The Origins of Ichibankuji and the Factors Behind Its Strong Performance

Ichibankuji was launched in 1996 as part of efforts to further expand the prize business. It began as a lottery-ticket-based sales model in which customers drew triangular tickets fluttering inside a wind-powered machine. Later, motivated by a desire to create a lottery format people could enjoy more easily in their daily lives, the system of drawing tickets from a box was established in 2003, when Ichibankuji was introduced at convenience stores—familiar touchpoints along customers’ daily routes. This format subsequently spread throughout Japan. Another distinctive feature of Ichibankuji is that customers who draw the last ticket in a store receive a special Last One Prize.
Ichibankuji has continued to grow in performance through introduction at convenience stores, bookstores, and other outlets, and in recent years, a major turning point occurred during the COVID-19 pandemic. Amid restrictions on going outside, Ichibankuji, which allowed people to purchase character merchandise at nearby convenience stores, gained recognition among many as a form of entertainment, driving further growth. Furthermore, the growing mainstream popularity of oshikatsu* brought in new fan bases.
* The practice of actively supporting one’s favorite fictional character or individual in the entertainment industry

Diversification of Sales Channels

Ichibankuji’s sales channels have expanded from various retailers centered on convenience stores to include an online platform and official shops. Our Ichibankuji Online service recreates the in-store purchasing experience with near-total fidelity, from searching for a lottery box (to emulate searching for a store) to the sensation of peeling open a ticket and the Last One Prize system. In addition, our Ichibankuji Official Shops, launched in 2020, serve as hubs for information sharing and experiences. As of May 2026, the number of official shops in Japan has grown to 61. A positive cycle is emerging in which the official shops act as an entry point for new fans to discover the appeal of Ichibankuji, and those fans go on to make further purchases at existing outlets such as convenience stores.

Fan Experiences Crafted Through the Ichibankuji Club

Ichibankuji’s appeal goes beyond merely obtaining merchandise. Through features such as the store locator, which helps customers find retailers carrying their desired merchandise, and connections among fans, Ichibankuji delivers an end-to-end experience encompassing the joy of searching, drawing, and connecting with others. This combination of experiences creates value unique to Ichibankuji.

Overseas Expansion and Future Outlook

Ichibankuji has expanded beyond the Japanese market and is expanding its sales internationally, with a focus on Asia. Currently, Asia accounts for the largest share of overseas sales, and we are working to extend our reach into other regions. The core of our overseas expansion strategy is to establish official shops as flagship stores and, as in Japan, provide venues where customers can experience Ichibankuji firsthand, thereby increasing both brand awareness and sales. Going forward, we hope to bring Japan’s lottery culture to the world through the unique experience that is Ichibankuji.