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📦 | Expand trading card transactions with Rakuten “Rakuma” – Why do adults spend money on trading cards?


Expanding Trading Card Trading with Rakuten "Rakuma" -Why Adults Spend Money on Trading Cards?

If you write the contents roughly
Rakuten "Rakuma" is currently expanding its trading card transactions.

Rakuten "Rakuma", a flea market app operated by Rakuten Group Co., Ltd., is popular as a "trading card" on September 9th. → Continue reading

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Trading cards

Trading cardsVarious types of patterns and photographs that are different from (Trading Card) are printed, and are made and sold / distributed on the assumption that they will be collected (collected) or exchanged (traded) for viewing or games. ofcard..In English speaking countriesCollectable cardAlso called (Collectable Card).in JapanTrading CardIs often abbreviated as.There are also cards with application tickets and cash voucher elements.


It is printed on vinyl-coated paper, and the size isPhone cardThere is a fixed form similar to general cards. Usually, dozens to hundreds of types of cards are made on the subject of a specific field (individual sports, anime, idol, etc.), and one or more cards are enclosed in one bag as a series and packed. Many are sold in the form called. As the name of the trading card suggests,CollectorMaybe because it is supposed to be traded with, most products have cards randomly enclosed, and at the time of purchase it is not possible to know what contents are in the card, so it is not easy to collect all kinds It is also characterized by the fact that it is a point that is decisively different from general postcards sold as a set.

Cards that are valued among enthusiasts and cards whose number in the market is intentionally or accidentally limited have a rarity value, and for enthusiasts in their respective fields, they are collected and dealt with as “rare cards”. Become. Generally, cards with some added value such as scarcity and popularity of the subject matter are traded at a higher rate than other cards.


There are various opinions about when the concept of trading cards occurred, but the real place where trading cards are popularThe United States of AmericaIn the latter half of the 19th century,た ば こEnclosed for promotional purposesCigarette cardMany say that is the beginning.At that time, the cigarette package box was thin and the cigarette inside was easy to break, so thick paper was put in as a reinforcement, but it started with putting illustrations and advertisements on the paper card as a means of promotion.Eventually, it became popular for collectors of individual cards to appear. At the end of the 19th century, in AmericaJames B. Duke(James Buchanan Duke) focused on this card and made a series for each illustration to actively increase the types of cards, and put the explanation of the illustration and the card number on the back of the card as well as the illustration. Incorporating the prototype format of the current trading cards, it gave the pleasure of collecting in the series and stimulated the motivation to collect.This hit Duke's tobacco, which sold well, and its popularity and method were spread all over the world, including Europe, and each tobacco company put a lot of effort into the idea of ​​the card and the quality of the print.

As a design theme/series, various costumes/era women, actresses/actors, movie scenes, cars/trains/ships, animals, flowers/landscapes, and playing cards can be used as cards for cards. It was produced and distributed in various cities around the world. Among them, the ones about sports were particularly popular,baseball-サ ッ カ ー-American FootballAndAustraliaInAustralian footballThere is also a subject of. Especially baseball playersHonas WagnerTobacco card (1909 Around the time), the existing number is extremely small,2007 At an American auction of 235 million dollars (Japanese yen at that time was about 2 million yen),2016 Has been sold for $312 million (about 3 million yen), and is said to be "the Mona Lisa in the trading card world." These enclosed cards will then be expanded to include cigarettes, confectionery and food.

In the United States,1933 After going through Goudy Sports King of1951 Topps has released Topps Baseball, which is a waxed paper containing its own gum and baseball player's card, and has released a new product to date. In addition, Topps Baseball is1992 More gum is removed and waxed paper is removed except for some products, and only trading card products are sold. Topps maintained an almost exclusive market by acquiring sporadic manufacturers and partnering with major league institutions, etc.1980 Was sentenced to violate the Antimonopoly Act, and the following year, two brands, Fleer and Donruss, released products with only major cards such as gum and no sweets, such as chewing gum. ..

after that,1988 The first double-sided color printed card was released by Score,1989 Will sell 6-color printing, double-sided vinyl coating, and a card with hologram for anti-counterfeiting under the slogan of "Collector's Choice" from Upper Deck. This was an event in the unprecedented trading card boom as trading cards were seen as speculative targets by some investors in the United States.1990 Introduces the basic form of the current trading card by fully encapsulating "Insert Card" with different rarity in the same product that Upper Deck will be released for the first time at the same time. After that, inserts called ``Memorabilia Cards'' that sandwiched pieces of athlete's actual goods and autographed cards of athletes were born, and a wealthy adult user who wants a high-class and rare card and a manufacturer who wants to sell high-priced products In line with the speculation, the price went up sharply, and in a sense different from the era of tobacco cards, it returned to an adult hobby.

High-end and high-priced products never stop2004 Finally, Upper Deck has reached the standard retail price of NBA 04-05 UD EXQUISITE COLLECTION that exceeds $ 1 per pack, and DonrussBabe RuthThere was also news that one of the existing 5 uniforms of was purchased for the purpose of chopping and enclosing it in a card.

History in Japan

JapanBut with the fashion of tobacco cards in Europe and America,TokyoWith Iwatani Shokai京都Murai Brothers Shokai, the two major cigarette companies of the time, made cigarette cards around 1899 and became popular. Initially, there were many Western-style illustrations that imitated the imported cigarette card pattern, but eventually Japanese geisha andHanafuda,One hundred peopleThe cards of their own illustration series are now printed. The problem of a child smoking a cigarette for the purpose of a card became a problem, and in 1900, the Minor Smoking Prohibition Law was enacted. After that, based on tobacco card sales promotion methods, from around 1927Tokyo Roku University BaseballThe theme of the flower starGlicoA bonus card was made. In this flow, we are represented by "Ochasuke Nori"NagatanienWas added to the productFifty-three Stations of the TokaidoIt is thought that there is also a card. By being enclosed in confectionery, card collection has shifted to a childish hobby.

In Japan, the famous cards to be collected before the name "Trading Card" was created are (Tokyo Koume Seika) baseball card (1951),CalbeeIt is a bonus of snacks released byKamen Rider card(1971 years),LotteMore released and caused a social phenomenonSurprised manExamples include the series "Akuma VS Tenshi Seal" (1985).

Red plum caramel1951 Is a product released by Tokyo Koume Confectionery,Yomiuri GiantsA card was included as a subject for the player. This card has one player for each positionShigeru MizuharaBy collecting the director's cards and sending them to the manufacturer, it became extremely popular as it was exchanged for a luxurious prize at the time. This project was imitated by many manufacturers all over the country, and "Hinomaru Caramel", "Kabaya Caramel", "Calbee Caramel", and "Asayama Flute Gum" are well known to enthusiasts.

After that, through the inclusion card of Morinaga "Top Star Gum" and Kabaya "Leaf Gum" which is the first full-scale trading card in Japan,1971 Calbee will release "Kamen Rider Snack". Popular program at the timeKamen RiderWith this product as the subject, a distribution format was adopted in which one card in a paper bag was enclosed and handed over at the store. With the flow of this product, CalbeeUltraman A''Mazinger Z, A popular TV program for children at the time was released, and Izumi SenbeiSuperman Barom 1Kabaya saidWild 7, Etc., were sold and suddenly booming. However, these products are not something that springs down, but as a base ideaMenkoOr called "5 yen discount bromide"Mom-and-pop candy storeIt seems to have been inspired by the products distributed through. Calbee1973 Continues till nowProfessional baseball snacks] To be released.

At about the same timeMorinaga ConfectioneryConfectionery with a seal fromChocobeWas released, and the enclosed "Basil" hit the children. Basil1977 Was released inLotteof"Surprised manIt was a sticker that used a clear type material similar to the sticker enclosed in "But it was not printed on the mount, so it is not recognized in the flow of trading cards. This "surprise man" can be said to be1985 "Devil VS Angel SealWhen it started, it caused an explosive boom that even exceeded the Kamen Rider card boom, and became popular among children, such as being cartoonized, animated, and gamed in the late 1980s and early 1990s. Unlike the bonus cards up to that point, the illustrations were original characters rather than other subject matter, and it was a big hit, and a story was also added, and it started as bonus cards and spread to various media. It was characteristic. The "Bikkuriman" has been released intermittently several times since then. Due to the boom of "surprise man",Ramen"And "Gamla Twist", "Pounding school, "Secret Ninja Book", "The Legend of King Harima", "Time Slip Battle", "Admirable General], "Mysterious Zipang Legend" and many other products of the same type have appeared.

It can be said that the name "trading card" was imported into Japan and became widespread in the 1990s. In 1988BandaiSells cards with copyrighted characters such as manga and anime at vending machines.Carddass(There was also an original series "Sengoku Busho Retsuden" with illustrations of Sengoku Busho), but it was not called a trading card yet.In the United States, names such as "Collectable Card" were commonly used in addition to "Trading Card", but the background to the establishment of the name "Trading Card" in Japan was that Calbee was in charge of confectionery with cards at that time. Was an employeeCompass IkedaThe existence of is indispensable. Compass Ikeda1993 (Julie boom was happening this year when soccer was professionalized)J League ChipsRide the J League card boom brought by the appendix cardShogakukanof"Monthly Korokoro ComicIt is the character name in the planning in ", but the name and concept of "trading card" = "trading card" is introduced for the first time in the media, and collecting all target cards is called "complete" = "comp" Clarified the purpose of collection. In addition, Konpu Ikeda was "Korokoro Comic" and then he transferredEpochIt is the name that was used in the public relations activities in Japan, and continues to this day. Before and after thatShurinpu IkedaAre active under the name of.

For the first time, we launched a product that imitated an American trading card as a sales form,1991 OfBaseball magazine company"BBM Baseball Card 91" by. What was called "Trading Card" was released in Japan,1994 "J League Official Card 94" was the first, and it was a hit product because it had a good reputation in the "J League Chips" snacks with bonus cards that had been released until then.

As an indispensable product in the process of forming the trading card market that continues in the 2000s1996 Bandai's Carddas Masters started inNeon Genesis EVANGELIONIs mentioned. Carddass Masters1995 As mentioned above, as a high-end target age and high-end version of Carddass, it is a product sold in the trading card size as a packaged product rather than for vending machine sales. "Neon Genesis Evangelion," which was introduced as the title of this product, is an animation work that has made a big movement that is supported not only by anime fans at the time but also by young people who like subcultures. It became the biggest hit product released as a "trading card", and a large number of anime fans flowed into the trading card market, which was almost limited to the sports field until now,2002 The card market for anime/bishoujo games that peaks around that timeTrading card game(TCG, described later) formed the market.

Higher grades in the United States gradually spread to Japan, and Baseball Magazine is the first to use "Diamond Heroes 97".Hideki MatsuiSince the "Jersey Card" with a uniform fragment of the (Yomiuri Giants at the time) was included, some Memorabilia cards have been included in the trading card products of the 2000s, except for many of the card series that featured pictures such as anime and games. Has become commonplace.

Since the late 2000s, it has been installed in amusement facilities such as game centers, supermarkets and toy stores.Three Kingdoms War''WORLD CLUB Champion Football''Beetle King Musiking''Fashionable witch love and berrySuch asTrading card arcade gameThe so-called arcade trading card used in (TCAG) is becoming the mainstream of trading cards. In addition,Magic: The GatheringTrading card games starting withduel Masters''Monster collection''Aquarian Age''Card Fight!! VanguardOriginal character TCG such asYu-Gi-Oh!''Pokemon card game''Gundam War''Weiss Schwarz''Precious MemoriesMany of them are based on existing manga and anime characters.

Other music groupsAAA,TWICEEtc. enclose a trading card on the CD. In 2020, Japan as a rare cardZen MarketRun by the companyCross-border ECthe mallZenPlusAt the “Pokemon Card Game”Pokemon (Pikachu) IllustratorWas sold overseas for a record high of 2500 million yen.


In the United States,baseball(MLB)Baseball card"other thanAmerican Football(NFL),basketball(NBA),Ice hockey(NHL) Such as4 major professional sports leagues in North AmericaCards are popular for sports, but movies, TV shows, and female models are also popular, and new products are on sale. In addition, the Santa Claus set, which includes the official Santa Claus sign and a card with some clothes attached, was released.

As a trading card in the sports field in Japan,Professional baseball,サ ッ カ ー,Sumo,Horse racing,wrestling,Women's pro wrestlingAre well known. As a trading card other than sports,Anime,Comic,movies,TV programThere are such things. Also, in Japan, I took up one female model.IdolIt can be said that many cards called cards are on sale. Sales in the music field are expanding, and some J-POP artists may include a trading card as a bonus supplement for purchasing a CD.

