The Current State of Support Advertisements for Promoting Favorites: Expanding Fan Loyalty and Self-Expression

The Current State of Support Advertisements for Promoting Favorites: Expanding Fan Loyalty and Self-Expression

2025年07月09日 14:05

Table of Contents

  1. Introduction: The Semantics of "Delivering Your Favorite"

  2. Japanese Cheering Advertisements: Market Size and Media Conditions

  3. International Comparison: Fan Advertisement Culture in Korea, North America, and Europe

  4. The Future of "Visualization" Changed by Generative AI and XR

  5. Legal Regulations and Ethical Guidelines

  6. Marketing Perspective: Co-creation Model of Brands and Fans

  7. Summary and Outlook



1. Introduction: The Semantics of "Delivering Your Favorite"

"Oshi-katsu" is no longer just a consumer behavior; it is a device for community formation among fans and social participation. Cheering advertisements are at the forefront of this, engraving visualized love into the city. In Korea, birthday displays in subway stations have become established since the late 2000s, and in Japan, the boom centered around idols and 2.5D stage actors began in earnest around 2018.


As of 2025, applications for station vision have become a fierce competition, with slots filling up within minutes of opening.cheering-ad.jeki.co.jp



2. Japanese Cheering Advertisements: Market Size and Media Conditions

2-1. Reading the Domestic Market by Numbers

  • Estimated Market Size: 36.98 billion yen (as of 2025)prtimes.jp

  • Contribution Unit Price: An average of 12,000 yen per person per project. Core participants may contribute tens of thousands of yen.

  • Media Ratio: Station signage 40%, outdoor large vision 25%, transportation wrapping 15%, others 20%.


2-2. Diversification of Media

JR and private railway digital signage ranges from a minimum of 14 inches to a maximum of 300 inches, starting at 200,000 yen for 15 seconds x 1 week.cheering-ad.jeki.co.jp
In 2025, "mobile vision trucks" with daily route specifications were made available to general fans, and the live venue chase plan is popular.birthdayadjp.shop


2-3. Funding and Production Flow

  1. Project Planning (Individual Fans/Fan Sites)

  2. Crowdfunding Setup (Average Duration: 30 Days)

  3. Design and Review (Portrait Use Confirmation)

  4. Posting, Pilgrimage, and SNS Dissemination

  5. Post-Report and Reward Delivery



3. International Comparison: Fan Advertisement Culture in Korea, North America, and Europe

RegionRepresentative MediaPrice RangeFeaturesRecent Changes
KoreaSubway, Bus Stops, Wrapped Buses₩400,000 to ₩10,000,000High "pilgrimage" nature, turning into photo boothsPrice revision in 2025 with up to 40% reduction en.birthdayadjp.shop
JapanStation Vision, Outdoor Large LED¥200,000 and upHigh lottery odds, strict portrait use guidelinesExpansion to regional cities
North AmericaTimes Square Giant VisionUS$5,000 to US$40,000Global reach, "achievement report" videos spreadJoint funding surge via TikTok tiktok.cominstagram.com
EuropeLED around London O2, Paris Subway€2,000 and upMainly K-POP concert-linked campaignsAcceleration of 3D advertising technology adoption


In Korea, the bus stop in front of HYBE headquarters has become a "sacred place," with SUGA's birthday project displayed for a month.facebook.com
In North America, the phrase "Just 15 seconds in Times Square can make your favorite a world trend" has become a motto, with a Taehyung advertisement looped for 21 days as a symbolic example.tiktok.com



4. The Future of "Visualization" Changed by Generative AI and XR

  • Generative AI Design Support: Mass-producing "favorite-style" illustrations with Midjourney and DALL·E, creating professional-level visuals in a short time.

  • 3D/Glasses-Free 3D LED: Creating a trend where "favorites" pop out in 3D at Shibuya Crossing and London's Piccadilly with curved LEDs.

  • AR Filter Pilgrimage: AR that makes your favorite speak a message when you hold your smartphone in front of the advertisement is becoming a standard feature.

  • Metaverse Integration: For overseas fans who cannot share costs, virtual street billboards are simultaneously deployed to achieve "global simultaneous celebration."



5. Legal Regulations and Ethical Guidelines

Discussion PointsJapanOverseas
Portrait RightsPromotion contract required. Office approval mandatory.Korea is relatively lenient, but major companies like HYBE require pre-screening. North America and Europe rely on work citation regulations.
Advertisement ReviewCompliance with railway company and municipal advertisement standards. Politics, religion, and defamation prohibited.Times Square requires pre-moderation of broadcast material.
Landscape OrdinanceRegulated by the Outdoor Advertising Act for size and brightness. Shibuya Ward requires nighttime dimming.Central London has LED-free zones for landscape protection.
FundingNot subject to general investor-type CF regulations, but caution with the Act against Unjustifiable Premiums and Misleading Representations.In the U.S., there is debate over the risk of being classified as securities.



6. Marketing Perspective: Co-creation Model of Brands and Fans

  1. UGC as OOH: Since it is re-shared on SNS timelines, the advertising effect is hundreds of times that of physical postings.

  2. Data Acquisition: Acquiring fan attributes via QR codes and linking them to the office's CRM.

  3. Collaborative Advertising: Increasing examples of collaboration between corporate brands and fan advertisements. Example: A cosmetics brand announces limited edition colors for a favorite's birthday on station vision.

  4. SDGs Perspective: From 2024 onwards, environmentally friendly materials such as biodiesel trucks and recycled PVC sheets are adopted.



7. Summary and Outlook

Cheering advertisements have evolved into a medium that not only visualizes "love for your favorite" but also fosters solidarity among fans and reconstructs the meaning of urban spaces.The Japanese market will continue to grow with


① Tourism collaboration with local governments

② Advertising demand for VTubers and AI talents

③ OOH linked with NFT ownership rights


—these three growth drivers. If legal development and ethical self-regulation are pursued in tandem, and fans, offices, companies, and governments collaboratively establish guidelines, cheering advertisements will transcend mere "self-satisfaction" and become established as next-generation social infrastructure that drives urban culture and economy.



List of Reference Articles (External Links, in Chronological Order)

  • PR TIMES "Market Size of Cheering Advertisements is About 36.98 Billion Yen!? Survey on the Reality of Favorite Advertisements" (2024-06-20)prtimes.jp

  • jeki "Station Signage | Cheering Advertisements Cheering AD" (2024-12-03)##HTML_TAG_

← Back to Article List