[Special Feature: The Future of the Entertainment Business] Mana Kamioka: The Current State of "Oshikatsu," "Otaku," and "Oshi"

When did we start hearing the term "oshikatsu" (supporting one's favorite) on a daily basis? By 2021, it had apparently gained enough mainstream recognition to be nominated for the "U-Can New Words and Buzzwords Awards." Even if the name "oshikatsu" was coined in the 2020s, the activities now referred to by this name—enjoying specific content as a fan of someone or something, or enjoying interactions with fellow fans derived from that—have likely been practiced for at least 50 years. Academically, there is a body of work that originated with audience studies in the 1970s within the field of cultural studies and evolved into fan (or fandom) studies in the 1990s. While media environments have changed, activities similar to "oshikatsu" are not a particularly new phenomenon. However, it feels as though the various things labeled as "oshikatsu" are bringing about a different trend than before. This may be due to a change in the image of the "otaku," which is clearly different from the era of "otaku bashing" that is said to have occurred following the 1989 Tokyo-Saitama serial child murders.

As of 2024, what exactly is this "oshikatsu" that we are seeing? I will reflect on the current state of "oshikatsu" while touching upon specific examples related to the culture surrounding it.

Starting with "shukatsu" (job hunting), which began to be used in the late 1990s, various "-katsu" activities such as "konkatsu" (marriage hunting), "asakatsu" (morning activities), and "shukatsu" (end-of-life planning) have become established in Japanese society through the media. "Oshikatsu" was undoubtedly born from this wave of "-katsu" terms. As mentioned at the beginning, the act of loving, supporting, or enjoying someone or something is not particularly new. However, by collectively referring to the object of affection as an "oshi" and using the term "osu" to describe consumption behavior related to that "oshi," the packaging of these actions as "oshikatsu" has given the term a certain influence. It has led people to recognize actions they previously didn't think of as "supporting" as "oshikatsu," or made people without an "oshi" feel like they want to engage in "oshikatsu." This is evident in the words of people who call their favorite convenience store sweets that they buy frequently their "oshi," or who say they want an "oshi" just like they would want a lover or a friend.

Originally, the word "oshi" was jargon used among fans of specific genres. There are various theories about its first appearance, but I personally learned of the word around 1999. At that time, among fans of Morning Musume and Hello! Project (initially just Hello!), there was a culture of calling one's favorite member "ichi-oshi" (first favorite) and the second favorite "ni-oshi" (second favorite). It is possible it was used among fans of other female idols besides Hello! Project, or perhaps earlier idol fan terminology was repurposed. Later, after the opening of the AKB48 Theater in 2005, idol fans who used the word "oshi" became fans of AKB48, leading to the term being used within the AKB48 fan community as well.

Subsequently, triggered by the active adoption of the word "oshi" in AKB48 content and products, it began to be used frequently in the media and gradually permeated the general public. Overseas fans, especially fans of Japanese idols and their sister groups, also use the word "Oshi" for their particularly favorite members. For example, in Indonesian idol fandom, the phrase "Siapa Oshinya?" (Who is your oshi?) often serves as a conversation starter between fans.

In the 4th edition of "Daijirin" revised in 2019, "oshi" is defined as "The act of recommending. Specifically, youth slang referring to 'supporting' or 'being a fan of' someone." Before "oshi," I think it was common to talk about something simply as one's favorite or to say one was "hamatteru" (hooked on/obsessed with) something, but the word "oshi" is likely very versatile. Depending on the culture, terms like "tanto" (person in charge) or "hiiki" (favorite/patronage) are likely used in the same way, but currently, "oshi" has such comprehensive elements that it is sometimes used to explain "tanto" or "hiiki." As a result, the word "oshi" is being applied broadly to all objects of interest, even if one isn't necessarily "supporting" them or isn't a "fan."

