What does oshikatsu mean? Real behavior, expenses, expeditions, and promotional advertisements (birthdays/support advertisements) of 5,675 people revealed through an independent survey
“What is the meaning of oshikatsu?”
Go to live shows, watch performances, buy goods, go on field trips...!
For many people, ``Oshikatsu'' has become a part of their lives before they realize it.It’s surprisingly difficult to explain in words “the reason for Oshikatsu”🤔
“Because I like you” “Because I want to support you” “Because it’s fun”
Many people must have started with that feeling, but if you dig deeper, you will findExperiences that lead to self-expression, connections with friends, and a sense of happinessIt becomes clear that there are aspects such as💡
Furthermore,BirthdayResponses from 5,675 people gathered in an independent survey conducted by JAPANFrom too,Real facts such as motivation, actions, costs, etc.has emerged👀
So this time,Regarding "The Meaning and Reality of Oshikatsu," an advertising agency that supports Oshi Advertising® (birthday/support advertising)BirthdayJAPAN provides easy-to-understand explanations based on dataI will.
If you read this article and think,As part of my push activities, I would also like to issue a push advertisement®!」「I'm curious about Oshii Ads®!If you think,BirthdayPlease contact JAPAN official LINE!
“I want to run Oshii Advertising®, but I don’t know where to start…”“What kind of media should I use to advertise?”If you are worried about this, please click here.Manual material listPlease also check out✨
In addition, you can now search case studies for Oshi Ads® (Birthday/Support Ads) by medium, genre, and artist!
It is being updated from time to time, so please check it out.✅
Table of contents
What is “Oshikatsu”?
"Oshikatsu" refers to activities that support one's "Oshikatsu" in various ways.
What does “pushe” mean here?People, characters, works, etc. that you particularly like and supportrefers to
The word “Oshikatsu” isNominated for the 2021 U-CAN New Words/Buzzwords AwardIt has become so widespread that as of 2026, it has become a word used on a daily basis.
The scope of promotion is very wide,Idols, actors, artists, voice actors, athletes, anime and game characters, YouTubers, VTubersand has spread to various genres.
There are various factors behind the spread of ``Oshikatsu'' to this extent, including the spread of SNS and the diversification of content.
If you are interested in the history of Oshikatsu, please also check out this special article.📚✨
What is the meaning of pushing?
What is the meaning of Oshikatsu?To be able to express one's "likes" and have experiences that lead to connections with people and a sense of happiness.It is thought that.
Many peopleStart promoting with the simple feelings of ``Because I like it,'' ``Because I want to support you,'' and ``Because it's fun.''Isn't it?😌
And as I continue to push forward,“My heart feels refreshed” “My life is somehow more fulfilling”I'm sure many of you have felt this way.
In general, oshikatsu is a simple act of "supporting someone you like," butIt is also the act of taking the initiative in choosing a target to support and supporting it.
Choosing what you want to promote and talking about and promoting its appeal will also help you express your values and ``likes.''
In other wordsOshikatsu is an action that allows you to fully express what you like, and is also a type of self-expression.✨
``I want everyone to know more about my oshi!'' He preached and talked passionately about his oshi.
The accumulation of such experiences often leads to daily vitality and enjoyment of life before you know it.
Furthermore, as you continue to push, you will also meet friends who support the same push.
One of the charms of Oshikatsu is being able to share empathy and joy through events and SNS etc.It is.
This chain of experiences that leads to ``self-expression,'' ``connections with people,'' and a ``feeling of happiness'' may be the ``meaning of being active.''✨
In fact,Academic paper researching fan psychology (*1)However, it has been shown that behaviors like Oshikatsu can have a positive impact on one's sense of well-being.💡
Before you know it, ``I'll support you because I like you'' will turn into ``I'll be happy if I support you.''
It can be seen that oshikatsu is an action that naturally makes us feel positive and enriches our lives.😊
*1: Junko Inoue, Yasushi Ueda (2023) “About fans' psychological ownership of idols and its influence - Awareness of other fans and its effect on well-being -”, “Marketing Journal” Vol. 43 No. 1 p.18-28
[Ask 5,675 people]BirthdayThe reality of pushing through JAPAN's own research
In fact, how do fans who have ``pushes'' enjoy their oshikatsu activities, and how much energy and money do they spend on them?
BirthdayLet's take a look at the reality of Oshikatsu based on an independent survey conducted by JAPAN.
