[2024] Understand the history of your favorite activities! The latest trends and forecasts for future trends in the market

"When did the word otaku change to 'oshi'?"

"What's the difference between an otaku and an otaku?"

Many people may have questions like this.🔎🤔

In this article,How “Oshi” and “Oshikatsu” became popular and why Oshikatsu has expandedI am explaining about📣😝

Also,Current situation of the Oshikatsu marketWe have also compiled information about this, so please take a look.💓

``I want to support my favorites even more!'' An increasing number of fans are collecting support through crowdfunding and posting advertisements for their favorites.Birthday/support advertisement)💡💘

「I want to do my best to support idols, VTubers, voice actors, and other hard-working people!」

「I want to let you know that I am looking forward to your debut! !” and

We have received many requests for Oshi advertisements from fans who support Oshi.♪

We also offer free consultations on LINE, so please register as a friend first.♪

History of Oshikatsu

 

Oshikatsu means supporting your own push or working for your push.It has become established in people's lives over the past few years.🙌😉

It is a term used to describe a wider range of activities than otaku or otakutatsu, and is known as an act that can be undertaken not only by young people but also by anyone, regardless of age or gender.💖😘

The popularity of oshikatsu is linked to the spread of social media such as X and Instagram, and fans are using it as a place to exchange information with each other in real time and express their love for their favorites🧡🤗

My understanding of otaku culture deepened as I was able to connect with friends who share common interests and enjoy Okinatsu even more.😝！

Recently,``I want to support my favorites even more!'' Fans are soliciting support through crowdfunding and are also working on posting advertisements for their favorites.💡💕

How did “Oshikatsu” begin?

"Oshikatsu" means activities to support your own push, self-improvement, and creative activities for your push.represents💕🥰

In the first place, ``Oshi'' has become popular as a word to express something or someone you like that you actively support!

Originally, in Japan, people who were knowledgeable about the things they liked were referred to as ``Otaku,'' but people who call themselves otaku even though they have little knowledge or fan history are now often criticized.😥

Therefore, focusing on the younger generation,

I started using ``oshi'' with the casual meaning of ``I don't know much about it, but I like it.''🪄😋

“Oshikatsu” suddenly gained attention after it was nominated for the 2021 New Words/Buzzwords Award, and “Oshi, Moyu” (written by Rin Usami) won the Akutagawa Prize in 2020.📣💓

Currently, Oshikatsu covers a wide range of genres.😉💡

From “Otaku culture” to “Oshi culture”

The otaku-themed content of the 2000s TV drama “Densha Otoko” became a hot topic in Japan.💕🙌

At the time, the image of an otaku was an Akihabara-type guy wearing checkered shirts, denims, and carrying a backpack, like the main character of Densha Otoko.💡😵‍💫

After that, around 2010, the image started to change, mainly among the younger generation!

People who wore so-called normal fashion used to call themselves otaku in a casual sense,Due to the criticism and backlash against Waka, the word ``Oshi'' started to be used instead of otaku.👗👠

Furthermore, the concept of ``Oshi'' has become more diverse, and in addition to real people, 2D characters, railways, buildings, Buddhist statues, and other things that people love and are passionate about are all subject to ``Oshi'' and ``Oshikatsu.''😘💓

Why has Oshikatsu expanded?

The expression "Oshi" started to be used around 2010 when the idol group AKB48 became very popular, and the fan community started calling their favorite members "Oshimen".💕

After that, the word oshi started to be used frequently among idol fans.

Currently, regardless of gender or age,"Express your likes", "Acknowledge, respect, and understand each other's likes"In this sense, the word ``Oshikatsu'' has become mainstream🥰🙌

There are four reasons why Oshikatsu has become popular:

Also, from 2022 onwards, Ookatsu will be featured as a theme in the media, and more people will be able to enjoy their hobbies in their own way, leading to a rise in the status of otaku in society.💕

Utilization of SNS

With the development of SNS,You can create connections with people through things you like that are different from existing communities such as schools and workplaces.It's now like💓😉

We will form a community on the internet using various SNS such as X (formerly Twitter), Instagram, and TikTok.

You can easily receive and send what you like, supporting your personal activities.✨😍

social diversity

Oshikatsu is said to have a strong aspect of self-expression because it allows people to express and communicate their thoughts and likes.🎀

With the development of SNS, the world has changed to a place where it is easier to express oneself regardless of gender or age.💕

The spread of Oshikatsu also seems to be related to the fact that a foundation for a society that accepts diversity and a society where people can live freely worldwide has begun to be built.🙌🪄

Enrichment of content

In the 2010s, AKB groups, former Johnny's, and K-POP groups became popular, and the idol business developed.💡

Additionally, the number of female otaku groups has suddenly increased due to the increase in content targeting women, such as otome games, 2.5-dimensional musicals, and the presence of idol voice actors.😍

Due to the large supply of content and the borderlessness between 2D and 3D,

"Choose your favorite (recommendation) from among many contents and members"Because the value was found inIntroducing ``nurturing type'' and ``audition type'' content to support your push and watch your growth.I did📣💘

Breakthrough in dramas and anime works

"Ama-chan", which was broadcast on NHK in 2013, created a huge boom as it depicts the main character's struggle to become a local idol.💓

Broadcasting in the NHK morning drama slot has increased awareness of idol content among a wide range of age groups.😉✨

Recently, “Oshi no Ko” has become a big hit, and idol content in Japan and the word “Oshi” have spread overseas as well.😘💖

Through video works such as animation,“Oshi” and “Oshikatsu” are part of Japanese culture and will spread further overseas in the future.Maybe 🪄

[2024] The latest state of the market size

 

Marketing research campAccording to the survey,Approximately 50% of people are aware of Oshikatsu, and only about 20% of people are actually currently doing it.💕💡

By age group, they are in their teens (37.7%), 20s (26.3%), 30s (13.1%), and 40s (8.5%), and one in four young people are active in oshikatsu.😝📝

Genres range from idols and anime to music groups, games, and manga.📣

What is the actual situation of the Oshikatsu market in 2024?

