Oshikatsu: The Passionate Fandom Culture Driving Japan’s Entertainment Industry

Oshikatsu (推し活), a term combining “oshi” (推し, favorite) and “katsu” (活, activity), represents the devoted practices of fans who actively support their favorite idols, anime characters, and public figures. From attending concerts and collecting merchandise to engaging in online fan communities, oshikatsu has become a major force in Japan’s entertainment industry, influencing everything from consumer spending to brand marketing strategies.

The Evolution of Oshikatsu: From Idols to Anime and Beyond

The roots of term can be traced back to Japan’s idol boom in the 1970s and 1980s, when stars like Seiko Matsuda, Hikaru Genji, and SMAP gained massive followings. Fans would attend concerts, buy records, and join official fan clubs. The trend intensified in the 2000s with the rise of AKB48, whose “election system” encouraged fans to purchase multiple CDs to vote for their favorite members.

Today, oshikatsu extends beyond traditional idols to anime, video games, VTubers, and even corporate mascots. Brands have capitalized on this cultural movement, creating exclusive merchandise and events tailored to dedicated fans.

Major Groups, Characters, and Brands in Oshikatsu

Idol Groups

• AKB48 & Nogizaka46 – These large idol collectives use fan voting systems and exclusive meet-and-greet events to foster strong fan engagement.
• Johnny’s Entertainment (now STARTO ENTERTAINMENT) – Groups like King & Prince, Snow Man, and SixTONES have built loyal fanbases who engage in oshikatsu through concerts, merchandise, and streaming support.
• =LOVE & ≠ME – Idol groups produced by Rino Sashihara, known for their close fan interactions.

Anime and VTuber Culture

• Love Live! & The Idolmaster – Anime franchises that blend music, gaming, and live performances, encouraging fans to collect character goods and attend virtual concerts.
• Hatsune Miku – The virtual Vocaloid idol with a massive global following, inspiring fans to create songs, art, and attend hologram concerts.
• Hololive & Nijisanji – VTuber agencies with talents like Gawr Gura, Usada Pekora, and Kuzuha, who engage fans through livestreams, exclusive memberships, and digital collectibles.

Corporate Brands and Characters-

• Sanrio (Hello Kitty, Cinnamoroll, Kuromi) – Annual character ranking events and themed merchandise drive intense fan engagement.
• Tower Records Japan – A key hub for music-related oshikatsu, selling exclusive CDs, photobooks, and hosting fan events.
• Animate & Kotobukiya – Retailers specializing in anime, gaming, and idol merchandise, catering to devoted fans.

Economic and Social Impact of Oshikatsu

According to the Consumer Affairs Agency, the “oshikatsu market” in Japan is valued at over 620 billion yen annually (Source). Fans contribute to this economy through:

• Concerts & Events: Tickets, travel expenses, and exclusive fan meetings.
• Merchandise & Collectibles: Limited-edition goods, CDs, apparel, and in-game purchases.
• Online Support: Super chats (monetary donations), social media engagement, and crowdfunding for projects.

Oshikatsu also fosters social connections, as fans bond over shared interests. However, critics argue that excessive spending and emotional attachment to fictional or distant figures may lead to financial strain or social isolation (Source).

The Future of Oshikatsu

With the rise of digital engagement, virtual concerts, and AI-generated idols, oshikatsu is constantly evolving. The COVID-19 pandemic accelerated the shift to online fan interactions, and new platforms continue to shape the way fans support their favorites. Social media platforms like Twitter (now X), Instagram, and TikTok have become essential tools for fans to share their passion, organize community-driven campaigns, and directly interact with their oshi through live streams and exclusive online events.

Oshikatsu is no longer just a subculture—it is a driving force in Japan’s entertainment and consumer economy. Although it may seem strange to cultures outside Japan, it clearly demonstrates the depth of passion and dedication that Japanese fans bring to their hobbies and interests. The phenomenon is also expanding globally, with international fans participating in similar activities, from streaming parties to purchasing exclusive merchandise through proxy services.