In Tokyo’s Ikebukuro district, a unique restaurant modeled like a karaoke parlor provides a glimpse into the world of idol fandom. Here, guests not only enjoy food and drink but also immerse themselves in live concert footage and music videos, reflecting a trend where supporters dedicate a significant portion of their spending on their favorite celebrity idols.
The concept, known as oshikatsu, revolves around fans’ enthusiastic and often lavish expenditures on items ranging from concert tickets to exclusive merchandise. A vivid example is a 28-year-old woman who routinely visits concerts, purchasing photos and memorabilia, and sees her financial contributions as a passionate commitment to the success of her chosen idol group.
Beyond personal enjoyment, this behavior has broader economic implications. Researchers and industry experts note that such spending habits, especially among younger generations who are quick to adopt social media trends, are stimulating consumer demand. Even the Bank of Japan has taken note, citing the increased willingness of younger consumers to invest in leisure experiences that go beyond everyday needs.
While Generation Z appears to be at the forefront of this trend, the appeal of oshikatsu is not confined to the young. Older fans also engage deeply with their favorite art forms, whether that be supporting traditional enka singers or re-experiencing nostalgia through long-abandoned musical acts. This cross-generational phenomenon underscores how cultural passion and a pursuit of personal meaning can drive significant economic activity in contemporary Japan.