This study consists ofBirthdayThis is based on a survey of 15,728 people who voted for the monthly favorite ranking conducted by JAPAN.
Among them,We extracted data from 5,675 people (November 2024 to October 2025) who answered questions regarding the actual state of Oshikatsu and analyzed the actual state of Oshikatsu.I did📝✨
Knowing the consumption behavior and passion of Oshikatsu fans can provide important hints for companies, media companies, and entertainment agencies to approach the Oshikatsu market.
Here, we will introduce some points of interest, such as actual Oshi activity activities, expenses, expedition experience, and experience of participating in and planning Oshi advertisements (birthday/support advertisements).💡
*Reference:🔗BirthdayJAPAN “[Ask 15,728 people!] Oshikatsu/Oshii Advertising Questionnaire Survey! 1 Year Compilation (November 2014-October 2025)”
Top 10 daily activities
When we asked them what they usually do as part of their promotions, the results were as follows.
- 🥇Buy goods: 4,754 people (83.8%)
- 🥈Going to see live performances and performances: 4,732 people (83.4%)
- 🥉Watch recommended DVDs and distributed videos: 4,129 people (72.8%)
- ✅I am grateful today that Oshi is alive and well: 3,781 people
- ✅Talking about the charm of Oshi on SNS: 3,075 people
- ✅Collect goods: 2,859 people
- ✅Propagate your favorite to others: 2,478 people
- ✅Collect clothes and cosmetics with your favorite image color: 2,336 people
- ✅People with the same recommendation: 2,208 people
- ✅Go to collaboration cafe: 2,090 people
1st/2nd place, such as purchasing goods and participating in live performances and performances.Standard action for promotionIt was.
This result shows that purchasing goods, participating in live performances, and watching live broadcasts are at the top of the list.Being involved with Oshi through various points of contact, both online and offlineis shown.
For companies,Effective approaches through multiple channels such as goods, events, and digital contentIt turns out that💡
Also, in 4th place“I am grateful today that Oshi is alive and well.”It is impressive that it is ranked in♪
“Oshikatsu” is not just a consumption behavior,An expression of deep love for the very existence of the pusherI can tell that it is💖
Monthly expenses for promotion
When we asked them how much they spend on Oshikatsu every month, the results were as follows.
- ✅5,000 yen or less: 1,335 people (23.5%)
- ✅10,000 yen or less: 1,284 people (22.6%)
- ✅15,000 yen or less: 557 people
- ✅20,000 yen or less: 765 people
- ✅30,000 yen or less: 649 people
- ✅50,000 yen or less: 624 people
- ✅100,000 yen or less: 211 people
The most common choice was "less than 5,000 yen" (23.5%), followed by "less than 10,000 yen" (22.6%), and the group with monthly income of 10,000 yen or less accounted for approximately 46% of the total.💡
Many fans allocate a certain amount of money each month to their activities.That seems to be the case.
In addition, there are a certain number of people who spend more than 30,000 yen on promotions.The amount spent varies widely depending on the passion for the push.I've started to see that.
Considering that your expenses will increase even more in months when there are events or expeditions.Pushing is an activity that tends to lead to continuous consumption behaviorThat seems to be the case.
Expedition experience for promotion
When I asked them if they had ever traveled to other prefectures for promotion, I got the following results.
- ✅Participated in concerts, etc.: 4,405 people (77.6%)
- ✅People who went to buy goods: 1,995 people
- ✅Participated in limited time event: 1,499 people
- ✅Pilgrimage to holy places: 1,384 people
- ✅Visited collaboration cafe: 1,278 people
- ✅Visited recommended ads: 1,172 people
- ✅Fans gathered together: 1,096 people
- ✅Never traveled to another prefecture: 825 people
Only 825 people answered, "I have never traveled to other prefectures," indicating that many fans have experienced traveling to other prefectures in some way.
Among them, "participated in a concert, etc." was overwhelmingly number one at 77.6%.
The main purpose of an Oshikatsu expedition is to meet the Oshi in person!
Also,It is also worth noting that 1,172 people ``went to see recommended advertisements.''
The more promotion advertisements (birthday/support advertisements) become the purpose of the expedition, the more it becomes clear that it is a special experience for the fans.✨
In this way, Oshi ads (birthday/support ads) have been attracting increasing attention in recent years as a part of the "Oshi activity culture" that generates fan behavior.💡
[For Oshi Ad (Birthday/Support Ad) participants] Participation experience, investment amount, and influence on subsequent Oshi activities
Push advertisement (birthday/support advertisement)What is"Advertisement for fans to support their favorites"About.
Fans voluntarily place advertisements to coincide with their favorites' birthdays, debut anniversaries, etc., and send out their support and congratulations to their favorites.
From here,Like thatResults of a survey targeting people who have participated in a promotion advertisement (birthday/support advertisement) projectI would like to introduce you to💡
Have you ever invested in and participated in a promotion advertisement (birthday/support advertisement) planned by someone else?
When asked, "Have you ever invested in a promotional advertisement planned by someone else?", 2,019 people (36%), approximately 40%, answered "Yes."
How much did you invest?
When asked about the investment amount for the push advertisement (birthday/support advertisement) project,Approximately 60% of the total is from 3,000 yen to 10,000 yen or less.occupiesMany people are willing to participate by spending a few thousand yen.I understand that💰
Did you feel a connection between fans after participating in the push advertisement (birthday/support advertisement)?
When I asked him if he felt a connection between fans after participating in the push advertisement (birthday/support advertisement) project, he answered,
36.2% said, “I feel more connected than before.”
37.7% said, “I feel a little more connected than before.”
Approximately 70% feel a deeper connectionI understand that🤝✨
After participating in the Oshi advertising (birthday/support advertising), did it have any effect on your other Oshi activities?
After participating in the oshi advertising (birthday/support advertising) project, we asked them how it affected their other oshi activities.
26.6% said “I have become more active than before”
20.4% said, “I have become a little more active than before.”
Approximately 50% of people became more active in pushing activities after participating.I answered📈
After participating in the Oshi advertisement (birthday/support advertisement), what happened to your feelings towards Oshi?
After participating in the oshi advertising (birthday/support advertising) project, we asked them how their feelings toward oshi had changed.
53.2% said, “My feelings towards Oshii have increased considerably compared to before.”
21.2% said, “I feel a little more passionate about Oshii than before.”
Approximately 70% have increased their feelings toward OshiI answered💖
Would you like to invest in and participate in push ads (birthday/support ads) again?
When asked if they would like to invest in Oshii Advertising again,
64.9% said they would like to participate, and 28.0% said they would rather participate.
Approximately 90% of respondents indicated their intention to re-participateIt became🎉
From this result, the push advertisement (birthday/support advertisement) is not a one-time event;I want to participate repeatedlyThis shows that it is an experience that makes you feel that way.
It seems that it may be one of the elements that increases fan engagement and makes Oshikatsu more exciting.💡
[For Oshi Ad (Birthday/Support Ad) planners] Planning experience, investment amount, and influence on subsequent Oshi activities
From here,Data from people who have planned and posted their own promotion advertisements (birthday/support advertisements)I would like to introduce you to📝
Have you ever placed your own promotional advertisements (birthday/support advertisements)?
When asked, ``Have you ever run an ad promoting yourself?'', 232 people (4.1%) answered ``Yes.''
Approximately 90% had no experience,Planning a push advertisement (birthday/support advertisement) is still a special experienceIt turns out that✨
How much did you invest?
When we asked them how much they spent planning the promotion advertisement (birthday/support advertisement), the results were as follows.
- ✅10,000 yen or less: 82 people (30.6%)
- ✅30,000 yen or less: 55 people (20.5%)
- ✅50,000 yen or less: 39 people
- ✅100,000 yen or less: 31 people
- ✅150,000 yen or less: 4 people
- ✅500,000 yen or less: 14 people
- ✅Others: 4 people
Approximately 50% of the total items are under 30,000 yen.Many people plan for a relatively affordable amount.I understand that💰
How did you raise advertising funds?
When we asked them how to raise advertising funds, we got the following results.
- ✅Recruited and collected through X, LINE open chat, etc. (no club fans used): 89 people (39.2%)
- ✅Shared with several friends: 71 people (31.3%)
- ✅Provided everything by yourself: 58 people (25.6%)
- ✅Collected using Clafan: 31 people
- ✅Others: 21 people
The most popular style is to use SNS to collect funds among fans, and it can be seen that the push advertisements (birthday/support advertisements) function as a joint project of the fan community.
After planning the push advertisement (birthday/support advertisement), did you feel the connection between fans?
When asked if they felt a connection between fans after the project was implemented,
51.1% said, “I feel more connected than before.”
30.1% said, “I feel a little more connected than before.”
Approximately 80% feel a deeper connectionI understand that🤝✨
After running Oshii ads (birthday/support ads), was there any impact on other Oshi activities?
