Most non-Japanese speakers are probably unfamiliar with the term oshikatsu. Translating to “activities that support my favorite,” oshikatsu refers to fandom subcultures for idols, actors, athletes or even fictional characters and inanimate objects, like trains. It’s a popular hobby among young people especially, as evidenced by a recent survey result: nearly half of full-time workers in their 20s in Japan reportedly engage in oshikatsu.
The survey, conducted online by Japanese recruitment company Mynavi Corp., targeted permanent employees across age groups, from 20s to 50s, and received around 20,000 responses. The findings highlighted the significant role that dedicated fan activities play in the lives of Japanese employees, suggesting that oshikatsu can increase motivation for work.
An Escape for Young Professionals
The data from the survey clearly shows that oshikatsu is most popular among young workers, with 49.2% of 20-something respondents actively engaging in fan activities. This overwhelming engagement suggests that contrary to popular belief, oshikatsu isn’t a niche hobby; it’s a defining part of life for many young professionals.
As workers age, the trend tapers off, dropping to 33.7% for 30-somethings, 22.6% for 40-somethings and 15.5% for those in their 50s. A Mynavi representative suggested that the rise in fandom culture is driven by two main forces: an increased emphasis on work-life balance, and the wide-reaching influence of social media, which makes supporting your favorite — your oshi — easier than ever.
For most respondents, oshikatsu wasn’t seen as a distraction, but a way of recharging; almost 80% of oshikatsu-participating respondents stated that their fandom makes their personal lives significantly more fulfilling, and 61.7% reported that it provides motivation to work harder at their jobs.
Japanese workers’ dedication to their oshi, though, typically comes with a significant price tag. The average fan spends just over $84 (approx. ¥13,000) per month on fandom activities. Most of the money goes to purchasing merchandise, and traveling to attend concerts and events.
The Cultural Engine of Oshikatsu
While intense fandom exists globally, with terms like “stan culture” becoming mainstream over the past two decades, oshikatsu has become particularly dominant in Japan due to cultural and societal factors.
For one, dedicated fan activity often offers a crucial emotional outlet in a culture traditionally characterized by strong conformity and demanding work schedules. Oshikatsu provides a structured, positive space for escapism and expression, or even a sense of daily purpose, that might be difficult to find elsewhere.
The Japanese entertainment industry is expertly structured to encourage this devotion, with idols and characters often marketed on an aspirational journey — where the fan’s financial and emotional support is directly framed as contributing to the success of their oshi. This system validates the fan’s effort and makes their spending feel meaningful.
Fandom can also provide a smaller, ready-made community, where shared passion offers a sense of belonging that can’t always be found in corporate environments. Of course, this desire for belonging is not unique to Japan, as organic opportunities for community grow increasingly scarce in cities around the world.
