Harness the Marketing Power of Oshi-Katsu: Targeting Generation Z
‘Oshi’ originated among Japanese idol fans and has evolved into the popular trend of 'oshi-katsu'. This uniquely Japanese cultural trend now extends beyond the support of pop and screen idols to include devoted fan bases for a wide range of popular cultures - from anime characters to favourite brands and products. But what is it and how can it help your business grow in Japan?
What is oshi-katsu?
Oshi-katsu describes all the activities ardent fans undertake to support and promote their 'oshi' or idol. These days it could be a person, like an idol or musician, but could also be an anime or game character, a brand or even a product. The key thing is that oshi-katsu is an active devotion, with fans aiming to convince others to support their oshi too.
You may be familiar with the Japanese term 'otaku' to describe someone with an all-consuming interest in a single thing. Otaku culture has come to be viewed negatively, also indicating that the person has lost social skills in focussing on a single interest. However, oshi activities have a different perception, without the negativity. There is a lower threshold of fandom and it is not excessive to the exclusion of other interests. In fact, it is often social and encourages communication.
SNS (Social Networking Services) play a crucial role in oshi-katsu, with many users creating dedicated accounts to post about their oshi activities and engage in communities centred around them. Japanese-specific social media platforms, rather than those more familiar in Europe, are often preferred. More on Popular SNS Platforms For Japan's Generation Z can be found in our previous articles.
Understanding the motivation of oshi-katsu consumers
Those engaging in oshi-katsu activities are primarily driven by their passion, rather than seeking personal rewards.
One of the essential characteristics of oshi-katsu consumers is to vigorously promote and share the excitement of one's oshi with others. It is not merely about individuals appreciating the merits of the oshi. It involves a desire to share information and gain new supporters for their oshi, leading to a wide range of activities aimed at achieving that goal.
This motivation provides opportunities to harness this energy and use it to promote your business. The trend is particularly popular among Japanese Generation Z consumers, who use various methods to engage others in support of their oshi. On social media, this may include wearing oshi merchandise while shopping for related items, celebrating the birthdays of oshi figures or characters, and organising meetups for fans who share the same oshi. The openness of these activities and the willingness to share them publicly are defining features.
Consumer trends in oshi-katsu
Even the Japanese Consumer Affairs Agency recognizes the significance of oshi-katsu as a consumer trend among young people. It is referred to as ‘tokiconsumption’, which involves sharing emotions and experiences with others during events like sports matches and music festivals. The concept has been gaining attention as Japanese consumer behaviour trends shift from ‘kotoconsumption’ (the consumption of experiences) to ‘tokiconsumption’.
This is reflected in Japanese consumer spending, particularly in Japan's Generation Z. The Japanese Consumer Consciousness Basic Survey asked respondents if they spend money on "participatory experiences or content that can only be enjoyed at that moment". The percentage of respondents in their late teens (28.8%) and twenties (35.1%) who answered “to some extent" or "completely" is significantly higher compared to the overall average of 14.6%.
Similarly, when asked about their willingness to spend money on activities that support celebrities or characters they like, those in their late teens (42.1%) and twenties (31.8%) also scored significantly higher than the overall average of 10.3%. This willingness to support their oshi by purchasing related goods or services is another of the defining characteristics of the oshi-katsu trend.
Brands utilising oshi-katsu
Japanese consumer culture supports many activities within oshi-katsu, creating promotional opportunities for brands. These include collecting merchandise, especially limited editions and collaborations, sharing oshi information, participating in or organising events, and making pilgrimages to significant places related to one's oshi. Of course, sharing photos on social media of these acts of allegiance is essential!
Numerous companies and organisations in Japan have leveraged oshi-katsu consumer behaviour in their marketing campaigns. Examples include collaborations with idols, food products, household goods and fashion. Here are a few highlights.
Lawson x Male Idol
Lawson, a convenience store chain, promotes its Uchi Cafe Series by featuring idol group Naniwa Danshi and an actor, Kenichi Matsuyama. The shops use in-store broadcasts to attract fans. By schedulingdetailed appearances in-store and online, fan satisfaction is enhanced and waiting time reduced.
Morinaga Confectionery x Ensemble Stars!
Confectionery brand Morinaga engaged the mobile game Ensemble Stars! as brand ambassadors for their Dars line of chocolate. This collaboration ran for six months during the brand's 30th-anniversary celebration, connecting young consumers with the long-selling product. Morinaga integrated characters from the game into their commercials and devised storylines to create immersive events.
Karaoke Box Oshi-Katsu Party Plan
Entertainment chain Karaoke Pasela offers dedicated plans for oshi-katsu activities, including fan meetups, events and birthday celebrations for their favourite characters or celebrities. They provide special drinks and toasts themed around the oshi, and provide rooms suitable for watching DVDs or live streams, catering to fans who enjoy watching content related to their oshi.
Key success factors in oshi-katsu marketing
For companies hoping to use the power of oshi-katsu to promote their brands, always remember that the oshi is the star of the show. Implementation of your marketing plan should keep the focus on the oshi rather than overshadowing them with your company's products or services. Failure to do so may lead to backlash from fans.
It’s also essential to establish a clear and relevant connection between the oshi and your products or services. Japanese consumers will expect this. Collaborations that consumers cannot easily comprehend may have adverse effects.
Incorporating mechanisms for easy dissemination on SNS is vital for successful oshi-katsu marketing. Design campaigns that allow consumers to easily share and promote their passion for their oshi among their peers. TikTok hashtag challenges or retweet-based campaigns can be effective. If your collaboration involves physical merchandise, consider making it portable and photogenic to encourage widespread sharing.
Overall, oshi-katsu marketing has emerged as a powerful trend among Generation Z consumers, presenting exciting opportunities for businesses to connect with this vibrant demographic through meaningful engagements with a beloved oshi.
Pointblank Promotions can provide tailored support to companies wishing to devise new types of marketing strategies. Please feel free to contact us to discuss your needs using the enquiries link below.
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This article was created in partnership by ChatGPT and humans from Pointblank
For more information about the use of social media in Japan, please refer to our previous blog: https://pointblankpromo.com/en/news/en/2022/0525/sns-marketing