On February 29, 2024, Sanrio Co., Ltd. released "Oshikyun," an oshikatsu support app for smartphones. This app is part of the "Sanrio Character Enjoy Idol Series," which was first released in May 2019 and has since seen a succession of new products. It provides functions to "support fan activities (oshikatsu) for all people who support everything from idols and actors to characters and content" *1.

The app includes a schedule-sharing feature called "Community," where users create communities for each "oshi." The categories for these communities are diverse, including "Idol," "K-POP," "Band," "Artist," "Theater/Musical," "2.5D," "Actor," "Voice Actor," "Anime/Manga/Movie," "Game," "Character," "Sports," "YouTuber," "Vtuber," "Comedian," "Utaite," "Influencer," "Talent," and "Other." Within "Other," communities have even been created for the Metropolitan Expressway and specific soba shops, showing that the targets of oshikatsu are extremely broad.

Furthermore, the developers of the "Enjoy Idol Series" are themselves idol fans who propose products and services they actually want to use within the company. In other words, the structure is such that the corporate side actively engages with the consumer's "oshikatsu" as fans who also perform "oshikatsu." Fans are no longer just the consuming side, nor is it just a movement of "convergence culture" such as derivative works as pointed out by media researcher Henry Jenkins; they also exist within the "oshikatsu" ecosystem as the side providing content. This trend can be described as aiming for commercial revitalization by moving closer to the culture of the "otaku" and those performing "oshikatsu" through products, works, and services by fans for fans, while also increasing familiarity and a sense of security to strengthen ties with consumers. Additionally, people who do not have an "oshi" may see products and services for "oshikatsu," become interested in "oshikatsu" itself, and come to the idea that they want to do "oshikatsu" or want an "oshi."

In the past, people with an "oshi" were viewed as "otaku" through a lens that was by no means positive. It was not uncommon for people to be subjected to heartless words or acts of violence such as slander and bullying simply for being recognized as an "otaku." For a long time, being an "otaku" was recognized as something to hide or be ashamed of (personally, I still have a strong sense of this, though I limit it strictly to myself), but when I ask the current generation of teenagers and those in their early 20s through classes, the image of "otaku" is apparently not negative.

In a guest lecture given by Wakako Kashino of the National Institute for Japanese Language and Linguistics at a junior high school in Kanagawa Prefecture, she reportedly discussed the changes in the definition of "otaku" in the 8th edition (published in 2019) of the "Iwanami Japanese Dictionary," for which she served as editor, compared to the 7th edition (published in 2011). "The definition in the 7th edition of the same dictionary was 'A person (with a gloomy vibe) who shuts themselves into their own narrow world of hobbies and preferences and does not want to socialize with the world,' showing a prominent negative meaning. When I read that aloud, the students let out a sound that was neither surprise nor disappointment. In contrast, the definition in the 8th edition was changed to a modern and positive meaning: 'A person who deeply loves a specific field of interest and possesses or collects knowledge or items in that field more than the average person, or who takes action in that field.' The students all voiced their approval as if to say 'That's the one!' and the atmosphere became lively" *2.

Incidentally, while the expression "oshikatsu" is frequently used in the media, in reality, "oshikatsu" is often called "otakatsu" (otaku activities) or simply "otaku." What was originally a second-person pronoun "otaku" (your house/you) has also been turned into a verb, as in "otaku-suru" (to do otaku things) or "otaku-shitai" (I want to do otaku things). For example, going to live events or concerts, going out to buy merchandise, or gathering with friends to watch videos all fall under "otakatsu" or "otaku-suru."

It was also thought that being an "otaku" meant prioritizing specific interests and not spending time or money on other aspects of daily life. However, actions such as buying new clothes or going to a hair salon for the sake of being an "otaku" (= "oshikatsu") are no longer rare among "otaku" (= fans). Haruka Tsutsui, who has conducted extensive research on the act of "osu" (supporting), points out that in recent years, especially regarding female otaku, "otaku-like hobbies (anime, manga, games, and idols)" and hobbies such as beauty and cosmetics have come to be linked quite actively. As a result, items for makeup and fashion have become tools for "supporting," and they themselves have also become objects to be supported (Tsutsui then develops a discussion about the dilemma of being an otaku within the gaze of others and communication) *3.

