3rd Survey on "Oshi Katsu and e-Gifts" Conducted: Approx. 70% Do Not Save on "Oshi Katsu Expenses," While Approx. 80% Increase or Maintain e-Gift Amounts and Frequency for Oshi

giftee Inc. (Headquarters: Shinagawa-ku, Tokyo; Representatives: Mutsumi Ota, Tatsuya Suzuki; hereinafter referred to as "giftee"), which operates an e-gift platform business (*1), conducted a survey (*2) on "Oshi Katsu and e-Gifts" targeting users registered with "giftee®" from May 29 (Fri) to May 31 (Sun), 2026. This is the third survey following those conducted in September 2024 and October 2025.

In recent years, against the backdrop of rising living costs due to inflation, consumers have become more inclined to save, leading to changes in consumption behavior. Therefore, giftee conducted this survey targeting users registered with "giftee®" to investigate changes in "oshi katsu" and e-gift usage amidst prolonged price increases.

[Definitions]

In this survey, "Oshi," "Oshi Katsu," and "Oshi Katsu Nakama" are defined as follows:

"Oshi": Refers to anyone engaged in creative activities, regardless of genre, such as actors, idols, musicians, VTubers, YouTubers, illustrators, athletes, and characters.

"Oshi Katsu": Activities to support one's "Oshi" in various ways, including buying tickets for live performances, movies, or plays featuring the "Oshi"; purchasing CDs, books, or official merchandise of the "Oshi"; sending gifts (physical or e-gifts) for the "Oshi's" birthday or anniversaries; and reacting to the "Oshi's" social media posts with likes or reposts.

"Oshi Katsu Nakama": Fellow fans who support the same "Oshi." This also includes individuals like friends and family to whom one wishes to spread awareness of the "Oshi's" activities.

[Survey Summary]

Among those who have experience with "oshi katsu," approximately 70% do not consider "oshi katsu expenses" (for event participation, merchandise purchases, gifts to the "Oshi," etc.) as an area for saving, with only 32.4% reporting that they are saving.

Regarding the amount of e-gifts sent to "Oshi," 80.0% responded that it has increased or remained the same ("Increased," "Slightly Increased," "Unchanged"). The frequency of sending gifts was increased or maintained by 75.8%. For both amount and frequency, approximately 40% responded that they have increased ("Increased," "Slightly Increased").

Regarding the amount of e-gifts sent to "Oshi Katsu Nakama," 81.3% reported an increase or maintenance, and 49.5% responded "Unchanged." The frequency of sending gifts was increased or maintained by 79.0%, with 47.9% responding "Unchanged." For both amount and frequency, approximately half of the respondents answered "Unchanged."

(*1) The e-gift platform business refers to the business operated by giftee that provides end-to-end services from the creation to the distribution of e-gifts. (*2) Survey Target: 1,308 users registered with "giftee®"; Survey Method: Web questionnaire; Survey Period: May 29-31, 2026. Percentages are rounded to the first decimal place and may not sum to 100%.

Approximately 70% of respondents are not cutting back on "Oshi Katsu" expenses even amid rising prices

When "Oshi Katsu" participants were asked about what they are saving on due to rising prices, "food expenses," "fashion/beauty expenses," and "entertainment expenses such as travel and leisure" ranked high. However, only 32.4% chose "Oshi Katsu (event participation, merchandise purchases, gifts to the "Oshi," etc.)," indicating that approximately 70% of people are not saving on "oshi katsu" expenses even during a period of rising prices.

Reasons for not saving on "Oshi Katsu" expenses include "daily motivation" and "a chance to make new friends"

Reasons cited for not saving on "Oshi Katsu" expenses included viewing "oshi katsu" as a source of daily motivation and purpose in life, with comments such as "It brings enjoyment and vitality to my daily life" and "Having "oshi katsu" allows me to work and live positively." Some also cited reasons such as "a chance to make friends outside of work" and "a shared hobby with my daughter," indicating that "oshi katsu" serves as an opportunity to build and nurture "relationships with others."

<Partial Excerpts of Comments from "Oshi Katsu" Participants on Reasons for Not Saving>

I try not to cut back on things I enjoy (Teens)

It's the energy that helps me work and get through the day (20s)

A chance to make friends outside of work (30s)

I want to support them while I can, as I don't know when they might stop their activities (30s)

Mental nourishment is also important (40s)

Thanks to "oshi katsu," I have more fun memories, including connections with fellow fans and travel for events (40s)

A shared enjoyment with my spouse (30s) / A shared hobby with my daughter (50s)

Approximately 80% of respondents increased or maintained the amount and frequency of e-gifts sent to their "Oshi"

When asked about changes in the "amount and frequency of e-gifts sent to their 'Oshi' in the past year," 80% responded that the amount increased or remained the same, and 75.8% responded that the frequency increased or remained the same ("Increased," "Slightly Increased," "Unchanged"). The responses for "Increased" and "Slightly Increased" were 41.2% for amount and 37.6% for frequency, suggesting a trend of actively continuing consumption to support their "Oshi" even amidst ongoing price increases.

