Suttichart Sarapaiwanich
Abstract :
The term Sofubi (short for “soft vinyl figures”) refers to toys made from soft vinyl material (PVC) that first came out of Japan aroundThe term Sofubi (short for “soft vinyl figures”) refers to toys made from soft vinyl material (PVC) that first came out of Japan around 60 years ago. In the mid-1960s, these figures, especially monsters and heroes from franchises like Ultra Q, Godzilla, and Ultraman, became immensely popular among Japanese children. The durability and vivid colors of the Sofubi style made it an inseparable part of childhood memories.
This vinyl figure style, which highlights the creativity and craftsmanship of Japanese toy-making, experienced a decline in the 1970s due to the emergence of hard plastic and metal toys. However, Sofubi culture came roaring back, largely fueled by nostalgia for this post-war economic boom era. As the children who played with them grew older, they sought out the vintage figures. By the 1990s, the toys were viewed as valuable collectible artifacts, leading to a high demand for both old vintage sofubi and new indie sofubi created by independent artists. Today, Sofubi is a globally recognized phenomenon, viewed not just as a toy but as a distinct art form and a successful international cultural movement.
The selection of the Sofubi toy style for the design of the JOE the SEA-CRET Agent art toy was deliberately chosen because it was suitable to the time the comic was published and effectively addressed its target reader group.
Objectives :
- To adopt the Sofubi toy style because it was suitable to the time the comic was published. The comic artist made this deliberate choice, aligning the collectible’s format with a specific historical context.
- To effectively address the target reader group of the comic by utilizing the recognizable and appealing Sofubi style.
- To translate the 2D concept into a 3D physical figure by starting with a sketch on paper, transforming it into a digital sculpture using the Z-Brush application, and resolving the complex editing process between the 2D original artist and the 3D digital sculpture artist.
- To successfully produce and distribute the art toy to collectors. This objective was stalled during the initial attempt by the company LENARAI in 2019 due to production problems and the subsequent shutdown of the company. It was successfully restarted in 2023 by the new company, Fat Lane, and the finished art toy was distributed to collectors in 2025.
Conceptual Framework :
Sofubi, a term derived from the combination of “soft” and “vinyl,” refers to figures made from polyvinyl chloride (PVC), a material synthesized in Germany in 1872 and later plasticized in 1926. While their appearance suggests they might be malleable or “squishy,” to the touch, the material is surprisingly tough. The history of the Sofubi boom begins approximately 60 years ago in Japan, where a Tokyo-based manufacturer first created these as children’s toys. A decisive moment occurred in 1966 when the Tokyo manufacturer Marusan released a series of Sofubi figures based on the monsters from the popular special effects TV show Ultra Q. This immediate sensation led to the production of figures for franchises like Godzilla and Ultraman, prompting other toy manufacturers to quickly follow suit and capturing the imaginations of children across the nation. What cemented the figures’ initial appeal and made them an inseparable part of childhood memories was a combination of their vivid colors, their lightweight design, and their durability. These qualities meant that children could play with them anywhere be it the sandbox, the bath, or around the house. This type of production, where vinyl is melted in a spinning mold, was characteristic of Japanese toy-making during this era. However, the tide began to turn in the 1970s. As hard plastic toys, metal toys, and the growing popularity of model kits entered the market, the original Sofubi craze started to decline. Despite this temporary fade from the forefront of children’s entertainment, the aesthetic and unique production methodology of soft vinyl laid the groundwork for its later re-emergence as a significant adult collectible. Toys, generally, are a massive global industry, but the resurgence of Sofubi proved the enduring power of this specific, niche, soft vinyl format.
Process / Methodology :
The development of the JOE the SEA-CRET Agent art toy followed a rigorous, multi-stage methodology that involved conceptual design, complex digital sculpting, and a challenging physical production process rooted in traditional Japanese Sofubi techniques. The overall process spanned from an initial concept in 2019 to final distribution in 2025.
- Conceptualization and Style Selection (2019)
The project began with the company LENARAI. The core methodology started with a critical design decision: the comic artist determined the figure must utilize the Sofubi toy style (soft vinyl figures made of PVC). This style was chosen specifically because it was deemed suitable to the time the comic was published and effectively addressed its target reader group. Sofubi, known for its vivid colors, malleability, and durability, references a style originating in Japan in the 1960s, a design legacy known for its craftsmanship and creativity.
- Design Translation and Digital Sculpting (2019)
The conceptual design was executed through the following steps:
- Initial Sketch: The design started as a sketch on paper by the original artist.
- Digital Completion: The sketch was then completed in a digital format.
- 3D Sculpting: The flat 2D image was transformed into a three-dimensional model using the Z-Brush application by a specialized digital sculpture artist.
A key methodological challenge arose during this phase: the transition from 2D art to 3D sculpture required extensive refinement. The editing process between the original artist’s vision and the digital sculptor’s rendition was difficult and required almost two months of editing time to finalize the design.
- Initial Prototype Attempt and Project Stall (End of 2019)
Once the final digital file was created, the objective was to move to physical production.
- Prototype Creation Attempt: LENARAI began the prototype creation process by sending the digital file to the factory.
- Production Failure: The company encountered significant production problems, a major obstacle since traditional Sofubi manufacturing is an artisanal process done in small batches and requires skilled veterans. The company attempted to resolve these issues by changing many factories.
- Project Termination: Ultimately, the production problems proved insurmountable, leading to the shutdown of the LENARAI company due to an unknown issue, and the JOE the SEA-CRET Agent art toy project was struck at the end of 2019.
- Project Relaunch and Successful Manufacturing (2023–2025)
The project was dormant for several years before being restarted:
- Relaunch: The project officially started again in 2023 with the new company, Fat Lane, an experienced producer of art toys.
- Design Continuation: Fat Lane utilized the expertise of the same digital sculpture artist who had worked on the initial attempt, resuming the JOE the SEA-CRET Agent sofubi design processes.
- Distribution: Under the new company’s management, the art toy successfully completed the manufacturing process, resulting in the final product being finished and distributed to collectors in 2025. This successful distribution confirmed the completion of the project’s primary production objective.
Techniques and Materials :
The development of the figure began in the conceptual stage with the company LENARAI. The process originated with a sketch on paper by the original artist before the design was completed in a digital format. A crucial and difficult stage involved translating the 2D concept into a three-dimensional model. This was achieved using the Z-Brush application by a digital sculpture artist. This translation was not straightforward, as the editing process between the 2D image supplied by the original artist and the 3D rendition by the digital sculptor required almost two months of editing time to finalize the design.
Once the digital file was completed, the first objective was to initiate physical production. This process typically requires sending the file to a factory where skilled artisans, often veterans in the trade, use techniques rooted in tradition. Authentic Sofubi figures are made in small batches, employing a wax prototype to create a metal mold. The artisan manually spreads the PVC material across the mold’s crevices, which ensures the figure retains beautiful detail while possessing the characteristic hollow, light body of soft vinyl toys. Unlike automated foreign production methods, this Japanese process allows for the creation of unique textures and high-quality finishes, often completed by hand-painting to give the final product a “warmth” that mass-produced figures lack.
The initial production attempt by LENARAI in 2019 encountered severe production problems, resulting in the company changing many factories before ultimately shutting down. The difficulty of successfully moving from a complex digital sculpture to reliable physical manufacturing proved too high, stalling the project. However, the project was successfully resurrected in 2023 by the company Fat Lane, utilizing the expertise of the same digital sculpture artist to restart the JOE the SEA-CRET Agent sofubi design processes. By maintaining commitment to the PVC/soft vinyl material and the required artisanal techniques, Fat Lane finished the project, and the final art toy was distributed to collectors in 2025.
Result / Conclusion :
Sofubi figures, originating as simple soft vinyl toys in Tokyo during the 1960s, have completed a successful transition, evolving into sophisticated collector’s items and a global cultural movement. The movement is sustained by the synergistic demand for rare vintage originals and the innovative freedom of independent creators, resulting in a unique intersection of lowbrow art, high-end collecting, and nostalgia. Key to their success are the features that distinguish them: the high quality of artisan craftsmanship, the unique soft and tactile texture, and the adoption of subversive aesthetics linked to Japan’s underground culture. The strategic use of limited availability through controlled production ensures high desirability and market longevity. The modern production journey is not without its difficulties, however, as illustrated by the development of the JOE the SEA-CRET Agent art toy. The project’s initial failure in 2019 under LENARAI, marked by the difficulty of translating 2D comic art into a 3D digital sculpture and subsequent manufacturing issues, highlights the complex hurdles of modern indie production. Its eventual successful revival in 2023 and distribution in 2025 by Fat Lane demonstrates the perseverance required to execute a Sofubi vision. The culture is also fortified by the Japanese cultural background of animism, which provides a deep reverence for the characters. This blending of traditional values, contemporary art, and strategic market practice has allowed the word SOFUBI to transcend language and cultural barriers, firmly establishing itself as a unique and thriving artistic and economic phenomenon worldwide.
References :
3DRetro. (n.d.). Collection: Sofubi. 3DRetro.
Ichiro, S. (2025, February 27). From indie to vintage: How Japan’s sofubi culture is captivating the world. DEEPTOKYO Magazine.
LENARAI & Fat Lane Project Team. (2019–2025). JOE the SEA-CRET Agent Sofubi project development notes [Unpublished project documentation].
Okazaki, M. (2022, June 30). Japanese sofubi are making collectors go wild. Tokyo Weekender.