Art Moving Company's Oshikatsu Plan & Dragon Quest at Shimamura [Weekly Oshikatsu News: Sep 25, 2026]
We selected eight stories on oshikatsu (fan activities supporting a favorite idol, character, or creator) marketing and the fan business from the week of September 18 to September 24, 2026. As always, we read corporate announcements of upcoming projects separately from responses gathered through surveys.
The full edition is published on note in “Art Moving Company Announces ‘Oshikatsu Pack’ / Dragon Quest x Shimamura Collaboration and More [Weekly Oshikatsu News: September 25, 2026 Issue] (in Japanese).” This article introduces the highlights from this week.
This Week’s Highlights
Art Moving Company (Art Hikkoshi Center) has planned an “Oshikatsu Pack” designed to support the packing of fan merchandise. Meanwhile, the fashion retailer Shimamura is set to release collaboration merchandise with Dragon Quest. Across the week, we saw initiatives that create touchpoints with favorite works right inside everyday life, such as moving house and routine shopping.
In sports cheering songs and character pop-up shops, experiences are also being prepared where fans can participate on the spot. Alongside news covering surveys, VR, and games, we will examine these projects while checking their rollout schedules and target audiences.
Everyday Touchpoints & Fan Participation
- Art Moving CompanyOshikatsu Pack moving plan and packing support items for fan merch
- Shimamura x Dragon QuestApparel, room and car goods, in-store Slime displays, and app wallpapers
- TEAM KAWAII LAB.B.LEAGUE cheering song "Over Drive" MV with easy choreography and calls
- Gelpiyo Pop-UpMerch at Shibuya Loft and Namba Marui plus Life4Cuts photo frames
- IBJ Marriage SurveyViews on a partner's different hobbies and monthly hobby spending limits
- Hankyu Hanshin VRNobunaga's Ambition VR project with a closed October trial in Osaka
- CCMC / holo IndieSteam store page for the 2D puzzle game ReGLOSS: CROSS
- Shueisha GamesGolden Kamuy lateral-thinking puzzle card game announced for December
Source: The Oshi Lab's summary of the article
Initiatives Supporting Fans’ Everyday Lives Across Moving and Shopping
Art Moving Company — “Oshikatsu Pack” Supporting the Packing of Fan Merchandise
On September 18, Art Moving Company announced that it has planned a moving package called the “Oshikatsu Pack” tailored for people who enjoy oshikatsu. The company is also developing specialized support items that can be used to pack posters, figures, acrylic stands, plushies, and similar collectibles. The plan will be offered for a limited time in conjunction with a campaign featuring the VTuber group Nijisanji scheduled to begin on November 1. Details of the service and its conditions are slated to be announced around mid-October.
Source: Art Moving Company “Oshikatsu Pack” Press Release (in Japanese)
Lab Note: This initiative aims to design a specialized service around handling precious merchandise that fans do not want damaged during a move. Because the availability window and the exact scope of packing support have yet to be announced, we want to wait for the full details before evaluating it as a practical option.
Shimamura — Dragon Quest Collaboration Merchandise Scheduled to Launch Starting October 7
Shimamura announced that it would release collaboration merchandise with Dragon Quest starting October 7. On the official special webpage, the retailer provides product information covering apparel, room goods, car accessories, items for going out, and more. Large-scale display objects of monsters such as Slimes will appear at select stores, and a limited-time wallpaper giveaway is also planned on the official mobile app.
Source: Shimamura Dragon Quest Collaboration Special Page (in Japanese)
Lab Note: Rather than simply selling merchandise, this initiative builds a sales floor where visitors can connect with the series through in-store displays and app promotions. Because available products and event details vary depending on the store and timing, it is important for shoppers to be able to check the official guide before visiting.
