#Japan #marketing #Tokyo #Oshi Katsu

The Rise of 'Oshi Katsu' and Its Influence on Leisure Activities

In recent years, 'Oshi Katsu'—a term denoting the supportive fan culture in Japan—has emerged as a prominent leisure pursuit among young adults. A survey conducted by Cross Marketing in June 2026 found that over 60% of participants aged between 18 and 39 actively engage in this form of fandom, which has been reported to provide users with needed mental distractions and relief from stress.

Survey Insights

The survey, which targeted 3,000 individuals aged between 18 and 79 across Japan, aimed to assess how leisure activities and their significance in daily life are evolving. The results highlighted several key insights into leisure habits and attitudes towards activities such as Oshi Katsu.

Attitudes Towards Leisure Activities

When examining respondents' thoughts regarding leisure, key findings indicated that a strong desire to preserve personal time emerged prominently. Many individuals expressed the importance of spending quality time alone, the need for effective planning for entertainment or travel, and a longing to find lasting hobbies. Interestingly, the preference for nature over urban activities remained stable compared to last year's results.

What People Want From Their Free Time

A structured list of 53 leisure activities revealed that views on preferred pastimes differ markedly by age. Younger individuals showed a marked preference for online platforms, such as video-sharing services, gaming, and social networking, while older generations gravitated towards traditional activities like watching television and traveling.

Furthermore, when participants were asked about their desired outcomes from leisure time, relaxation, mental rejuvenation, and calming experiences were predominant responses. Notably, over 50% of individuals in their 60s and 70s expressed a desire for peaceful and soothing times.

Oshi Katsu Participation

The survey revealed that 48% of participants are involved in Oshi Katsu, with engagement notably higher among younger demographics—64% among those aged 18 to 29, and 60% among those in their 30s. The types of things that people support in their Oshi Katsu pursuits span a range of interests, with manga, anime, and gaming leading the charge, followed by musicians and athletes.

Differences in preferences were evident, as younger fans typically gravitated towards figures from animation and online content creators, while older fans exhibited a preference for natural themes or flora and fauna. This diversification in interests signifies a broadening landscape for the Oshi Katsu community.

Benefits of Oshi Katsu

Participants noted several positive changes attributed to their engagement in Oshi Katsu activities. A significant portion reported benefits like stress relief, finding enjoyment in daily routines, and an enhanced sense of satisfaction during personal time. Interestingly, those in their 60s and 70s mentioned increased opportunities for outings and travel, attributing these to their interests in Oshi Katsu.

The survey also highlighted specific favorites among those involved: Shohei Ohtani and the manga 'One Piece' topped the charts, with male respondents also showing strong support for the idol group 'Nogizaka46.' Female respondents favored groups like 'Arashi,' 'Snow Man,' and brands like 'Sanrio.'

Conclusion

The findings from this research encapsulate the critical role that Oshi Katsu plays in modern leisure practices among younger generations. This phenomenon not only serves as a source of enjoyment and passion but also provides meaningful ways for individuals to unwind and experience fulfillment in their daily lives.

Cross Marketing continues to conduct research on various aspects of leisure and lifestyle changes, offering insights into how societal trends shape personal experiences and cultural engagement.

For further details, the complete report can be accessed here.