Oshikatsu

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Oshikatsu (推し活; lit. "lifestyle supporting a favorite") is a Japanese fandom subculture popular among young people, especially young women, in which a person spends significant amounts of time and money to support an idol or favorite character, primarily as a form of fan identity. It gained popularity during the COVID-19 pandemic and has been compared to Western stan culture. The subculture and its activities have been criticized for enabling addiction and unhealthy spending, while businesses and economists see the trend as a potential avenue to revitalize Japan's economy.

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