Creating Spaces for Fan Participation Through Sports and Pop-Ups
TEAM KAWAII LAB. — Music Video Released for B.LEAGUE Cheering Song “Over Drive”
TEAM KAWAII LAB.—a joint unit featuring FRUITS ZIPPER, CANDY TUNE, SWEET STEADY, CUTIE STREET, and MORE STAR—produced the song “Over Drive” as the “B.Fes Cheering Song” for Japan’s professional basketball league, B.LEAGUE. On September 24, they released the music video for the track. Incorporating easy-to-follow choreography as well as call-and-response parts, the song was created with the goal of letting even first-time arena visitors join in. The song itself was released digitally on September 15.
Source: ASOBISYSTEM “Over Drive” Music Video Release (in Japanese)
Lab Note: This project channels fans’ enthusiasm for cheering on musical artists into an experience of participating with voices and choreography at a sports arena. We will be watching to see whether having an accessible way for first-time basketball viewers to join in becomes a catalyst for bringing new visitors to the venue.
Gelpiyo — “Life4Cuts” Collaboration Frames at Pop-Up Shops
Pop-up shops for the character “Gelpiyo” will be held starting September 26 at Shibuya Loft in Tokyo and Namba Marui in Osaka. The venues will sell character merchandise, and for every 1,500 yen (tax included) spent, shoppers will receive one random sticker from the three designs available at each venue (six in total), while supplies last; purchase amounts cannot be combined. Collaboration photo frames with the South Korean self-photo booth brand “Life4Cuts” (Jinsei 4-Katto) will also be available. The pop-up period runs through October 11.
Source: Gelpiyo POPUP and Life4Cuts Collaboration Frames (in Japanese)
Lab Note: By pairing a photo booth experience with merchandise shopping, this initiative turns the time spent at the store itself into part of the event. Because the sticker designs differ by venue, clear guidance that communicates eligible items and distribution conditions for the purchase bonuses is essential.
Thinking About How People Engage with Hobbies Through Surveys, VR, and Games
IBJ Marriage Future Research Institute — “It Depends on the Hobby” Tops Favorable Impressions of Different Hobbies
On September 24, the IBJ Marriage Future Research Institute (IBJ Kekkon Mirai Kenkyujo) published the results of a survey regarding a marriage partner’s hobbies and the money spent on them. The survey covered 379 men and women actively seeking marriage. In total, 97.6% of respondents answered that they had a favorable impression of a partner who has different hobbies from their own. Of all respondents, 67.8% said “I think so depending on the partner’s hobby,” while 29.8% said “I think so regardless of what the hobby is.” Additionally, 81.2% of respondents placed the upper monthly limit on what is acceptable for their partner to spend on hobbies after marriage at under 30,000 yen.
Source: IBJ Marriage Future Research Institute “Survey on Attitudes Toward Partners with Different Hobbies” (in Japanese)
Lab Note: Rather than the mere fact that hobbies differ, what stands out as a key concern is what the partner enjoys and how that spending fits into the household budget. Because this survey was conducted among members of the Bridal Net matchmaking service, it should be read specifically as a trend among respondents who are actively marriage-hunting.
- 97.6%
- Have a favorable impression of a partner with different hobbies (combined total)
- 67.8%
- Say their favorable impression "depends on the partner's hobby"
- 29.8%
- Have a favorable impression "regardless of what the hobby is"
- 81.2%
- Set the acceptable post-marriage monthly hobby spending limit for their partner at under 30,000 yen
Source: IBJ Marriage Future Research Institute survey summarized in the article
Hankyu Hanshin Holdings — Developing VR Content Based on Nobunaga’s Ambition
On September 24, Hankyu Hanshin Holdings announced the development of a VR production tentatively titled Shinchō Ryoki Driven by Nobunaga no Yabō (official English title: THE JOURNEY TO NOBUNAGA Driven by NOBUNAGA’S AMBITION). The work is a collaboration with the historical simulation game series Nobunaga’s Ambition (Nobunaga no Yabo). The company announced that it will conduct a proof-of-concept demonstration trial in early October at the “Nandemo Arena” facility in Osaka. A general public release is planned for fiscal year 2027 in the greater Tokyo metropolitan area. The October demonstration trial is strictly for industry stakeholders, and members of the general public cannot participate.
