#Japan #Tokyo #AFB #Support Activities #For It Inc

Exploring the Rise of 'Oshi-Katsu' in Today’s Youth Culture

In recent years, the term 'oshi-katsu' has gained significant popularity in Japan, referring to activities where fans support their favorite idols, artists, and anime characters. These activities have become a daily part of life, especially with the rise of social media, allowing fans to engage in support both online and in real life. The various forms of 'oshi-katsu' range from attending live events and purchasing merchandise to engaging on social media platforms, interacting with other fans, and sharing information. The motivation for these activities often stems from the joy and comfort they provide, as well as serving as daily encouragement.

Recognizing this cultural phenomenon, For It Inc., the company behind the affiliate platform afb, conducted a survey that involved 4,000 participants aged between 20 and 69. The main question posed was, "Do you engage in oshi-katsu?"

Survey Insights

• - Participants: 4,000 men and women aged 20-69
• - Method: Online survey
• - Dates: June 18-19, 2025

Are They Engaging in 'Oshi-Katsu'?

The survey revealed that 23.8% of respondents actively engage in 'oshi-katsu', while 6.2% stated they had previously participated but have since graduated from it, and 70% reported not engaging at all. This finding indicates that approximately one-third of individuals in the surveyed population have experience with 'oshi-katsu', suggesting it has shifted from a niche hobby to a mainstream activity.

Gender Trends in 'Oshi-Katsu' Participation

When dissecting the results by gender, it’s observed that 20.7% of men reported participating, compared to 27.0% of women. In fact, even among those who have ceased their 'oshi-katsu' activities, women slightly outnumbered men. This discrepancy can be attributed to the growing content market that increasingly targets women through idols, musicals, and corresponding media such as manga, anime, and games, thus providing more opportunities for women to become involved in fan culture.

The Youth Factor

Delving into generational distinctions gives further insights, particularly regarding young adults in their 20s. Remarkably, nearly half (49.8%) of the individuals in this age group reported actively engaging in 'oshi-katsu'. This compared starkly with those aged over 40, where participation drops below 30%. The younger, digital-native generation has unfettered access to online communities and information about their idols. Platforms like TikTok and Instagram, which emphasize visual and short-form content, have seamlessly integrated into the lives of young fans, allowing them to engage with their 'oshi' in a much more accessible way.

The Impact of Marital Status

The survey data also suggest stark differences in participation rates between marital statuses. Only 19.2% of married respondents reported engaging in 'oshi-katsu' versus 27.6% of their single counterparts. This contrast highlights that engaging in such activities typically requires both time and financial resources, which often become limited following marriage and family commitments.

'Oshi-Katsu' as a Cultural Norm

The analysis from this survey underscores the fact that participatory culture in 'oshi-katsu' is no longer a pastime limited to specific demographics. Rather, approximately one-third of the population has experienced it as a fundamental aspect of their lives. Especially within the younger demographic, female fans, and single individuals with fewer life responsibilities, there seems to be a trend of active engagement in these support activities.

Through these activities, fans not only find ways to alleviate stress but also cultivate positivity in their daily lives. As 'oshi-katsu' continues to influence daily enjoyment and motivate individuals, it appears poised to grow further, offering emotional and mental health benefits through personal gratification and community connection.

About afb

Founded by For It Inc., afb is a performance marketing service recognized for its high satisfaction ratings among partners for 13 consecutive years, as reported by the Affiliate Marketing Association. With nearly two decades of operational experience, the platform boasts an extensive media network and data utilization aimed at maximizing advertising effectiveness while enhancing market cleaning efforts.

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Contact: For inquiries, email [email protected] or call 03-5728-5865.

For further details regarding the survey source: For It Inc. Report

This survey stands as a testament to the evolving nature of fan culture and its ubiquitous presence in modern society.