Hong Kong’s “Oshi-Katsu” Market: Exploring Business Opportunities
By Japan External Trade Organization (JETRO)
Date: 2025-02-18 15:00
Introduction
The “oshi-katsu” market, a term coined from the Japanese word “oshi” (推す), meaning “to support,” refers to the spending habits of individuals who are passionate about supporting their favorite celebrities, idols, and other public figures. In recent years, the oshi-katsu market has emerged as a significant economic force in Hong Kong, presenting lucrative opportunities for businesses to tap into.
Market Size and Growth Potential
According to a JETRO survey, the Hong Kong oshi-katsu market is estimated to have reached a staggering size of 20 billion Hong Kong dollars (HKD) in 2025. This growth is primarily driven by the rise of social media and streaming platforms, which have expanded the reach of entertainment content and fostered a strong fan culture.
Driving Factors
The oshi-katsu market in Hong Kong is fueled by several key factors:
- Strong passion for entertainment: Hong Kongers are known for their passion for entertainment, particularly for Japanese anime, K-pop, and local Cantopop.
- Limited physical venues: Due to Hong Kong’s compact urban environment, there are limited opportunities for fans to interact with their idols in person.
- Online platforms: Social media and streaming services have created virtual communities where fans can connect with each other and share their passion.
Product and Service Opportunities
The oshi-katsu market offers numerous opportunities for businesses to cater to the needs of dedicated fans:
- Merchandise and collectibles: Official merchandise, such as albums, concert tickets, and branded goods, are highly sought-after by fans.
- Experiential events: Exclusive events, fan meetings, and online concerts provide unforgettable experiences for fans.
- Digital content: Streaming services, video-on-demand platforms, and social media apps offer a convenient way for fans to access their favorite content.
- Personalized services: Personalized services, such as fan clubs and membership programs, provide fans with exclusive access and rewards.
Target Consumers
The target consumers in the oshi-katsu market are primarily young adults, particularly those between the ages of 18 and 30, who are highly engaged with entertainment content and have a strong desire to support their idols.
Business Strategies
To successfully tap into the oshi-katsu market, businesses can adopt the following strategies:
- Understand fan culture: Research and understand the unique characteristics of the oshi-katsu market and the specific interests of different fan groups.
- Create compelling products and services: Offer high-quality merchandise, immersive experiences, and engaging digital content that appeal to fans’ passion.
- Leverage online platforms: Utilize social media, streaming services, and other online platforms to connect with fans and promote products and services.
- Collaborate with influencers and idols: Partner with popular influencers and idols to reach out to their dedicated fan bases.
Conclusion
The Hong Kong oshi-katsu market presents significant business opportunities for companies seeking to capitalize on the growing passion for entertainment and celebrity culture. By understanding the market dynamics, creating compelling products and services, and leveraging online platforms, businesses can effectively target and engage with dedicated fans, driving revenue and fostering long-term customer loyalty.
Business opportunities seen in Hong Kong’s “favorite” market
The AI has provided us with the news.
I asked Google Gemini the following question.
日本貿易振興機構 a new article on 2025-02-18 15:00 titled “香港の「推し活」市場にみるビジネスチャンス”. Please write a detailed article on this news item, including any relevant information. Answers should be in English.
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