(*1) For details on “Depth X by GMO,” please refer to the press release dated Monday, March 10, 2025:
Press Release
■ About 70% practice “oshi-katsu”! It has become part of everyday life
• Oshi-katsu participation rate: 69.3%, with a high level among women at 79.4%.
• Share of thoughts occupied by “oshi” in daily life: 18.7% of women answered that they are “always thinking about their oshi.”
■ “Oshi” ranking: Top is “anime and manga characters”
• Anime and manga characters ranked highest (29.5%), followed by domestic idols (24.2%) and overseas idols (12.8%).
■ More than 60% of the mind is occupied by “oshi”!?
• About 40% of those practicing “oshi-katsu” answered that “more than 60% of their thoughts are occupied by their oshi.”
• The presence of an “oshi” serves as a driving force in daily life.
■ Oshi-katsu is “a purpose in life”
• The most common answer to “If you describe oshi-katsu in one word?” was “purpose in life.”
• Responses such as “life” and “part of daily life” highlight how Gen Z perceives oshi-katsu as emotional support beyond a hobby.
■ Insights into Gen Z revealed through AI-driven in-depth research
• “Oshi” serves as an ideal self-projection and emotional support, contributing to personal growth and identity formation.
• AI interviews using “Depth X by GMO” captured insights beyond surface-level responses.
■ Survey Overview
・Survey theme: Independent survey on “Gen Z’s oshi-katsu trends”
・Survey region: Japan
・Number of respondents: 215
・Target: Males and females aged 16–22 (enrolled in high school, university, graduate school, or vocational school at the time of response)
・Survey period: May 26–May 29, 2025
・Method: Internet survey
*Weighted to reflect the market distribution by gender and age
Figures in tables/graphs are rounded to one or two decimal places, so totals may not equal 100%, and percentages may appear inconsistent even when identical
【調査結果】
■ “Oshi-katsu” naturally integrated into daily life — especially driven by women
About 70% overall engage in “oshi-katsu,” and among women, the figure rises to nearly 80%, indicating that practicing “oshi-katsu” is becoming a natural part of everyday life.
■ “Anime/manga characters” and “idols” are particularly popular
While the targets of “oshi-katsu” are becoming more diverse, anime and manga characters (29.5%) and domestic idols (24.2%) significantly outpace overseas idols (12.8%) in third place.
■ Is “oshi” always on your mind?
A survey of those who engage in “oshi-katsu” examined what proportion of their day is occupied by thoughts of their “oshi.” The results showed that nearly 40% spend more than 60% of their day thinking about their “oshi,” revealing how deeply “oshi” is integrated into their everyday lives.
■ What does “oshi-katsu” mean to me?
Finally, when asked to describe “oshi-katsu” in one word, the most common response was “purpose in life.” This was followed by responses such as “life” and “part of daily life,” indicating that many people perceive “oshi-katsu” not merely as a hobby or form of entertainment, but as something essential to their lives.
Furthermore, GMO PlayAd Inc. (President: Nobuyuki Tomioka; hereinafter “GMO PlayAd”), a consolidated company of GMO Internet, Inc. that operates a research business related to commercial videos, utilized the features of the AI-powered online research service “Depth X by GMO” to conduct additional in-depth research by asking follow-up questions tailored to each individual response.
The insights obtained from this deeper analysis revealed that “(oshi-katsu) is related to one’s inner self and mindset” and “serves as a way to define an ideal version of oneself,” indicating that the presence of an “oshi” is closely tied to motivation for personal growth.
▲ Partial results of the in-depth research conducted using “Depth X by GMO”
▲ Examples of follow-up questions automatically generated by “Depth X by GMO”
[Provision of Survey Results]
Additional survey results and detailed data beyond the above are also available. Members of the press who are interested are welcome to contact “Z Generation Trend Lab by GMO” (E-mail: [email protected]
). Please note that this information is provided exclusively to members of the press.
[About “Z Generation Trend Lab by GMO”]
(URL: https://www.ztrendlab.com/service/index.html )
“Z Generation Trend Lab by GMO” is a marketing service that deeply understands the true feelings, emotions, and values (insights) hidden within Gen Z, and supports companies in solving communication challenges they face.
By leveraging our proprietary Gen Z influencer membership network and one of the largest research panels in Japan (*2), we provide multifaceted support for marketing activities focused on younger generations.
■ Trend surveys and interview articles by “Z Generation Trend Lab by GMO”
https://www.koukoku.jp/truemarketing/genzlab/
(2) The survey monitors are linked with the “JAPAN Cloud Panel,” which has 34.26 million members in Japan (as of March 2025), provided by GMO Research & AI, Inc., a company within the GMO Internet Group that operates an internet research business.
[About GMO NIKKO]
(URL: https://www.koukoku.jp/ )
GMO NIKKO is a comprehensive marketing support company that creates new value with a focus on digital. Since its founding in 1992, it has worked to solve clients’ challenges by leveraging the extensive knowledge and expertise it has cultivated in the marketing field.
Currently, as a consolidated company of GMO Internet, Inc., which is responsible for Internet Infrastructure and Online Advertising and Media within the GMO Internet Group, it provides in-house developed services utilizing cutting-edge technologies such as AI. It supports advertisers in enhancing branding and customer loyalty, as well as media companies in maximizing revenue.
With the vision of “Surprising Partner.”, we strive to continue being an irreplaceable partner that consistently exceeds customer expectations.
