Asobivision

What Asobivision does

Asobivision Inc. (アソビビジョン株式会社) is a privately held Japanese specialty retailer founded in June 2019 by President Tatsuya Ishizuka (石塚辰也), headquartered in Chiyoda-ku, Tokyo. The company operates the 'Fukufuku Toreka' (福福トレカ) retail chain of trading card game (TCG) stores, currently five physical locations concentrated in Tokyo's Akihabara district (four stores, including a multi-floor flagship with an 84-seat tournament/duel space and a presence in the Radio Kaikan building) and Ikebukuro (two Pokémon TCG-focused locations, with the main building opened December 2025). Asobivision serves TCG enthusiasts and collectors — primarily of Yu-Gi-Oh!, Pokémon TCG, One Piece Card Game, Duel Masters, Weiss Schwarz, Shadowverse Evolve, Gundam Card Game, and Union Arena — through both sales and purchase/valuation services for individual cards and sealed product.

The business operates three core verticals: (1) physical retail under the Fukufuku Toreka brand, including specialized single-title stores and the flagship duel-space venue; (2) nationwide e-commerce mail-order via the fukufuku.com portal handling single-card and sealed sales; and (3) a smaller B2B fixtures business, 'TOKYO Toreka Juki,' supplying specialized display equipment to other TCG retailers. Revenue is generated on a per-transaction retail and resale basis, supplemented by media/advertising activities. The company holds a Japanese secondhand dealer license (古物商許可証 第301031905836号), required for its used-card purchasing operations.

Asobivision's go-to-market is community-led and event-driven, layered with celebrity and combat-sports sponsorships: it sponsors M League professional mahjong team EX風林火山 (renewed for the 2025-26 season, which the team won in May 2026), RIZIN Fighting Federation events (multiple major events including RIZIN.52 in March 2026), and individual RIZIN fighter Kyoma Akimoto (秋元強真). The company has invested in station advertising at JR Akihabara and Tokyo Metro Akihabara and was featured on the TBS national variety program '桜井・有吉 THE夜会' (February 27, 2025) as a celebrity-frequented specialty store. As of May 2026, Asobivision employs approximately 150 people and operates without any disclosed external funding rounds, indicating organic, founder-led growth.

Name

Asobivision

Legal name

アソビビジョン株式会社

Website

https://asobivision.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Asobivision is a Tokyo-based, founder-led specialty retailer operating five trading card game stores under the Fukufuku Toreka brand in Akihabara and Ikebukuro, serving TCG enthusiasts and collectors with sales, purchases, and tournament venues, alongside nationwide e-commerce and a TCG fixtures business.

Ownership category

akta.pro rank

Product category

Trading Card Game Specialty Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Collectible Card Games (CCG/TCG) Retail (CRALAGAC)

akta.pro secondary industries

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Big-Box Electronics + Gaming & VR Retail (CRACAAAG)

Keywords

• Trading card retail
• Collectible card games
• TCG specialty stores
• Card buyback services
• Retail store fixtures

Headquarters

HQ city

Tokyo (Chiyoda-ku)

HQ country

Japan

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Physical Retail Store Operations: Operates 5 physical retail stores under the '福福トレカ' brand in Akihabara and Ikebukuro areas of Tokyo, selling and buying trading card games. Revenue is generated through retail sales and purchase/valuation services for collectible cards.
2. E-commerce / Mail Order Sales: Operates an online mail-order platform for trading card games. Handles both sales and purchasing through digital channels, serving customers nationwide.
3. Media Operations: Brand marketing and media presence through social media accounts (X/Twitter), promotional campaigns, and station advertising to drive retail traffic and e-commerce sales.
4. Specialized Fixture Sales: Operates 'TOKYOトレカ什器' brand selling specialized display fixtures and furniture for trading card game retail stores.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Asobivision operates the Fukufuku Toreka (福福トレカ) trading card game retail chain, comprising five physical stores in Tokyo's Akihabara and Ikebukuro districts that sell and purchase collectible cards across multiple TCG titles including Yu-Gi-Oh!, Pokémon TCG, One Piece Card Game, Duel Masters, and Weiss Schwarz. The company also runs a nationwide e-commerce mail-order platform for single-card sales and a complimentary TOKYOトレカ什器 business that supplies specialized display fixtures to other TCG retail operators.

Product overview

Asobivision operates a multi-brand retail and e-commerce portfolio centered on trading card games (TCG). The core offering is the 福福トレカ (Fukufuku Toreka) chain, comprising 5 physical stores in Tokyo's Akihabara and Ikebukuro districts plus an e-commerce portal. Stores are differentiated by specialization (general TCG, Pokemon Card Game, Yu-Gi-Oh!, collection cards) and feature event spaces. The company also provides trading card store fixtures through TOKYOトレカ什器, and has expanded into esports sponsorship of M League and RIZIN MMA events.