While the change in the "otaku" image is evident, I also feel a sense of discomfort. For those whose hobbies and preferences have always been tied to the word "otaku," the term had a negative meaning, including self-deprecation. There is a sense of unease that the expression "otaku," which certainly possessed the quality of "shutting oneself into one's own narrow world of hobbies and preferences and not wanting to socialize with the world," is being accepted simply as something open and positive within the "oshikatsu" package.

As mentioned earlier, the word "oshi" has also spread as a very common vocabulary in recent years. However, the current situation seems to be that the word is overused without much scrutiny of what it means, and only the "oshikatsu" culture is diffusing in all directions. The targets are broad, ranging from convenience store sweets to close friends, and there is a tendency to be guided toward the expression "oshi" as long as there is an implication of being favorable.

Regarding the state of being interested, liking, or being obsessed, the emotions individuals hold are actually very diverse. For example, even if we limit it to idols, whether one is simply "supporting" them in a state of gaining satisfaction by watching stages, musical works, or video works varies from person to person. For someone who feels an attachment where the content is at the center of their daily life and is almost a part of their life, the word "fan" might not feel right. Even if one says "oshi," the nuance differs depending on the case, and there are many situations where the word "oshi" is avoided in the first place. Fine nuances that should have been shared when the term was used only among specific fans are lost as it becomes generalized. The current word "oshi" has a tendency to somewhat crudely lump together these different feelings that vary by person.

While the meaning of recommending or nominating can be read into "osu," that too does not necessarily fit every situation. Liking something and recommending it to someone do not always happen at the same time. However, by erasing such subtleties without conveying them, what is being done and what is happening in the activity currently called "oshikatsu" is made slightly harder to see.

There is also the concern that "osu" is simply being justified. In the sense of recommending, of course one might recommend something they like to someone else. However, when thinking calmly about the act of excessively advertising on behalf of the object because one likes it, or expressing gratitude to people who showed interest, I sometimes feel that it might actually be neglecting the existence of the object itself. Also, devoted "oshikatsu" easily becomes a heartwarming story, but are there any perspectives being missed there? Among the actions one takes because of an interest in something, some evoke ethical conflicts. However, people proceed without reservation because it's their "oshi" or because it's "oshikatsu." While there are many such points to consider regarding "supporting," the fact that people rarely stop to think might be an issue of it becoming a boom *4.

I have experience working as an actor and an idol, and I have also been an "otaku" for 30 years. As someone who has been immersed in the various cultures now called "oshikatsu" as a performer, creator, and fan, I have a concern that currently, only the bright sides of "oshikatsu" and "otaku" tend to be emphasized. Behind the loud talk of an existence called an "oshi" being indispensable to life with words like "reason for living" or "source of life," many social problems are also emerging, such as fraud, harassment, illegal resale, debt accompanying large payments, and forced prostitution. Though it is rarely looked at, there is also the mental pressure on the side being supported.

Rather than simply lumping the front and back together and criticizing them, we need to pay close attention to what is happening within these pleasant-sounding expressions. Being "supported" is essential for commercial success in the entertainment business, but that is, needless to say, a natural structural element regardless of the "oshikatsu" boom. Precisely because the boom is acting as a trigger, I want to closely examine the actual situation and consider what "oshikatsu," "otaku," and "oshi" mean, including the challenges involved.

*1 Sanrio, February 29, 2024, "Industry First! Oshikatsu Support App 'Oshikyun' Long-awaited Release on 2/29 (Thu)!" https://prtimes.jp/main/html/rd/p/000000559.000037629.html