What Is Oshikatsu? Japan's "Support Your Favorite" Lifestyle, Explained by Marine

Article

"Oshikatsu" is the umbrella term for basically all devoted-fan behavior in Japan — and it can apply to far more than idols.

Supporting Your Favorite, as a Lifestyle

"Oshikatsu" combines "oshi" (a favorite) and "katsu" (activity), describing time and money spent actively supporting something you love. The concept traces to 1980s idol fan culture, shaped by groups like Morning Musume and AKB48.

More Than Just Idols

An "oshi" can be a real person, a fictional character, or even a favorite restaurant. The concept grew significantly during COVID-19 and was recognized among Japan's 2025 buzzwords.

What To Know

Recognizing that "oshi" can be genuinely anything clarifies why "oshikatsu" gets used so broadly in casual Japanese conversation — it's a general framework for devoted support behavior, not exclusive to idol culture.

Oshikatsu's significant growth during COVID-19, when in-person events were largely unavailable, suggests the concept expanded partly as a way of maintaining active fan participation and identity.

What Fans Are Saying

• "Oshikatsu applying to literally anything you love is such a flexible concept."
• "Makes sense it grew during COVID when genba wasn't possible."
• "Cool that it made Japan's buzzword list."

Original Japanese

• 「推しが本当に何でもいいというのは自由な考え方ですね」
• 「コロナ禍に広まったというのは納得です」
• 「流行語に選ばれたのはすごいことだと思います」

Easy Japanese

「推し活」は、大好きな人やキャラクター（推し）を応援するために時間やお金を使う活動のことです。