It's Not Just About "Heavy Decorators": A Survey on "Oshi Goods" Decoration Culture Reveals Most Are "Occasional Customizers" and Highlights Demand for Personalization
A survey conducted by "Creative Product Mall Alulu" (operated by System Research Inc.) targeting women aged 18-29 revealed that the majority of "oshi goods" (fan merchandise) customizers are "occasional customizers." The primary motivation for customization is a desire for "personalization," while "frequent customizers" also show a strong desire to "show off to others."
📋 Article Processing Timeline
- 📰 Published: April 28, 2026 at 22:10
- 🔍 Collected: April 28, 2026 at 13:31
- 🤖 AI Analyzed: April 28, 2026 at 13:53 (22 min after Collected)
System Research Inc. (Headquarters: Nagoya City, Aichi Prefecture), which operates "Creative Product Mall Alulu" (hereinafter referred to as Alulu Mall), conducted a survey on "oshi goods decoration culture" targeting women aged 18-29 nationwide.
Beyond simply enjoying "oshi goods" as they are, a "decoration culture" has spread where people enjoy customizing them to their own liking.
The survey results showed that the most common frequency for decorating was "occasionally customize." Both frequent and occasional customizers cited "wanting to make them my own oshi goods" as a reason for customizing.
On the other hand, the desire to "show others or share" was only observed among frequent customizers, indicating a difference between the two groups.
Survey Results
■Are "oshi goods" purchased with customization in mind from the start?
When asked whether they consider customizing official goods when purchasing them:
- Yes: 26.4%
- No: 15.6%
This shows that a certain number of people purchase "oshi goods" not just to receive them as finished products, but also considering the enjoyment of customizing them afterwards.
■The "decoration culture" is not just centered around "heavy decorators."
When asked "how often do you enjoy customizing?"
- Occasionally customize: 39.1%
This was the most common response.
This suggests that the "oshi goods decoration culture" is supported not only by a small segment of heavy customizers who frequently customize, but also by a broader audience.
■Reasons for customizing differ between "frequent decorators" and "occasional decorators."
When categorized into "frequent decorators (always customize / often customize)" and "occasional decorators," and asked about their "reasons for customizing":
Those who responded "wanting to make them my own oshi goods":
- Frequent decorators (always customize / often customize): 60.6%
- Occasional decorators: 53.6%
Both groups showed results exceeding the majority. On the other hand, there was a difference in "wanting to show others / share":
- Frequent decorators: 30.3%
- Occasional decorators: 0%
At the core of the reasons for customizing "oshi goods" is clearly a need for "personalization" – the desire to make them one's own. Furthermore, the desire to "show others or share" appears to be a characteristic seen more among those who customize more frequently.
■Inconveniences felt by those who want to customize are concentrated in structure, shape, and empty space.
Finally, when asked "have you felt any inconvenience in the specifications of official goods?"
- Difficult to customize structure: 23.8%
- Difficult to use size or shape: 21.9%
- Little empty space: 18.1%
These were the top responses.
As the enjoyment of "oshi goods" expands, it suggests that not only "feelings" but also the design of the product itself is involved in the ease of customization.
■At the core of "decoration culture" was "personalization."
The results of this survey revealed that both frequent and occasional customizers largely share the common motivation of "wanting to make them my own oshi goods."
It suggests that the core of "oshi goods decoration culture" is primarily the desire for "personalization."
On the other hand, the desire to "show others or share" was only observed among frequent customizers.
From this, it is possible that the desire to share is not at the core of the overall decoration culture, but rather appears as a characteristic that increases the frequency of customization.
Details of the survey results can be found here:
https://alulu.com/media/tips_oshi_deco
*Request for citation/reposting of data:
When using the survey results and images from this release, please include a link to the official website URL of "Creative Product Mall Alulu" (https://alulu.com/) as the source.
[Survey Overview]
Target: Women aged 18-29
Survey Period: April 14, 2026
Survey Institution: Crowdsourcing site
Survey Method: Calculation of response ratios for each question item
Valid Responses: 250 people
[About Creative Product Mall Alulu]
"Alulu" values not only the appeal of products and services but also "who you buy from," offering a wealth of content that conveys the history of shops, the passion of producers, and the personality of artisans. Through understanding these stories, customers can encounter products they truly love. We will continue to strive to be a place where "people (stores) and people (customers)" gather and connect.
