With news and culture traveling almost instantly across borders, East Asian entertainment is gaining real traction around the world. Groups like BTS, TWICE and Yoasobi have achieved global recognition, and even American studios are starting to capitalize on the trend though movies like "K-Pop Demon Hunters," a K-Pop-themed musical.
In Japan, where some of these trends start, this influence directly intersects with advertising and PR, as Japanese PR agencies collaborate with entertainers to promote brands and products. This is because Japanese PR agencies understand the power of oshikatsu or fan “support activities” for engagement. These tactics are not just applied in Japan, but across East Asia, proving a powerful framework for global campaigns.
How can PR specialists harness this cultural phenomenon in their own work?
What is Oshikatsu?
The word oshikatsu is a Japanese slang term derived from two pre-existing words. The first, oshi, is the word for “support” although colloquially, an oshi refers to an entertainer one supports. For example, if one is a fan of singer Billie Eilish, they can say that Eilish is their oshi.
The second part of the word comes from the word katsudou, meaning “activities.” Thus, oshikatsu roughly translates to “support activities.”
Oshikatsu encompasses the ways fans express that support, from creating fan art and running online communities to attending concerts, writing letters and buying merchandise. While rooted in Japan, this culture extends beyond its borders and into East Asia broadly.
When compared to other forms of fandom, one of the defining features of oshikatsu is the focus on elevating an oshi’s visibility and status. For example, fans might purchase multiple copies of an album to inflate sales figures and improve chart rankings. This is especially prominent in the “idol” genre of musical acts, where companies release several versions of the same album, each with a different band member on the cover or exclusive photo cards inside. Fans see this as both an act of loyalty and a way of helping the oshi. Fans may also repeatedly attend live shows, travel long distances for fan events, and collect merchandise or limited-edition goods tied to their oshi. In America, fans of Taylor Swift, for example, may exhibit some of these behaviors.
Beyond sales, oshikatsu also thrives through online fan communities, which frequently coordinate large-scale projects such as renting billboards and organizing birthday events to promote their oshi. Through these efforts fans create loyal followings for their oshi, each possessing immense communications potential.
Oshikatsu: An Integral Part of the Economy
While once a part of Japanese society that was relatively niche, oshikatsu are now seen as mainstream and a large driver of consumption in the Japanese economy. It is estimated that the number of people engaged in oshikatsu is around 14 million in Japan, which is over 11% of the population. It is estimated that oshikatsu has contributed about JPY 3.5 trillion–($23.5 billion in USD) to the Japanese economy.
Unlike other Japanese enthusiast hobbies such as anime or gaming, oshikatsu attract a broader demographic. While men dominate most enthusiast hobbies, women aged 16-30 dominate oshikatsu, with the fastest growing demographic being women in their thirties. Some research shows that up to 41% of young women spend their free time on oshikatsu-related activities, often giving up other hobbies to do so.
How Oshikatsu Can Be Used in PR and Marketing
Due to how prevalent oshikatsu have become, it is unsurprising that many companies with few direct ties to the entertainment industry use idols, actors and other types of oshi in their messaging. Studies estimate that 60% of consumers in Japan like the brand more after seeing an entertainer advertise the product, and that 80% of consumers will purchase a product or service after watching an entertainer promote it.
The effect of these collaborations is two-fold. First, they attract people to the brand, who originally had little interest in the brand to the brand, due to oshikatsu. Maybe a person would not normally eat at a certain restaurant or shop from a particular brand, but if their oshi is involved in an exclusive collaboration it is likely to inspire interest. They also come with an unspoken endorsement—an oshi’s image on a product suggests to audiences that it’s something they trust.
A well-known example of this is the BTS meal at McDonalds. Launched in 2021, the collaboration between the global fast-food chain and the K-pop supergroup offered a limited-edition menu set and special packaging. Although critics could dismiss the product as merely chicken nuggets with new dipping sauces, fans saw it as a chance to collect exclusive merchandise related to their idols.
For another example, one can look at the sheer amount of MLB superstar Shohei Ohtani's merchandise in the Japanese market. Beyond his jersey and other baseball trinkets, he also has a variety of other sponsorship deals, from Oi Ocha tea bottles with Ito En and the Boss Selected by Shohei Ohtani clothing line by Hugo Boss to exclusive in-game cosmetics in Fortnite. He even co-owns his own brand of pre-workout energy drinks, in which he prominently features on the packaging.
Ultimately, the culture of oshikatsu creates a system where fans will buy something immediately due to its association with an oshi. This gives you a pre-installed fanbase, that you as a PR pro can easily tap into.
Finding the Oshi for your Oshikatsu PR
To that end, one must ask the question: what makes for a good oshi for an oshikatsu PR campaign? While it might be tempting to choose the most popular entertainer, they are not always the best fit and can be quite expensive. Rather, it is better to choose an oshi whose image aligns closely with the brand. For example, a lifestyle brand targeting young professionals may gain more traction with a rising star who reflects ambition and authenticity than a celebrity with a broad appeal. In this way, deep fan engagement matters more than sheer numbers, since a dedicated niche audience can reliably amplify the brand’s message.
Additionally, brands must consider the entertainer’s reputation for stability and professionalism. Someone who consistently avoids scandals and maintains a positive image with fans will be a safer long-term investment than a controversial figure. Ultimately, the best oshikatsu partnerships are built not on chasing short-term popularity but on finding entertainers who are reliable and avoid controversy.
Integrating Oshikatsu Into PR and Marketing Campaigns
When used correctly, the phenomenon of oshikatsu can create massive opportunities for brands across the globe. Here are some key points to consider when integrating oshikatsu into a PR and marketing strategy:
- Leverage trust: Fans’ loyalty to their oshi translates directly into brand credibility.
- Maintain authenticity: Ensure the collaboration reflects both the entertainer’s and the brand’s values.
- Create exclusivity: Limited runs or exclusive collaborations can increase excitement around a campaign.
Understanding these factors will help brands leverage the oshikatsu, increasing brand awareness, engagement and ultimately, sales.
Aaron Wilson is a PR Specialist at ShapeWin, a cross-cultural PR agency based in Tokyo. With over three years of experience, he has worked with Japanese, Korean and American companies to bring their brands to new markets. With a strong understanding of East Asian sociocultural dynamics, he helps international clients navigate the nuances of their target markets with an emphasis on localizing content over simple translation.