After implementing the project, we asked them about the impact on other promotions.
42.8% said, “I have become more active than before.”
17.6% said, “I have become a little more active than before.”
Approximately 70% have become more active as a wholeI answered📈
After posting the Oshi ad (birthday/support ad), what happened to your feelings towards Oshi?
After the project was implemented, we asked them how their feelings toward Oshi had changed.
62.1% said, “My feelings towards Oshi have increased considerably compared to before.”
16.6% said, “I feel a little more passionate about Oshii than before.”
Approximately 80% have increased their feelings towards OshiI answered💖
Would you like to host another promotion advertisement (birthday/support advertisement)?
When asked if they would like to host Oshii Ad again,
53.8% said they would like to host the event, and 22.8% said they would rather host the event.
Approximately 80% of the participants indicated their intention to host the event again.It became🎉
Based on the data so far, push ads (birthday/support ads) are more than just advertising;The power to strengthen the unity of the fan community and raise the level of Oshikatsu as a wholeIt appears that you have.
Information about Oshi Advertising Business Support Lab
usBirthdayJAPAN isAn advertising agency that has supported more than 5,000 promotion advertisements (birthday/support advertisements).It is.
As Oshikatsu spreads, Oshi advertising is attracting attention as a new business opportunity for companies and media.
Against this background,BirthdayAt JAPAN, we want to utilize the passion of pushing for business.“Oshi Advertising Business Support Lab” for advertising media companies and entertainment agencieshas been established.
“Oshi Advertising Business Support Lab” is based on the know-how cultivated through past support results.Initiatives to support the introduction and operation of promotional advertising (birthday/support advertising) business for advertising media companies and offices.It is.
An environment where fans can enjoy Oshii advertisements (birthday/support advertisements) with peace of mind.While arranging theA new business for advertising media companies and offices using promotional advertisements (birthday/support advertisements)We will do our best to support you so that you can expand your opportunities!
Providing advertising media as promotional advertising (birthday/support advertising) media [For advertising media companies]
"I want fans to use my company's advertising media, but I don't know how to recruit them."
"I'm worried about accepting reservations for individual customers and dealing with copyrights."
This service is aimed at advertising media companies facing such issues.
By posting advertising media on our site, which receives over 1 million page views per year, we can directly approach fans who want to post their favorite advertisements (birthday/support advertisements).
Also,We handle complicated matters such as accepting reservations and applying for copyright permission.BirthdaySince JAPAN provides support, there is no burden on the media company.
＼ Free request for materials and application for publication! /
Publication fee is freeIt is. Please download the document for details such as agency margins.
Please check the contract details,If you would like to publish your site, please apply using the "Site Publication Application Form"Please.
Please check the following page for details on the process of partnership and the benefits of forming a partnership.
BirthdayOfficial partnership with JAPAN for advertising (birthday/support advertising) [For offices]
We offer point-of-contact business alliances for entertainment agencies with artists and talents.
BirthdayBy partnering with JAPAN, we will be able to create an environment where fans can safely and securely carry out endorsement advertisements (birthday/support advertisements).
Also,BirthdayIn JAPAN,Compatible with media from over 500 locations around the world, including Japan, South Korea, and the United States.
Furthermore,Approximately 90% of fans who have participated in a promotion advertisement (birthday/support advertisement) once responded that they would like to participate again, which leads to building long-term relationships with passionate fans.
There is also a system in which a portion of the advertising costs are returned to the agency, making it possible to connect fan support to the agency's revenue.
Has a cumulative support record of over 5,000 casesBirthdayJAPAN will provide consistent support from partnership to advertising implementation and income and expenditure reporting.
Contact information and inquiry form
If you have any inquiries regarding Oshi Advertising (Birthday/Cheering Advertising) partnership, please send us your inquiry using the form below.
Please check the following page for details on the partnership process and the benefits of official partnership.
Frequently asked questions about Oshikatsu
What exactly does the word "Oshikatsu" mean?
"Oshikatsu" refers to all activities in which you support a specific target (supporter) in various ways, such as an idol, anime character, actor, or athlete that you support. It originates from the act of "pushing" and is characterized by the feeling of happiness and fulfillment that can be gained through this activity.
What kind of activities are carried out at Oshikatsu?
The activities of Oshikatsu are wide-ranging. Examples include participating in concerts and events, purchasing goods, disseminating information on SNS, interacting with other fans, and posting support advertisements, also known as ``favorite advertisements''. These activities aim to express the feeling of supporting Oshi and spread its appeal.
