AMAKUNI

A legendary swordsmith’s name, a hobby publisher’s ambition, and scale figures forged from editorial connections

At a glance

Status
Active as an internal brand of Hobby Japan.
Based in
Shibuya in Tokyo in Japan.
Known for
Premium character figures; the Seven Deadly Sins originals; AMAKUNI KIZIN mecha; AMAKUNITECH model kits.
Good fit
collectors drawn to elaborate fixed pose figures; original character designs; premium mechanical subjects.
Before buying
check both standard retailers and the Hobby Japan shop; some releases are made to order or sold through limited channels.
Research coverage
Solid

TL;DR

  • Backed by Hobby Japan (founded 1969), AMAKUNI has something most figure makers lack: the publisher's editorial staff reviewing upcoming anime and game projects can flag licensing opportunities before they reach the open market.
  • Premium scale figures with elaborate poses and detailed bases since 2012. The Seven Deadly Sins original character series shows creative ambition beyond licensed IP. AMAKUNI KIZIN covers mecha and mechanical designs.
  • Pricing sits in the premium range at roughly 15,000 to 35,000 yen ($100-$235+ USD), alongside figures from Alter and Wonderful Works.
  • Purchase channels vary. Some releases sell exclusively through Hobby Japan's own store or at events, so standard retailer stock does not show the full catalog.

Hobby Japan’s In-House Studio

The editorial staff at Hobby Japan review upcoming anime, game, and illustration projects as part of their publishing work. Those same staffers flag licensing opportunities for AMAKUNI before they reach the open market. That pipeline, editorial access feeding figure production, is how a brand launched in September 2012 secured licenses that independent studios were still discovering.

Hobby Japan started as a miniature car shop in Yoyogi, Tokyo, in 1969 and grew into a diversified hobby company with publishing (over 300 titles annually), game development, and product manufacturing across 130 employees. AMAKUNI operates as an internal brand, sharing infrastructure with miniature car brands Hobby Japan and MARK43. The name is a deliberate statement: Amakuni was the legendary swordsmith said to have forged Japan's first curved Japanese sword, known as a tachi, around 700 AD.

Illustrator Accuracy and the Seven Deadly Sins

AMAKUNI figures are built around accurate recreations of illustrations and elaborate compositions. Dynamic poses, detailed bases, and faithful character designs position each release at the premium end. The Seven Deadly Sins series is the standout example: original designs based on the seven sins theme that show the brand can create compelling figures without relying on licensed characters.

AMAKUNI KIZIN covers robots and mechanical designs for buyers who value precise engineering. Accurate sculpting, careful paint application, and detailed bases place both lines alongside Alter and Wonderful Works. Hobby Japan's editorial team professionally evaluates figures and contributes to product development, and that critical eye shows in the output.

Distribution Matters: Check the Channel

Distribution is the most important practical detail. Some AMAKUNI releases sell through retailers such as AmiAmi and HobbySearch, while others are available only through Hobby Japan or at events. Check both routes before assuming a release is sold out.

Hobby Japan's magazines give AMAKUNI releases detailed coverage before they ship, useful for evaluating a figure before committing to a pre-order. The AMAKUNI Club fan community provides another reference point for tracking upcoming releases and availability.

The Magazine Publisher Advantage

As an internal brand of Hobby Japan, AMAKUNI gets something no standalone figure brand has: detailed pre-release coverage in the same magazine that reviews the competition. Diversified revenue across publishing, games, and products provides financial backing that independent studios can't match.

Sources