Words like emoji and otaku have entered the global business lexicon, each offering a unique window into Japanese culture. It’s time to add a new one to your list: Oshikatsu (推し活).
On the surface, Oshikatsu might look like simple fandom. It translates loosely to “supporting one’s fave,” with “oshi” (推し) being the favorite idol or character you passionately support. But to dismiss it as mere fandom would be to miss a profound cultural phenomenon that is reshaping user engagement in Japan.
Oshikatsu is not just a hobby; it’s a lifestyle. It’s an active, deeply personal, and highly participatory form of support that goes far beyond simple consumption. This is where cultural UX research becomes crucial for any global brand aiming to build a meaningful connection with Japanese consumers.
A Cultural Paradox: Japan’s “No-Tip” Culture and the Million-Dollar “Nagesen” Market
A key element of Oshikatsu that often intrigues foreign observers is the culture of nagesen (投げ銭), or online tipping.
What makes this so fascinating is that Japan is famously a “no-tip” country. In daily life, tipping in restaurants or taxis is not practiced. And yet, in the digital realm, Japan has become a global leader in online tipping.
This apparent contradiction is the key to understanding the phenomenon. To put it in perspective, data from analytics site Playboard shows that Japan has consistently been the single largest market for YouTube’s Super Chat feature. This isn’t a niche hobby; it’s a massive, multi-million dollar market.
The motivation behind this market is not a modern invention. To understand it, we must first look at a traditional concept: ofuse (お布施). Ofuse is the practice of giving monetary offerings at temples. Crucially, it is not a payment for a service. It is a voluntary expression of gratitude and a contribution to support the institution’s continued existence. This mindset provides the cultural blueprint for modern nagesen.
The Psychology of Gifting: Why Supporting an “Oshi” is So Compelling
Modern nagesen culture operates on a remarkably similar principle to ofuse. It is less a transactional “tip for a good show” and more of a digital “ofuse“. It is an investment in the creator’s journey, a form of participation in a gift economy.
This “gift” mindset is a key differentiator from many Western fan support frameworks. For instance, platforms like Patreon are often structured around providing exclusive content in exchange for tiered payments, a value-for-value transaction. Similarly, a Twitch tip is frequently a direct, real-time reward for a skillful play or an entertaining moment.
In contrast, Oshikatsu-driven nagesen is fundamentally different. While fans appreciate the content, they are not merely paying for it. They are making a gift to support the creator’s very existence paying for their living expenses, their equipment, their ability to continue activities tomorrow. It is a shift from “I am paying for this content” to “I am paying so that you can continue to be you.”
This behavior is powerfully reinforced by fundamental psychological drivers. According to Self-Determination Theory, human beings have three innate psychological needs:
- Autonomy: The need to feel in control of one’s own choices. Oshikatsu is a purely voluntary act.
- Competence: The need to feel effective. When a fan’s nagesen helps their oshi reach a goal, they see a direct, tangible impact. Their support mattered.
- Relatedness: The need to feel connected. By participating, fans feel a closer relationship with the creator and a real connection with a community of like-minded fans.
Furthermore, for many in Japan, Oshikatsu transcends being a simple hobby and becomes a core part of their ikigai, their reason for being. The daily routine of supporting their oshi and celebrating victories provides a sense of purpose and structure to their lives. This transforms the engagement from a mere pastime into a profound source of personal meaning.
The Expanding Universe of “Oshi”
The primary focus of this intense, personal support is on people. The most vibrant Oshikatsu communities form around individuals or groups whose visible, ongoing narrative fans can follow and contribute to. This includes idols, VTubers, indie musicians, and athletes.
But what is perhaps most fascinating for a global audience and a key insight for brands is that in Japan, this framework of devotion can extend beyond people. It is a unique characteristic of this culture that inanimate objects and characters can also become an oshi. This is why a local mascot or a corporate brand can be treated with a level of personal affection typically reserved for human figures. Even so, the emotional blueprint for this connection remains rooted in the human-to-human journey of support and shared growth.
Lessons for UX: Designing for the Participation Economy
The key takeaway from Oshikatsu is the shift from a “Consumption Economy” to a “Participation Economy.” Users are no longer passive consumers of a finished product. Instead, they are active participants who pay for the opportunity to influence and be part of the creative journey. Your UX goal, therefore, is to design a stage for this participation.
- Design for Autonomy and Competence. Give users a sense of control and impact. Create mechanisms for them to contribute, such as voting on future updates or showing how their feedback directly led to a product change.
- Make the Journey and Impact Visible. Users who support you want to see that their contribution matters. Use progress bars, share “behind-the-scenes” updates, and create timelines that show how the product is evolving thanks to the community’s support.
- Foster a Sense of Relatedness and Community. Create spaces for your supporters to connect with each other and with you. Make them feel they are part of a collective story, strengthening their bond not just with you, but with each other.
- Design for Ritual and “Conspicuous Contribution.” Successful Oshikatsu platforms are masters of ritual design, think of coordinated countdowns to a new release or fan-created hashtags. Your UX should provide tools that enable these community rituals. Furthermore, it’s crucial to design for “conspicuous contribution.” The colorful, high-value Super Chats on YouTube are a perfect example. They are not just donations; they are a public performance of support that signals a user’s status within the community.
Conclusion: Understand the Culture, Win the Market
Simply translating your app or launching your product in Japan may not be enough. To build the kind of deep, lasting engagement that defines brand success here, you must understand the cultural and psychological currents that shape consumer behavior.
Oshikatsu reveals that for many in Japan, engagement is not a transaction, but an act of emotional participation and support. By learning from this unique cultural phenomenon, global brands can move beyond creating products that are merely usable and start building experiences that users will passionately choose to support.
At Uism, a Tokyo-based UX research consultancy, we specialize in uncovering these deep-seated cultural and behavioral drivers. If you’re looking to understand what truly motivates users in Japan, we’re here to help you navigate the nuances and find your own loyal supporters.
Source: VchaVcha Global VTuber Super Chat Rankings
About the Author
Mei Sato
Growing up in Miyagi around her 3 brothers and dozens of cats, Mei gained an early love for miniature car crafting and modding, surfing, and snowboarding. An active UX researcher who loves to travel all around Japan by car, she has rich experiences in the fields of beauty, apparel, pharmaceuticals, foodservices, and entertainment.