‘Oshikatsu’ boom reshapes Japan’s youth economy and idol fandom

Rising incomes and shifting social behaviors among Japan’s young consumers are fueling a surge in fandom-driven consumption, known as "oshikatsu," which has become a major cultural and economic force.

“I can finally spend more on my favorite idols now that I’m no longer a student,” said 23-year-old office worker Moriyama Yua (alias), who lives in Tokyo.

Speaking at the Makuhari Messe convention center in Chiba Prefecture on May 11 during “CJ KCON Japan 2025,” Moriyama said she had been looking forward to splurging on merchandise for her favorite K-pop group TWS.

Within an hour of arriving, she spent over 10,000 yen (about $94) on goods adorned with the members’ photos — and did so happily, without financial stress. “Thanks to TWS, I enjoy working. They give me the motivation to keep going,” she said.

In Japan, this kind of spending is called oshikatsu, a term that combines "oshi," meaning a favorite person or thing, and "katsudo," meaning activity.

Once considered a niche or even obsessive pastime similar to otaku culture, oshikatsu has now become a mainstream driver of youth consumption, particularly among the Millennial, Gen Z and early Alpha generations.

A fan attending “KCON Japan 2025” shows off her "itabaggu" bag decorated with character dolls of ZEROBASEONE members at Makuhari Messe convention center in Chiba, Japan, on May 11. Korea Times photo by Ryu Ho

Transparent fandom, transparent bags

Fans often carry "ita-bag" — clear tote bags filled with badges, keychains, and photos of their idols. The term combines "itai" (painful) and "baggu" (bag), initially implying they were embarrassingly overdecorated.

Today, however, they’ve become symbols of pride and dedication. Fans even compete to see who can display the most dazzling ita-bag, using them as social currency in fan communities.

According to Japanese research firm Oshikatsu Soken, the number of people actively engaging in "oshikatsu" reached about 13.84 million as of January 2025, up 2.5 million from last year. The fastest growth was among women aged 31 to 34, with participation up 8.2 percentage points to 30.4 percent.

Total annual spending across all "oshikatsu" participants was estimated at 3.5 trillion yen (33 billion won), with individuals spending an average of 250,000 yen per year. Around 80 percent of respondents said they were spending more than the year before.

A report by advertising agency Hakuhodo revealed that "oshikatsu" participants devote 37 percent of their disposable income and 39 percent of their leisure time to these activities.

Visitors browse official merchandise booths at “CJ KCON Japan 2025” held at Makuhari Messe in Chiba, Japan, on May 11. Korea Times photo by Ryu Ho

More money, more meaning

Japan’s Cabinet Office noted that workers under 30 saw their wages rise by 4.2 percent last year — higher than any other age group. Nippon Keizai Shimbun (Nikkei) attributed the expansion of "oshikatsu" partly to this trend, with new employees at some companies earning over 300,000 yen in starting salary. One male fan in his 20s spent 200,000 yen over six months on games and character goods. A female worker in her third year on the job said she spends 100,000 yen each month on idol DVDs and plushies. Both cited salary increases as justification for the spending.

Nikkei's survey data from March shows that participants under 40 spend about 200,000 yen per year on oshikatsu — nearly three times more than those in their forties.

However, higher income isn’t the only factor. Researchers say social media also plays a key role in how young people engage with oshikatsu.

“Fans actively share which events they attend and what goods they buy,” said researcher Hirose Ryo of NLI Research Institute. “They tend to seek validation from others.”

K-pop group TWS performs during their album showcase at Blue Square in Yongsan District, Seoul, Apr. 21. Yonhap

Beyond goods

Today’s oshikatsu economy extends far beyond merchandise. Fans also spend on travel, lodging, and dining.

Natsuo Abe (alias), a housewife in her 30s from Fukuoka, traveled to Chiba for a 2-night oshikatsu trip to support K-pop group ZEROBASEONE. She estimated the total cost at around 100,000 yen, covering flights, hotel stays and goods.

Chiaki, a fan from Shanghai, flew to Japan on a week-long vacation to attend the same event. “I got into oshikatsu while living here three years ago,” she said. “Since I’m visiting again after six months, I plan to go to Kyoto and stay in a traditional inn.”

As fandom-related travel grows, so does the risk of cancellation — which has sparked the rise of oshikatsu insurance. If a concert or fan event is canceled due to weather or artist illness, fans are reimbursed for costs like transport and lodging.

According to Oshikoko, which tracks oshikatsu trends, about 20 percent of fans have experienced such cancellations, and 30 percent reported losing as much as 30,000 yen in penalties.

Insurance company MyInsurance launched its oshikatsu product in 2020 and has since exceeded 1 million policies.

K-pop group ILLIT performs a track from their album during a showcase at Yes24 Live Hall in Gwangjin District, Seoul, Oct. 21, 2024. Yonhap

From passion to mainstream culture

Major corporations are also tapping in. Since 2021, train company JR Tokai has offered dedicated “oshikatsu travel” packages, including exclusive trains for fans attending idol concerts. “MZ generations value forming relationships through shared interests,” said researcher Hirose.

JR Tokai now runs around 100 oshikatsu travel packages annually, with participants doubling to 10,000 in 2024.

Dada Natsuho, head of Oshikatsu Soken, said the biggest growth has come from men and women in their early 30s. “Oshikatsu has become more than a hobby. It’s a new cultural and economic identity,” she said.

This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.