Business Daily What is oshikatsu and can it boost Japan's economy?
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Nov 12, 2025 Nihiro Yamaguchi, an economist at Oxford Economics, highlights how oshikatsu spending is reviving Japan's retail sector, driving a 2% boost in turnover. Bilingual broadcaster Harry Sugiyama shares the cultural evolution of this fan practice, showcasing its significance. Teenage fans Mao, Emery, and Senu discuss the emotional connection to collecting merchandise and supporting their favorite characters. Together, they explore how oshikatsu reflects changing consumer behaviors and connects generations through shared passions.
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What Oshikatsu Actually Is
- Oshikatsu means fans striving to be closer to their idols through purchases and activities.
- It spans physical goods like posters, CDs and toys and supports emotional connection and mental wellbeing.
Teens Describe Why They Spend
- Teen fans Mao, Emery and Senu describe oshikatsu as giving thanks to favourite anime characters through purchases.
- They say physical items and collecting make them feel closer and improve mental health.
Oshikatsu's Measurable Economic Impact
- Surveys estimate the average oshikatsu fan spends about ¥250,000 (~$1,600) annually.
- Analysts claim this accounts for roughly 2.1% of Japan's yearly retail turnover.