Gunpla: The Global Cultural Phenomenon - History and Innovation

The Magnetic Connection Between Odaiba and Gundam

From the original "Mobile Suit Gundam" (1979) to the latest series, "Mobile Suit Gundam GQuuuuuuX" (starting April 2025), Gundam-branded sci-fi robot animations have been produced continuously, gaining popularity throughout the decades. Parallel to these anime series and significantly contributing to their cultural maturation and growth are plastic models of Mobile Suits and Mobile Armor—collectively known as "Gunpla."

These precision-assembled models, which faithfully replicate the mechs’ forms and joint movements in three dimensions, have continued to evolve technically over the years, becoming easier to assemble even for beginners.At the same time, they offer tremendous freedom for customization through painting and modifications, earning support from dedicated model enthusiasts. The stay-at-home period during the COVID-19 pandemic increased interest in Gunpla, and now its popularity has spread beyond Japan to international audiences, particularly throughout Asia.

IIn August 2017, "Gundam Base Tokyo" opened inside the commercial facility "DiverCity Tokyo Plaza." Far beyond a mere official merchandise shop, it's a space where visitors can experience the entire history of Gunpla at once. The facility spans approximately 2,000 square meters, making it one of the world's largest shops dedicated primarily to Gunpla. It is categorized as one of "THE GUNDAM BASE" official Gunpla comprehensive facilities, which began with the first store opening in Korea in 2003 and now spans 15 international locations and 2 domestic locations across Taiwan, Shanghai, Thailand, and beyond.

Other store formats in "THE GUNDAM BASE" category include the medium-sized "THE GUNDAM BASE SATELLITE" and "THE GUNDAM BASE ANNEX," which focuses on Gundam souvenirs. Currently, 26 stores operate worldwide.

BANDAI SPIRITS Hobby Division, which operates "Gundam Base Tokyo," states: "As a comprehensive Gunpla facility, Gundam Base Tokyo primarily aims to expand the domestic Gunpla user base. Additionally, we consider international audiences as a secondary target. It's a hub for conveying the appeal of Gunpla where visitors can not only shop but also build, observe, and learn."
 
Outside "DiverCity Tokyo Plaza" stands a life-sized Unicorn Gundam statue, which has become a photo spot for tourists, including international visitors visiting Odaiba. The relationship between Odaiba and Gundam dates back to 2009 when a life-sized of "RX-78-2 Gundam Ver.G30th" appeared in Odaiba's Shiokaze Park as part of the "Mobile Suit Gundam 30th Anniversary Project." Despite being displayed at Shiokaze Park for only about 45 days, it attracted 4.15 million visitors—three times the expected number—with many families spanning two generations visiting together.
 
In 2012, a renewed "RG 1/1 RX-78-2 Gundam Ver.GFT" appeared in front of "DiverCity Tokyo Plaza," and in 2017, the current life-sized Unicorn Gundam statue was unveiled in conjunction with the opening of "Gundam Base Tokyo." While Gundam had long enjoyed persistent popularity as an anime series, it would be no exaggeration to say that at this point it cemented its position as a national cultural icon. With this increasing cultural significance, "THE GUNDAM BASE" has continued to grow steadily, opening in key locations such as Fukuoka and New Chitose Airport. "Gundam Base Tokyo," though not officially designated as such, certainly serves as a de facto flagship store.

800 million units shipped worldwide!　As a mecca for Gunpla

Let's take a closer look at "Gundam Base Tokyo." The facility is divided into four zones: "Shop Zone," "Builders Zone," "Factory Zone," and "Event Zone" (Note: The "Factory Zone," which introduced the Gunpla manufacturing process, is temporarily closed). The "Shop Zone," with over 2,000 types of products and approximately 1,500 display items, naturally offers the world's largest selection.

The variety is extensive, ranging from the beginner-friendly and affordable "EG (Entry Grade)" to the standard "HG (High Grade)," and up to the premium "PG (Perfect Grade)" that incorporates the latest Gunpla technology. There are even products with a unique dimensional expression called "SD." While most items are in the standard 1/144 scale, larger ones include 1/100 scale and even 1/60 scale. For reference, the 1/60 scale "RX-78-2 Gundam" stands approximately 30cm tall.

