Summary of Oshikatsu business success stories | Thorough explanation of the reasons for market expansion and safe and secure partnership model

In recent years, opportunities to hear the word oshikatsu have increased. Under these circumstances, there are many products and services on the market that make Oshikatsu even more enjoyable.

For example, there are drinks, Akusuta cases, trading card cases, and photo cases that can be ordered according to the color of the favorite.

In this article, we will confirm what Oshikatsu is and explain why Oshikatsu is attracting attention as a business. We will also introduce success stories of Oshikatsu and business and points to make Oshikatsu business successful.

For those who have a desire to “support Oshi!” in their hearts, Oshi Advertising®︎ (Birthday/support advertisement) is also recommended.

Push advertisement®︎(Birthday/Supporting Advertisements) are advertisements posted by fans for support. By using our service, individuals can place advertisements at stations, street visions, etc.

You can also send messages such as ``I love you'' and ``Thank you for everything'' through advertising.

First of all, what is “Oshikatsu”? Why is it attracting attention as a business?

I think many people have heard of the word oshikatsu. However, there are probably quite a few people who are wondering, "What is Oshikatsu?" ^^

Here, we will provide an overview of Oshikatsu and Oshikatsu business.

What is Oshikatsu?

What is Oshikatsu?It is a general term for activities in which you support and enjoy a specific target as a ``favorite''.

The targets of support are wide-ranging, ranging from real people such as idols, singers, and actors to YouTubers, VTubers, characters from anime, games, and manga, and even animals.

The way people enjoy Oshikatsu varies from person to person. Typical activities include participating in live performances and events, traveling to places related to the favorite, such as the setting of the work or the favorite's hometown, and collecting goods. Other popular ways to push your birthday party include celebrating your birthday by holding a birthday party without the person in attendance, or carrying around an acrylic stand of your favorite (Axta).

In addition, daily activities such as watching and listening to Oshi videos and music, and checking information on SNS are also included in fine Oshi activities.

In other words, Oshikatsu isIt is unique not only for special events, but also for blending naturally into everyday life.

Growth and economic effects of the Oshikatsu market

In recent years, Oshikatsu is said to have the power to change consumer behavior itself, to the extent that Oshikatsu is said to strongly support consumer behavior.

Conducted by CDG Co., Ltd. and Oshicoco Co., Ltd. in January 2026“3rd Oshi-katai Situation Questionnaire Survey”According to , the market size is estimated to be 4.1 trillion yen. Furthermore, according to a study by Nomura Research Institute in 2025, it will reach 3.8 trillion yen.

The size of the Oshikatsu market is not clearly determined, but according to these studies, it is estimated to be around 4 trillion yen.

Currently, the burden of living is becoming a problem due to soaring prices, but the Oshikatsu market will continue to grow steadily from 2021 onwards.

Oshikatsu is not limited to entertainment agencies or companies that own the copyright of works.It has a major impact on the Japanese economy as a whole.For example, if a concert or event is held, fans will use public transportation to get to the venue, or if it involves staying overnight, they will use a hotel.

There are also many cases where people eat out or buy souvenirs locally. Furthermore, recently, an increasing number of people are focusing on fashion and beauty because they want to improve themselves for their favorites and want their favorites to see how cute they are. This has created a ripple effect in related industries such as beauty salons, apparel, and cosmetics.

In this way, Oshikatsu has a greater economic effect than you might imagine.

Advantages of turning Oshikatsu into a business

The main benefits of turning Oshikatsu into a business include:

・Expectations for high purchasing motivation

If fans have strong motivations such as ``if it's for my favorite'' or ``if my favorite is collaborating with me,'' they will likely become more interested in the product or service, which may lead to a purchase.

Even if it's something you don't usually pick up, you might think, ``My favorite is a collaboration, so I'll give it a try.''♪” “It has a recommended photo, so let’s buy it.”♪It's not uncommon to feel like this.

・Strengthening brand loyalty (customer loyalty)

Fans tend to feel attached to companies that they support. If you feel that ``Thanks to this service, Oshikatsu has become much more comfortable and enjoyable,'' or ``Since I started using this product, my level of satisfaction with Oshikatsu has increased,'' you will not only like the product or service, but also like it.They will also develop positive feelings toward the company itself.

