'Oshi Katsu' Trend
2025-06-26 07:30:51

Exploring the Growing Trend of 'Oshi Katsu' Among Young Japanese

The Rise of 'Oshi Katsu': Understanding a Cultural Phenomenon in Japan



In recent years, the trend of 'Oshi Katsu' has taken Japan by storm, reflecting not only a unique consumer behavior but also a significant shift in leisure activities among the younger population. According to a study conducted by Cross Marketing in June 2025, which surveyed 3,000 individuals aged between 18 to 79 across Japan, approximately 36% of respondents actively participate in 'Oshi Katsu', a term that encompasses any activities centered around one’s favorite personalities, characters, or brands.

Insights into the Survey


The primary objective of the research was to gauge public attitudes and behaviors surrounding leisure activities, revealing how individuals seek enjoyment and fulfillment in their personal lives. The survey categorically distinguishes leisure dispositions across various demographics, particularly emphasizing the 18 to 29 age group, where 55% reported being engaged in 'Oshi Katsu' activities. This age group also demonstrates a strong willingness to invest money in their hobbies with 50% indicating that they prioritize spending on personal interests.

Leisure Activities Breakdown


Respondents were asked about their views on leisure activities, indicating a preference for individual time and curated plans for outings and travels. Notably, young people expressed an eagerness to discover fulfilling hobbies that can be sustained throughout their lives. The survey found that 53 hobby categories were evaluated, with activities such as watching TV, traveling, music appreciation, and using video streaming platforms ranking among the top favorites.

When looking at media consumption, television viewing remains high, with older generations averaging around three hours a day. Conversely, younger individuals consume internet videos significantly more, averaging 2.5 hours on weekdays and 3.1 hours on weekends, showcasing a clear shift towards digital platforms.

Exploring the Role of 'Oshi Katsu'


Delving deeper into 'Oshi Katsu', the characters and personalities that resonate with fans include popular figures from various sectors. Top favorites among respondents feature manga, anime, and gaming characters, along with musicians and idol groups that continually capture the hearts of their audience. Notable mentions such as Shohei Ohtani stand famous among both men and women, while groups like Snow Man and Arashi are particularly favored by female fans. These insights not only illustrate preferences but also depict a broader cultural narrative intertwined with entertainment and fandom.

As for characters, brand loyalty is reflected through names like 'Mobile Suit Gundam', 'Chikawa', and 'One Piece' for males, and 'Detective Conan' and 'Hello Kitty' for females, indicating a rich tapestry of interests that fuels this trend.

Conclusion


The 'Oshi Katsu' movement signals an intriguing evolution in leisure activities in Japan, particularly among the younger demographics. By investing time and resources into what they love, these individuals are shaping a new cultural identity that values personal connections with celebrities, characters, and interests. As this trend continues to grow, understanding its implications on both consumer culture and emotional well-being should remain a focal point for marketers and researchers alike.

Cross Marketing’s ongoing research will continue to illuminate these dynamics, providing valuable insights into shopper behavior and lifestyle shifts. With the fast-paced changes in digital engagement and community-driven hobbies, keeping an eye on 'Oshi Katsu' will undoubtedly reveal more about contemporary Japanese culture.

For a comprehensive report on the study, visit Cross Marketing's report page.


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Topics Consumer Products & Retail)

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