A significant characteristic of Gunpla is that kits sold since 1980 have not been discontinued and remain in circulation and are on sale today (Note: reissued and in-stock items only). As the operations staff says, "Our appeal lies in our extensive selection, from the first Gunpla of 1980 to the latest models, including Gundam Base exclusive items." This makes it possible to purchase 45-year-old kits alongside current ones. By acquiring the oldest and newest simultaneously, enthusiasts can tangibly experience each era's trends and technological evolution.

For example, in the early to mid-1980s, adhesives were essential for connecting parts of Gundam plastic models, but since the release of Gundam plastic models in December 1987, a mechanism called "snap-fit" has been adopted, which basically eliminates the need for adhesives. The ability to compare and contrast such changes in kits is one of the most enjoyable aspects of Gundam Base Tokyo. And the total number of accumulated shipments worldwide has reached an unprecedented 800 million pieces since the "1/144 Gundam" in 1980.

Experience the History and Innovation of Gundam and Gunpla

"Gundam Base Tokyo" offers pleasures beyond buying, building, and painting—there's also the joy of "seeing and learning." The 1,500 display pieces are basically all painted, and their poses recreate battle scenes from the shows, allowing visitors to feel their power and realism. During our visit, top entries from the annual "GBWC (Gunpla Builders World Cup)," which showcases Gunpla building skills, were on display. The supreme craftsmanship demonstrated in these dioramas and paintwork was truly breathtaking.

There's also a history corner introducing the Gundam series, which is celebrating its 46th anniversary this year. It features an impressive display connecting the vast number of Gundam works with their corresponding Gunpla. Additionally, there are spots introducing the Gunpla and worldview of 2024's hit "Mobile Suit Gundam SEED FREEDOM" and the latest work "Mobile Suit Gundam GQuuuuuuX," which had a theatrical preview in January and will start its TV series in April. These exhibits throughout the venue allow visitors to gain a deeper understanding of the Gundam series through Gunpla, making it a recommended spot for those wanting to learn about the Gundam franchise.

"Gundam Base Tokyo" attracts many visitors even on weekdays. While annual visitor numbers are not publicly disclosed, the main demographic is men in their 30s and above, with a gender ratio of about 8:2. According to operations staff, "Visitors from overseas make up about 15% of the total," indicating that while focusing on expanding the Japanese user base, they are undoubtedly reaching new international audiences as well. They also note that "Among overseas customers using Gundam Base, PG series and MG series are popular," showing that high-priced items are being purchased as "souvenirs."
 
Of course, there are concerns for Gunpla's future development, such as rising raw material costs and an aging supporter base. However, BANDAI has the advantage of owning its "Bandai Hobby Center" factory in Shizuoka (with a new factory completed in January 2025), enabling an integrated process from planning and development to production. The operations staff also emphasized, "Domestic production ensures our commitment to quality and enables more reliable responsiveness to the market," highlighting their focus on building a system that can flexibly respond to rapidly changing global conditions and demands.
 
Since the COVID-19 pandemic, "Gundam Base Tokyo" has implemented entry restrictions and purchase limits and has distributed numbered tickets due to continuously increasing demand. In response to this situation, "Gundam Base Tokyo Annex" was established in December 2023 right next to the life-sized Unicorn Gundam statue, targeting domestic and international tourists who come to see the statue. This facility displays and sells not only Gunpla but also various easily accessible merchandise, operating as a facility where visitors can casually engage with Gundam and Gunpla.

Annex Also Born - The Future of Gunpla Can Be Seen Here

To this extent, the development of Gunpla culture is a testament to the respect for the monumental masterpiece of SF robot animation called the Gundam series and the passion of those involved who channeled that respect into the technological development and productivity improvement of Gunpla. "Gundam Base Tokyo," which has evolved with changing times from just a "shopping" venue to an entertainment facility where visitors can "buy, play, and learn," has a magnetic appeal that makes people want to visit again and again.