With the spread of the new coronavirus in 2020, people's living environments have changed significantly, and as video streaming services and e-books have become established as entertainment, people are increasingly consuming things they like.💰🔎

Currently, Oshikatsu culture is spreading further among the young generation Z generation.Nikkei ResearchIn the survey,Approximately 30% or more of Generation Z engages in oshikatsuThere is data that📝

Users who engage in Oshikatsu have a high level of enthusiasm and want to spend money on Oshikatsu even if they have to put up with something else.

Cultural Broadcasting Media NaviAccording to the survey,Even among Generation Z, the monthly spending on Oikatsu is between 5,000 and 30,000 yen.is the most common😯📣

In addition, the market is growing due to the cycle of forming communities on SNS, gathering information about oshi, and transmitting and spreading information about one's oshi activities.💓

RecentlyFavorite advertisement (Birthday/Supporting advertisements) are purchased by Oshi-activated users, creating consumer behavior towards Oshi.💡😘

Which genre has the largest market size?

Otaku market research by Yano Research Institute Co., Ltd.According to the market size in 2022,The main genres of promotion are anime (285 billion yen) and idol (165 billion yen), totaling about 450 billion yen.It has been announced that🔎📝

The market size will actually be even larger, as categories such as K-POP and voice actors are branching out and continue to grow.💰💕

In addition, the market scale for doujinshi, plastic models, cosplay, etc. is expanding, so keep an eye on future trends.👀🩵

What will happen to the Oshikatsu market in the future?

 

Survey conducted by Neo Marketing Co., Ltd. in March 2024According toMore than 70% of people of all ages prefer real people.This shows that it is not uncommon for people to enthusiastically support someone even as they get older.💡😘

75.3% of people feel positive about their Oshi collaborating with other content, products, or companies, which seems to be good news for fans as it increases the exposure of their Oshi and allows them to see a new side of them.💕🔎

In addition to the transportation, accommodation, and meal costs for attending concerts from far away,The economic effects will continue to expand through "Oshikatsu marketing," which skillfully links your company's products with Oshikatsu.💰👀

Summary

This time, we introduced the history of Oshikatsu and the latest Oshikatsu market.🔎😘

"Oshikatsu" is used in the sense of "expressing one's likes" and "recognizing, respecting, and understanding each other's likes" by doing activities to support one's own push, self-improvement, and creative activities for the push.💓🤗

The Oshikatsu market is active, mainly among Generation Z, and we will see an increase in companies linking Oshikatsu with their own products and services to increase economic effects.👀🧡

BirthdayLeave it to JAPAN!

 

After reading this article, I thought, ``Oshi advertising (Birthday/I want to run a support advertisement)! Many people may have felt that💞😊

「I don't have the courage to advertise...」「Isn't the procedure difficult?” If you are worried, please tryBirthdayPlease feel free to contact JAPAN ^^

BirthdayWhen you register for JAPAN's official LINE,Auto-response chat will solve your problems regarding support advertisements!

You can feel safe by chatting with our staff or by phone.♪

From consultation to media arrangement to design production to advertising implementation reportYou can complete it with just LINE!

First of all, please try registering as a LINE friend ^^

★BirthdayJAPAN SNS information★

BirthdayIn JAPAN, “X」「Instagram」「TikTokWe are also distributing SNS on ``♪

Birthday/Not only information on support advertisements, but also information on actors and idols, and great deals, so please be sure to follow us ^^

X (@birthday_ad_jp)

「BirthdayI want to get information about JAPAN as soon as possible!”, please follow X♪

Make dreams come true...! #crowdfunding Thorough explanation of the mechanism from the beginning 🫡

We will introduce 5 recommended crowdfunding sites based on our track record.❤️

Birthday/Our company specializing in support advertising #BirthdayClafan Don't miss out on✍️https://t.co/ze37sUzoWx

— BirthdayAdvertising Agency JAPAN (@birthday_ad_jp) February 15, 2023

In X, theBirthday/We will quickly send you information about support advertisements and blogs about idols, actors, etc. that we update every week ^^

We also distribute campaign information, so don't miss it!

Instagram (@birthday.ad.jp)

「I want to get information in an easy-to-understand manner with images!”, please follow us on Instagram!

View this post on Instagram

A post shared by BirthdayAdvertising Agency JAPAN｜SAJ (@birthday.ad.jp)

On Instagram, we provide easy-to-understand images of key points from blogs about actors and idols that we publish every week.♪

carried outBirthday/ We also introduce support advertisements, so if you are considering it, please refer to it!

You can "save" your favorite posts and revisit them anytime ^^

TikTok (@birthday.ad.jp)

「Focus on saving time! I want to get information quickly through videos!”, we recommend following you on TikTok♪

@birthday.ad.jp This is our thoughts on our promotion.😄I'm looking forward to connecting with everyone who has the same thoughts!#Oshikatsu #KPOP #Otakatsu #BirthdayAdvertisement #Birthdayadvertising agency japan #Korea #Japan #Korea information ♬ POP! - NAYEON

On TikTok,Birthday/We explain information about support advertisements and blog information in an easy-to-understand manner with videos ^^

It's a short video, so you can watch it in your morning time.♪

We plan to continue disseminating various information through SNS!

Please follow us so you don't miss out on the latest information ^^