What is oshikatsu and can it boost Japan's economy?

Summary

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Business Daily (BBC World Service)

Episode Title: What is Oshikatsu and Can It Boost Japan's Economy?
Date: November 12, 2025
Host: Rick Kelce

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Episode Overview

This episode explores the phenomenon of Oshikatsu—a culture of passionate fan support for idols, anime characters, and even places—and examines its growing impact on Japanese consumer habits and the national economy. Host Rick Kelce visits Tokyo’s vibrant anime scene, meets fans and experts, and dives into whether this unique “way of living” could be a catalyst for Japan’s economic revival.

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Main Discussion Points & Insights

1. What Is Oshikatsu? (02:21, 03:30)

• Definition: Oshikatsu means "supporting your Oshi"—the star, idol, or character you adore.
• Forms of Oshikatsu: Buying merchandise, event tickets, and displaying devotion through physical goods (badges, posters, plush toys, etc.).
• Expansion of the Concept: While rooted in anime and idol culture, oshikatsu now includes fans of musicians, celebrities, and even beloved places (like traditional hot springs).

Quote:
"It's a way of us otakus to appeal our love to our favorite characters, our favorite idols, our favorite singers... It's like giving presents, like Valentine's, but to 2D characters."
– Mao/Emery/Senu (Anime Fans), [03:30]

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2. Who Does Oshikatsu? (07:36, 08:50)

• Demographics: Not just for teens; adults and older fans are increasingly involved.
• Broadening Participation: Once seen as niche or for “otaku,” now a mainstream, cross-generational activity.
• Examples:
  • Humiji, a 50-year-old English teacher, supports the band Mrs. Green Apple, buying T-shirts, CDs, and more.

Quote:
"Nowadays, like me, 50 years old, and I do oshikatsu because I love one of the musicians... You'll buy T-shirts, buttons, CDs, maybe even records."
– Humiji (English Teacher in Tokyo), [07:36], [08:04]

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3. Oshikatsu as Economic Engine (06:39, 09:19, 12:51)

• Consumer Spending: Average fan spends about 250,000 yen ($1,600 USD) annually on oshikatsu; estimated to make up 2.1% of Japan’s retail turnover.
• Shifting Priorities: Younger generations are prioritizing Oshikatsu over traditional “status” purchases like luxury clothing or even spending on housing.
• Corporate Response: Businesses are tapping into Oshikatsu with aggressive marketing and merchandise development.

Quote:
"The companies are trying to sell a lot of stuff... They do the promotion for Oshikatsu."
– Humiji, [09:19]

Quote:
"They're increasing Oshikatsu spending but at the same time, they're cutting spending on clothing and also on residents."
– Nihiro Yamaguchi (Economist), [14:48]

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4. An Evolving Cultural Phenomenon (17:04, 18:39)

• Not Just Merch: Oshikatsu increasingly means integrating fandom into lifestyle—choosing jobs, daily routines, and even social circles around one’s interests.
• Beyond People & Characters: The concept now includes supporting places (e.g., onsens), reflecting a cultural pride and connection to heritage.

Quote:
"You could effectively Oshi push for your favorite football player or onsen... They pour money into supporting the place itself."
– Harry Sugiyama (TV/Radio Presenter), [18:39], [19:05]

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5. Economic Perspectives (12:51, 13:32)

• Mixed Economic Signals: Despite some wage rise (notably for younger generations), overall Japanese consumer sentiment is cautious due to headwinds like inflation and tariffs.
• Oshikatsu Outpaces Other Sectors: Spending here is bucking slower overall consumption trends, catching the attention of policymakers and economists.

