Japanese Young People See Oshikatsu Fandoms as Way to Enrich Personal Life
The practice of oshikatsu, vigorously expressing fandom for a musician or other entertainer, or even a fictional character or inanimate target of support, is nothing rare in Japan, with nearly 30% of working-age people—and around half of those in their twenties—taking part.
Oshikatsu refers to activities that people do to support their favorite idol or object, such as an entertainer, athlete, or other celebrity, an anime or game character, or even an inanimate target of affection like a particular railway line. These activities range widely, from attending events to purchasing goods.
Oshikatsu is a Japanese term for the activities fans engage in to support their favorite person, character, or thing. The word combines "oshi" (推し), meaning "one who is supported," and "katsu" (活), meaning "activity". Oshikatsu can involve buying merchandise, attending concerts or events, sharing content online, and creating fan art, and it extends beyond idols to include characters, athletes, and even hobbies like trains or food.
The "Self-Care" side of Fandom, Japanese Style
1. Defining the "Oshi": Beyond People
Oshikatsu (Oshi = "support" + Katsu = "activity") is unique because of its breadth. It isn't just for idols; it extends to:
Characters: Anime and gaming.
Objects: Specific railway lines, architectural styles, or food items.
Athletes: Highlighting the "fandom circle" from our previous post but through a personal lens.
2. The Economic Power of the "Twentysomething" Fan
The 2025 Mynavi survey provides hard data on the "Oshi Economy":
Participation: Nearly 50% of people in their 20s actively practice Oshikatsu.
Monthly Spend: An average of ¥13,305 ($85–$90 USD), with those in their 30s spending even more. This demonstrates that fandom is a prioritized line item in the modern consumer’s budget.
3. The "Enrichment" Metric
This is the most critical takeaway for 'Intelligence' readers: Fandom as a productivity tool.
79.4% say it enriches their personal life.
74.1% call it an "important life activity."
Fascinatingly, fans report higher levels of workplace satisfaction than non-fans, suggesting that Oshikatsu provides the emotional fuel necessary to navigate a professional career.
Key Takeaway
We need to stop viewing fandom as a "distraction" from work or reality. In the Japanese model, Oshikatsu is the infrastructure of happiness. For brands, this means your product doesn't just need to be "useful"—it needs to be "supportable." If you can become an "Oshi," you become a vital component of your customer’s mental well-being and life balance.
Read Here
The full research report: Read Here
Now it’s time to measure oshikatsu, but who will and who can ? That is where Thetafan comes in….
Nippon.com / Mynavi Inc.