figma. they look a lot higher quality than S.H. figuarts, theyre less shiny and theres more attention payed to concealing the joints. while S.H. figuarts look like any old action figure, figma have a higher quality aspect to them for the same price tag and look a lot better on display. also, figma typically have a more desirable array of accessories. GSC seems to dominate the poseable figure market for a reason- they have the highest quality poseable figures on the market, with both their nendoroid and figma lines.
but here, as a clear example of the difference between S.H. figuarts and figma, heres examples of a character they both happened to make figures of, kinomoto sakura from cardcaptor sakura:
S.H. figuarts:
x with
these accessories at 5000yen
figma:
x with
these accessories as pictured at 5556yen
while GSC's version is to be released in june and S.H. figuarts was released in march, i doubt a 3 month difference should be factored into such a drastic difference of quality and detail. with such similar prices, im sure its clear which one you would want to buy- the figma even comes with more accessories, which should weigh over for the small price difference if the detail doesnt win you over.
figma, period. ill try to avoid S.H. figuarts unless its one of a character i absolutely have to have the figure of.