J-POP Idol Fans Spend More on Oshi Activities Than K-POP Counterparts

The Rise of Oshi Activities among J-POP and K-POP Fans

A recent survey conducted by Sakidachi Lab, part of Tetemarch Co., Ltd. in Meguro, Tokyo, has unveiled remarkable insights into the spending habits of fans of J-POP and K-POP idols. The study focused specifically on the Z-generation, surveying 350 current university and graduate students while also conducting in-depth interviews with three participants to delve into the fascinating world of 'oshi activities'—the personalized support and engagement that fans dedicate to their favorite idols.

The Survey Environment

The term 'oshi activities' has permeated society, showcasing a diverse array of forms and levels of engagement among fans. Idols, particularly, continue to capture a significant following, making them an ideal focal point for this study. By targeting university students at the heart of the Z-generation, the survey aims to unravel the complexities behind the fans' emotional connections and the stark contrasts between J-POP and K-POP idol support systems.

Key Findings of the Survey

Differences in Fan Enthusiasm and Spending

The survey found interesting discrepancies in the support activities of J-POP and K-POP fans, particularly in relation to their spending habits.

- J-POP Fans:

Engage primarily through physical attendance at live events and events where they can meet idols, with 20% of respondents admitting to spending more than 10,000 yen monthly.

- K-POP Fans:

Their support largely manifests through online viewing of content, such as YouTube videos and online meet-and-greets, with only 7.7% spending over 10,000 yen monthly.

Sources of Information

- J-POP Fans:

Rely on a mix of social media as well as mainstream media channels like TV and radio to gather information, which they frequently share on social media.

- K-POP Fans:

Mainly consume content through social media platforms, favoring YouTube and TikTok, where they watch and share performance videos.

The Allure of Idols

- J-POP Idols:

Fans find solace and connection through the members' relatable personalities and growth stories, promoting a sense of empathy that resonates deeply among supporters.

- K-POP Idols:

There’s a notable allure for K-POP fans regarding the high-quality performances and fantastical worldviews presented by idols, creating a strong aspirational pull.

Insights from Interviews and Spending Behavior

In conversations with fans, significant differences in their support styles became apparent. Fans of J-POP idols, like B-san, emphasized their experiences attending live tours and engaging in physical merchandise purchases, expressing details of their emotional attachments to the events and the communal experiences shared with fellow fans. On the contrary, K-POP fans, such as C-san, noted a longing to attend live events; however, limited opportunities and the higher costs of tickets compared to J-POP events posed barriers to their engagement.

While J-POP fans thrive in real-world interactions, the K-POP scene has cultivated an extensive repository of digital content, enabling fans to indulge in an abundance of material through platforms like SNS. As a result, K-POP's primary engagement appears to revolve around digital consumption.

In the realm of social media influence, the findings illustrated that as of March 2025, notable J-POP groups like Nogizaka46, Naniwa Danshi, JO1, and Snow Man collectively exceeded one million references on X (formerly Twitter). J-POP's numerous media exposures aid in sustaining a vibrant community of fans who share in real-time experiences during live broadcasts.

Conversely, K-POP's engagement is more limited in terms of mainstream media exposure, compelling fans to turn mainly to digital channels for content consumption and community interaction, as they increasingly rely on YouTube and TikTok for information gathering and sharing.

Conclusion and Moving Forward

As the report illustrates, understanding the distinctive perspectives that shape the activities and spending behavior of J-POP and K-POP fans can offer valuable insights into their increasing engagement. Trends reveal a blurred line between genres facilitated by global media platforms, which heighten the possibility of cross-genre fandoms that challenge conventional norms. This evolving landscape underscores the importance of acknowledging individual differences in fan sentiments, moving beyond stereotypes and recognizing the nuanced motivations behind each fan's actions.

In conclusion, comprehending the intricacies of fan psychology is pivotal for brands and organizations navigating this competitive arena, emphasizing the necessity of tailored content to foster customer engagement.

About the Survey

This research involved using an internet survey directed at 350 university and graduate students, executed from March 12 to 13, 2025. Additionally, in-depth interviews with three current students who are engaged fans were conducted. Lastly, social media listening tool 'Meltwater' analyzed the mentions and engagement on X in relation to J-POP and K-POP idol groups over the past year.

Tete Marche Co., Ltd.

Tete Marche Co., Ltd. focuses on social media marketing support for businesses, pioneering new ways to engage emerging trends alongside more than 700 clients since its establishment in 2015.

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