At a fresh food market in Yuen Long district (Hong Kong), Mr. J.J. Chan's butcher shop is no longer just welcoming housewives or domestic helpers, but also a different set of customers — those who rarely go to the market for shopping.
The arrival of these new customers is directly linked to the Beyblade craze — the famous Japanese spinning top toy — which is spreading once again across Hong Kong and Taiwan in recent times.
Beyblade is a battling top game released by Takara Tomy, combining physical toys with manga and anime versions. The trend first exploded in the 2000s and is now seeing a strong revival thanks to strategies involving product re-releases and new anime series.
According to analysts, the main driver of this new wave comes from a group of customers known as 'kidults' — adults who retain childhood interests and consumption habits. This group is willing to spend heavily on nostalgic toys or for collection purposes.
At toy stores and supermarkets in Hong Kong, Beyblade display shelves frequently sell out, especially limited editions. Many shops also host small in-store tournaments, creating spaces for players of all ages to interact and compete.
The same is happening in Taiwan, where Beyblade player groups on social media are rapidly growing in membership, and offline meetups are being organized more frequently.
Toy sales in these two markets have grown significantly thanks to the Beyblade effect. Retailers report that, compared to the same period last year, consumption of Beyblade products and related accessories has increased severalfold.
The Beyblade craze doesn't stop at product sales; it also fosters a vibrant player community that connects generations — from children experiencing it for the first time to adults who played during their youth.
