From anime to VTubers, how fan culture could encourage spending and boost Japan’s economy
In Japan, policymakers and economists are paying close attention to the oshikatsu phenomenon as a growing driver of consumer spending – and 24-year-old Momoka Matsui is one of many doing her part to shore up the economy.“If my salary goes up, I’d like to go to concerts out of town, even overseas, more frequently,” said Matsui as she, like many workers in Japan, waits eagerly for another year of bumper wage increases.Matsui, who does oshikatsu-related marketing and research as part of her overall work at advertising giant Hakuhodo, declined to identify her bands of choice because of conflict-of-interest concerns in her job.Momoka Matsui takes photos of acrylic stand figures of their favourite idols with cakes and teas which she and a colleague ordered at a Tokyo cafe where Matsui’s favourit...