*AI Translated
In recent years, with the spread of social media and video distribution services, "Oshikatsu" has become common and is becoming a part of the lifestyle, especially among Generation Z. In today's world, "Oshi" is no longer a special existence, but has become the axis of consumption and behavior that blends into everyday life. Knows Co., Ltd. conducted a "Consumer Awareness Survey on Oshikatsu" among 4,817 general consumers nationwide, asking "Who are you pushing?" and "How much time and money are you spending?" In addition to the actual situation, we analyzed the values and lifestyle behavior trends that ooze from the "guessing method" from multiple angles.
3 out of 4 people have a "guess"! A wide variety of targets
Q: Do you have someone you can call "Oshi"?
Q: What is your "favorite"? (Multiple selections)
74.9% of "I have a guess" - "Oshikatsu" is no longer the majority.
74.9% of all respondents answered that they had a guess. It is now clear that having a "guess" is not a special behavior, but rather becoming commonplace.
The top of the recommendations was "characters (anime/games/manga, etc.)" and "idols/groups". In third place and below, "Oshi" is distributed across genres, such as "singers/bands", "actors/actresses", and "sports teams/players", and you can see that the diversity of entertainment is reflected in the "diversity of Oshikatsu".
It is also worth noting that the existence of online users such as "VTubers" and "influencers" is also highly supported. This shows that "beings who move the heart" are being pushed beyond the boundaries of real and virtual.
When asked specifically about the target of "recommendation", "Shohei Ohtani", "Nogizaka46", "Sanrio", "Demon Slayer", "One Piece", "Snow Man", "Chiikawa", etc. rose to the top.
20% have more than 10 years of experience in guessing! How did you start pushing?
Q: How long has it been since you started pushing "guess"?
Q: What made you start pushing "Oshi"?
SNS: 27% Recommendations from friends, family, etc.: 11.4% Accidental advertisements: 5.4% Mass media such as TV/magazines: 32.2% Event participation: 4.6% Others: 19.4%
The entrance to Oshikatsu is "TV and SNS", and the duration is more than 3 years
The most common reason for starting "Oshikatsu" was "mass media such as TV/magazines", followed by "SNS". These two alone account for the majority, and it has become clear that the two major points of contact between mass media and SNS are the mainstream of "encounters with guests". On the other hand, there are a certain number of cases where indirect contact is triggered, such as "recommendations from friends and family" or "advertisements seen by chance", suggesting that "chance" created by overlapping multiple touchpoints is also an important factor in meeting a guess.
In addition, the most common period since the start of the promotion was "less than 1 to 3 years", which is thought to be due to the influence of the spread of the promotion activities triggered by the corona disaster. "3-5 years" and "more than 10 years" are also more than 20% each, indicating that Oshikatsu is not a temporary thing, but a part of a long-lasting lifestyle.
Everyone's favorite situation. The number of people incorporating "likes" into their daily lives is increasing.
Q: How much time do you spend on average in Oshikatsu per day?
Q: Please tell us what you do in your oshikatsu.
"Watching, touching, and buying" is the center, and Oshikatsu is a new habit of "1 hour every day"
The most common specific actions for Oshikatsu were "appreciation of works and activities", followed by "checking and posting on SNS" and "purchasing goods". All of them are centered on the behavior of "enjoying contact with Oshi on a daily basis", and it can be seen that many fans naturally incorporate "Oshikatsu" into their lives.
On the other hand, there are a certain number of actions that involve cost and time, such as "participating in events", "billing/streaming viewing", and "expeditions", and the "increased enthusiasm for both online and offline" cannot be overlooked.
In addition, while the majority of the time spent on oshikatsu per day was "less than 1 hour", there were also a certain number of people who said "1-3 hours" and "more than 3 hours", revealing that "oshikatsu is a personal time in every day".
The economic effect of Oshikatsu cannot be underestimated! Dual structure with high market potential
Q: How much do you spend per month on average in Oshikatsu?
Mainly "light consumers" who enjoy a small amount of money
When asked about the "average monthly expenditure" in Oshikatsu, the most common answer was "less than 1,000 yen". In daily promotion, it can be read that the "light consumer group" who enjoy it steadily for a small amount of money is the center.
On the other hand, there are 4.2% of the respondents who answered "50,000 yen or more", and the fact that such a figure appears in the question of the average expenditure itself indicates strong loyalty and a sustained investment trend in Oshikatsu.
In this way, it was highlighted that the Oshikatsu market has a "two-tier structure" in which there is a steady presence of a group with a high willingness to spend, while the base of the light layer is expanding.
Irreplaceable. Enrich your life with a "life with a choice"
Q: What is the impact of the presence of a favorite on your life?
It's not just about "healing". Recommendations are the starting point that moves your life
The most common "impact of the presence of a favorite on life" was "healing and stress reduction", followed by "improving daily motivation". These two alone account for more than 60% of the total, and it has become clear that Oshi is perceived as "emotional support" and "a presence that gives positive feelings".
What is even more noteworthy is that there are a certain number of people who have changed their actual behavior and choices, with 771 respondents saying "behavior changes (travel, challenges, etc.)", 661 respondents saying "expanding human relationships", and 522 respondents saying "promoting consumption behavior".
It can be seen that the influence of guessing is not limited to the emotional aspect, but also spreads to the "outline of life" such as moving, shopping, and connecting with people.
What we have learned from this survey is that oshikatsu is not just "support", but a practical action that shapes our daily lives. This is accompanied by real actions such as spending, time, creation, and movement, which tend to affect product selection, event participation, and even purchase timing.
What are the trends in Oshikatsu in the second half of 2025?
Finally, we will introduce the trend predictions for "Oshikatsu and Oshikatsu culture" that are attracting a lot of attention in the second half of 2025 from Oshikatsu Support Media, which has a total of 110,000 followers on SNS and Oshicoco Co., Ltd., which operates an online store specializing in Oshikatsu.
Oshikatsu × AI
New forms of making Oshikatsu more convenient and fulfilling, such as creating AI-based derivative novels, collecting information about guesses, and even having conversations with guesses on AI, are spreading.
80~90s fashion
Revival fashion from the 80s~90s such as grunge and "wishcore" has penetrated into the active audience, and its impact on the fashion industry is also attracting attention.
Consumption
Interest has shifted from "consumption of things" such as purchasing Oshikatsu goods to experiential "consumption of things" such as pilgrimages to sacred places and travel, suggesting the possibility of regional revitalization and attracting tourists.
Spi Katsu
In addition to winning prayers, amulets, and shrines that have continued since last year, the number of activities that incorporate spiritual elements such as waiting screens and "luck improvement" through specific actions is diversifying.
Cafe activities
Cafes that incorporate not only "favorite colors" but also fashion trends and seasonal elements are popular among the active sex class, and cafes that are the first to reflect trends will continue to attract attention in the future.
Source: PR TIMES
AI, spirituality, fashion. At first glance, unrelated elements have become an indispensable keyword when talking about modern Oshikatsu. In this way, Oshikatsu continues to evolve while fusing with various cultures, and has the potential to create new movements in the future.
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