Creating the Gacha & Catch Pop Up Shop: An Interview with a Mitsubishi Spokesperson
Interior of the Gacha & Catch pop-up store.
Interview by Brooklyn
Gacha culture is a mainstream form of entertainment in Japan involving small prizes of various kinds inside little capsules as well as mechanical crane games. On 22 November 2025 a pop-up store featuring these gacha machines and crane games will be opening in 1451 3rd Street Promenade, Santa Monica, CA 90401; a project that is a year in the making.
Your backdoor anime hangout had the opportunity to not only tour the location, we had the utmost pleasure in interviewing the Senior Manager of IP Value Chain Business Team, Smart-Life Creation Group, Mitsubishi Corporation.
Brooklyn (B): Why did you choose Third Street Promenade in Santa Monica?
Senior Manager (S): Santa Monica is a symbolic location that represents California and Los Angeles. It's also highly recognized so I selected this location.
B: Since gacha culture is different in Japan than here as we see it in the U.S. more in a mobile format and in Japan it's more analogue, what was your goal in bringing the physical gacha experience to Los Angeles?
S: We have prepared a variety of unique Japanese experiences and products. Additionally, we are offering items that are difficult to obtain in the U.S. market, I think. Allowing visitors to experience Japanese culture, cutting-edge entertainment firsthand. For example, with gacha, we want visitors to enjoy the exciting thrill of not knowing what they will get. So gacha is the point. And the crane game, we hope they experience the fun of catching and winning the prize. So I think that the shops combine these elements. It's something you rarely see in the United States so I expect the success of this shop.
B: I know there are different animes and things that are featured in the machines here. Was there a process in which ones were selected?
S: SEGA and TOMY have good relationships with all IP characters, IP products and IP companies like Sanrio or Disney. And also they choose some collected data of which characters are famous or not famous.
B: Oh, in the U.S. specifically?
S: Not U.S. specifically. It is based on the Japanese record; the Japan market. But thanks to Netflix and Amazon Prime, Japanese anime recognition is going up in the U.S. market. So we know which anime or which character is famous or not. So we utilize that kind of data.
B: What do you think people don't see in the preparation for this event; for the release of this pop-up that you want them to recognize?
S: So our products, the kind of shop concept is Japanese “kawaii.” So therefore we face the challenges of finding locations. Because that would appeal particularly to young generations and families; which area is suitable for that kind of targeted customers. Additionally, preparing to ship new and famous Japanese products to the U.S. market. And also adjusting the crane machine for U.S. instructions, U.S. specifications. So that's a significant challenge.
B: So what do you mean by U.S. specifications for the machines? Is it the way they're set up like calibrations and PSI on the actual cranes themselves?
S: Yes. And also the price. We have to pass a test for U.S. market because of the toys. Everything has to adjust for U.S. specifications.
B: Are you going to expect any other pop-up or “Gacha & Catch” launches in the future?
S: Yeah, we focus on the success of these shops first, the Santa Monica shops. And if it is accepted well - well-received by U.S. customers here - after that, we plan to expand this kind of store operation further more. And we aim to roll out these kind of shops more not only in Los Angeles, but also across the U.S. like Texas.
Exterior of the Gacha & Catch pop-up shop
B: Are there any plans of turning this pop-up in particular into a permanent shop?
S: First of all, we focus on the success of the store. If okay, well received by U.S. customers, we extend permanently the shops. And also we try to expand the other locations.
B: Was it part of your strategy to release this pop-up during the holiday season when there's going to be more people celebrating for the holidays?
S: Yeah, I think so. Thanksgiving, Black Friday. We have to achieve that open date. November 22nd is important for us because before Thanksgiving, before Black Friday, and also the Christmas season, so this conceptually is very high.
B: Thank you very much for giving us more insight into what's going on here. We really appreciate it!
S: I'm also appreciative for your interview, I'm very excited to open the store!
Store launches on 22 November 2025 on 1451 3rd Street Promenade, Santa Monica, CA 90401.
For more details please visit the Gacha & Catch website.
Many thanks to:
Brooklyn for conducting the interview.
The Senior Manager of IP Value Chain Business Team, Smart-Life Creation Group, Mitsubishi Corporation for their time and expertise.
Maddie Morrow of Thirty Three USA for the press invitation.