TOKYO - The practice of supporting one’s favorite idols or characters, known as 'oshikatsu,' has grown into a massive market in Japan, with private research estimating spending to have reached 3.5 trillion yen this year. As demand expands, a wide range of specialized goods is driving the trend, with transparent tote bags -- known as 'ita-bags' -- emerging as a standout product.
When asked about their spending, fans reported expenses ranging from tens of thousands to over 1 million yen, often driven by purchases of multiple CDs tied to event entry applications. This underscores the scale of consumption fueling the market.
At the 300-yen shop chain 3COINS in Harajuku, a dedicated oshikatsu goods section features clothing for plush toys and other items, but the most popular is the newly released “oshikatsu tote bag.” The bag’s clear backside allows fans to display their collections of badges, keychains, and other items. One anime fan said, “I’ve filled it with 42 or 43 items. I won’t lose to anyone.” A K-pop fan added that they had bought 60 photo cards, spending about 30,000 to 40,000 yen to decorate their bag.
These heavily decorated bags are nicknamed “ita-bags,” a term reflecting their excessive and even “painful” appearance. The phenomenon is now evolving. Discount chain Don Quijote, operated by PPIH, launched a new “oshikatsu carry case” earlier this month, designed to store both travel essentials and fan goods. The company describes it as “ita-carry,” a step beyond the tote bag.
The idea came from an employee who is also a devoted fan, with product development focusing on durability and transparency to showcase collections clearly. PPIH’s Takahiro Nakagawa said the company also sees potential among inbound tourists: “If this succeeds, we believe the lineup can expand even further.”
Source: FNN
