Centuries-old Japanese toolmaker digs up surprise hit with 'Evangelion'-themed shovels

SAKAI, Osaka – Asaka Industrial Co. Ltd., a 365-year-old manufacturer of forged edged tools and Japan's first domestically made shovels, has recently sold 9,800 Evangelion-themed shovels, nearly 10 times its initial sales target. The company, founded in Sakai, Osaka Prefecture, launched the product in September 2025 and is now near a sellout.

The shovels are painted in matte purple and red colors, inspired by the giant humanoid weapons from the popular anime series Neon Genesis Evangelion, with original designs and silhouettes of Units-01 and Unit-02 printed on the models. The company's head of planning and product development, Masahiro Mori, expressed surprise at the Evangelion's enduring popularity among fans, particularly male fans.

Despite initial concerns about pricing and sales, the company decided to proceed with the project, hoping to introduce its brand to a wider audience. The shovels are sold at mass retailers and online, priced at 5,980 yen and 5,480 yen for the standard and small sizes, respectively.