Quote:
"I agree that the Oshikatsu market size is growing much stronger than the overall consumption trends."
– Nihiro Yamaguchi (Economist), [13:32]

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Notable Quotes & Memorable Moments

• "I feel like, well, I'm trapped. I'm trapped, but happily trapped. And so what? I love it. Then I'm happy. Then what's wrong with that? And I can pay for it."
  – Humiji, [07:36], reflecting on joyful consumerism despite its commercial undertones.
• "Doing Oshikatsu helps with your mental health and stuff."
  – Mao/Emery/Senu (Anime Fans), [04:30], highlighting the personal benefits of fandom.
• "You nailed it, man. But mate, you're only scratching the surface now. You could effectively Oshi push for your favorite football player, for your favorite onsen…"
  – Harry Sugiyama, [18:39], on the flexibility and breadth of the Oshikatsu culture.

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Key Timestamps & Segments

| Timestamp | Segment | |-----------|---------------------------------------------------------------------| | 01:02 | Introduction to Oshikatsu in Tokyo | | 03:30 | Teen anime fans explain Oshikatsu’s meaning and significance | | 06:39 | Economic scale: How much fans spend and its retail impact | | 07:36 | Interview: Humiji, representing older generations of fans | | 12:51 | Interview: Nihiro Yamaguchi, Economist, on broader consumer trends | | 14:48 | Shifting spending patterns among younger generations | | 17:04 | Harry Sugiyama comments on the expansion of Oshikatsu | | 18:39 | Oshikatsu’s evolution—supporting places, pride in heritage | | 19:36 | Wrap-up: Oshikatsu’s link to wage growth and global influence |

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Conclusion

Oshikatsu has evolved from niche anime and idol devotion into a mainstream, multigenerational cultural force—spreading to musicians, celebrities, and even beloved places. As fans redirect budgets and infuse daily life with passionate support, Japan’s economy gets a much-needed shot in the arm, inspiring shifts in retail and marketing strategies. While critics note the commercial entrapment, most devotees, young and old, describe themselves as “happily trapped”—proving that in modern Japan, passion pays, and fandom is big business.

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Transcript

[Rick Kelce]

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[Humiji (English Teacher in Tokyo)]

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[Rick Kelce]

Business move forward faster. Learn [e-mail] hello and welcome to Business Daily from the BBC World Service. I'm Rick Kelce. Today we're in Tokyo learning about a way of living which some believe could be an answer to boosting the Japanese economy.

[Mao/Emery/Senu (Anime Fans)]

So these are like basically little cards and you can collect cards and then I'm just browsing around to see if there's anything more I like. Yeah, we're basically win shopping.

[Rick Kelce]

The store is incredible.

[Mao/Emery/Senu (Anime Fans)]

A lot of. There's a lot of goods.

[Rick Kelce]

It's called Oshikatsu and means a desire for fans to be closer to their idols as well as offering support. It also has an economic side as fans buy tickets and merchandise. And now corporate Japan has started to take notice.

[Harry Sugiyama]

I'm getting so much positive energy, vibes.

[Rick Kelce]

So this is part of your job now?

[Harry Sugiyama]

It is. Man, I feel the Oshikatsu feels full on right in the face. Seriously.

[Rick Kelce]

We'll meet the promoters and the people spending money on their heroes. Some human, some animated.

[Humiji (English Teacher in Tokyo)]

I feel like, well, I'm trapped. I'm trapped, but happily trapped. Happily trapped. And so what? I love it. Then I'm happy. Then what's wrong with that? And I can pay for it. I pay for it.

[Nihiro Yamaguchi (Economist)]

They're increasing the Oshikat spending, but at the same time, they're cutting the spending on clothing and also on the residents.

[Rick Kelce]

So is the growth of Oshikatsu supporting your Idols another sign that the Japanese consumers are willing to start spending. And could that mean the country's economy is finally expanding after years of little growth? All on today's program, we've come to the world's largest anime store in Tashima City in Tokyo. Anime is Japanese animation in the form of film and TV shows. This is a 10 story building covering an incredible 92,000 square ft. That's 8,500 square meters. Those footsteps you hear going past me are fans heading up to the theater and the event saw on the top floor floors. 16 year olds Mao, Emery and Senu are on a mission to find their favorite characters merchandise. So what is Oshikatsu to them?

