[WWDJAPAN Latest Issue] FRUITS ZIPPER Discusses Precious Relationship with Fans: The Key to Success in the 'Oshikatsu' Market is 'Synergistic Storytelling'

The economic impact generated by 'Oshikatsu' is no longer confined to the entertainment sector; it has become an undeniable presence in the fashion and beauty industries as well.

Traditional marketing once focused on segmenting consumers by attributes like age and gender, targeting the 'greatest common divisor.' Today, however, brands are beginning to engage with high-intensity fandoms. Fans who empathize with their 'Oshi's' (favorite idol/character) story and actively spread those values are playing a crucial role as 'evangelists' for brands.

In this special feature, based on analysis from a data marketing research firm specializing in entertainment sectors such as film, media, and anime, we analyze the 'Oshikatsu power' of celebrities active as ambassadors from a unique perspective. We explore how brands should engage with the 'Oshikatsu' market using multifaceted data, including fandom scale, intensity, and influence on purchasing behavior.

The cover features the currently surging idol group FRUITS ZIPPER. In the interview, members talk about their precious relationship with fans and how to enjoy 'Oshikatsu.' Also included is an interview with Misa Kimura, General Producer of 'KAWAII LAB.,' delving into the intensity of 'Oshikatsu' culture and its business potential.

Furthermore, two round-table discussions on 'Oshikatsu' were held. In addition to a discussion by professionals who have both organizer and fan perspectives, participants from four passionate communities share their own thoughts on 'Oshikatsu.'

The second feature reports on the final installment of the watch special, 'Watches & Wonders,' explaining the latest trends in the luxury watch market.