Constructing Model Toy Culture: Bandai’s “Tamashii Nations” Exhibitions

Abstract

This paper examines the cultural significance of the annual “Tamashii Nations” exhibitions held by the leading Japanese toy manufacturer Bandai to present the latest high-end model toys to its customers. The analysis concentrates on the exhibitions between 2019 and 2024, which serves as a case study to understand how Bandai engagement with cultural production and representation in a globalized and post-pandemic context. Drawing on Appadurai’s “social life of things” and Kopytoff’s “cultural biography of objects” as theoretical frameworks, this paper explores how Bandai's exhibition strategies, particularly through the promotion of the True Bone Carving series, generate cultural and economic value. The analysis highlights how nostalgia, craftsmanship, and fan engagement contribute to shaping the perception of model toys as both collectible commodities and cultural artifacts. Through a detailed examination of exhibition practices, consumer reception, and global market trends, the study demonstrates how Bandai not only integrates existing cultural industry strategies but also actively influences the constructionof model toy culture. The conclusion addresses future trends, including digital exhibition formats, globalization, and the evolving role of collectible figures in identity formation in transnational fandoms.