Lawson has partnered with Taito to introduce crane games (UFO catchers) in its stores. The demonstration, which began in Kyoto in the fall of 2022, expanded to 852 stores by the summer of 2025.ITmedia



2. For Readers Unfamiliar with Crane Game Culture: An Introduction to UFO Catchers

Crane games, which symbolize Japan's arcade culture, are simple games where players use an arm to grab and drop prizes inside a transparent box. Typically costing 100 yen per play, the prizes often include limited-edition plush toys and merchandise from popular anime. It is becoming established among overseas tourists as an "affordable Japanese entertainment to try."SoraNews24 -Japan News-



3. Three-Year Journey: From Kyoto → Roadmap to 852 Stores



4. Mechanism and Business Model: Zero Installation Cost, Only Electricity Bill

The standard setup is "4 cranes × 2 machines." The headquarters covers the cost of the machines, delivery, and prize replenishment, while the store only bears the electricity cost. The revenue from each 100-yen play is directly recorded as store income, allowing effective use of space next to the register without inventory risk.Gekiryuu Online | Domestic and International News in the Distribution Industry



5. Numbers Speak: 150% Sales & the Ripple Effect of "Impulse Buys"

After full-scale introduction, crane game sales reached 150% of the target. Additionally,the average customer spending on items like ice cream and drinks increased by 8%, confirming the "impulse buy" effect. In some stores, crane games alone recorded more than double the initial expectations.ITmediaBusiness Journal



6. Customer Analysis: Foreign Tourists, Young People, Local Families

  • Inbound: Notable usage in stores located in tourist areas like Kyoto and Tokyo Odaiba. Some visits are prompted by SNS posts.

  • Young People: Demand for "hopping" between convenience store food and games.

  • Local Families: "Weekend leisure for parents and children" in towns without nearby game centers.



7. The Paradox of Arcade Decline and Crane Game Popularity

Arcade facilities are shrinking due to rising electricity costs and rent burdens. Meanwhile, the crane game prize market is well-suited to character IPs, and the domestic market size is on the rise. Lawson has become a haven for "crane game refugees," attracting foot traffic.SoraNews24 -Japan News-



8. Voices of Store Owners and Expectations for Regional Revitalization

"Children during the day, tourists at night. The customer base shifts like a double-crop," says a Kyoto owner. As a new revenue source that doesn't require expiration date management, it contributes to the profitability of local stores and aligns with municipal tourism promotion initiatives.



9. Lawson's "Experiential DX" Strategy and Its Impact on Other Chains

Having pioneered industry firsts like ATM and mailbox installations, Lawson defines the next killer content as "experiences." They are reportedly preparing an online crane game app and in-store AR projects. FamilyMart is also considering introducing small capsule toys, shifting convenience store competition from product consumption to experience consumption.



10. Attractions from a Foreigner's Perspective: Easy, Affordable, and Photogenic

  • ① Ease: Challenge for 100 yen while shopping

  • ② Exclusivity: Licensed prizes that can only be obtained here

  • ③ Photogenic: The illuminated machines are perfect for social media



11. Future Challenges: Space, Multilingual Prize Labels, Sustainability

In urban stores with limited floor space, there is competition with candy shelves. There are also voices pointing out the lack of English and Chinese labels on prize packaging. Addressing the issue of plastic prize disposal is a challenge for the entire industry.



12. Conclusion: Future Vision After Reaching 1,000 Stores

Crane games have evolved Lawson from a "place to buy things" to a "place to buy experiences." After reaching 1,000 stores, they are expected to deepen the hybrid model of amusement × retail by creating repeat customers through online integration and region-specific prizes.



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