Oshikatsu

The term oshikatsu is derived from the slang term oshi (推し), meaning "favorite" or "someone one supports", and katsu (活), meaning "activity". One's oshi can be anything,^[2] but are most commonly Japanese and Korean idols, anime and video game characters,^[3] actors, YouTubers (especially VTubers),^[4] and even porn stars.^[5][6] Oshikatsu activities are seen as a way to show support or love to one's oshi,^[5] often financially. Oshikatsu has been compared to the Western phenomenon of Stan culture.^[2]

Those who participate in oshikatsu find it fulfilling to support someone they love, and believe the activities help to relieve stress.^[5] It is also seen as a way to establish one's identity within a fandom, with introduction posts on social networks often starting by listing the poster's oshi.^[6] Another key aspect of oshikatsu is spreading one's oshi to others in order to increase their popularity.^[7]

A 2024 survey from VideoResearch found that of their 4000 respondents, 62.1% of Generation Z, 40.4% of Millennials, and 27.1% of Generation X considered themselves to have an oshi. Generation X respondents were more likely to identify a musician as their oshi, while Millennials and Generation Z individuals most commonly named an idol, with fictional characters coming in second. YouTubers and VTubers were only mentioned by Generation Z respondents.^[8] A study from Intage Inc. found that women were more likely to have an oshi, and younger groups had a higher percentage between both men and women.^[9] A nationwide survey from A3 Inc. reported that one in three of their roughly 28 million respondents said they had an oshi.^[10]

The roots of oshikatsu can be traced as far back as the 1980s with the initial rise of Japanese idol culture.^[8] The term "oshi" is said to have originated as slang from fans of idol groups, primarily spreading through Morning Musume fans on the anonymous message board 2channel.^[11] In another idol group, AKB48, fans could vote on which idols they wanted to see at the forefront of the group's next single, which came to be known as osu (推す), meaning to recommend.^[5] In 2010, AKB48 would release "Team B Oshi", which would further popularize the term.^[11]

Around the same time in anime fandom, some otaku men had sworn off real-life dating in favor of fictional characters from anime and visual novels. One man named Akihiko Kondo made headlines for marrying virtual idol Hatsune Miku.^[2]

The term oshikatsu itself first appeared online in 2016, and began to pick up in popularity on Twitter by 2018.^[3] The subculture began to grow significantly during the COVID-19 pandemic^[12] as a form of escapism. The 2020 novel Oshi, Moyu has been attributed as having contributed to the subculture's rise in prominence.^[6] In 2021, the term was nominated for Japan's word of the year.^{[13][unreliable source]} A 2022 survey conducted by JR East Marketing & Communications found that 57.4% of the 17 thousand people between the ages of 15 and 45 they interviewed said they had an oshi.^[2]

As of 2024, the subculture is no longer primarily limited to young people, as a survey done by Harumeku found that 46% of female respondents in their 50s had an oshi that they financially supported in some capacity.^[3]

Oshikatsu activities include attending concerts, drawing fan art and writing fan fiction.^[3] Fans in the subculture are also known for purchasing large amounts of merchandise of their oshi, ranging from media like CDs to collectibles such as posters,^[3] and acrylic stands. Items used to cheer idols on during concerts such as pen lights and flags are also popular within the subculture.^[12] Some fans may even take "pilgrimages" to so-called "sacred sites" (locations associated with their oshi), or wear clothing in colors associated with their oshi.^{[13][unreliable source]} An article for Reuters notes one woman who spent money to sit at the same cafe table that her favorite boy band had sat at, decorating the table with acrylic stands of her favorite member.^[4]

Ita-bag creation is a large part of oshikatsu culture,^[14] though the activity predates the trend. These bags are often expensive to make, being covered in merchandise of the wearer's oshi. Ita-bags most often have a clear window for displaying pin-back buttons, plush dolls, keychains, and other goods.^[15]

Writing for The Conversation, Fabio Gygi remarks that oshikatsu is in some ways a reversal of Japanese gender norms, in that husbands are typically expected to provide for the household – while in oshikatsu, women are often financially supporting their favorite male celebrity.^[3] Oshikatsu is viewed positively by both members of the subculture, for the mental self-care it provides, and marketers, for the emotional commitments it fosters.^[5] It also has a more positive view from the general public, as opposed to previous viewpoints of otaku, who are stereotyped as single men who socially isolate themselves.^[6][11] Studies on the relationship between the term "oshikatsu" and views towards otaku have shown an increase in positive viewpoints.^[7][16]