Japan’s Economy Is Becoming Increasingly Reliant on a Unique Phenomenon: Fans Who Are Completely Devoted to Their Idols

Japan’s aging population is mainly due to low birth rates and an increasing number of elderly individuals. As a result, there’s a growing concern about generational replacement, the lack of young workers, and an impending shortage of farmers.

In light of this bleak situation, Japan’s economy is turning to the so-called “oshikatshu.”

Fandom phenomenon. The term oshikatshu combines the words “oshi” (meaning “favorite”) and “katsu” (meaning “activity”). The phenomenon emerged in the 1980s alongside the rise of idol culture and support for sports teams. It’s gained immense popularity in recent years thanks to anime, video games, teenage singers, and even streamers and virtual artists.

Oshikatshu involves spending money on personal interests, including purchasing merchandise, attending concerts and events, and buying anime and video games. Some fans even make direct donations to idols. Others actively contribute to the community by sharing comments on forums and social media, and creating fan art, among other activities.

Revenue. This fandom phenomenon isn’t exclusive to the younger crowd. People of all ages can develop strong interests that turn into hobbies. In fact, a considerable number of adults, particularly women, actively participate in oshikatsu. Due to their greater financial stability, adults can invest more money in their interests. In 2024, 46% of women in their 50s were estimated to spend money on an oshi (“favorite idol”).

Political entities have taken notice of this trend. The practice has become recognized as an important aspect of Japan’s entertainment and consumer economy. Spending on oshikatsu is estimated to surpass $24 billion. Politicians are starting to see it as a potential driver of economic growth.

Expenditure. The increasing significance of oshikatsu has even influenced labor policies. Some Japanese companies offer paid leave to employees for participating in oshikatsu-related activities. Since the pandemic, there’s also been a shift from in-person events to digital experiences, including NFTs and virtual concerts.

A recent survey in Japan found that the average fan spends around $1,700 annually. Given recent wage increases, fans are expected to invest even more in their oshis.

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Loneliness. As is often the case, there’s a darker story behind oshikatsu. According to research from 2022, fan activities are driven by a deep longing for connection, validation, and a sense of belonging. While you might think that friendship or intimate relationships can help meet these needs, there’s an issue: the pace of life.

Young men, particularly those in manual or part-time jobs, are at the forefront of this trend. They often struggle to balance work and personal life, leaving them little time to cultivate and maintain friendships. This situation has given rise to a new industry: renting companionship by the hour to alleviate loneliness.

Renting humans. Some companies are recognizing the opportunity to commercialize friendship by hiring people to act as friends for a day. This service can range from taking a walk in the park to offering a hug. However, a huge challenge lies in transforming this genuine human connection into a profitable venture.

Beyond the business aspect, there are wider economic implications, such as individuals taking on additional jobs to financially support their oshis.

The bright side. Oshikatshu often brings people together. By engaging in shared interests, fans have the opportunity to connect with others with similar tastes on social media, forums, and fan clubs. This can lead to potential friendships, helping to satisfy that innate need for connection.

However, it’s still uncertain whether this phenomenon acts as a significant driver of the Japanese economy. A key aspect of it involves the culture of creating and sharing content, such as fan art, which is often distributed for free. Additionally, there are clubs and events where participants gather to celebrate their common interests.

While Japan has a well-defined term for this fan phenomenon, the West may lack such a catchy name. Still, similar behavior is seen in fan clubs, individuals who bond over shared hobbies on social media, and those who support their favorite creators through donations on platforms such as YouTube or Twitch.

Images | Danny Choo | Dick Thomas Johnson | Cyclohexane233

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