[Mao/Emery/Senu (Anime Fans)]

It's basically like people who love things love a certain character. Anime. It's usually used as in like anime context or like idol context. But Oshikatsu is a way of us otakus to appeal our love to our favorite characters, our favorite idols, our favorite singers, stuff like that. And we just say thank you to them. It's a way of showing our gratitude, but at the same time it's a way of us. Basically it's like imagine like Valentine's and you know how like a guy gives presents to the girl, Right? It's basically that. But like we're giving the. We're getting things so that to say gratitude to the our favorite 2D characters or whatever.

[Rick Kelce]

And what are your favorite characters?

[Mao/Emery/Senu (Anime Fans)]

I have a lot though. Yeah. Yeah. Do you know Demon Slayer?

[Humiji (English Teacher in Tokyo)]

Yeah.

[Mao/Emery/Senu (Anime Fans)]

My favorite character from Demon Slayer is Muichiro Boy with like the long black hair with like blue on the bottom. But it's really like love at first sight type of thing. And it's like you look at the character and you're like, oh my goodness, I love him. And then you start putting money into them, like getting like goods.

[Humiji (English Teacher in Tokyo)]

Yeah.

[Mao/Emery/Senu (Anime Fans)]

And then, yeah, this type of. It's like a bag. And then I have all my favorite characters and stuff as a way of me showing that I love the character for my own good. But to also like the characters, even technically they don't exist because they're like a 2D fictional character. However, like we show our love to them because it's also been proven doing Oshikatsu helps with your mental health and stuff.

[Rick Kelce]

Oshikatsu comes in the physical form. Badges, posters, pens, paper buttons, mini character toys that are attached to people's bags in here and many, many books. And if you're a person who takes part in Oshikatsu, you might also be known as an otaku it's someone who obsessively exerts time, money and energy into a hobby. Although it's not seen as something unusual or bizarre, I noticed when I walk around. It's not just badges. It's also kind of older stuff. CDs and DVDs, which you'd probably associate with a generation before you guys.

[Mao/Emery/Senu (Anime Fans)]

Yeah, but CDs, I guess in Japan we do have this. Like for something old or vintage, I guess that's probably something. That's probably because of that and also because of the history, long history with it. CDs, videos, books itself. We love that. Having something physical also feels really nice.

[Rick Kelce]

I agree.

[Mao/Emery/Senu (Anime Fans)]

I completely agree. The technology is really good. It's really useful. For example, if you want to watch like Spotify is really good if you want to watch like a CD outside when you're walking around, but then listening to at home with like a radio.

[Rick Kelce]

Do you think people in real life can get jealous if you have a partner of your anime character that you like, can you spend too much time with your character?

[Mao/Emery/Senu (Anime Fans)]

That could definitely happen. If, like, especially if you're dating someone, that could be one choice.

[Rick Kelce]

Does it happen?

[Mao/Emery/Senu (Anime Fans)]

Not for me, because I don't have a boyfriend. Like, my boyfriend's also like an otaku. He likes Evangelion. Pretty old anime. And because of that, I feel like we both have a genuine understanding of each other and how we both stuff. But then if it's a real life idol or something, I feel I've seen people get jealous online.

[Rick Kelce]

Oshii is a person or thing that one has bias towards. And katsu is an activity. Oshis can be real people, often actors or celebrities. These enthusiastic fans who support their idols in their daily routine look like they're causing a noticeable spike in in Japanese shop sales. A recent survey by Japanese marketing company CDG and Oshikoko, an advertising agency, suggests the average fan spends 250,000 yen or 1600 US dollars a year on their oshi. They believe this accounts for 2.1% of Japan's total annual retail turnover. I wanted to find out if this was just a trend for teens and people in their 20s. So I've headed on the underground to a traditional Japanese tea ceremony to meet Humiji, who has also taught English here in Tokyo for 15 years.

[Humiji (English Teacher in Tokyo)]

Oh yes, like 15 years ago, only for the anime lovers. Anime character lovers do the oshikatsu. Or maybe the musician lovers will do the oshikatsu. But Nowadays, like me, 50 years old and I do oshikatsu because I Love one of the musician called Mr. Mrs. Green Apples.

