Oshikatsu – a new form of fandom
Otaku culture and fandom are an integral part of Japanese pop culture. The term otaku emerged in the 1980s to describe a person with intense interest or obsession with a particular topic. In recent years, oshikatsu has attracted attention as a new type of fandom and consumer behavior among Gen Zs. A combination of the words oshi (a favorite member of a band, sports team, etc.) and katsu (activity), oshikatsu was nominated buzzword of the year in 2021. The term describes activities aimed at supporting a favorite personality, character, or object, such as spreading information on social media and buying goods. While there is no clear delineation from otaku activities, oshikatsu is associated with the active willingness to spend money. The trend reflects a shift in consumption behavior among young people who are more willing to spend money on single events or activities that allow them to experience emotions and a sense of belonging.Idols and problems in the entertainment industry
With an estimated market size of 280 billion yen and a large fan base, the idol market is one of the most prominent subsets of Japan’s otaku market. Idols are performers who engage in a range of activities, such as singing and acting, and have an enthusiastic fan base. Marketing in the idol industry heavily relies on the emotional connection fans build with their favorite performers. In the cosmos built around Japan’s most famous idol groups, fans are encouraged to support their favorite members by buying merchandise. Tickets for handshake events and voting slips that allow fans to vote for their favorite artist are often included in physical CDs. Idols are recruited and trained by talent agencies. While successful talents are present in all areas of media and entertainment, such as commercials and television shows, aspiring performers are at risk of being exploited by the system.In 2023, the Japanese public was shaken by a sex abuse scandal in the entertainment industry. One of Japan’s largest and most influential talent agencies, Johnny & Associates, acknowledged that its late founder had sexually abused minors for decades. Johnny & Associate’s, now Smile-Up's, approach to the scandal sparked public outrage and caused major brands to cut ties with the agency. This was not the only incident that came to light in the past years, and a recent survey seems to suggest that the Japanese entertainment industry is no stranger to sexual harassment and power abuse.
