Hong Kong’s “Oshikatsu” Market: Unlocking Business Opportunities
Date: 2025-02-18 15:00
Source: Japan External Trade Organization (JETRO)
Introduction
The “oshikatsu” market, a term coined in Japan to describe the activities of fans supporting their favorite idols or celebrities, has seen significant growth in Hong Kong in recent years. This article explores the business opportunities presented by this burgeoning market.
Understanding Oshikatsu
Oshikatsu refers to the passionate support of idols, celebrities, or other public figures by their fans. Fans engage in various activities to express their admiration, including attending concerts, purchasing merchandise, and participating in fan clubs.
The Hong Kong Oshikatsu Market
Hong Kong has a thriving oshikatsu market, particularly among young people. The popularity of Korean pop (K-pop) and Japanese idols has been a major driving force behind this growth. Fans in Hong Kong are highly engaged and spend significant amounts on supporting their favorite idols.
Market Size and Growth
JETRO estimates that the Hong Kong oshikatsu market was worth approximately 2.2 billion Hong Kong dollars (HKD) in 2023. This market is expected to continue growing rapidly, reaching an estimated 3.5 billion HKD by 2027.
Business Opportunities
The growing oshikatsu market presents numerous opportunities for businesses:
- Merchandise Sales: Fans are eager to purchase merchandise featuring their idols, including albums, photocards, and other collectibles.
- Events and Concerts: Organizers of concerts and fan events can tap into the high demand for live performances and meet-and-greets.
- Fan Clubs and Subscriptions: Businesses can establish fan clubs that offer exclusive content, merchandise, and experiences to loyal fans.
- Digital Content: Platforms and apps that provide access to streaming content, online fan communities, and interactive features can monetize on the oshikatsu market.
- Tourism: The oshikatsu market can drive tourism as fans travel to attend concerts, visit filming locations, and connect with their idols.
Targeting Oshikatsu Fans
To effectively target oshikatsu fans, businesses should:
- Understand the Fandom: Research the specific idols and fandoms that are popular in Hong Kong.
- Engage on Social Media: Utilize platforms like Instagram, Twitter, and Facebook to connect with fans and promote products.
- Collaborate with Influencers: Partner with oshikatsu influencers who can reach large audiences and promote products to devoted fans.
- Offer Exclusive Content and Experiences: Provide limited edition merchandise, behind-the-scenes access, and other exclusive opportunities to attract loyal fans.
Conclusion
The Hong Kong oshikatsu market presents significant business potential. By understanding the nature of this market and targeting fans effectively, businesses can capitalize on the growing demand for products, services, and experiences related to supporting idols and celebrities.
Business opportunities seen in Hong Kong’s “favorite” market
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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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