"Oshikatsu" refers to activities undertaken by fans to support and engage with their favorite artists, idols, characters, or any person or thing they are passionate about. This can include buying merchandise, attending events, sharing content, and other forms of support.

What is the estimated market size of "Oshikatsu"?

The estimated market size of "Oshikatsu" has grown to approximately 4.1 trillion yen, approaching the size of Japan's domestic soft drink market.

What percentage of people participate in "Oshikatsu"?

According to the survey, 30% of individuals aged 15 and over are engaged in "Oshikatsu."

How much do people typically spend on "Oshikatsu" per month?

The majority of participants spend less than 10,000 yen per month on "Oshikatsu." However, approximately one in four participants spend over 10,000 yen monthly.

What is the impact of corporate collaborations with "Oshi" on brand perception?

Over 70% of consumers report an increase in their favorability towards companies that collaborate with their "Oshi." This suggests a strong positive correlation between "Oshi" collaborations and brand image.

"Oshikatsu" Market Reality Survey of 1,000 People - 30% Participation Rate, Over 70% Positive Impression Boost from Corporate Collaborations

Published Mar 30, 2026 11:50 PM ・ Updated Jun 2, 2026 1:01 PM ・ 5 min read ・ Source: PR TIMES

Ibridge conducted a survey on the reality of the "Oshikatsu" market. The participation rate in "Oshikatsu" was found to be 30%, and corporate collaborations were shown to improve brand favorability by over 70%.

Ibridge Inc., utilizing its self-service survey tool "Freeasy," which leverages a monitor member base of approximately 13 million, conducted a survey on "Oshikatsu" (fan activities) targeting men and women aged 15 and over on February 27, 2026. The survey, titled "Survey on Oshikatsu - The Current State of Oshikatsu, Which Has Grown into a 4 Trillion Yen Market -", aimed to understand the current landscape of this growing market.

Download the Survey Report Here

Survey Result Highlights

・["Oshikatsu" Penetration Rate] 30% of respondents are engaged in "Oshikatsu."

・[Amount Spent on "Oshikatsu" (Monthly Average)] The majority spend less than 10,000 yen, but approximately 1 in 4 spend over 10,000 yen monthly.

・[Effect on Companies Collaborating with "Oshi"] Over 70% feel their favorability towards collaborating companies increases.

Survey Background

According to the "3rd Oshikatsu Reality Survey" conducted by Oshikatsu Research Institute in January 2026, the estimated market size has expanded to approximately 4.1 trillion yen, approaching the size of Japan's domestic soft drink market (approximately 4.7 trillion yen).

This survey was conducted with the aim of understanding the current state of "Oshikatsu," which is growing into a market where many people spend money on a daily basis, rather than being a niche hobby (Oshikatsu Research Institute).

Survey Overview

・ Survey Title: Survey on Oshikatsu

・ Survey Period: February 27, 2026 (Friday)

・ Target Respondents: Men and women aged 15 and over (equal distribution across age and gender groups), totaling 1,000 individuals.

・ Survey Method: Internet (WEB) survey

・ Survey Area: Nationwide

Summary

With "Oshikatsu" reaching a penetration rate of 30%, exceeding the diffusion theory's chasm (16.0%), it shows strong signs of becoming mainstream. However, three out of four individuals spend less than 10,000 yen monthly, and monetization experience is low, indicating a generalized trend. Nevertheless, it is a market driven by individual preferences, and the information dissemination power of "Oshikatsu" participants remains below 50%.

While purchase intent for collaborative products is over 40%, favorability towards companies collaborating with "Oshi" increases by over 70%. Purchase experience driven by "Oshi" is also 60%, indicating a high affinity between "Oshi" and consumption. Furthermore, it contributes to the purchase of everyday category products such as "food and beverages."

Download the Survey Report Here

["Oshikatsu" Penetration Rate]

FACT BOX

Source: PR TIMES
Category: research

"Oshikatsu" Market Reality Survey of 1,000 People - 30% Participation Rate, Over 70% Positive Impression Boost from Corporate Collaborations

⚡ Key Points

["Oshikatsu" Penetration Rate]

FACT BOX

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