TOKYO - Japan’s culture of passionately supporting favorite idols and anime characters—known as “oshi-katsu”—has expanded rapidly in recent years, with around 20 million people now actively engaged, as virtual avatar performers emerge as a driving force behind a market that has grown to 100 billion yen a decade after the birth of the world’s first VTuber, Kizuna AI.
The practice of “oshi-katsu,” in which fans devote time and money to supporting their favorite personalities, has evolved into a major consumer trend, reshaping entertainment and digital engagement across the country. According to research by Oshi-Katsu Research Institute, participation has surged, reflecting a broader shift toward personalized fandom and interactive experiences.
At the center of this transformation are VTubers—online creators who use animated avatars to stream content and interact with audiences in real time. Since the debut of Kizuna AI ten years ago, the industry has expanded at a remarkable pace, establishing itself as a key pillar of Japan’s digital entertainment economy.
These virtual performers have cultivated highly dedicated fanbases, generating intense enthusiasm through live streaming, merchandise sales, and fan-driven events. As technology continues to advance, the boundary between virtual and real-world entertainment is increasingly blurred, further amplifying the influence of avatar-based content.
The rise of VTubers underscores how Japan’s “oshi-katsu” culture is entering a new phase, with virtual identities now playing a central role in shaping the future of fandom and driving sustained market growth.
Source: Kyodo