[Rick Kelce]

And who, who is that?

[Humiji (English Teacher in Tokyo)]

Mrs. Green Apple. And I'm into the vocalist of the Mrs. Green Apple. And he sings so well. And then if you are very really into Oshikatsu for him, I would. Well, we would buy T shirt and buttons and any. Well, what. What else do they have? CDs and maybe, maybe if they have the Recode, the classical record, I would buy it and like a headphones and anything.

[Rick Kelce]

And do you, do you think that Oshikatsu is something that's dominated by younger people?

[Humiji (English Teacher in Tokyo)]

Oh, basically, yes. But. But many of the adults or grown ups do oshikatsu. Like, like the. Well, someone do Oshikatsu for the Korean actor or Korean musician. They do a lot of Oshikatsu.

[Rick Kelce]

I imagine this phenomenon as it's grown. It seems like it's being a big boost to the Japanese economy.

[Humiji (English Teacher in Tokyo)]

Yes, you're right. The companies are trying to sell a lot of stuff. Yes, they do. They. They do the promotion for Oshikatsu.

[Rick Kelce]

And do you ever feel like it's. You're buying into the. The commercial?

[Humiji (English Teacher in Tokyo)]

I feel it. Yeah. I was, I was. I mean I don't know if if they English expression is good or not, but I feel like, well, I'm trapped. I'm trapped.

[Mao/Emery/Senu (Anime Fans)]

But happily trapped.

[Humiji (English Teacher in Tokyo)]

Happily trapped. And so what? I love it. Then I'm happy. Then what's wrong with that? And I can pay for it. I pay for it and I can't. Well, I will sell some money to buy. To buy something into tools.

[Rick Kelce]

People spend so much money on this. Do you sometimes see people and you think, wow, how much money have you spent? That's too much.

[Humiji (English Teacher in Tokyo)]

We do, we do and I do. And it makes you feel safe, surrounded by the things that you love. Then that makes you feel safe.

[Rick Kelce]

Umiji, an English teacher in Tokyo There. This is Business Daily from the BBC World Service.

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[Humiji (English Teacher in Tokyo)]

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[Humiji (English Teacher in Tokyo)]

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[Harry Sugiyama]

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[Rick Kelce]

I'm Rick Kelce in Tokyo. Looking at how fan culture is changing spending habits, I've come to a rooftop anime festival in Shibuya, a popular shopping and entertainment area of Tokyo. It's home to the famous road crossing where people cross in dozens of different directions. They are discussing the My Hero franchise, the Japanese animated superhero film starring some big name Japanese actors. I'm learning that people see Oshikatsu as part of their daily routine, even basing their shifts in work around it. But how is it actually making a difference to the country's economy? Nihiro Yamaguchi is an economist with Oxford Economics in Tokyo.

[Nihiro Yamaguchi (Economist)]

Yeah, thank you so much for having me. And the Japanese economy is doing okay, I would say. I mean, there are a lot of headwinds. One thing is that the US is imposing a high tariff of 15% on Japanese product. And the other thing is domestic consumers are kind of suffering from high food prices.

[Rick Kelce]

We've seen some decent wage rises in the last 12 months. I see there's been almost 10% growth on starting salaries in the last last year. Has this enabled, has this pushed people to be able to spend more on retail pleasures or the Oshikatsu?

[Nihiro Yamaguchi (Economist)]

Right. So it's a bit tricky because not every generation is seeing a strong wage growth. True that the new graduate in general, the younger generations are seeing strong wage rises because that's where the firms are feeling that the labor is kind of shorting right now. But at the same time, for the middle aged people, their growth in their incomes are not that strong. But having all said that, I agree that the Oshikatsu market size is growing much stronger than the overall consumption trends.

[Rick Kelce]

Is that because there's a growing wealthier middle class with more spending power.

