‘Oshi-katsu’: Shaping Japan’s Youth Market
Currently, one of the most prominent trends shaping Japan's youth culture is "推し活" (Oshi-katsu). This phenomenon involves fans actively or even obsessively supporting their favorite idols, characters, or celebrities, known as "oshi” and has evolved into a powerful force driving consumer behavior.
What is Oshi-katsu?
Oshi-katsu refers to activities where fans passionately support their favorite public figures or fictional characters, investing both emotionally and financially. These activities encompass a wide range of actions:
Attending live performances or virtual meet-and-greets.
Purchasing limited-edition merchandise or collaborations.
Promoting their oshi through social media posts and fan art.
Engaging in online or in-person fan communities that share similar interests.
The Impact on Consumption Behavior
Though certainly not a new concept, Oshi-katsu is said to stem from the inately Japanese ‘Okaku’ (geek) culture; however, in this current iteration, Japanese youth, particularly those in their teens and twenties, are at the forefront.
From their perspective, the act of showing support for their oshi goes beyond basic fandom and becomes an essential component of their personal identity and lifestyle, deeply influencing how they spend their time and money. This results in targeted spending, which has far-reaching effects across a number of different industries:
Entertainment: From concert tickets to live-streamed events, fans prioritize experiences that allow them to interact with their oshi.
Fashion: Fans often buy clothing, accessories, and cosmetics associated with their oshi or inspired by their aesthetic.
Tourism: "Oshi tourism" is on the rise, where fans travel to locations connected to their idols, such as worldwide concert venues, filming locations, or promotional events.
Key Factors Driving the Popularity of Oshi-katsu
A recent survey (below) by Rakuten, involving 1,000 male and female participants aged between 20 and 69 years old nationwide, posed the question, "How do Oshi-Katsu activities make you feel?" in relation to specific types of 'oshi', including anime characters, K-Piop idols, influencers, entertainers and athletes.
With responses ranging from becoming more mentally positive to achieving weight loss goals, the survey revealed several psychological and social factors that contribute to the appeal of Oshi-katsu, helping it become a widespread and prevalent trend in Japan.
Emotional Fulfillment
Oshi-katsu offers an emotional outlet, providing joy and reducing stress. Many fans see their oshi as a source of motivation, driving them to invest in their success, which in turn makes them feel personally rewarded.Social Connections
Engaging in Oshi-katsu fosters strong social connections. Fans often form tight-knit communities, whether online or in person, where they can bond over shared experiences. This sense of belonging enhances the overall appeal of supporting an oshi.Self-Expression
Supporting an oshi allows fans to express their personality and identity. Whether through displaying merchandise, attending themed events, or sharing fan content on social media, fans view Oshi-katsu as a means of creative expression and individuality.Escapism
In a busy, fast-paced world, Oshi-katsu offers an enjoyable escape. It provides a sense of purpose and engagement, helping fans temporarily disconnect from the stresses of daily life.
Insights for Brands
For brands targeting the Japanese market, tapping into the Oshi-katsu phenomenon could embrace new consumer segments. The trend offers opportunities for collaborative merchandise, event sponsorships, or even partnerships with popular idols or characters.
By aligning products with the values of Oshi-katsu, brands can cultivate strong emotional connections with fans, leading to increased loyalty and repeat purchases.
Moreover, it's important to consider how Oshi-katsu fits within current social media trends. These young fans are highly active online, and creating shareable content that resonates with Oshi-katsu enthusiasts could lead to viral success (a blessing with algorithms currently the way they are across the most popular platforms).
The key is to understand the passion and devotion these consumers feel toward their oshi and leverage that in communication strategies.
Rakugo (traditional Japanese sit-down comedy performance)
As Oshi-katsu expands, its influence on consumer behavior is undeniable. Brands that recognize this trend can capitalize on its potential by developing products, experiences, and content that appeal to these highly engaged communities. An approach that can enable brands to form valuable, lasting bonds with Japanese consumers.
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