In Japan, the so-called "oshikatsu" market — consumer spending centered on one's favorite idol, athlete or cultural figure — has established itself as a core consumption industry that remains resilient even amid persistent inflation.
The size of Japan's oshikatsu market has expanded to approximately 3.8 trillion yen (about 36 trillion won), Nikkei reported Monday. Analysts say fandom-driven spending built around a "bias" — a fan's most beloved figure — in areas such as pop idols and sports stars has grown into an industry in its own right.
A survey by Nomura Research Institute found that approximately 26 million Japanese aged 15 to 69 actively engage in oshikatsu. That figure exceeds 30 percent of the population in that age bracket.
The scope of spending has also broadened significantly. Expenditures now extend well beyond concert and game tickets to include official merchandise, fan gifts, camera and filming equipment, trips to away games and concerts, and collaborative branded products.
The most notable recent shift is in who is driving the spending. While younger consumers once dominated, middle-aged and older adults in their 40s through 60s are now leading market expansion. They tend to have relatively higher incomes and more stable spending capacity, enabling them to make large outlays.
The gap shows up clearly in spending data. According to a survey by Japan's Ministry of Internal Affairs and Communications, oshikatsu-related spending — including movie and theater tickets and accommodation — was highest among those in their 50s, averaging 99,000 yen (about 930,000 won). Those in their 40s followed at 80,000 yen and those in their 60s at 70,000 yen. Middle-aged and older consumers outspend younger fans.
Spending patterns are also shifting toward higher price points. Where fans once spent a few thousand yen to around 10,000 yen (about 95,000 won) on tickets and merchandise, a growing number now pay for electronic billboard advertisements promoting their favorite figures. Ad costs range from 10,000 yen to as much as 500,000 yen (about 4.73 million won). Spending hundreds of thousands of yen on overseas trips to attend concerts or sporting events has also become commonplace.
Such spending appears largely immune to rising prices. According to market research firm Intage, more than 50 percent of respondents aged 40 to 70 said inflation and yen depreciation had no effect on their oshikatsu spending, with the figure reaching 73 percent among those in their 60s. Among respondents aged 15 to 39, the share remained in the 40-percent range.
Experts say demographic shifts are a key factor. Falling birth rates, rising rates of singlehood and wage increases have converged to give middle-aged and older adults more disposable income for personal spending, and that money is flowing into the oshikatsu market.
"The increase in disposable income among middle-aged and older adults is the core factor underpinning the entire oshikatsu market," said Kohei Okazaki, chief economist at Nomura Securities.