Joy, one capsule at a time: Boise State team opens a gashapon arcade

Susie Gillikin from the computer science department,and her husband, double alum Matthew Gillikin (center) opened Isekai Japanese Arcade, Boise's first brick-and-mortar gashapon arcade in the Idaho Capital Asian Market plaza. Ryne Hatfield, senior accountancy major (right) is the shop's first employee. Aria Wolf (left) a junior majoring in cyber security is also part of the Isekai crew, photo by Priscilla Grover

When Susie Gillikin, an administrative assistant in the computer science department, and her husband, double alum Matthew (BAS, 2020, MA, education technology, 2023) traveled to Japan in 2023, they fell deeply in love with the country and its culture. So much so that when they returned home, they started thinking of ways to bring a bit of Japan to Idaho.

Their solution: getting licensed to sell gashapon. Gashapon, aka "capsule toys," are small-sized, high-quality, and frequently quirky toys - think sushi rolls with cat heads, tiny pants for soda bottles, Pokémon and Sanrio characters, or even something as meta as miniature gashapon vending machines.

Gashapon are hugely popular in Japan among people of all ages. Many have become collectors' items. Rows of gashapon vending machines pop up in shopping malls, train stations, arcades and convenience stores. The word gashapon is onomatopoeic, inspired by the sound of the machine as it dispenses little treasures.

The Gillikins have their own favorite gashapon: Mofusand, an adorable cat with big, soft eyes who dresses in different costumes. "We also like to collect gashapons that are related to traditional Japanese culture," Susie Gillikin said. Gashapon offerings include Japanese foods, famous landmarks, Japanese mythological animals and more.

For over a year, the Gillikins have taken their collection of gashapon machines to fan conventions, or cons, throughout the Mountain West. In October, they opened Isekai Japanese Arcade & Gashapon, Boise's first brick-and-mortar gashapon arcade in the Idaho Capital Asian Market plaza. Designed to resemble a night market in Tokyo, the bright space pulses with lights and music.

Isekai Japanese Arcade, styled to resemble a Tokyo night market, photo by Priscilla Grover

In addition to gashapon, Isekai - named for the anime genre where characters are transported to a magical world - features Japanese claw machines, the skill-based kind rather than the chance-driven versions most Americans know. The space includes the Sakura (cherry blossom in Japanese) Lounge with a stage for karaoke. A larger-than-life Totoro (a puffy forest creature resembling any number of animals) stands in one corner. The Gillikins and their staff have already hosted cosplay makeup workshops there, with more events planned. They also hope to partner with a local food truck to complement the Japanese drinks and snacks already on hand (yes, that does include steak-flavored potato chips).

Aria Wolf is a member of the Isekai crew. A junior at Boise State majoring in cybersecurity, she is a longtime fan of anime and pop culture. She serves in the Idaho Air National Guard. A wall at Isekai is devoted to her original manga-style art work. Photo by Priscilla Grover

Ryne Hatfield, a senior accountancy major from Boise, was the Gillikins' first employee. He's contributed to the business by researching software and developing an inventory system.

Ryne Hatfield, senior accountancy major, photo by Priscilla Grover

"Ry is very thoughtful and observant. He puts effort into what someone might need. He speaks up when it is important and has great ideas about our company's growth as we've been building our brand," Susie Gillikin said. "That is so nice compared to just 'having an employee.'"

In addition to sharing his business expertise, Hatfield pitches in at cons, setting up machines and hanging banners. A longtime anime fan, he understands the appeal of gashapon.

"It's the primal, caveman brain that likes shiny, cute things," he said. "Gashapon is low-stakes gambling." When you buy a gashapon, you're guaranteed to get one of the figures shown on the machine, but you don't know which one until you open your capsule.

He recalled working at one of the Gillikins' first cons. A little girl who was cosplaying a character put a token into one of the vending machines. By chance, she received a toy version of the very character she was playing.

"Watching her face light up - it was such second-hand joy," Hatfield said.

What is the most popular gashapon at Isekai?

• Anything to do with virtual pop star Hatsune Miku: A girl with a distinct turquoise pony tails, her voice comes from software that lets anyone create songs for her.

Susie Gillikin holds a gashapon Japanese lantern, one of the most popular items at Isekai, photo by Priscilla Grover

• Japanese lanterns: A replaceable watch battery lights these tiny night lights. Gashapon is not about disposable toys, Susie Gillikin said. If your lantern burns out, get a new battery so it can shine on.

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