■Alulu Mall
https://alulu.com/
■Contact Us
https://alulu.com/contact/
[Company Profile]
Company Name: System Research Inc.
Headquarters: Iwatsukahommachi, Nakamura-ku, Nagoya City, Aichi Prefecture 453-0861
Keywords:
Beyond simply enjoying "oshi goods" as they are, a "decoration culture" has spread where people enjoy customizing them to their own liking.
The survey results showed that the most common frequency for decorating was "occasionally customize." Both frequent and occasional customizers cited "wanting to make them my own oshi goods" as a reason for customizing.
On the other hand, the desire to "show others or share" was only observed among frequent customizers, indicating a difference between the two groups.
Survey Results
■Are "oshi goods" purchased with customization in mind from the start?
When asked whether they consider customizing official goods when purchasing them:
- Yes: 26.4%
- No: 15.6%
This shows that a certain number of people purchase "oshi goods" not just to receive them as finished products, but also considering the enjoyment of customizing them afterwards.
■The "decoration culture" is not just centered around "heavy decorators."
When asked "how often do you enjoy customizing?"
- Occasionally customize: 39.1%
This was the most common response.
This suggests that the "oshi goods decoration culture" is supported not only by a small segment of heavy customizers who frequently customize, but also by a broader audience.
■Reasons for customizing differ between "frequent decorators" and "occasional decorators."
When categorized into "frequent decorators (always customize / often customize)" and "occasional decorators," and asked about their "reasons for customizing":
Those who responded "wanting to make them my own oshi goods":
- Frequent decorators (always customize / often customize): 60.6%
- Occasional decorators: 53.6%
Both groups showed results exceeding the majority. On the other hand, there was a difference in "wanting to show others / share":
- Frequent decorators: 30.3%
- Occasional decorators: 0%
At the core of the reasons for customizing "oshi goods" is clearly a need for "personalization" – the desire to make them one's own. Furthermore, the desire to "show others or share" appears to be a characteristic seen more among those who customize more frequently.
■Inconveniences felt by those who want to customize are concentrated in structure, shape, and empty space.
Finally, when asked "have you felt any inconvenience in the specifications of official goods?"
- Difficult to customize structure: 23.8%
- Difficult to use size or shape: 21.9%
- Little empty space: 18.1%
These were the top responses.
As the enjoyment of "oshi goods" expands, it suggests that not only "feelings" but also the design of the product itself is involved in the ease of customization.
■At the core of "decoration culture" was "personalization."
The results of this survey revealed that both frequent and occasional customizers largely share the common motivation of "wanting to make them my own oshi goods."
It suggests that the core of "oshi goods decoration culture" is primarily the desire for "personalization."
On the other hand, the desire to "show others or share" was only observed among frequent customizers.
From this, it is possible that the desire to share is not at the core of the overall decoration culture, but rather appears as a characteristic that increases the frequency of customization.
Details of the survey results can be found here:
https://alulu.com/media/tips_oshi_deco
*Request for citation/reposting of data:
When using the survey results and images from this release, please include a link to the official website URL of "Creative Product Mall Alulu" (https://alulu.com/) as the source.
[Survey Overview]
Target: Women aged 18-29
Survey Period: April 14, 2026
Survey Institution: Crowdsourcing site
Survey Method: Calculation of response ratios for each question item
Valid Responses: 250 people
[About Creative Product Mall Alulu]
"Alulu" values not only the appeal of products and services but also "who you buy from," offering a wealth of content that conveys the history of shops, the passion of producers, and the personality of artisans. Through understanding these stories, customers can encounter products they truly love. We will continue to strive to be a place where "people (stores) and people (customers)" gather and connect.
■Alulu Mall
https://alulu.com/
■Contact Us
https://alulu.com/contact/
[Company Profile]
Company Name: System Research Inc.
Headquarters: Iwatsukahommachi, Nakamura-ku, Nagoya City, Aichi Prefecture 453-0861
Keywords: