YII LIFE
2022.03.29
The New Japanese Culture “Oshikatsu” Experienced in Taiwan
Since the outbreak of the COVID-19 pandemic, people’s way of life all over the world has been greatly changed. During this time, a new culture in Japan was spreading at an unstoppable speed, and it even became a national movement. Let’s see what “OSHIKATSU” is!
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PhotoAnita Lin

TextAnita Lin

Speaking of “Oshikatsu”, we have to talk about “Oshi” first. Because one likes an actor or idol so much that one wants to recommend that person to everyone. This actor or idol that one wants to recommend is “Oshi”.

The word “Oshi” has appeared for a while. In 2000, fans of Japan’s national idol Morning Musume began to use the word on the online board. Later, AKB48’s use of this word makes it popular. In 2010, the word was even nominated for Japan’s popular words award. In August 2021, the Japanese media Mainichi Shimbun (daily news) conducted a questionnaire survey on the public. The survey found that as high as 96% of the respondents knew what the word “Oshi” means, and more than half of them use this word in their daily life.

The definition of “Oshi” is now very broad. It is not limited to star idols, anime characters, games, 2.5-dimensional idols, Disney characters, sports stars, historical figures, etc. Whatever can be thought about can be “Oshi.”

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“OSHIKATSU” Becoming a National Movement in Japan
Japanese people like to call activities "OOkatsu." For example, finding a marriage partner and going to a party held by a match-making club are called "Konkatsu." That high school girl looking for an older man to date in exchange for money is called "Babakatsu." "Oshikatsu" means activities related to Oshi, including:
 
1. Encounter Oshi
Go to concerts, watch DVDs, theater performances, visit the places related to Oshi.
2. Get close with Oshi 
Buy fan merchandise, go to co-branded coffee shops, attend fan gatherings, and hold birthday parties without Oshi in person.
3. Develop Oshi aura
Have the same clothes and wear the clothes of representative colors for Oshi activities (group members usually have their own representative colors, the color of your favorite idol is "Oshi color").
4. Promote Oshi activities
Voice one's opinions on social media platforms to convey the charm of Oshi, promote Oshi's works to relatives and friends (this behavior can also be called missionary's work).
5. Feel Oshi
Quietly thinks about Oshi and be grateful for the existence of Oshi.

 

Case of "Oshikatsu": Eiji Akaso's fans held a "birthday party with Akaso not being present."

 
It is necessary to say that the rapid rise of "Oshikatsu" has a lot to do with the pandemic. There are many restrictions on entertainment activities during the COVID-19 pandemic. Concerts and performances have been canceled. Fans have nowhere to show their love for Oshi activities because they cannot see the people they like. Therefore, they come up with "Oshi activities" to be satisfied.

 

Oshikatsu merchandise from Sanrio (left) and San-X (right)

 
Oshikatsu has become a national movement in Japan. The hotel provides exclusive rooms with large screens, high-end audio, hand lamps, decorations, meals, etc. There are labeled drinks with customized names and coffee shops with different Oshi colors. The toymaker Sanrio whose main product is HELLO KITTY, San-X, the manufacturer of Rilakkuma, Sumikko Gurashi, and even the store that sells goods at one-hundred Japanese yen all have original products and props for Oshikatsu.
 
The Amazing Market Value of "Oshikatsu" 

 

Customize the drink with the name "Oshi." Put it side by side with Oshi posters and products.

 
Rin Usami, a 21-year-old girl, wrote a book about Ohshikatsu, titled "Oshi, Moyu" ( Oshi, Burning ). The work won the Akutagawa Award in 2020. The award is the highest honor in the Japanese literary world. Although some people argue that talking about idols is not literature, it cannot be ignored that the powerful force of "Oshi" has prevailed in Japanese society.
 
According to the analysis report of "Consumer Action Survey 2021" by Hakuhodo, the second-largest advertising company in Japan and the seventh-largest advertising company in the world, the market size of "Oshikatsu" in 2021 will be about 117.1 billion Japanese yen, and each person will spend an average of 21,711 Japanese yen to for Oshi activities. Women are more enthusiastic than men. Although women in their 20s account for the largest proportion, there are also a lot of people in their 50s and 60s who enjoy Oshi activities!
 
People who enjoy Oshi activities are not necessarily otaku or people with issues in their social life. According to the Hakuhodo report, 57% of the people who like Oshikatsu have a partner. They clearly understand the differences between true love and their passion for Oshi activities. They know that these two different feelings are complementary.

 
Feel the Charm of "Oshikatsu" 
 
Now you can experience Japan’s most popular “Oshikatsu” in Taiwan! In April, Yii Cultural Enterprise, Japan Entertainment Star Observatory, and AMP Café jointly plan the “Oshi Cafe” event. Through this event, one can experience the authentic “Oshikatsu”! 


The three key elements of  "Oshi Cafe":

1. Coffee Bottles with Customized Labels & Special Desserts  
In "Oshi Cafe", services of customized labels are provided. People can print "Oshi" on the coffee bottle as a souvenir. 

• Cold brew coffee
The cold brew coffee is made from light-roasted coffee beans from New Guinea and Nicaragua. It has a light strawberry aroma, and a multi-layered taste of cherry and chocolate flavors.

 

Coffee bottle with customized name (Photo by Mars Chang) 

Drinking tips: Cold brew coffee tastes better when it is iced. You can drink it directly without diluting it with ice cubes. You can also add fresh milk for caramel flavor. (Free fresh milk service is provided on-site) 
 
• Cherry Berry Love Ice Cream
A flavor available for a limited time is developed for this event by the famous alley food store, Small Courtyard, in Taipei. The charred caramel ice cream with ripe dark rum flavors and topped with strawberry jam is as blissful as enjoying the cherry blossoms in spring.  

 

Cherry Berry Love Ice Cream makes people feel happy (Photo by Mars Chang)
 
2. Oshi Props Fun
 
Most of the people will pose with a small standing sign or doll of Oshi portrait when they are engaged in Oshi activities. Japan Entertainment Star Observatory delivers various small objects from Japan to Taiwan, such as standing sign seats, Doll clothes and others for people to have a posture with. You may as well take pictures with the coffee bottle with the Oshi label and the Oshi standing signs!



Pose with the props that were air delivered to Taiwan from Japan for a good picture! 


In addition, Japanese movie DMs will be available in the store for free. There are also cute little stickers for decoration. Friends who love Japanese stars will definitely enjoy the activity and have fun!
 
3. Cherry Magic Mailbox



Leave a message to the two protagonists of Cherry Magic: The Movie : Eiji Akaso and Keita Machita. 


In conjunction with the release of the movie Cherry Magic: The Movie in Taiwan, the Star Observatory issued a special supporting event. A mailbox will be set up in the coffee shop to collect handwritten cards from fans, which will be assembled into a book and sent to the two main actors Eiji Akaso and Keita Machita in the future. This supporting activity also cooperates with fan pages such as Is Keita Machida business open today?, June Cafe, Garage Entertainment, zmei and other fan pages.

 


Oshi Cafe
Time: April 6, 2022 (Wednesday) to April 19, 2022 (Tuesday)
Venue: AMP Café (No. 409, Section 4, Renai Road, Taipei City)
For details of the event, please follow the fan page of Japan Entertainment Star Observatory. The latest news about the coffee shop will be updated at any time.
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