The Impact of 'Oshi-Katsu' Culture on Generation Z's Consumer Behavior

The Emergence of 'Oshi-Katsu' Culture Among Generation Z

The term 'Oshi-Katsu' has become widely recognized, particularly among the Generation Z demographic. In today's digitally connected world, young people have forged closer ties with their 'oshi', or favorite idols and influencers, thanks to the rise of social media and streaming platforms. This culture transcends traditional fandom, extending to a vast array of figures, including not only idols and actors but also YouTubers, influencers, animated characters, and even official company mascots. This phenomenon has led to what is now known as 'oshi consumption,' where individuals enthusiastically support their favorites through purchasing related goods and services. As a result, 'Oshi-Katsu' has evolved beyond being a personal interest, significantly shaping economic activities. In this article, we’ll explore the recent survey findings on Generation Z’s 'oshi-katsu' participation and its economic implications, conducted by Japan Information Co., Ltd.

Survey Overview

The survey was administered across Japan from April 11 to April 14, 2025, with a sample size of 914 respondents aged between 16 to 44 years. The findings provide a deeper understanding of how Generation Z engages in 'oshi-katsu' and its effects on consumer behavior.

Key Findings

1. High Engagement Among Z Generation Women:
The survey revealed that 75.4% of Generation Z women have an 'oshi', compared to 56.1% of Generation Z men and 51% of Generation Y women. This underlines a marked interest among Generation Z women in 'oshi-katsu'. Notably, females in this cohort are more likely to invest considerable time and money in supporting their favorites. Conversely, Generation Y women face limitations due to family commitments, impacting their engagement time and finances. Although Generation Z men spend similar amounts of time as their female counterparts, they invest approximately 5,000 yen less on average in 'oshi-katsu'.

2. Main Activities in 'Oshi-Katsu':
Regular activities for fans include purchasing merchandise, attending concerts or viewing their favorite artists' works, and following them on social media. These casual yet fulfilling activities serve as a means for personal enjoyment and motivation, supporting mental well-being for many fans.

3. Primary Information Sources Are Official Social Media:
The primary source of information for fans regarding their 'oshi' overwhelmingly comes from official social media accounts, particularly on platforms like X, which dominates most age and gender categories. Social media is thus pivotal for fans looking to connect and discover new 'oshi'.

4. Increased Purchase Intentions Linked to 'Oshi' Affiliation:
The survey highlighted that about 70% of respondents expressed heightened purchasing intentions for products or services associated with their 'oshi'. This indicates a strong correlation between fandom and consumer behavior, with fans eager to support brands featuring their favorites, often reflected in their purchasing choices.

5. Cultural Integration and Economic Impact:
The study affirms that 'oshi-katsu' is not merely a pastime for Generation Z but a vital part of their social existence, intimately linked to their consumer habits. The desire to purchase goods related to their favorite idols and influencers is prevalent. Companies can leverage this connection by developing products that resonate with Generation Z’s emotional ties to their 'oshi', which may enhance brand loyalty and visibility.

Conclusion

In closing, the survey findings illuminate how deeply rooted 'oshi-katsu' has become in the fabric of consumer culture among Japan's Generation Z. As the phenomenon continues to proliferate, businesses must acknowledge the cultural significance of 'oshi-katsu' and its implications for marketing strategies, aiming to foster meaningful connections with young consumers. Japan Information Co., Ltd. aims to keep tracking and reporting on the ever-evolving characteristics of Generation Z.

For detailed research results, please feel free to contact us for a copy of the report.

Request Detailed Survey Results Here