The Oshikatsu Expo opened at Tokyo Big Sight on June 24 to showcase goods and services tailored to dedicated fan activities [5].
The event highlights the commercialization of "oshikatsu," the act of supporting a favorite idol, character, or celebrity. As this cultural phenomenon expands, Japanese companies are aggressively developing new products to capture a massive and loyal consumer base.
Market data underscores the scale of this trend. The oshikatsu market was valued at approximately 3.8 trillion yen as of March 2025 [1]. Participation is widespread, with an estimated 26 million people between the ages of 15 and 69 engaging in these activities [2], representing more than 30 percent of the national population [2].
The exhibition serves as a hub for businesses to introduce tools that help fans make their daily lives more vibrant. The number of participating companies varies by report; FNN said that 240 companies exhibited [3], while PR TIMES reported a higher figure of 1,250 companies [4].
Companies are moving beyond simple merchandise to offer integrated services that facilitate fan gatherings and collection management. The expo, which runs through June 26 [5], demonstrates how a niche hobby has transitioned into a mainstream economic driver in Japan.
Industry representatives said the goal is to integrate these fan-centric services into the everyday routines of consumers. By providing specialized goods, companies aim to sustain the long-term engagement of the millions of people who identify as active supporters of their favorite figures.
“The oshikatsu market was valued at approximately 3.8 trillion yen as of March 2025.”
The scale of the Oshikatsu Expo indicates that fan culture is no longer a subculture but a primary pillar of the Japanese consumer economy. With over 30 percent of the population participating, the transition from simple merchandise to a 3.8 trillion yen ecosystem suggests that businesses now view emotional investment and fandom as reliable, scalable drivers of retail growth.
