Aren't you curious about why Japanese Gen Z is so into 'favorite' character goods? π€ Is it just because they're cute? Or is there another reason? Let's delve into the 'favorite' goods trend among Japanese Gen Z! π
Recently, the 'Oshikatsu' (ζ¨γζ΄») culture has become a consumption trend among Japanese Gen Z. 'Oshi' comes from the Japanese word meaning 'to recommend,' and it refers to the culture of calling idols, characters, voice actors, etc., that one passionately supports as 'favorites' and investing time and money without hesitation. π€© In the past, 'Otaku' culture had strong negative connotations, but recently, Gen Z enjoys and feels pleasure through 'Oshi' culture, forms fandoms, and actively communicates. π£οΈ
With the spread of 'Oshikatsu' culture, the popularity of 'favorite' character goods is skyrocketing. β¨ Why is Japanese Gen Z so enthusiastic about 'favorite' goods? Here are a few reasons:
Japanese Gen Z shows a consumption trend that values 'experience' over simple ownership. In line with this trend, 'Gacha' (γ¬γγ£) is gaining great popularity. 'Gacha' is a capsule λ½κΈ° machine that dispenses items randomly by inserting coins and turning a handle, showing a 'probability consumption' behavior of λ½κΈ° until the desired product comes out randomly. πΉοΈ Gen Z enjoys the act of 'λ½κΈ°' itself through 'Gacha' and gains satisfaction through the sense of accomplishment when they succeed in λ½κΈ°. They also share the results of 'Gacha' on social media and share the fun with others. π’
'Limited Edition' goods are one of the most effective marketing strategies to stimulate Gen Z's desire to possess. π Rare 'Limited Edition' goods evoke a sense of urgency that 'you can't buy them if you don't buy them now' and induce purchasing competition. In particular, collaboration goods between 'favorite' characters and famous brands are like magic that opens the wallets of fans. β¨ Gen Z's efforts to get their hands on 'Limited Edition' goods are beyond imagination, and they are traded at high prices in the resale market. π°
Recently, a character called 'Chiikawa' has gained great popularity among Japanese Gen Z. 'Chiikawa' is a Korean translation of the Japanese manga 'λκ° μκ³ κ·μ¬μ΄ λ μ', which means 'something small and cute,' and features a roughly drawn B-grade style and realistic stories. π€ 'Chiikawa' characters earn a living by working like in the real world and are frustrated by situations where they are not rewarded even if they try. Gen Z sympathizes with and is enthusiastic about these 'human' aspects. π 'Chiikawa' goods attract huge crowds every time a pop-up store is opened, and there is a 'click frenzy' in online sales. π±
As Gen Z's 'Oshikatsu' culture spreads, companies are developing various marketing strategies to target the 'Oshikatsu' market. Daiso and 3 Coins, which sell low-priced products, are launching 'Oshikatsu'-related products and are receiving good responses, and they are releasing collaboration goods with various brands and characters to stimulate Gen Z's desire to purchase. They also open pop-up stores to provide a space where fans can meet and experience their 'favorite' characters directly, strengthening communication with fans. π€
To target Japanese Gen Z, Korean brands should actively utilize 'favorite' marketing. π€© Collaborating with Korean idols and animation characters that Japanese Gen Z likes to release goods, or opening pop-up stores where they can experience Korean culture is a good way. In addition, they should actively communicate with Japanese Gen Z through social media and establish customized marketing strategies by understanding their tastes and trends. π
The 'favorite' goods trend of Japanese Gen Z is an important indicator that reflects their values and culture, going beyond a simple consumption phenomenon. β¨ To successfully target Japanese Gen Z, Korean brands will need to understand 'favorite' culture and provide products and marketing strategies that meet their needs. π
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