Table of Contents
Japan’s consumer landscape continues to evolve as cultural movements shape purchasing behavior across industries. One of the most influential trends today is oshi-katsu, a term derived from “oshi” (a favorite idol, character, or public figure) and “katsu” (activities). The phenomenon describes the ways fans actively support their favorites through merchandise purchases, events, and community engagement.
What began as a niche fan activity has grown into a significant social and economic trend. A survey conducted by MyNavi shows that approximately one in two full-time employees in their 20s participates in oshikatsu, while people in their 30s tend to spend more on related activities. The same survey also found that more than 70% of participants say oshikatsu is an important part of their lives, highlighting the deep emotional connection fans have with the culture.
As this fan-driven economy continues to grow, merchandise such as CDs, posters, photocards, and collectible items plays an increasingly important role. Many of these products are designed to be kept and displayed over time, making the quality and materials used in their production an important consideration.
When Fan Culture Meets Sustainability Awareness
Alongside the expansion of oshikatsu culture, sustainability awareness among Japanese consumers has also been increasing. Recent research shows that 56.6% of the Japanese population is aware of sustainable products and the Sustainable Development Goals (SDGs), reflecting growing interest in responsible consumption.
For fans who carefully select the merchandise they buy and display, this awareness is gradually influencing how people think about the materials behind the products they support. Items that represent emotional value and long-term connection are increasingly expected to reflect responsible production practices as well.
In this environment, sustainability becomes a natural extension of the oshikatsu experience rather than a separate consideration.
The Role of Responsible Materials in Merchandise Production
Many oshikatsu products rely on paper-based materials for packaging, printed merchandise, and collectible items. As awareness grows, responsible sourcing and sustainable material choices are becoming more relevant for manufacturers and brands producing fan-related products.
APP Group supports producers by providing paper-based materials developed under clear sustainability and sourcing standards. By ensuring that fiber sourcing and production processes follow responsible practices, manufacturers can create merchandise that aligns with both fan expectations and environmental considerations.
Supporting a More Responsible Fan Economy
As Japan’s oshikatsu culture continues to expand across younger and professional demographics, the connection between emotional engagement and responsible production is becoming more visible.
Merchandise that fans proudly collect and display represents more than a purchase—it reflects identity, passion, and community belonging. Ensuring that these products are made with responsibly sourced materials helps strengthen that connection while supporting broader sustainability awareness.
Through continued innovation in sustainable paper-based materials, APP Group aims to support manufacturers and brands in meeting the evolving expectations of Japanese consumers while contributing to a more responsible fan economy.
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