Differentiator

Problem solved

Functional benefit

Brands

• 大福ネネ・黒髪: Image character for Fukufuku Toreka brand (黒髪ver.)
• 大福ココ・白髪

Products and services

• Fukufuku Toreka (福福トレカ) Trading Card Game Retail Stores Multi-location chain of five physical retail stores in Tokyo's Akihabara and Ikebukuro districts selling and purchasing trading card games across multiple titles including Yu-Gi-Oh!, Pokémon TCG, One Piece Card Game, Duel Masters, Weiss Schwarz, Shadowverse Evolve, Gundam Card Game, and Union Arena. Stores are differentiated by specialization (multi-title, Pokémon-only, Yu-Gi-Oh!-only, collection cards) and the Akihabara flagship features an 84-seat duel space on the 4F for tournaments and events. Both retail sales and purchase/valuation services are offered under the secondhand dealer license.
• Fukufuku Toreka E-commerce Portal (福福トレカ 通販シングル専門店) Online mail-order storefront offering single-card and product sales for trading card games including Pokémon TCG, One Piece TCG, and other titles, with nationwide delivery to Japanese customers. Operates dedicated X (Twitter) accounts for promotional campaigns and event announcements.
• TOKYO Toreka Juki (TOKYOトレカ什器) Retail Fixtures Specialized business selling purpose-built display fixtures, furniture, and store equipment designed for trading card game retail environments to other TCG retail operators. The offering leverages the company's operational expertise from its own five-store chain to serve other retailers in the TCG vertical.

Quantifiable outcome

• Featured as a celebrity-frequented store on national TV program '櫻井・有吉 THE夜会' (broadcast February 27, 2025)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• IKUSA団体戦minorGTM or Marketing Partner · 31 October 2025Fukufuku Toreka fielded an official team (福福トレカチーム) in the IKUSA team competition 25-26 organized by EX風林火山. Three athletes represented the brand: 中川美優, 松本圭世, and 林輝幸. Asobivision also provided prize sponsorship.
• 秋元強真 (Kyoma Akimoto)coreGTM or Marketing Partner · 28 July 2025Professional MMA fighter sponsored by Asobivision/Fukufuku Toreka. Akimoto competes in RIZIN Fighting Federation events. He achieved victory at RIZIN.52 (March 7, 2026) in Tokyo. Asobivision runs collaborative promotional campaigns featuring his signed merchandise.
• RIZIN Fighting FederationcoreGTM or Marketing Partner · 27 July 2025Asobivision serves as a sponsor for multiple RIZIN MMA events including RIZIN男祭り (Tokyo Dome, May 2025), 超RIZIN.4 (Saitama Super Arena, July 2025), RIZIN LANDMARK 12 in KOBE (November 2025), RIZIN 師走の超強者祭り (December 2025), and RIZIN.52 (Ariake Arena, March 2026). Sponsorship includes pre-show programs, collaborative giveaways, and athlete appearances.
• EX風林火山coreGTM or Marketing Partner · 15 June 2023Asobivision sponsors professional M League mahjong team EX風林火山. The partnership includes co-marketing activities such as celebratory sales campaigns when the team wins (e.g., M League 2025-26 championship). The sponsorship was renewed for the 2025-26 season.
• 稲本潤一 (Junichi Inamoto)minorGTM or Marketing Partner · 15 June 2023Professional athlete sponsored by Asobivision. Listed on the company's sponsorship page.

Scale indicators3 records

Recent moves11 records

Expansion highlights5 records

Emerging players

• TCGplayer: US TCG marketplace and pricing data platform serving individual sellers and buyers. Adjacent peer to Asobivision's e-commerce/mail-order business model, useful as a benchmark for online TCG marketplace economics.

Direct peers

• Mandarake: Japan's largest specialty retailer of secondhand collectibles including TCG, with strong Akihabara footprint and e-commerce. Overlaps directly with Fukufuku Toreka on collectible card buy-back, sales, and valuation.
• Big Magic: Japanese TCG specialty retailer with strong Akihabara presence and nationwide e-commerce. Competes head-to-head with Fukufuku Toreka across Pokémon, Yu-Gi-Oh!, One Piece and other major titles with similar buy-back/valuation and tournament services.
• Hareruya: One of Japan's largest and most well-known trading card game retailers, headquartered in Tokyo. Directly competes with Fukufuku Toreka in multi-title TCG retail across physical stores and e-commerce, serving the same collector and tournament player base.
• Surugaya: Major Japanese secondhand hobby/TCG retailer with both physical stores and e-commerce. Comparable to Asobivision in secondhand card purchasing and resale, with a much larger multi-category footprint.
• Hobby Station: Japanese hobby and TCG retail chain operating multiple storefronts and online sales. Directly comparable multi-title trading card retail and tournament-oriented community model.
• Yellow Submarine: Nationwide Japanese hobby and tabletop gaming retail chain with a meaningful TCG assortment. Comparable to Asobivision in selling multi-title trading card games through physical storefronts, although it spans a broader hobby/game product mix.

Broad incumbents

• Card Kingdom: Established US-based TCG retailer (Magic, Pokémon, Yu-Gi-Oh!) combining retail, e-commerce, and buy-back services. Useful international comparable for Asobivision's omnichannel TCG retail model and tournament-hosting community layer.
• Star City Games: Long-standing US TCG retailer and tournament organizer with physical stores plus e-commerce. Comparable to Fukufuku Toreka as a multi-channel TCG retailer that monetizes community/event infrastructure alongside card sales.
• Book Off: Large Japanese secondhand retailer with hobby, books, and media inventory including some TCG. Relevant incumbent comparable for scaling secondhand/buy-back infrastructure and nationwide store density that Asobivision could aspire to.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/fukufuku_toreka

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asobivision