Source: Hankyu Hanshin Holdings Nobunaga’s Ambition VR Content Announcement (in Japanese)
Lab Note: This concept expands the world of a game beyond the screen into an experience that participants walk through in person. Because the timing and venue for the general public release are still in the planning stage, we want to watch how the offering takes concrete shape following the demonstration trial.
CCMC — Steam Store Page Opens for Derivative Fan Game ReGLOSS: CROSS
On September 24, CCMC launched the Steam store page for ReGLOSS: CROSS, a new title under the derivative works game brand “holo Indie.” The title is a 2D puzzle game in which players guide members of the VTuber group ReGLOSS so that pairs can meet up, featuring 70 puzzles across 8 stages in total. It is scheduled for release on October 15 at a planned price of 490 yen (tax included).
Source: CCMC ReGLOSS: CROSS Store Page Launch (in Japanese)
Lab Note: This is an example where fans can play a game based on an official IP, engaging with the work in a way that differs from watching livestreams or buying merchandise. It is noteworthy how both a brand supporting derivative works and a sales platform accessible to developers and fans alike are coming together here.
Shueisha Games — Golden Kamuy Lateral-Thinking Mystery Card Game
On September 18, Shueisha Games announced the card game Golden Kamuy: Brown Bear Soup (Golden Kamuy: Higuma no Soup). The game is a collaboration between the series Golden Kamuy and the lateral-thinking situation puzzle game Turtle Soup (Umigame no Soup). It contains 100 puzzles in total based on episodes from the original work and is scheduled to go on sale on December 25. The game combines the play style of asking repeated questions to uncover the truth with the characters and scenes of the series.
Source: Shueisha Games Golden Kamuy: Brown Bear Soup Announcement (in Japanese)
Lab Note: This game expands the experience of the work beyond simply reading the story into time spent solving mysteries together with family and friends. A rule design that allows even people unfamiliar with the original series to join the game looks likely to serve as an entry point for gaining new fans.
- TEAM KAWAII LAB. "Over Drive" digital song releaseFollowed by the music video release on September 24
- Gelpiyo pop-up shops at Shibuya Loft and Namba MaruiFeatures venue-specific purchase bonus stickers and Life4Cuts photo frames
- Hankyu Hanshin Holdings VR demonstration trial in OsakaClosed stakeholder trial at Nandemo Arena; public Tokyo-area release planned for FY2027
- Shimamura x Dragon Quest collaboration merchandise launchAccompanied by large Slime displays at select stores and app wallpapers
- ReGLOSS: CROSS scheduled release on Steamholo Indie 2D puzzle game priced at 490 yen (tax included)
- Planned start of the Nijisanji campaignTimed to a Nijisanji campaign, with service details due around mid-October
- Golden Kamuy: Brown Bear Soup scheduled release100-question lateral-thinking card game from Shueisha Games
Source: The Oshi Lab's summary of dates announced in the article
This Week’s Takeaways
This week brought a lineup of initiatives that build touchpoints within fans’ everyday routines. Their scope spans everything from transporting oshikatsu merchandise during a household move to shopping at retail stores, cheering at sports arenas, and playing games based on favorite works. Just as important as the appeal of a project itself is clearly communicating its start date, participating store locations, and entry conditions—details that ultimately support the fan experience.
When reading surveys, we want to keep the target respondents and the scope of the questions in mind; likewise, when following development announcements and proof-of-concept trials, we want to distinguish them from actual public service launches. We will continue watching how companies prepare new choices for fans through upcoming follow-up reports and user reactions.
Weekly Oshikatsu News brings you a weekly roundup of the intersection between oshikatsu and business. The full edition is available now on note (in Japanese). You can browse past issues in the Oshikatsu x News category.