By accumulating experiences with the brand as someone who supports their activities, customers will repeatedly use the brand and actively recommend it to others.

・Ample room for development

Oshikatsu-related business is a new field when looking at the market as a whole. As a result, there are many cases in which people's unique ideas and services are hardly ever seen in the world.

Additionally, there are few competitors in the same industry, and barriers to entry tend to be low. This unsaturated state also presents an opportunity to gain a significant first-mover advantage depending on your idea.

A major feature of the Oshikatsu business is that it is easy to gather support and establish a unique position in a short period of time.

Introducing success stories of Oshikatsu x Business

Here, we will introduce examples of success in Oshikatsu and business.

Sanrio Co., Ltd. “Enjoy Idol Series”

Source

Sanrio Co., Ltd. actively holds various popularity polls such as the "Sanrio Character Award" and develops marketing that involves fans.

Fans work hard to ensure that their favorite characters rank high by voting for their favorite characters and supporting them by purchasing related goods.

In addition, the company has developed the "Enjoy Idol Series," which offers a wide range of items to make Oshikatsu more fun and comfortable, such as Akusuta cases and trading card cases.

Furthermore, the name holders that can be created at the Fairy Tale Workshop in Sanrio Puroland are especially popular among women who enjoy Oshikata, and are crowded with people every day.

Traditionally, name holders have been associated with children's names. However, when I go to "Merchen Workshop", I have more chances to see women in their teens to 30s making products under the name of "Oshi" due to the oshi-katsu boom. It can be said that Sanrio has acquired a new customer.

＼My heart flutters with the sparkle of the aurora💗／⁰Enjoy Idol Series Aurora Design✨

Sanrio online shop original🎵⁰Axta and cards placed inside can be seen clearly🥰

Click here for details👇⁰https://t.co/4kbIpdf9He
#Sanrio #Sanrio Online Shop Main Store #Life with a pusher pic.twitter.com/yZAD5pE8RU

— Sanrio Online Shop [Official] (@ec_sanrio) January 16, 2024

Booklista Co., Ltd. “Oshibana”

Source

The app "Oshibana" developed by Booklista Co., Ltd. is useful for managing Oshikatsu schedules and information related to Oshi.

The number of favorites registered so far has exceeded 1 million, and the number of reviews on the App Store has exceeded 13,000 (as of March 2026).

In addition to being able to manage your favorite's birthday and distribution date, you can also arrange the home screen etc. with images of your favorite to your liking.

How to keep having fun with the Oshikatsu app Oshibana

BirthdayJAPAN “Oshi Advertisement (Birthday/ support advertisement)”

BirthdayWhat is JAPAN?BirthdayWe are an advertising agency and support service that specializes in support advertising.

Birthdays of fans (idols, actors, characters, etc.)Birthday) and anniversaries, special advertisements such as street visions and station advertisements (BirthdayWe specialize in support for issuing support advertisements.

Oshi ads (Oshi ads) on Oshi’s birthday, anniversary, live period, etc.Birthday/Support Ads), you can send messages such as ``Thank you for always being there!'' and ``Congratulations!'' to your favorite fans.

Oshiga Oshi Advertisement (BirthdayThere is even a case where someone went to see a support advertisement)...!

~Big thanks~
There is an advertisement for me near the east exit ticket gate of Shinjuku Station Marunouchi Line!
thanks so much.
What a line!
This is until April 28th (Tuesday)!#Doooc Please come after the theater. pic.twitter.com/eKMEYkKGor

— Kohei Tanaka (@kooooo_4) April 23, 2026

The company also operates a service called "#Oshi Messe" where fans can send messages of support to their favorite fans as gifts.

By partnering with agencies, we have created a system that not only allows us to promote and deliver messages received from fans to the artists themselves, but also allows us to return most of the profits to the talent/IP side.

BirthdayJAPAN official website

If you want to know more about Oshi Messe, please see below.

#Oshi Messe®︎Love message gift to Oshi

Points to make your push business successful

Oshikatsu has become one of the important points of focus in business. However, starting a business related to promotion does not necessarily mean success. Here are some key points to help you run a successful Oshikatsu business.

