"A Workplace That Supports 'Oshi-Katsu' Is Truly Fulfilling—An Era Where Companies That Allow 'Oshi-Katsu' Are Chosen"

"A Workplace That Supports 'Oshi-Katsu' Is Truly Fulfilling—An Era Where Companies That Allow 'Oshi-Katsu' Are Chosen"

2025年07月10日 15:22

1. What is "Oshi-Katsu"──From Edo Era Actor Fandom to the TikTok Generation

The term "Oshi-Katsu" became popular among young people in the 2010s, but its essence dates back to the Edo period when people showed "fandom" for kabuki actors. In the Meiji era, the Takarazuka Revue emerged, followed by Johnny's and idol groups after the war, with fans expressing their enthusiasm through theater visits, backstage flowers, and fan letters. In the 21st century, the development of SNS and e-commerce has merged "live" (concerts and stage performances) with "online." Oshi-Katsu has been established as an "investment" involving time, location, and money . According to a 2022 survey by the Ministry of Internal Affairs and Communications, about 75% of people in their 20s have experienced some form of Oshi-Katsu (from the ministry's "Information and Communications White Paper").


2. Why Have Work Values Changed?

With the spread of remote work during the COVID-19 pandemic, the awareness of work as a part of life has strengthened, and companies that do not hinder personal fulfillment have gained support. According to the Ministry of Economy, Trade and Industry's "Work Style Reform Survey" (2024), the top reasons for changing jobs have shifted to "self-realization" and "corporate culture." Generation Z tends to prioritize a "culture that respects individual passion" over company philosophy.


3. Three Reasons Companies Support Oshi-Katsu

  1. Strengthening Recruitment Power: IT company A, which explicitly mentioned "Oshi-Katsu leave" in its job postings, saw a 130% increase in applications compared to the previous year.HR Hacker | "Nurturing" × "Delivering" Quick Recruitment Kit

  2. Reducing Turnover Rate: A culture where the company celebrates life events enhances psychological safety and prevents early turnover among young employees. In fact, the turnover rate at a startup that introduced "Oshi-Katsu leave" dropped to single digits.Fun is everywhere!

  3. Enhancing Brand Value: Employees sharing the Oshi-Katsu support system on SNS leads to media coverage, creating a positive cycle of increased corporate recognition.


4. Types of Support Systems and Design Points

TypeContentExamples of Main Implementing CompaniesPoints to Note
Oshi-Katsu Leave1 to 3 days granted annually, separate from paid leave. Used for oshi birthdays, concert trips, etc.UKnet, OshicocoCoordination with busy work periods
Oshi-Katsu AllowanceSubsidies of 3,000 to 10,000 yen per month for goods and travel expensesAdvertising Agency HConfirmation of tax treatment
Flexible Time + Direct Return from Live EventsExcludes core time to avoid late-night travel after performancesIT Company COvertime pay under labor standards law
Pain Bag Production Cost SubsidyAims to evaluate employee creativityApparel Company DPrevention of misuse
In-house Oshi Talk RoomOfficially set up "Oshi Room" on Slack/TeamsNumerousHarassment prevention

(For detailed information on the system, refer to UKnet's press release)Uejima Planning Co., Ltd. | Contributing to Society through IT


5. Case Study: Oshicoco's "Otaku-Friendly Benefits"

  • Oshi-Katsu Leave: 2 days per year, no need to declare the reason for taking leave

  • Oshi Birthday Cookies: Free at the in-house cafe on your oshi's birthday

  • Oshi Talk LT Event: Monthly Lightning Talk (LT) event to promote your oshi
    As a result, employee satisfaction (eNPS) reached +72 , achieving a **turnover rate of 3%**.Note


6. Viewing Management Effects in Numbers

  • Number of Job Applications: Companies promoting Oshi-Katsu systems saw an average 1.6-fold increase in applications

  • Turnover Rate: Average year-on-year decrease of ▲6.4 points for implementing companies

  • Media Exposure: Spread to an average of 5 media outlets within 3 months after press release

These findings are also supported by Edenred Japan's Employee Benefits Survey (2025).Edenred


7. Global Comparison──The Unique Flexibility of Japanese Companies

In the West, "work-life balance = separation" is emphasized, and companies rarely intervene in hobbies. In contrast, Japan assumes "company = community" and integrates into work-in-life . Oshi-Katsu support is possible due to this cultural background. However, the Oshi-Katsu = fandom culture is expanding globally, and the Japanese model can be exported as **"Community-Friendly HR."**


8. Challenges and Risks of Implementing the System

  1. Fairness: It is necessary to design the system so that employees without an oshi do not feel disadvantaged

  2. Operational Burden: To what extent should reasons for taking leave be confirmed and managed

  3. Harassment Prevention: Clear guidelines prohibiting criticism or one-upmanship of oshis are essential

  4. Tax System: Allowances are treated as salary, so rules for withholding tax need to be established


9. Future Prospects──Will "Oshi-Katsu OK" Become the Norm?

  • GPTW Ranking Evaluation Indicator: Oshi-Katsu support is planned to be added as a sub-indicator from the 2026 edition

  • Regional Revitalization × Oshi-Katsu: Local governments and companies attract oshi events to revitalize the regional economy

  • Metaverse Oshi-Katsu: Concept of "Meta-Oshi Leave" for participating in VR live events emerges

Oshi-Katsu is not merely a leisure activity but a project of emotional investment and self-affirmation . By recognizing its value, companies can maximize the diversity and creativity of their workforce.

Conclusion

Oshi-Katsu support systems are innovative HR measures that balance "individual happiness = corporate value." Foreign readers working in Japanese companies should understand that this unique culture is at the core of job satisfaction . A workplace that supports Oshi-Katsu is indeed a "global talent magnet" in the post-COVID era.



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


← Back to Article List