Japanese fan culture linked to higher self-esteem and well-being

Asahi Advertising Inc. released the results of its 5th Well-being Survey, highlighting a strong correlation between personal happiness and “oshikatsu”, the active support of a favourite person, activity, or character. The findings suggest that engaging in fan activities contributes to psychological health and self-worth in modern society.

The study was conducted in November 2025, surveying 2,800 men and women aged between 20 and 80 across Japan. Overall participation rate in fan activities stands at 21.8%. Participation is notably higher among women at 27.8%, compared to 15.7% for men. Engagement is most prominent among the younger generation, with 56% of women in their 20s and over 40% of both men in their 20s and women in their 30s actively supporting a “fave.” Men primarily focus on sports teams and female idol groups, while women show a strong preference for male idol groups and fictional characters.

The survey suggests that these activities have an impact on self-esteem. Individuals who engage in fan activities reported a self-esteem rate of 50.6%, which is 7.5 percentage points higher than those who do not. Happiness levels also showed a positive trend, with 67.3% of those active in fan culture reporting they are happy, compared to 63.4% of non-participants.

A dedicated passion seem to provide individuals with a stronger sense of value and purpose. The results demonstrate that personal hobbies and fan communities play a larger role in social well-being than previously understood.