Among the commercial communication of the launch of a drink, from the latest collection of a great fashion firm or the new product of a cosmetic brand, in some external advertising supports of Japan on occasion you can see a message of mood or affection addressed to a singer or television actor. It is an image that is part of the “Oshikatsu” phenomenon And it could be one of the keys to boost the country’s economy.

The term, which comes from the words “support” (OSHI) and “activity” (katsu), describes the activities or efforts planned by fans with the objective of Support their favorite idols or characters. Is linked to the concept ofl “fandom” and the Ecosystem of the fans communities, but with a greater element of proactivity by individuals. Those who are part of this trend go beyond the interest or celebration of an artist, group, animation character or entertainment content, but promote initiatives to enhance their knowledge and success.

A part of those efforts are related to artistic expressions, such as the production of “fan fiction” or “fan art”; another to the generation of content for social networks and digital platforms; and another to merchandising consumption, the purchase of tickets to events and concerts or collecting products. It can also lead to the imitation of a style, in the visit of places related to the artist’s trajectory, or the collective financing of an advertising space as a birthday gift for its idols. It is, ultimately, A way of life.

Although to a lesser extent than in Japan, the phenomenon can appreciate in various parts of the world. Spain is also witnessing this phenomenon, and found one of its greatest demonstrations last year during the celebration of the musical reality show “Operation Triunfo”. The followers of singer Chiara launched a campaign to avoid their expression of the contest that included the execution of creativity on a Times Square screen.

Who is part of “Oshikatsu”?

The “Oshikatsu” is, therefore, a phenomenon with deep economic implications, and its potential is being contemplated by the Japanese business sector, and even by economists and some authorities, as a formula for boost consumption in the country, especially before the current context marked by tariff policy and inflation.

This is mainly due to the fact that the “oshikatsu” is an extended trend, at least in Japan, and of which they are part All kinds of consumers. Do not concern young people who love singers of the moment or are excited about a new anime, but also brings together medium -sized women with greater purchasing power who have been able to connect with a current musical group or with the universe of a television series.

This provides a significant scope For the “Oshikatsu”. According to Reuters, referring to a survey conducted in January by Marketing CDG and Oshicoco firms, some 14 million people could be currently participating in this phenomenon, which represents approximately 11% of the Japanese population.
This analysis points out that each user invests in “Oshikatsu” 250,000 yen per year, that is, about 1,500 euros, a figure that suggests a potential volume of 3.5 billion yen.

The trend seems called to Keep growingespecially as a result of the salary increase that will occur in the country for the third consecutive year. And it is that the large companies in Japan have agreed with the unions a new climb aimed at helping homes to deal with inflation.

That is why some brands and companies They are approaching the “Oshikatsu” phenomenon. to attract users to their ecosystems. Last month the Banking Entity MUFG Bank launched a new application, called Buzz Bank, with entertainment and finance theme and that resorts to characters from the narrative universe of the anime “The Idolmaster”, created by Bandai Namco Entertainment.

As collected by the website of the Government of Japan, the Rural Start-up CO, launched by Masaaki Tanaka, has applied the “Oshikatsu” to the problem of rural depopulation. As explained, the company produces original and exclusive illustrations and photos of popular content, mainly anime characters, in certain destinations. Users visit these places, scan a QR code shown in stores or establishments and buy the NFT.
In this way, fans, eager to get NFTS from their favorite characters, visit new destinations for the first time, discover their charm and share their experiences in social networks.

“Oshikatsu”, the economy and society

Both initiatives demonstrate how the “Oshikatsu” can boost consumption, appealing passions to promote the intention of spending and the purchase of products and services. However, the phenomenon has a series of social and cultural transformations that could not have the effect that anxious the business ecosystem.

And it is that in a Japan that is going through a complex social moment, with low birth rates and an aging population, and with loneliness considered public health problem, many users approach the trend looking for connection, community and sense of belonging. This implies that some populations segments could end up resorting to “Oshikatsu” to meet emotional needs that have traditionally been found in the couple and in the formation of a family.

With new generations that become independent, marry and have children later, the “Oshikatsu” has gained relevance over the last years. The impact of pandemic on digital habits has also favored its popularization and, therefore, is rising as a land of Business opportunities and connection for brands.

The emotional implications it offers to cultivate the relationship between brands and consumers is also one of the motivations to capitalize on the phenomenon. So are the advantages of welfare That users claim to find in it, such as the disconnection of work or the fight against stress.

The “Oshikatsu” reflects the huge potential that houses the fan phenomenona trend that stands out in the marketing industry for years, and has seen in the community of Taylor Swift, for example, one of its manifestations. The mobilization of the economy that the artist generated with “The Eras Tour”, a situation that came to be defined as “Swifteconomy”, is a sign of the importance of understanding in Fandom and her passions.