In 1973, Japanese food company Calbee started attaching free collectable baseball player cards to its potato chip packets (and continues to do so today). It was mimicking a trend that had already taken off in tobacco markets in Japan and overseas. Baseball, Japan’s national sport, was an obvious choice for Calbee to attract consumers.
Some four years later, rival company Lotte joined the trend, launching a chocolate wafer snack with Bikkuriman “surprise man” stickers. These stickers quickly caught on – and eventually spawned an entire fantasy world that made its way to anime and manga.
