Key facts
- Japan's fandom economy is valued at $26 billion.
- The economy is expanding due to digital transformation.
- The concept of fame and stardom in Japan is changing.
Japan's "oshikatsu," or fandom, economy, which generates $26 billion by leveraging enthusiasm for specific individuals and characters through spending on related goods and content, is experiencing rapid expansion. This growth is occurring as the country's digital transformation reshapes the very definition of fame and stardom.