[Nihiro Yamaguchi (Economist)]

I'd say that there are different aspect on that. And the thing is that there, especially those who are in the those who are younger generations are spending more on oshikatsu type of consumption. But at the same time they're cutting expenditure on other fields. So overall consumption is not that strong as in Oshikatsu expenditures.

[Rick Kelce]

There are reports that the bank of Japan has taken notice of this. That's despite Japan's gdp, everything it produces looking like it might fall this year.

[Nihiro Yamaguchi (Economist)]

True. I mean, it's really not negligible. Especially when we take a look at consumption behavior among those in 20s and 30s. They're actually increasing the expenditure on the services like leisure activities or like on going to concerts or something like that. So no wonder, you know, those who analyzing the Japanese consumption trends are all attracted or interested in these trends.

[Rick Kelce]

The people who were spending this money on Oshikatsu, where do you see that it's coming from? Is it because young people buy into Japanese culture and mystical heroes and they want to spend more money on that?

[Nihiro Yamaguchi (Economist)]

The biggest contributor is changing the allocation on spending. So for example, they're increasing the Oshikatsu spending, but at the same time they're cutting the spending on clothing and also on the residents. Make a long story short, they're kind of like changing the allocation for shikatsu by sacrificing their own as many activities. Wow.

[Rick Kelce]

What's brought around this change? Do we know?

[Nihiro Yamaguchi (Economist)]

Younger generations are less interested in the luxury brand clothes and instead of their spending more Oshikatsu.

[Rick Kelce]

Nihiro Yamaguchi I've come to a gaming cafe. Anime posters line the walls. The staff have got toy characters on keyrings, attachments attached to their belts. Fans can drink colored drinks to match. Blue lemonade seems to be a favorite. Nobody's really talking, but it's a safe environment to bring a friend and take on other people who have similar tastes. Brands have huge marketing budgets. To push Oshikatsu to consumers, they need to promote their heroes. Harry Sugiyama is bilingual. He went to school for some time in the UK and knows this world well.

[Harry Sugiyama]

I work in Tokyo as a TV presenter and as a radio and dj. I present everything from sport to gossipy stuff. It's incredible, you know, Let me explain. Oshikatsu is an action where you push for someone who you love and who you want to support. And it's usually associated with anime characters or Japanese idols, usually from groups male or female. I mean, the original Oshikatsu goes back probably about 20 years ago to the days of AKB 48. Akabar 48. Okay. This is a legend group of girls who came to the limelight in the 2000s and created by the guru, Mr. Akimoto Yasushi. And these were singers, idols that you could actually go and meet instead of just seeing them on tv, listening to them on radio.

[Rick Kelce]

I've just come from this anime festival on a rooftop where people talk about the latest My Hero film that came out. I've been to an Oshikatsu cafe bar where you kind of play your favorite character while they serve you drinks of which has the same color, the same color hair as your favorite character. It seems to me that it spread away from the simple memorabilia of CDs and posters into spending more of your life in it.

[Harry Sugiyama]

You nailed it, man. But mate, you're only scratching the surface now. You could effectively Oshi push for your favorite football player for your favorite onsen. Do you know what I mean when I say onsen for your hot spring. Okay, so a hot spring and onsen, it's not a person or it's not even an anime character. It's a place.

[Rick Kelce]

And you can create an Oshi out of her.

[Harry Sugiyama]

You can create an Oshi from that because of these old school onsens or hot spring and baths. They're so old school that quite a lot of them, they go out of business. And because everyone has so much pride in whatever, they actually pour some of their money into supporting the place itself. So it can go on and on and on. It's a fascination that the Japanese have with their own history too, which goes back, you know, hundreds of years. The shogun eras of the 16th and 14th centuries.

[Rick Kelce]

You know Harry Sugiyama there, the TV and radio presenter. Oshikatsu in private has been around for years, but people here in Japan now are more open to showing it off. With wage rises in the wider economy and more spending power from the middle class, it is a cultural phenomenon that is boosting retail spending and also promoting Japanese animation. To overseas fans, thanks for listening to this Business daily coming to you from Tokyo, presented by me, Rick Kelce. Araghetto.

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