Beyond Just Being "Popular" - How to Build Lasting Fan Relationships, Explained by 4 Expert Companies

株式会社on the bakery (Head Office: Yokohama, Kanagawa Prefecture, Representative: Yuya Ido), provider of "Croissant," a no-code marketing tool for creating gachas, quizzes, and surveys, will hold a co-hosted seminar on the latest trends in "Oshi-katsu" (fan activities) consumption and corporate implementation know-how on July 8, 2026 (Wed).

The theme is "How to Build Lasting Fan Relationships, Beyond Just Being 'Popular.'" The seminar will focus on methodologies for connecting one-off fan acquisition to sustained customer relationships. A key feature is that four companies, each specializing in different fields – Oshi-katsu research, fan development support, manga x AI utilization, and experiential sales promotion – will present. They will share concrete examples and data for converting the passion of "Oshi-katsu," which has become a stable consumer behavior, into marketing, recruitment, and sales.

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Background: Why "Oshi-katsu x Fan Marketing" Now?

Consumer behavior supporting one's "Oshi" (favorite) is no longer a temporary boom but is becoming a fixed lifestyle. A survey published in 2025 estimated the number of people engaged in Oshi-katsu at approximately 13.84 million, with annual related consumption reaching about 3.5 trillion yen. The character business market also continues to expand, making "building relationships with fans" increasingly important for companies.

While the market is expanding, the challenge for companies is shifting from "how to increase fans" to "how to maintain relationships with acquired fans." There is growing interest in methodologies that can translate Oshi-katsu consumption, which is based on "qualitative passion," into reproducible marketing strategies. However, research, fan development, creative work, and sales promotion are distinct specialized fields, and opportunities for companies to grasp the overall picture at once have been limited. This seminar, by bringing together specialized companies from these four domains, will provide a comprehensive overview of Oshi-katsu marketing.

Key Insights to be Shared at This Seminar

At this seminar, each presenting company will share implementation insights into Oshi-katsu and fan marketing from their respective specialized fields.

1. Fan Development Implementation Framework (Social Data Bank Co., Ltd.)

Based on the case of Calbee Co., Ltd., this session will explain the four steps of fan development that achieved an 1.8x open rate and a 2.8x response rate.

2. Realistic Consumption Behavior of the Oshi-katsu Demographic (Oshicoco)

This Oshi-katsu specialized research and marketing company will explain the latest trends and corporate application examples for the Oshi-katsu demographic.

3. Recruitment and Sales Strategies in an Era Where "Companies are Also Supported" (Kimura Information Technology Co., Ltd.)

This session will explain story design for companies to gain support from fans, utilizing manga x AI.

4. Experiential Promotions Leveraging IP and Sports Rights (株式会社on the bakery)

This session will present design methods and results for experiential marketing using online gachas and quiz content. Examples using the no-code tool "Croissant" include:

Accommodation booking site: 345% increase in bookings, 202% increase in sales

Fan-focused initiative: 3x increase in new members

Airport event: Acquired 26,000 LINE friends

Exhibition booth operation: Acquired 4,000 LINE contacts from one booth

Results are being generated across a wide range of fields, from entertainment, IP, and sports to tourism and retail.

This seminar will explain the common design points for such experiential promotions.

Seminar Overview

Title: [2026 Latest Trends] Thorough Explanation of Oshi-katsu x Fan Marketing for Businesses

Date & Time: July 8, 2026 (Wed) 11:00 AM - 12:50 PM

Format: Online (Zoom)

Participation Fee: Free (Advance reservation required)

Capacity: 200 people

Presenting Companies: 株式会社on the bakery / Social Data Bank Co., Ltd. / Oshicoco / Kimura Information Technology Co., Ltd.

Application: https://croissant.buzz/enquete/SzkBsXIn

Notes: Information on archived video will be provided at a later date.

Apply here

About "Croissant"

"Croissant" is a no-code marketing tool that allows users to create online gachas, quizzes, and surveys. It supports acquiring LINE friends, increasing sales, and designing customer experiences, and has been adopted by a wide range of industries and sectors, including airlines, department stores, financial institutions, universities, local governments, and entertainment IP.

Details about Croissant here

About 株式会社on the bakery

Our mission is "To immerse creators and captivate those who engage with their work," and under this mission, we develop and provide "Croissant."

We aim for "Croissant," which allows anyone to easily create online gacha and quiz apps, to be adopted by 1,000 companies by fiscal year 2026.

<Company Information>

Company Name: 株式会社on the bakery (on the bakery Inc.)

Representative: Yuya Ido, Representative Director

Location: Ocean Gate Minatomirai 8F, 3-7-1 Minatomirai, Nishi-ku, Yokohama, Kanagawa Prefecture

Business Activities: Development and provision of proprietary marketing tools, SNS marketing support

URL: https://www.onthebakery.co.jp/

<Inquiries Regarding This Matter>

株式会社on the bakery

Customer Support: Nana Sato

Contact: satou@onthebakery.co.jp