What You Will Learn in This Lesson

In Japan, “oshi-katsu” (fandom activities) has grown far beyond a hobby. It has become one of the country’s fastest-growing consumer markets, worth an estimated ¥4 trillion (approximately US$27 billion). Millions of people actively support their favorite musicians, athletes, anime characters, creators, sports teams, local communities, and even brands.

Although “oshi-katsu” is a uniquely Japanese word, the idea is familiar around the world. Fans buy Taylor Swift concert merchandise, collect NBA jerseys, wear Marvel apparel, travel to Disney parks, support their favorite YouTubers, or line up for limited-edition sneaker releases. These are all examples of consumers purchasing not only products, but also emotional experiences and a sense of belonging.

For companies, the most important question is no longer “What should we sell?” Instead, it is “Why do people become passionate enough to support something?”

In today’s economy, customers purchase products because they want to create memories, express their identity, share experiences on social media, and connect with communities that share their interests.

Another interesting trend is that companies from completely different industries—including manufacturers of construction materials, electronics, fragrances, printing equipment, and industrial technology—are entering the fandom market by applying their existing technologies in new ways. This demonstrates an important principle of innovation:

New markets are often created not by new technology, but by new applications of existing technology.

In this lesson, we will examine why the fandom economy continues to expand, explore it from a marketing perspective, and discuss how fashion brands can use emotional branding to create stronger customer relationships and higher profitability.

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