Business Opportunities in Hong Kong’s “Oshi-katsu” Market
February 18, 2025
Japan External Trade Organization (JETRO)
Introduction
“Oshi-katsu” is a Japanese term that loosely translates to “supporting one’s favorite idol or character.” In recent years, this trend has gained significant popularity in Hong Kong, creating a growing market for businesses targeting fans.
Market Overview
Hong Kong’s “oshi-katsu” market is characterized by:
- Strong purchasing power: Fans are willing to spend significant amounts on merchandise, concert tickets, and other related products.
- Diverse fan base: Fans span various demographics, including young adults, teenagers, and even the elderly.
- Social media presence: Fans actively engage on social media platforms to connect with each other and express their support for their idols.
Market Size and Growth Potential
The “oshi-katsu” market in Hong Kong is estimated to be worth billions of Hong Kong dollars and is projected to continue growing in the coming years. Factors contributing to this growth include:
- Rising popularity of anime and Japanese pop culture: Anime and Japanese music have become increasingly popular in Hong Kong, driving demand for related products and experiences.
- Expansion of entertainment industry: Hong Kong’s entertainment industry has seen a surge in the number of idol groups and individual idols emerging, creating more targets for fan support.
- Increased disposable income: With rising incomes, fans are able to allocate more money to their “oshi” activities.
Business Opportunities
Businesses can capitalize on the growing “oshi-katsu” market in Hong Kong by offering a variety of products and services:
- Merchandise: Sale of official and fan-made merchandise, such as figurines, posters, and clothing.
- Events and experiences: Organization of concerts, fan meetings, and other events that allow fans to interact with their idols.
- Social media management: Services to assist idols and fan groups in managing their online presence and engaging with fans.
- Fan subscription boxes: Regular boxes containing exclusive merchandise, behind-the-scenes content, and other perks for fans.
- Hotel and travel packages: Packages designed for fans traveling to Japan or other countries to attend concerts or visit idol-related attractions.
Key Considerations
When entering the “oshi-katsu” market in Hong Kong, businesses should consider the following:
- Cultural sensitivity: Understand and respect the unique customs and etiquette surrounding idol support in Hong Kong.
- Competition: The market is highly competitive, so it’s important to differentiate products and services and build a strong brand identity.
- Localization: Adapt products and services to the local market, considering language, preferences, and cultural nuances.
- Collaboration: Partner with local businesses and industry players to gain access to fan communities and expand reach.
Conclusion
The “oshi-katsu” market in Hong Kong presents significant business opportunities for companies targeting fans. By understanding the market dynamics, offering relevant products and services, and addressing key considerations, businesses can tap into this growing and lucrative market.
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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