Fandom on the rise in Japan: What “Oshi-katsu” can teach us about the Fandom economy

ここでは、ファンダムとは何か？といったことから、これまでのファンコミュニティとは何が異なるのか？といった点に至るまで探ってみたいと思います。

What is Fandom?

 Fandom refers to enthusiastic fans across any field, or the culture formed by such fans.

 There are various explanations of fandom in reference materials and literature.

 For example, in Zoe Flaad-Branner’s Fandom Revolution, it is written: “Fandom does not describe the 'person.' It describes the 'actions' of fans. A series of activities that passionate individuals participate in, which are not profitable, constitute fandom.”

 In other words, fandom is a group that voluntarily shares information through community activities, united by common values or interests. It can be seen as a passionate fan group with its own unique culture.

 In Japan, core fans engaged in “oshi-katsu” (supporting favorite idols or characters) are considered close to fandom, but the actual reality seems somewhat different.

 The trend of “oshi-katsu / otaku activities,” popularized alongside the term “100 million otaku era,” shows that according to the “Oshi-katsu Survey 2024” (Neo Marketing Inc.), 32.7% of people in their teens and twenties are engaged in oshi-katsu. Overall, the trend appears particularly strong among younger generations.

 Furthermore, the resources devoted to oshi-katsu are relatively modest: over 70% of respondents invest less than 10,000 yen per month.

 An interesting aspect is the amount of time spent on oshi-katsu.
 The graph below shows the responses to the question: “For those engaged in oshi-katsu, how many hours per month do you spend on these activities?” across age groups from teens to seventies.

 What is striking is that the proportion of highly active participants—who spend over 30 hours per month on oshi-katsu and can be considered core fans or true members of fandom as discussed in this article—is nearly 10% even among those in their seventies.
 I was surprised by the amount of time oshi-katsu occupies in the daily lives of fans.

How Is Fandom Different from Traditional Fan Communities?

 To better understand what fandom is, we can examine how it differs from traditional fan communities and get closer to its true nature.

 Fans with concepts and behaviors similar to fandom have existed in the past as well.

 However, traditional fan communities were seen as core consumers and advocates, often positioned as somewhat underground. This was because information dissemination, product offerings, and services were primarily top-down and one-sided from the supplier’s side.

 Of course, fan communities did exist in those contexts, and activities such as publishing doujinshi contributed to what we now recognize as modern fandom. Still, these were understood as communities limited to a narrow group of core fans or otaku.

 With the spread of the internet and social media, however, we have entered what is called the “era of 100 million broadcasters,” in which the influence and presence of fandom have grown significantly.

The Background Behind Fandom Becoming an Unignorable Force in Business

 “Fandom as self-expression” has leveraged the power of social media, increasing its influence not only through connections among fans but also via direct interactions with suppliers. Previously, responses to the supplier’s one-way provision were limited, but the spread of the internet and social media has given everyone a means to “voice opinions” to suppliers, enhancing the presence and power of fandom.

 In many ways, fandom represents the archetype of the “vocal consumer.” They do not hesitate to respond critically to products or services that fail to meet the form or quality they desire. While sharing the position of core customers in terms of “consumption,” they go beyond merely supporting through purchases and engage in self-expression as supporters, even taking on a role akin to that of producers.

 It is no surprise that some fans who previously “supported” their favorites by buying merchandise now create and sell their own goods. Whether officially or unofficially, there has always been a segment of fans who link their self-worth to activities that contribute to their “oshi” (favorite). With platforms like social media, these supporters transition from behind-the-scenes roles to more visible, recognized presences.

Fandom Beyond Content Consumption: The Fandom Economy

 Fandom is not merely composed of core consumers. This reflects a broader shift in consumption patterns in advanced economies and beyond, where spending has moved from “consumption of goods” to “consumption of experiences.”

 Going beyond “experience-based consumption” is participatory economic activity. Considering that the market size of oshi-related activities already exceeds 800 billion yen (*data source), purchasing to support one’s favorites is thriving. We are indeed in the midst of what could be called the “era of support.” Moreover, fandom, which extends beyond mere purchasing, symbolizes a future-oriented economic force.

 Supporting one’s favorites can be seen as part of the experience economy, yet the deeper one understands fandom, the more it becomes clear that fandom itself has the potential to form a self-sustaining economic sphere. At the same time, it is evident that economic metrics and marketing alone cannot fully capture its essence.

 Fandom is distinctive because fans are not only consumers but also creators—they share information, produce original merchandise, and engage in secondary creation, acting as producers in their own right. Here lies an interesting point.

 Fandom maintains a delicate relationship with capitalism (purchasing activity) while operating under a separate principle where information and services are exchanged. Their actions are carried out for their “oshi,” fellow fans, and the community to which they belong—not for other consumers or financial gain. It is fundamentally a gift exchange within the community.

 It is crucial for suppliers to understand that fandom is not motivated by personal profit or commercial gain.

 Having understood what fandom is, including its overview and characteristics, we now consider how supplier companies should approach and interact with fandom communities.

 Generally, when a fandom forms, its members tend to deepen their emotional connection with a brand or product. In this process, they often take on an ambassador-like role for the company’s brand. This is because fandom members possess strong loyalty and are motivated to actively contribute to brand advocacy.

 Although they are sometimes confused with influencers, fandom members are distinct in that their primary motivation is emotional—love, passion, or attachment to a person, work, or brand—rather than commercial or business interests.
 Even when their actions impact business outcomes, influencing the company is not their main purpose.

What Happens When You Betray a Fandom?

 While fandom can ultimately contribute positively to business, there are also cases where betraying a fandom leads to negative outcomes for the business itself.

 For example, imagine your “oshi” (favorite) collaborating with another content, product, or company.
 As mentioned earlier, fandoms have strong emotional and sentimental ties to their oshi. But what if a collaboration does not align with the oshi’s image?
 In such a case, fandom members are unlikely to feel pleased.
 There have been numerous examples of collaborations that were seen as betraying fandoms; here are two notable cases.

・Starbucks × BTS Collaboration

 Starbucks partnered with the music group BTS to offer limited menus and merchandise in South Korea. While the campaign itself attracted attention, some fans criticized it, saying it did not align with the small businesses and social values that BTS has historically supported. Additionally, some fandom members raised concerns about Starbucks’ labor practices.
 Even within the BTS Army (BTS fandom), opinions were divided, with some saying the collaboration “lost the essence of BTS” or “felt too commercialized.”

・Pokémon × Luxury Brands (e.g., Tiffany, Balmain) Collaboration

 Pokémon, with its popular, child-friendly image, collaborated with luxury brands like Tiffany and Balmain.
 However, many Pokémon fans criticized the collaboration, saying it “exploited Pokémon’s cuteness for commercial gain” and that “the prices did not match the typical Pokémon fan base.”

 There are numerous other cases where a fandom pushes back because the oshi and the corporate brand’s values do not align.
 Notably, backlash often arises when fans feel their love has been “converted into money.” A strong sense of commercialism tends to be disliked, highlighting the importance of understanding fandom culture and sentiment.

 When companies collaborate with a fandom’s oshi, it is crucial to understand the fan base’s reality, preferences, and culture before proceeding.

Examples of Building Good Relationships with Fans

・K-POP Example

 The K-POP business has consistently fulfilled fans’ desires to engage. In K-POP, fans are not merely passive “consumers” receiving content—they are ambassadors who invest their own resources to promote their favorites, positioning themselves as close partners.
 For those interested in detailed case studies, I recommend Erina Tanaka’s book, Why K-POP Sets the World on Fire.

・Sports Team Example

 When people hear “oshi-katsu” (fan activities), they may think of idols or musicians, but many sports teams also have fan communities that can be considered fandoms.
 One notable example is Kawasaki Frontale in Japan’s J-League. The team maintains a close and friendly relationship with its fans, making it an excellent case study.
 By examining how a sports team (or organization) can cultivate relationships with its fans, we can understand ways to maximize mutual benefit. For those interested, Daisuke Harada’s book Beloved and Victorious: How Kawasaki Frontale Built the “365-Day Town Club” is a valuable reference.

We have explored the characteristics and tendencies of fandoms, but now let us consider how companies should approach and engage with them.

First, from a business perspective, companies must identify who truly supports their business.

It is crucial to recognize the core customer segment that directly contributes to sales. If we follow the Pareto Principle, core customers—including fans—represent the segment that should be valued most, as they often account for 80% of sales.

However, it is important to note that core customers and fandom members do not always overlap, and fandoms do not necessarily contribute directly to a company’s revenue.

If a company loses sight of who it is doing business for, its business purpose becomes unclear.
Engaging with fandoms requires maintaining a strong grasp of the company’s essence and not mistaking the means for the end.

今回はファンダムについてその特徴や正体についてご紹介しました。
企業側のファンダムとの向き合い方について以下の2点を留意しておきたいところです。

・安易なコラボマーケティングやブランディングを実行しただけでは、熱心なファンを裏切りかねない。
・ブランド価値の維持や持続的に成長するためには、ファンを相手にしても「異」を唱える必要がある。これが将来の熱狂的なファンにつながることがある。

とはいえ、日本において「ファンダム」の存在はますます大きくなっており、今後、企業やブランドにとって無視できない存在となるのは間違いないでしょう。

「ファンダム」について知れば知るほど、私たちは最早、「与えられたもの」では満足できなくなっているのではないか？という思いを強くしました。
あなたはどう思いますか？