[2026.05.22] WWD - Market Analysis of Fandoms Vol. 5

[yuzurujenn]

*machine translation, inaccuracies exist*

 

2026.05.22

 

Source: https://www.wwdjapan.com/articles/2401790 (paid)

 

 

Shohei Ohtani vs. Yuzuru Hanyu: The Market Surrounding These Two So Different Individuals [Market Analysis of Fandoms Vol. 5]

 

In the entertainment industry, which forms the backbone of the oshi-katsu (fan support) market, there is apparently a service that measures not only the size of a celebrity's fanbase, but also how much that fandom spends each month, how much more they would be willing to spend if more appealing entertainment content, merchandise, or services were available, and even the sense of "frustration" or "pent-up demand" reflected in thoughts such as, "I could still be spending this much more!" In doing so, the service visualizes the value of a favorite idol or celebrity as an entertainment brand. It is said that in the worlds of film and television, this service is already being increasingly used for casting decisions and other purposes. That got me thinking: couldn't this service also be used to quantitatively assess the influence of potential brand ambassadors in the fashion and beauty industry? With that idea in mind, I knocked on the door of a company called GEM Partners. Using data from their Oshi Entertainment Brand Scope dashboard, which analyzes and interprets survey results from 30,000 respondents every month, we look back at the "power" of various fan favorites over the one-year period ending in April of this year.

 

Spoiler

In the world of sports, Shohei Ohtani clearly stands in a league of his own. Throughout the year, the average number of fans who identify him as their oshi (favorite) was approximately 330,000. The gender breakdown is roughly 70% male and 30% female. Even when broken down by age group, his fanbase is remarkably broad compared with those of other athletes: men in their 30s account for just under 10% of the total, men in their 40s about 16%, men in their 50s about 18%, and men in their 60s about 23%. On the other hand, women in their 40s make up about 5%, women in their 50s about 6%, and women in their 60s about 15%. That said, the largest segment of his fandom consists of middle-aged and older men. It is still fresh in people's memory that after he signed a global advertising contract in 2022 and the excitement surrounding the World Baseball Classic peaked the following year, products such as Clear Wellness UV Essence Gel from SEKKISEI and Liposome Advanced Repair Serum from DECORTÉ sold particularly well among middle-aged male consumers.

 

In contrast, the intensity of fandom surrounding Yuzuru Hanyu is exceptional. Among his fans, 28% can be described as "devotees" who consider Hanyu "a part of their lives." An additional 56% are "big fans," indicating unwavering dedication. The gender ratio is 1:99 (male to female). Women in their 40s make up about 16% of the total fanbase, women in their 50s about 45%, and women in their 60s about 28%. The figures speak for themselves: an average monthly expenditure of more than 9,000 yen and a maximum monthly amount fans would be willing to spend of around 16,000 yen. These are exceptionally high figures among athletes and remain at a very high level even compared with the overall market, reflecting a fanbase with both intense enthusiasm and substantial disposable income.

 

As for soccer players expected to compete in the upcoming 2026 FIFA World Cup, the number of fans over the past year did not reach a scale sufficient for meaningful analysis in this survey. However, fan numbers may increase as June approaches, potentially giving rise to a significant oshi-katsu market. It is unfortunate to hear reports that Kaoru Mitoma, who serves as an ambassador for ZERO HALLIBURTON, is highly unlikely to be available for the tournament's opening stage.