A Unique Form of Fandom Has Taken Hold In Japan

From anime to athletics, the arts, and food, Japan's cultural influence stretches far and wide. Its unique brand of fandom, however, stands apart.

Oshikatsu is the Japanese term for fandom as a lifestyle. It roughly translates to "supporting your favorite,” but that's a bit of an understatement. In Japan, it's a trillion-yen industry in which fans organize their budgets, travel, and social lives around supporting and promoting their idols.

One of the largest fan events of its kind takes place in Los Angeles each July. More than 400,000 people attend Anime Expo every year to experience over 1,300 hours of programming.

A fan's favorite person or character is called an “oshi.” An oshi can be a pop star, an anime character, an online influencer, an athlete, an actor, or even a historical figure. Common oshikatsu activities include attending concerts, purchasing merchandise, creating fan art, writing fan fiction, and making pilgrimages to places associated with an oshi.

Popular oshis include Japanese groups like Snow Man, Nogizaka46, and Sakurazaka46; K-pop groups like BTS; and virtual YouTubers such as Hoshimachi Suisei and Houshou Marine.

The trend dates back to the 1980s, when Japanese idol culture began to flourish, and it grew significantly during the COVID-19 pandemic. Oshikatsu is often viewed as a youth phenomenon that is more popular with women than men, but a 2024 survey challenged that assumption, finding that 46% of women in their 50s had an oshi. Among younger generations, 62% of Gen Z respondents and 40% of Millennials said they had one. In a separate nationwide survey, one in three of 28 million respondents reported having an oshi.

Some critics argue that the practice can become addictive or unhealthy. Supporters, including some economists, see it as a way to help revitalize Japan's economy, since devoted fans are also enthusiastic consumers. Fans say supporting their oshis brings them joy and fulfillment. It also helps shape their identities, as many define themselves through the people and characters they support.

The closest Western equivalent to oshikatsu is “stan culture,” which describes fans who are intensely devoted to their idols. The term “stan” is a blend of “stalker” and “fan” and was inspired by Eminem's 2000 hit song “Stan,” which tells the story of an obsessive fan.