Japan’s fervent fans of everything from pop idols and anime characters to online streamers have turned their devotion into an inflation-proof pillar of the consumer economy.
From collecting Hello Kitty knickknacks to manga figurines, what was once considered a niche hobby has evolved into a fan-merchandising economy estimated to be worth ¥4.1 trillion ($25 billion). The phenomenon, known as oshikatsu, has even attracted the Bank of Japan’s attention as a source of spending among the young.
The expanding ranks of devotees are drawing a wide and fast-growing range of businesses eager to tap new sources of retail revenue in an otherwise sluggish economy. The Oshikatsu Expo, held in Tokyo last month, saw more than 240 suppliers setting up booths to hawk their wares to the companies that manage popular idols and characters — up from roughly 20 when the trade show started two years ago.
AloJapan.com