These, including those dealing with sports, were created with the main purpose (or a large part of the purpose) of playing games with cards.Trading card gameMay be sold as.

Card specifications

Trading cards mainly have images of photographs, illustrations, characters, etc. printed on the front side of cardboard and information about the images on the front side on the back side. However, because of the nature of the game, the one used in the trading card game described later has a common design for the background and appearance, and in many cases both the photograph and the data are printed together on the back side.

Also, assuming a case of storing in nine pockets (a transparent vinyl sheet with 3 vertical × 3 horizontal pockets for storing cards), you can see a large illustration by aligning 9 sheets. Sometimes the front and back sides are printed.

In Japan, the size is usually 2.5 inches by 3.5 inches, which is generally adopted first by Topps and is the standard size for trading cards in the United States.BandaiThere are not a few cards such as the size adopted by the Carddass series and the attached card of Calbee, and the telephone card size.

As a card that has a special presence to general cards, there are cards that have intentionally and intentionally reduced appearance rates, and are called "insert cards". Mainly gold and silver foil stamping, holograms, etc. are set and processed differently from ordinary cards. In addition, there are some products that have been differentiated by using materials such as Japanese paper, wood and plastic.

As a thing with even higher added value, one with a handwritten signature of a person as a motif of a card or one with a kiss mark, a piece of costume (uniform or swimsuit) that the person is supposed to wear, a bat of a baseball player in a thin piece There is also a card that encapsulates a part of a movie film, etc., and is mainly called "Memorabilia card".

In addition to such planned distribution numbers, those with limited inclusion due to some mistake in the printing process, or in the case of treating sports athletes, sudden retirement of players or team transfer occurred, There are cases where the issuance of a card featuring that player will be discontinued, and it is called a "short print (SP) card".

These special cards are said to have a particularly high collection value, but the cards that draw a person in particular tend to be affected by the popularity of that person among collectors.

Incidentally, the Bikkuriman seal mentioned above takes the form of a seal as its name suggests, and although the shape is not a card, it is considered to be the forerunner of trading cards in Japan.

How to sell

The methods of selling trading cards in Japan can be broadly classified as follows.

When sold alone
The cards are provided with vinyl or aluminum packs, and are divided into small pieces so that the contents cannot be identified and sold at toy stores, convenience stores, specialty stores, and the like. Also, most trading card games can be classified as this.
When sold by an automatic card vending machine
The card is a simple device that can be taken out when you pay the fee.CarddassIt will be sold at stores, streets, etc. Also,arcade gameWhen you play the game by fusing the trading card with the trading card, the trading card is ejected, and there is also one in which the data that can be used for the next game is written in a bar code on the card.
When attached to food
This includes professional baseball chips. It is displayed as food at convenience stores and supermarkets, but at one point the card's popularity became incandescent, ruining the food, and the theft of the card part caused a series of problems such as the manufacturers making ingenuity in the package. The commercial law to add extra foodShokuganAlthough it is called, trading cards may not be classified as Shokugan.
Professional agency store
With the increasing scarcity of cards, specialized stores will be established to buy and sell those cards. In trading card specialty stores, in addition to buying and selling cards, there is a battlefield (duel space) for trading card games. Recently, there are many sites that sell and sell online. Also, not only single card (single card), but also the sale in the form called pre-built deck that combines multiple cards is also active.

Trading card game

In many cases, trading cards were intended to be collected because of their admirability, but as an approach from the card game that was created as an advanced form of the classic card game, the trading card mechanism and A tabletop game was devised that cleverly utilized the distribution form. In 1993, the world's first trading card game (TCG)Magic: The Gathering] Has been a huge hit, and since the late 1990s various trading card games have been released in Japan, forming a large market. In English-speaking countries, it is also called "collectable card game" (CCG).

Related literature

  • Eiji Otsuka "Sadamoto Monogatari Consume" (Kadokawa Shoten, 2001)ISBN 4044191107
    • Otsuka analyzes the social phenomena surrounding the surprise man seal as behavior that consumes the story of the background world,GeekPointed out as a new style of cultural consumption seen in.


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