Understand fan psychology and thoroughly understand fan needs

In business, it is important to have a deep understanding of what your target audience thinks and what they want.

There are businesses that target an unspecified number of people, but the Oshikatsu business is developed by setting a target.

Many successful companies deeply understand the psychology of their fans, listen to their voices, and reflect them in their products and services.

It is important to get to know your fans by conducting surveys with people who promote your activities and by researching their fan accounts (SNS).

The main focus is on pushing, and the company provides support.

When developing products and services in the Oshikatsu business, it is important not to push your own products to the forefront, but to respect the worldview of the people and works you collaborate with.

Fans won't buy anything just because it has their favorite's photo or name on it. On the contrary, there are cases where people feel strong anger or sadness if they are treated in a way that undermines their worldview.

Such failures can lead to a negative image of the company.

It is important to put the person you are collaborating with as the main character and to not forget to respect their worldview.

Create a system that makes you want to spread it on SNS

Even if you develop a push business, you will not generate sales unless your target audience knows about your business.

SNS is one of the ways to make your business known. Another effective method is to provide content and experiences that fans will want to post on SNS (e.g. photo spots, participatory campaigns).

If your post goes viral, you will get a huge advertising effect.

BirthdayCreating a safe and secure system through partnership with JARAN

We “BirthdayJAPAN” is a push advertisement (Birthday/Support Ads).

Our company recommends advertisement (Birthday/Support Advertisement) and #Oshi Messe, we collaborate with offices and other related parties not to monopolize the business.

This is to create an environment where fans can enjoy Okinatsu with peace of mind by giving due consideration to rights and management aspects.

Favorite advertisement (Birthday/Support Advertisements) often use photos, names, illustrations, logos, etc. of the advertiser. Therefore, depending on the content and posting location, permission may be required from the advertiser or his/her agency.

In particular, permission is required if you belong to a Japanese office or are based in Japan. If permission is not obtained, you may not be able to post the advertisement at all.

From this background, push advertising (BirthdaySome fans who want to carry out a campaign (support advertisement) have concerns such as whether they can get proper permission, what materials can be used, and whether it will violate the agency's rules.

ThereBirthdayIn JAPAN,We collaborate with offices and related parties to promote advertising (Birthday/Support Advertisements) We are working on creating a system that will allow us to carry out these campaigns with peace of mind.

For example, by arranging regulations regarding advertisements in advance and having them provide materials that can be used, fans can follow the rules while promoting their favorite advertisements.BirthdayWe are creating an environment where we can issue support advertisements.

With this kind of mechanism,This will make it easier for fans to convey their feelings for their favorites in the form of advertisements while reducing concerns about rights.

It is also advantageous for agencies and advertising targets, as they can receive support from fans while protecting their rights and brand image.

BirthdayJAPAN is working to create a system that supports safe and secure promotion while taking into consideration both the fans' desire to support their promotions and the rights and intentions of advertising targets.

Applying in advance and obtaining permission from each location is a very important process in order to enjoy Oshikatsu safely and securely.

Frequently asked questions about Oshikatsu business

We have summarized the frequently asked questions regarding Oshikatsu Business below.

What exactly is a promotion business?

Oshikatsu business is a business that provides products and services that support the activities of fans to support their favorites. Oshikatsu goods, fan community tools, Oshikatsu advertisements (Birthday/ support advertisement), collaboration products, etc.

Is Oshikatsu a temporary fad? Will I soon stop making money?

The size of the Oshikatsu market is expanding year by year, and is now said to exceed several trillion yen. More and more people are trying to save money due to rising prices, but even so, there are still many people who spend their money on other things. Also, otaku culture existed even before the word oshi became popular. People who passionately support specific people or works have existed for a long time, so the popularity of promoting them is unlikely to slow down. By staying on top of your fans' needs, you should be able to generate profits in the long run.

Summary

Now that Oshikatsu has become a big trend, businesses related to Oshikatsu are rapidly increasing.

In order to succeed in this promotion-related business, it is extremely important to deeply understand the psychology of fans and accurately grasp their true needs.

Since the promotion business is still a relatively new field, there are many untapped areas left. We have high hopes that unprecedented innovative services and ideas will be born.

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