Growing to Love Brands Through 'Oshi' Collaborations: Over 93% of Gen Alpha and Gen Z Intend to Continue Purchasing/Using After Tie-ups
A survey reveals that over 93% of Gen Alpha and Gen Z intend to continue using a brand after it collaborates with their 'Oshi' (favorite). The survey highlights that youth fandom directly builds long-term brand loyalty with almost zero resistance to commercialization.
📋 Article Processing Timeline
- 📰 Published: April 10, 2026 at 17:00
- 🔍 Collected: April 10, 2026 at 09:01
- 🤖 AI Analyzed: April 20, 2026 at 07:21 (238h 19m after Collected)
## ■ Survey Overview
Survey Period: February 20 - February 23, 2026
Survey Method: Internet survey
Target Audience: 155 Generation Alpha and Generation Z individuals nationwide (2 under 12 years old, 29 aged 13-15, 68 aged 16-18, 32 aged 19-22, 10 aged 23-25, 12 aged 26-28, 2 aged 29-31)
## ■ Survey Summary
In this survey, we comprehensively analyzed everything from the existence of an "Oshi" (favorite character/idol) among Gen Alpha and Gen Z to their Oshi-related consumption and attitudes toward corporate collaborations. The results revealed that for the younger demographic, an Oshi is not merely a hobby, but an entity that significantly influences their information gathering, consumer behavior, and brand perception.
## ■ Oshi has gone from a "special existence" to a part of daily life
To the question "Do you currently have an 'Oshi'?", 97.4% of the respondents answered "Yes". Having an Oshi is by no means exceptional among the youth; it is evident that they have become a familiar presence for many.
## ■ Almost zero negative voices regarding Oshi's corporate collaborations
Regarding the question, "What do you think about your Oshi collaborating with companies?", 82.8% of Gen Alpha and 80.4% of Gen Z answered "Very happy". On the other hand, negative responses such as "Not very happy" or "Not happy" were 0% for both generations. The "resistance to commercialization" that has often been pointed out in the past is rarely seen among the younger demographic, indicating that the expansion of their Oshi's activities is perceived as a positive event in itself.
## ■ Oshi collaborations generate brand loyalty
In response to the question, "Would you like to continue purchasing or using the products, services, or companies that collaborated with your Oshi even after the collaboration ends?", 91.9% of Gen Alpha and 96.4% of Gen Z answered "I want to continue purchasing/using them".
From these results, it is clear that Oshi collaborations are more than just a temporary sales boost.
Survey Period: February 20 - February 23, 2026
Survey Method: Internet survey
Target Audience: 155 Generation Alpha and Generation Z individuals nationwide (2 under 12 years old, 29 aged 13-15, 68 aged 16-18, 32 aged 19-22, 10 aged 23-25, 12 aged 26-28, 2 aged 29-31)
## ■ Survey Summary
In this survey, we comprehensively analyzed everything from the existence of an "Oshi" (favorite character/idol) among Gen Alpha and Gen Z to their Oshi-related consumption and attitudes toward corporate collaborations. The results revealed that for the younger demographic, an Oshi is not merely a hobby, but an entity that significantly influences their information gathering, consumer behavior, and brand perception.
## ■ Oshi has gone from a "special existence" to a part of daily life
To the question "Do you currently have an 'Oshi'?", 97.4% of the respondents answered "Yes". Having an Oshi is by no means exceptional among the youth; it is evident that they have become a familiar presence for many.
## ■ Almost zero negative voices regarding Oshi's corporate collaborations
Regarding the question, "What do you think about your Oshi collaborating with companies?", 82.8% of Gen Alpha and 80.4% of Gen Z answered "Very happy". On the other hand, negative responses such as "Not very happy" or "Not happy" were 0% for both generations. The "resistance to commercialization" that has often been pointed out in the past is rarely seen among the younger demographic, indicating that the expansion of their Oshi's activities is perceived as a positive event in itself.
## ■ Oshi collaborations generate brand loyalty
In response to the question, "Would you like to continue purchasing or using the products, services, or companies that collaborated with your Oshi even after the collaboration ends?", 91.9% of Gen Alpha and 96.4% of Gen Z answered "I want to continue purchasing/using them".
From these results, it is clear that Oshi collaborations are more than just a temporary sales boost.