From Japan to China: The Evolution of the Gacha Model and Cross-Cultural Communication Research

Abstract

The Gacha mechanism originated from Japan's twisted egg culture and gradually evolved into various card payment models with the development of smartphones. This study explores the formation and evolution of the Gacha mechanism in Japan, as well as its localization adaptation process after entering the Chinese market. The research results indicate that although there are differences in regulatory policies and social disputes between China and Japan, the Gacha mechanism still thrives at the commercial level and has undergone multiple mechanism adjustments driven by policy intervention and player feedback. In addition, research has found that the transparency process of the Gacha mechanism not only improves market fairness, but also promotes its commodification, shifting players' focus from "whether probability is fair" to "whether price is reasonable", which in turn leads players to question manufacturers' pricing strategies. This study focuses on systematically studying the transmission path of the Gacha mechanism from Japan to China and its localization adaptation.