Oshikatsu and spending

Have you heard of the oshikatsu concept? Basically, it's the act of supporting your "oshi," whether that’s an idol, anime character, or athlete. It's a big part of life for many folks here, with merch, collaboration cafes, fan club fees, travel for events, and seasonal releases all woven into the routine.

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A national survey shows just how big it's become, with over 40 percent of 18–39-year-olds now participating in some kind of oshikatsu activity. It also saw the financial commitment of oshikatsu is rising. In 2023, only around 10 percent of fans spent more than 10,000 yen a month, but in 2025 that number is closer to 30 percent. Despite inflation, 87 percent said they've never cut back on their spending, with certain expenses like fan clubs, ambassador merch, and birthday events being seen as non-negotiable.

In saying that, many respondents said their spending swings unpredictably month to month, and more people now worry about sudden event announcements or whether they can sustain oshikatsu long-term. 

The encouraging trend is that fans are getting more financially strategic, with the survey finding a growing move toward second-hand shopping, choosing goods with resale value, and using fee-free installment or deferred payments to smooth out monthly fluctuations. Convenience, transparency, and real-time spend tracking ranked as top priorities for any payment method.

I think the takeaway from the research isn't just about idol culture, but a look at how people try to protect what matters to them financially. Whether your "oshi" is an idol or just a personal passion/hobby, I think the same rule applies, which is smart money habits keep your joy sustainable.