Furthermore, among those who responded that the frequency "Increased" or "Slightly Increased," comments included reasons such as "the "Oshi's" activities have increased" and "the number of "Oshi" I want to support has increased," indicating an increase in "oshi katsu" opportunities and a growing enthusiasm for "oshi katsu" itself. Other comments highlighted the convenience of e-gifts, such as "I can send one the moment I think of it," "I can send it without knowing their address," and "I can easily support them online," as factors influencing the amount and frequency of gifts sent to their "Oshi."

Approximately 80% increased or maintained the amount and frequency of e-gifts sent to "Oshi Katsu Nakama," with "Unchanged" accounting for about half.

When asked about changes in the "amount and frequency of e-gifts sent to "Oshi Katsu Nakama" in the past year," 81.3% reported an increase or maintenance in amount, and 79% reported an increase or maintenance in frequency. Notably, 49.5% responded "Unchanged" for amount, and 47.9% for frequency, with both accounting for approximately half of the respondents. This suggests a trend of continued use of e-gifts as a means of communication among "oshi katsu" companions, even amidst ongoing price increases.

Additionally, among those who responded that the frequency "Increased" or "Slightly Increased," reasons cited, compared to e-gifts sent to "Oshi," included "easy to send online" and "the price range and lineup are suitable for 'casual gifts' that do not burden the recipient." Multiple responses also indicated an increase in "oshi katsu" companions through "oshi katsu."

Conclusion

This survey revealed that even as saving tendencies spread in society due to rising prices, "oshi katsu" related expenditures are not being cut back but are prioritized as a source of daily motivation. Particularly for e-gifts sent to "Oshi," approximately 40% of respondents answered "Increased" or "Slightly Increased" for both amount and frequency, indicating a trend of actively continuing consumption to support their "Oshi." Furthermore, for e-gifts sent to "Oshi Katsu Nakama," "Unchanged" was the most frequent response for both amount and frequency, suggesting that e-gifts have become established as a means of communication through "oshi katsu."

The results of this survey indicate that "oshi katsu" demand is not shrinking even under rising prices; rather, it tends to maintain or increase its priority in life as a source of emotional satisfaction and support for relationships with others. Moreover, it was found that e-gifts in the "oshi katsu" scene are not only used as a means to support one's "Oshi" but have also become widespread as a means to build communication that supports connections with "Oshi" and "oshi katsu" companions.

Based on the strength of this "oshi katsu" demand and the penetration of e-gifts into daily life, giftee will continue to work on expanding services that enrich human connections through the "experience of giving" e-gifts.

About "giftee®"

"giftee®" is a service that allows users to send gifts online via social media, email, etc., even to recipients whose real names or addresses are unknown. As of the end of March 2026, it has approximately 2.57 million members and offers over 4,600 types of items. It is used not only for celebrations of events like Christmas and Valentine's Day or anniversaries like birthdays, but also for various occasions to convey diverse emotions such as "Thank you for your hard work," "Good luck," and "I'm sorry," through online platforms like social media and chat tools.

"giftee®" Wish List

This feature allows users to register and create a list of e-gifts they desire. It can be set up from the "giftee®" profile page, and by creating and sharing a list, it can be used as a reference for gift selection.

https://guide.giftee.com/faq/277/

Casual Gift Service "giftee®︎"

"giftee®︎" is a service that allows users to send gifts online via social media, email, etc., even to recipients whose real names or addresses are unknown.

Why not casually send your feelings of gratitude, appreciation, congratulations, or anything that comes to mind?

When you convey your feelings, you might feel happier than the recipient.

Let's send those feelings.

Service Site: giftee.com

Each SNS: X (formerly Twitter) @_giftee / Instagram _giftee

About giftee Inc.

Company Name: giftee Inc.

Location: 12F Higashi-Gotanda Square, 2-10-2 Higashi-Gotanda, Shinagawa-ku, Tokyo 141-0022

Established: August 10, 2010 (Service Launch: March 2011)

Capital: 3,286 million yen (as of the end of March 2026)

Representatives: Mutsumi Ota, Tatsuya Suzuki (Representative Directors)

Business Activities: Operation of e-gift platform business (4 services below)

1. Operation of casual gift service "giftee®" 2. Development of gift sales system "eGift System" service for corporations 3. Development of corporate solutions utilizing e-gifts, "giftee for Business" 4. Development of digital platform "e-machi Platform®" to solve local government and regional issues

URLs:

giftee Inc. https://giftee.co.jp

giftee® https://giftee.com

giftee for Business https://giftee.biz/

e-machi Platform® https://emachi-platform.jp