The Center of Japanese Trends: The Power of 'Oshi'

Right now, there's no doubt that the word "Oshi" is at the heart of Japan's trends. People of various generations, from millennials to Gen Z, especially women, carry their "Oshi" close to their hearts. If you ever visit Japan, try interviewing a girl you pass by about her "Oshi." Most of them will probably talk passionately about their favorite.

Originally, "Oshi" in Japanese means "push." It was around a dozen years ago when Japan saw the rise of a major idol group. Because it was a large group of female idols, a common language was needed among otaku to express their favorite member. That's when the word "Oshi" came into widespread use.

Simultaneously, the concept of "Oshi" began to generalize. It expanded beyond just idol groups and started referring to actors, musicians, influencers, or even favorite game and anime characters. "Oshi" carries a nuance that goes beyond the English "favorite."

So, how does "Oshi" differ in nuance from "favorite" in English? Comparing them, "Oshi" has a stronger connection with one's inner self. "Oshi" isn't merely an idolized figure; it becomes an essential element in one's identity.

This is evident from the ongoing media coverage of the sexual abuse scandal involving Johnny's talent agency, where many fans continue to support the agency. Johnny's has nurtured idol groups as a family business for many years, and the idols are seen as integral parts of that family. Consequently, many fans feel a deep attachment to the agency.

Critically, rejecting the agency and pushing for its dissolution can be seen as a significant issue, akin to damaging one's own identity. The bond between "Oshi" and fans is so strong that once this relationship is established, the business becomes extremely resilient.

Fans often derive satisfaction from financially supporting their "Oshi." This act may resemble offering tributes to a deity. The relationship between "Oshi" and fans is not easy to sever, and that's why once it's established, the business becomes incredibly robust.

NIJISANJI, a domestic Vtuber agency, started in 2018 and went public on the Tokyo Stock Exchange Prime Market four years later. As of September 2023, the market capitalization of the company operating NIJISANJI is approximately 190 billion yen. The main sources of revenue are fan donations during Vtuber live streams and merchandise sales – the results of fan dedication.

In contrast, major YouTuber agencies primarily reliant on advertising models experienced rapid growth followed by financial losses shortly after. The business model centered around "Oshi" continues to exhibit steadfast growth.

While it's uncertain how widely the concept of "Oshi" will spread in the future, in a landscape where differentiation in information value is crucial, it's worth keeping an eye on the potential for a greater emphasis on personality-based relationship building across various domains.