From the Asahi Shimbun, February 9:
Could it be that Gen Z holds the key to Japan’s partial economic recovery?
The Bank of Japan certainly seems to think that might be the case.
It’s because of “oshikatsu,” the term for celebrity-obsessed fans who spend lavishly on merchandise devoted to their idols in the film and entertainment worlds.
For a peek into this peculiar world, Oshikatsu Izakaya Marumaru-no-kai is worth a visit.
The restaurant, built like a karaoke parlor, is located five minutes on foot from Tokyo’s JR Ikebukuro Station.
It was fully occupied one evening in November last year.
The restaurant has 13 private rooms, each with a “noren” curtain at the entrance.
But instead of the sound of singing, raucous cheers erupted from the rooms.
Cries of “Cute!” and “Awesome!” rang out.
A 28-year-old woman from Ibaraki Prefecture was visiting with a friend before attending a concert by boy band Darli’a, their “oshi” (favorite).
They spread out their “treasured” items on the table and watched live concert footage and music videos. They each paid 4,980 yen ($31.70), including tax, for a two-hour all-you-can-eat-and-drink package.
The woman became a fan of the male idol group after attending their concert a year ago. She now goes to their shows up to 10 times a month.
Each time, she buys several photos of her oshi idol at around 1,500 yen a pop.
She also mingles with the group during after-concert meet-and-greets.
The woman spends up to 50,000 yen on tickets and concert merchandise at each gig, sometimes parting with 200,000 yen a month.
She spends the bulk of her income on supporting her favorite idol.
“My purpose in life is to support. That’s why I work hard,” she said.
Members of Generation Z, those in their late teens and 20s, tend to make bulk purchases through their oshikatsu activities, which serves as a driving force to revive consumption.
The Oshikatsu Izakaya restaurant opened in February last year.
It is a new business under the umbrella of Best Printing Co. based in Tokyo’s Minato Ward, which handles booklets used in the medicine industry and other publications.
Women, particularly those in their late 20s and 30s, account for 95 percent of the restaurant’s customers.
“Some customers show up with suitcases filled with goods,” said the manager, Shun Ueda, 34. “I really feel their enthusiasm for oshikatsu.”
An online survey by research company Neo Marketing Inc. covering 22,373 people in March 2024 showed that 1,803 respondents, or 8.1 percent, said they take part in some kind of oshikatsu activity. The rate among men stood at 5.9 percent wile the ratio for women was 13 percent....
....MUCH MORE
File under: things I was not aware of (it's a very big file)
