“Oshikatsu” refers to the efforts that fans make to support their favorite “oshi”, which can be an artist, a character of anime or manga or a group that admire and want to “guide”.
The posters of the huge Shinjuku railway station in Tokyo are generally used to advertise products such as cosmetics and food, as well as new films.
But from time to time you can come across a poster with a birthday message and a photo of a young man, usually a Boy Band And with an impeccable aspect.
These posters are created by specialized advertising companies and are paid by passionate fans. Are part of a phenomenon called OshikatsuBrother -in -Law in recent years that has been derived from Japanese words to “guide” and “activities”.
Oshikatsu refers to the efforts that fans make to support theirs Oer Favorite, who can be an artist, an anime character or a manga or a group that admire and want to “drive”.
A considerable part of this support is of an economic nature. Fans participate in events and shows or buy goods such as CDs, posters and other collectibles. Other forms of Oshikatsu they aim to spread the fame of the idol, sharing the contents on theirs Oerparticipating in the campaigns on social networks and writing Fanfics or drawing Fanarts.
THE Oshikatsu He came from the desire of the fans of having a closer bond with their idols. The combination of Oer AND Katsu He appeared for the first time on social networks in 2016 and spread as a hashtag In the then Twitter (Current X) in 2018. In 2021, Oshikatsu He was appointed candidate for the word of the year in Japan, a sign that his use had become popular.
Now he has entered the radar of Japanese companies. The reason is the explosion of inflation in recent years, caused by the pandemic interruption of the geopolitical supply chain and shocks, which led Japanese consumers to reduce their expenses.
However, with the salaries that are about to increase for the third time in three years, the government is cautiously optimistic about the fact that economic growth can be reactivated through expenditure guided by consumption. Entertainment and media companies are looking at the Oshikatsu As a possible engine of this trend, although it is not clear if the subsequent salary increases will be sufficient.
A widespread phenomenon
Unlike popular perception, the Oshikatsu It is no longer exclusive for subcultures or young people. The phenomenon also won the most advanced age groups in Japan.
According to a survey conducted in 2024 by the Japanese market research company Harumeku, 46% of women on 50 Oer which supports financially. The older generations tend to have more money to spend, especially after their children have finished their studies.
THE Oshikatsu It also represents an interesting reversal in terms of gender roles. Although in the traditional Japanese family husbands are still considered suppliers, in Oshikatsu It is more common to see women who financially support young people.
How many fans spend for theirs Oshis varied. According to a recent survey conducted by the Japanese marketing company CDG and Oshicoco, a advertising agency specialized in Oshikatsuthe average value spent by fans in activities related to theirs Oshis They are 250 thousand yen (about R $ 9.8 thousand) per year.
This is estimated that this contributes every year to 3.5 trillion of yen (about 137 billion dollars) to the Japanese economy and represents 2.1% of total annual sales sales in Japan.
THE Oshikatsu Consumer expenditure will increase. But I doubt you have the impact on the Japanese economy that the authorities expect. For younger fans, the risk is that the approval of the government will end with any type of influence Colddoing the Oshikatsu Less attractive for this long -term audience.
And if I support a Oer Which has not yet been successful, it can have the stronger feeling that your support is important. Therefore, part of the expenditure will be directly intended for individuals, not to the established corporate superstars. But it is also possible that young people Oshis In difficulty they spend this money more than established celebrities.
The international press is focusing on the economic aspect of Oshikatsu; in the peculiarity of “obsessive” fans who get a second job to support theirs Oshis; Or mothers who spend large quantities with a man who is half of his age. But what this coverage ignores is the slow but profound social transformation of which the Oshikatsu It is a symptom.
A 2022 survey on people who practice Oshikatsu It clarifies that the “fans’ activities” satisfy a profound desire for connection, validation and belonging. Although this can be filled with a close friendship or relationship, an growing number of young Japanese adults believes that these bonds are “problematic”.
Young people guide this category, in particular those who do not work in the offices with relatively stable corporate works, the so called wages. Many who work in part or in manual work are having difficulty imagining a future in which they have a family.
Therefore, the tertiary sector is changing to welcome an increasing number of services that transform immaterial things, such as friendship, company and romantic fantasies of Scapista, into paid services.
From hugs without sexual connotation to rent a friend for a day or have a meeting with a partner crossdresserIt is possible to look for temporary relief from loneliness for now. Consequently, the same human connection is becoming something that can be consumed by payment.
On the other hand, share the activities of Oshikatsu It can generate new friendships. Fans gather to worship their idols collectively is a powerful way to create new communities. It remains to be known how these changes in the way people relate to the future of the Japanese economy and society.
*Fabio Gygi is professor of anthropology at the School of Oriental and African Studies (Soas) at the University of London, in the United Kingdom.
This entry was originally published on the academic news website The conversation and republished here with a Creative Commons license. Read the original version here (in English).
Source: Terra
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