【Youth Now! Youth Trend Survey】Is "Buying Anything for My Oshi" a Past Illusion? Gen Z's "Oshi-katsu" Even Involves Strict Investment Decisions?

Reaplus Inc. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Shion Matsumoto) conducted a qualitative survey on "Oshi-katsu" and corporate collaborations targeting Gen Z, utilizing "Youth Now!", a marketing service that visualizes youth insights. This survey revealed a shift in purchasing behavior from the conventional "unconditional purchase if my oshi is involved" to a buying structure where "investment decisions" are made based on practicality, benefits, and alignment with their worldview. ■ Survey Overview Survey Name: 【Youth Now! Trend Survey】Gen Z's Oshi-katsu and Collaborative Consumption Insights Conducted by: Reaplus Inc. Survey Method: Group Discussion (Qualitative Survey) Duration: Approximately 45 minutes each Participants: 4 Gen Z women (3 working adults, 1 university student) Survey Date: March 30, 2026 Survey Purpose: To clarify the financial values in "Oshi-katsu" and purchasing decision criteria for corporate collaborations. *This survey is an exploratory study that clarifies the structure of communication behavior and value criteria, not statistical quantitative data. ■ Survey Summary (Excerpts) 1. Oshi-katsu is a "fixed expense," not "entertainment." For Gen Z, Oshi-katsu is not something to enjoy with leftover money but is perceived as a "fixed expense" that they invariably spend each month. Some behaviors observed include: - Investing 20-60% of disposable income - Starting side jobs for Oshi-katsu - Incorporating "ease of Oshi-katsu" into job conditions Such actions indicate that Oshi-katsu influences even life and career choices. 2. "Just because my oshi is featured" is no longer enough to buy. The conventional "donative consumption" is weakening, and "Is the product itself appealing?" and "Does it have value for me?" are being judged strictly. In particular, the common sentiment is "I won't buy out of obligation," indicating the collapse of the Oshi = unconditional purchase structure. *This release extracts only a portion of the results. A full report, including the results of all questions and detailed data, can be requested by contacting us through the link below. Youth Now! also offers free marketing consultations, so please feel free to inquire. Request for materials: https://www.youthnow.jp/report/genz-fandom-insights-2026 Material Download ■ Example Materials Gen Z's "Investment Decision" Flow in Oshi-katsu Insight ①: Positioning and Budget of Oshi-katsu ■ Examples of Implications for Companies/Brands ① Convert "Donation" to "Investment" Design of benefits and practicality is essential. ② Integrate into "Extension of Daily Life" Reasonable pricing and experience design. ③ Complete alignment of worldview is prerequisite Understanding talent = purchasing condition. ④ Do not treat fans as "consumers." Co-creation based on trust is important. ◼️ Comment from Representative Director What became clear in this survey is that Gen Z makes rational decisions even for "Oshi-katsu." They are by no means lacking in passion. Rather, precisely because they have strong passion, they avoid wasteful spending and purchases they cannot justify. What companies should do is not "use oshi to sell," but "design a system where fans can make納得して investment." Future Oshi-katsu marketing, I believe, will be a battle of "structural design," not emotion. Representative Director, Reaplus Inc. Shion Matsumoto (born 1999). Engages in multiple businesses including advertising agency, influencer business, D2C, and research, analyzing the decision-making of Gen Z and Alpha generations from three axes: "behavioral economics," "SNS data," and "practical business sites." In the SNS era, for marketing challenges such as "going viral but not selling" or "not reaching young people," she excels at structurally organizing and implementing solutions from the perspective of whose voice is conveying the message and in what context. Her strengths lie in her realistic management perspective gained from operating multiple businesses and her ability to articulate youth understanding beyond mere intuition. ■ Support for Solving Challenges Specialized in Young People by Reaplus It is important not just to observe the behaviors and values of Gen Z as trends, but to structurally grasp "why they arise and how they spread." Reaplus (Reaplus) provides solutions tailored to corporate challenges through both unique research specialized in young people utilizing YouthNow! and marketing design based on SNS and content. ■ Services Offered ① Survey Research 【Uncover the Reality of Purchasing Behavior with Numbers】 Quantify product usage scenes and purchasing behaviors, and youth decision-making patterns. Keywords: