[Research Report] Approximately 70% of Gen Z Purchase IP Collaboration Products Even If They Are Not Fans – Latest Fan Marketing White Paper Released for Free, Breaking Through SNS Algorithms to Reach Light Users
FLAG Z Lab., a Gen Z project by Flag Inc., has released a white paper analyzing purchasing behavior in the SNS era and the effectiveness of IP collaborations, based on a survey of 344 Gen Z individuals. The report reveals that approximately 70% of Gen Z purchase IP collaboration products even if they are not fans, highlighting IP collaboration as a marketing method that breaks through SNS algorithms to reach light users.
📋 Article Processing Timeline
- 📰 Published: May 7, 2026 at 21:00
- 🔍 Collected: May 7, 2026 at 12:31
- 🤖 AI Analyzed: May 7, 2026 at 13:44 (1h 12m after Collected)
Flag Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Hiroaki Kubo), a company engaged in digital marketing, has released the white paper "[2026 Latest Edition] Gen Z x Fan Marketing White Paper: IP Collaborations Achieve" through its Gen Z project "FLAG Z Lab." This white paper analyzes purchasing behavior in the SNS era and the effectiveness of IP collaborations, based on a consciousness survey targeting 344 Gen Z individuals.
■ Background of the Survey: The Key to Overcoming Algorithms in an Era Where Ads Don't Reach
Current SNS platforms are shifting from "who you follow (social graph)" to a focus on "recommended/discovery tabs (interest graph)" where platforms automatically deliver information based on user interests. Especially among digital natives, there is a strong tendency to actively collect new information from "recommended/discovery tabs" in addition to information from people they follow.
As corporate advertisements are increasingly filtered out as "noise," "IP collaboration" utilizing IPs such as anime and characters is gaining attention as a powerful marketing method. It elevates corporate communications into valuable "content" for users, delivering information beyond the algorithmic wall.
This report unravels why IP collaboration becomes a strong purchasing motive, based on Gen Z survey data.
■ Survey Data Highlights (Excerpts from Chapters 1 & 2 of this report)
1. Ads Become "Content." IP Mediation Softens Ad Aversion
Approximately half of respondents said that if an ad appearing on SNS was an "IP collaboration with their favorite IP," they were "more interested/drawn to it than other ads." Furthermore, over 35% of Gen Z responded that they "didn't realize it was an ad."
By passing through the filter of IP, the pushiness of advertising is dispelled, making it easier for information to appear in SNS recommendation feeds as "useful information," and expanding reach to non-followers can be expected.
2. Not Just Core Fans! Approximately 70% of Gen Z Purchase Collaboration Products Even If They Are Not "Fans"
The perception that "IP collaboration is a measure aimed at specific core fans" was shown to be incorrect by the data. Approximately 70% of Gen Z responded that they "have purchased collaboration products of characters or works they are not 'fans' of."
3. "Conformity Consumption" and "Visual Buying" Drive Light Users
The most common reason across all generations for non-fans to purchase collaboration products was "the package or design suited my taste (visual buying)."
Furthermore, among Gen Z, reasons such as "I bought it because it was trending on SNS or among my peers" and "I trusted the recommendations of influencers or friends" were prominent. Even for unfamiliar products, there is a strong tendency for "conformity consumption," driven by the enthusiasm of those around them and the mood of trends through IP. This indicates that IP collaboration is effective in acquiring new "light users" who could not be reached by the company alone.
■ About the Contents of this White Paper
This document (42 pages in total) includes the analysis data and practical know-how mentioned above regarding "breaking through algorithms" and "reaching light users," as well as the following:
[Other Included Contents]
- Usual usage scenes and purpose/psychology of purchasing collaboration products
- Differences between "successful collaborations" and "disappointing collaborations"
- "Five evaluation axes" for creating successful IP collaboration projects
- Impact of IP collaboration on purchasing after the campaign
We encourage those who feel limitations in their marketing strategies and those seeking effective approaches to younger generations to utilize this resource.
▼ Download the "Gen Z x Fan Marketing White Paper" for free here
https://www.flag-pictures.co.jp/document/z-generation-fan-marketing2026/
● Supervisors/Authors
Sono Yamanaka
Flag Inc.
Social Media Marketing Division
Manager, 4th Social Media Communication Department
Engaged in strategy planning and operation for all SNS (X, Instagram, TikTok, YouTube). Involved in creative direction for web and video production linked to SNS, primarily promoting game titles featuring famous IPs.
In this white paper, she contributed insights into user consumption behavior based on the latest data, leveraging her perspective as a Gen Z individual who regularly uses TikTok.
Haruna Ito
Flag Inc. Growth Strategy Office
Started her career in sales and now leverages her Gen Z perspective and research skills for in-house inbound activities such as columns, notes, newsletters, and exhibitions.
Keywords:
■ Background of the Survey: The Key to Overcoming Algorithms in an Era Where Ads Don't Reach
Current SNS platforms are shifting from "who you follow (social graph)" to a focus on "recommended/discovery tabs (interest graph)" where platforms automatically deliver information based on user interests. Especially among digital natives, there is a strong tendency to actively collect new information from "recommended/discovery tabs" in addition to information from people they follow.
As corporate advertisements are increasingly filtered out as "noise," "IP collaboration" utilizing IPs such as anime and characters is gaining attention as a powerful marketing method. It elevates corporate communications into valuable "content" for users, delivering information beyond the algorithmic wall.
This report unravels why IP collaboration becomes a strong purchasing motive, based on Gen Z survey data.
■ Survey Data Highlights (Excerpts from Chapters 1 & 2 of this report)
1. Ads Become "Content." IP Mediation Softens Ad Aversion
Approximately half of respondents said that if an ad appearing on SNS was an "IP collaboration with their favorite IP," they were "more interested/drawn to it than other ads." Furthermore, over 35% of Gen Z responded that they "didn't realize it was an ad."
By passing through the filter of IP, the pushiness of advertising is dispelled, making it easier for information to appear in SNS recommendation feeds as "useful information," and expanding reach to non-followers can be expected.
2. Not Just Core Fans! Approximately 70% of Gen Z Purchase Collaboration Products Even If They Are Not "Fans"
The perception that "IP collaboration is a measure aimed at specific core fans" was shown to be incorrect by the data. Approximately 70% of Gen Z responded that they "have purchased collaboration products of characters or works they are not 'fans' of."
3. "Conformity Consumption" and "Visual Buying" Drive Light Users
The most common reason across all generations for non-fans to purchase collaboration products was "the package or design suited my taste (visual buying)."
Furthermore, among Gen Z, reasons such as "I bought it because it was trending on SNS or among my peers" and "I trusted the recommendations of influencers or friends" were prominent. Even for unfamiliar products, there is a strong tendency for "conformity consumption," driven by the enthusiasm of those around them and the mood of trends through IP. This indicates that IP collaboration is effective in acquiring new "light users" who could not be reached by the company alone.
■ About the Contents of this White Paper
This document (42 pages in total) includes the analysis data and practical know-how mentioned above regarding "breaking through algorithms" and "reaching light users," as well as the following:
[Other Included Contents]
- Usual usage scenes and purpose/psychology of purchasing collaboration products
- Differences between "successful collaborations" and "disappointing collaborations"
- "Five evaluation axes" for creating successful IP collaboration projects
- Impact of IP collaboration on purchasing after the campaign
We encourage those who feel limitations in their marketing strategies and those seeking effective approaches to younger generations to utilize this resource.
▼ Download the "Gen Z x Fan Marketing White Paper" for free here
https://www.flag-pictures.co.jp/document/z-generation-fan-marketing2026/
● Supervisors/Authors
Sono Yamanaka
Flag Inc.
Social Media Marketing Division
Manager, 4th Social Media Communication Department
Engaged in strategy planning and operation for all SNS (X, Instagram, TikTok, YouTube). Involved in creative direction for web and video production linked to SNS, primarily promoting game titles featuring famous IPs.
In this white paper, she contributed insights into user consumption behavior based on the latest data, leveraging her perspective as a Gen Z individual who regularly uses TikTok.
Haruna Ito
Flag Inc. Growth Strategy Office
Started her career in sales and now leverages her Gen Z perspective and research skills for in-house inbound activities such as columns, notes, newsletters, and exhibitions.
Keywords: