Superfan spending across Japan lifted the country’s annual retail turnover by 2 per cent, according to figures highlighted by Rick Kelsey on BBC Business Daily on 12 November 2025.

Economists credit the surge to oshikatsu, the dedicated fan culture of spending money and time to support idols through merchandise, concerts, and streaming, with helping pull retail sales out of a long slump.

The practice stems from the Japanese verb osu, meaning to endorse or support, which evolved into a noun during the 2000s across domestic idol and anime communities. Today, the behaviour extends far beyond live entertainment venues into everyday high-street retail, convenience stores and food service.

Consumers regularly purchase acrylic character stands, plush toys, key chains and branded photo cards designed to be carried and photographed in daily settings. Food and beverage operators capture direct spend through collaboration menus, where cafes offer themed items linked to character birthdays, anniversaries and content releases.

Retailers also capture revenue through dedicated colour-coded apparel, accessories and travel packages tied to anime pilgrimages, where fans visit real-world locations featured in specific series.

For department stores, convenience chains and shopping centre landlords across Japan, the commercial impact alters basic merchandising strategy. Conventional retail relies on broad demographic appeal and seasonal discounting, but fan-driven retail operates on high price tolerance and non-negotiable loyalty to specific intellectual property.

Operators that secure exclusive licensing rights and limited-run character merchandise generate immediate foot traffic without heavy promotional markdowns. The risk sits entirely in inventory timing and intellectual property selection, because secondary-market saturation or sudden shifts in fan interest leave unpartnered stock stranded on store shelves.

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