What is the reason behind Oshikatsu being attracting attention in recent years?
The reason Oshikatsu is attracting attention is the ease of sharing information due to the spread of SNS and the increase in variety of content. Another factor is that activities that support Oshi are recognized as leading to improved individual happiness, and are in line with the needs of modern people who seek spiritual enrichment and a sense of belonging to the community.
Summary
Pushing activities that start with the feelings of ``because I like it'' or ``because it's fun'' has the power to increase your daily happiness through self-expression and connections between fans.
BirthdayJAPAN's own research has revealed that fans who support the event are active in a wide range of activities such as purchasing goods, attending concerts, and going on road trips.
In addition, approximately 80-90% of those who have participated in or planned Oshi-katsu ads (birthday/support ads) expressed their intention to repeat the campaign, and the numbers clearly demonstrate the high level of enthusiasm in the Oshi-katsu market!
BirthdayJAPAN also provides support for those who want to utilize the enthusiasm of the Oshikatsu market for business.
Please feel free to contact us.♪
BirthdayLeave it to JAPAN!
Read this article
“I also recommend advertising® (BirthdayI want to run an advertisement/support advertisement! ”
Isn't there a lot of people who thought so?✨
On the other hand, some people may feel that ``But Oshii Advertising® seems difficult...'' or ``I'm worried about the procedure...''
In such a case, pleaseBirthdayPlease contact JAPAN!
BirthdayIf you register with JAPAN's official LINE, your questions about Oshii Advertising® will be answered immediately by the auto-response chat!
Additionally, you can chat with our staff or consult over the phone, so even first-time users can use our service with confidence.📞
Consultation about Oshi Advertising® → media arrangement → design production → post-posting report can all be completed with just LINE, so feel free to add us as a friend!
★BirthdayJAPAN SNS information★
BirthdayJAPAN delivers the latest information on "X (formerly Twitter)," "Instagram," "TikTok," and "YouTube."♪
In addition to information about Oshii Ads®, we also constantly send out trends related to actors, idols, VTubers, YouTubers, athletes, and information on advantageous campaigns.📱✨
Please follow us and check the latest information.
X (@birthday_ad_jp)
「BirthdayI want to check the information about JAPAN as soon as possible! ”, please follow X (old Twitter)!
In X,
- Announcement of ongoing promotions
- Publication of Oshi Advertising® example photos and videos
- Distribution of blog articles about actors, idols, VTubers, YouTubers, and athletes
- Notice of advantageous campaigns
etc.,BirthdayWe deliver the latest information on JAPAN as soon as possible.
#advertisement If you give it out #BirthdayJAPAN🤗💖
— BirthdayJAPAN (@birthday_ad_jp) September 12, 2025
Dedicated personnel such as idols, actors, YouTubers, VTubers, e-sports players, etc. will help you spread the word!
Acceptance rate 95%! Started acting on behalf of companies to apply for permission.📷✨
Also open on Saturdays, Sundays, and holidays! We will respond to your LINE inquiry within 1 business day.♪
BirthdayClick here for JAPAN's past achievements🔽… pic.twitter.com/I7uAhioBdp
Instagram (@birthday.ad.jp)
On Instagram, we are introducing examples of Oshii Advertising® that have been implemented!
For those who are thinking, ``I want to try it myself,'' there are many posts that will surely be helpful!
If you save posts that interest you, you can conveniently refer back to them at any time.
Please follow us and use it for your daily promotion.
TikTok (@birthday.ad.jp)
If you want to see examples of Oshii Ads® in your free time, we recommend following us on TikTok!
You can view it in your spare time, such as while getting ready in the morning or commuting to work.♪
@birthday.ad.jp 🤍Our customer's #favorite advertisement certification shot📸🤍 #SKE48 #Makiko Saito uploaded a photo with #support advertisement😊💕 Source: https://x.com/saitomakiko_628/status/1876490520002011527
♬ Original song - BirthdayJAPAN
YouTube (@birthday_ad_jp)
Oshii Ad® examples are also available on YouTube!
Please watch the short video to see the advertisements that interest you.
![[2026 BTS Live] A complete guide to the world tour Japan performance schedule, venue, ticket price, and application method!](http://birthdayadjp.shop/cdn/shop/articles/2_1_d9a51c29-9167-416a-8bca-bdbf64a8ad47_400x.png?v=1774424020)
