Marker Charms Top 20,000 Posts & Sanrio Joins Suzuka 8 Hours with Honda: Weekly Oshikatsu News (June 5, 2026)

Here is our roundup of notable corporate oshikatsu (fan support activities) marketing and fan business news from the week of May 29 to June 4, 2026.

This Week’s Highlights

The keyword for this week was oshikatsu becoming everyday infrastructure.

In a survey conducted by Trepo, mejirushi akusesarii (marker charms—small charms attached to umbrellas, pouches, and bottles to identify personal belongings) were chosen as the number-one Gen Z trend. Posts on Instagram featuring them had surpassed 20,000 as of June 1, 2026. Because capsule toy versions can be purchased easily for 300 to 500 yen, they have become well established as an accessible entry point for starting oshikatsu. During the same week, RX Japan released information on “Oshikatsu EXPO,” which opened on June 24. The announcement also highlighted a growing movement among companies to introduce “oshikatsu allowances” and “oshikatsu leave” as employee welfare benefits.

Startup activity also stood out. United announced an investment in WAKA Inc., a company that handles the expansion of Japanese intellectual property (IP) on Roblox. The team holds a track record that includes Bandai’s Tamagotchi Party and Asahi Soft Drinks’ Mitsuya Cider Factory Tycoon. Cross-industry partnerships followed one after another as well: Sanrio teamed up with Honda to enter a race machine in the Suzuka 8 Hours endurance race, and Rakuten Group ran a collaborative campaign with Demon Slayer: Kimetsu no Yaiba.

At theme parks, Universal Studios Japan (USJ) prepared new experiences for both Frieren: Beyond Journey’s End and One Piece. In Hong Kong, a large-scale exhibition for Chiikawa opened, featuring the world’s first giant Chiikawa carousel. It was a week in which oshikatsu showed broad expansion across generations both inside and outside Japan.

Oshikatsu as Infrastructure

• Measurable IP Prize DesignNURO Hikari and Mizkan structured campaigns around fan depth vs. broad reach
• Gen Z Trends & Workplace Benefits300–500 yen marker charms alongside corporate oshikatsu allowances and leave
• Cross-Industry Brand ReachSanrio partnered with Honda motorsports and The Body Shop eco-initiatives
• Group & Community AssetsRakuten, Daisho, and Chiba Lotte Marines leveraged ecosystems and fan communities
• Experiential AttractionsUSJ's Frieren and One Piece events and Hong Kong's giant Chiikawa carousel
• Metaverse & High-Touch ProductsWAKA's Roblox funding, Hololive sake brewing, and plushie hotel stays

Source: The Oshi Lab's summary of the article

Companies Began Verifying IP Collaboration Results Through Prize Design and Numbers

NURO Hikari x Mizkan Black Vinegar Drinks — IP Collaborations That Do Not Stop at Handing Out Prizes

Sony Network Communications conducted a campaign for its “NURO Hikari” fiber-optic internet service featuring Mega Man Star Force (Ryusei no Rockman). Meanwhile, Mizkan featured Hello Kitty in a campaign for its black vinegar drinks (“Kurozu Drink”). From March 2 to April 20, 2026, NURO Hikari awarded 2,600 yen worth of original-design QUO Card Pay digital gift credit to 69 winners by lottery. In an X (formerly Twitter) posting campaign, it awarded 6,900 yen worth of credit to 50 winners by lottery. From February 2 to March 31, Mizkan awarded limited-edition collaboration goods by lottery to a total of 1,110 purchasers (AdverTimes. (in Japanese)).

Mizkan reported that daily entries grew to roughly 1.5 times the level of its previous campaign, and that women in their 30s to 50s accounted for approximately 70% of applicants.

The Oshi Lab’s Note: Even within the same category of promotional “prizes,” NURO Hikari aimed to appeal deeply to dedicated fans, whereas Mizkan aimed to build broad touchpoints with younger demographics. Neither company treated prizes as a simple giveaway where the effort ends; instead, both designed their prizes as an integral part of the overall initiative. Preparing 11 different card face designs to create collectibility is one example of this approach. When planning an IP collaboration, there is real value in articulating upfront whether the objective is to resonate deeply with core fans or to reach a wide audience.

Roblox — The Metaverse Economy Is Becoming Gen Alpha’s TikTok

According to Kazuo Wakamiya, founder of Metaverse Creators, Meta drew public attention by abruptly reversing its decision to end support for its social VR platform “Meta Horizon Worlds.” Meanwhile, Wakamiya notes that platforms such as “Roblox” and “VRChat” are forming a massive economic sphere among younger generations, centered on PCs and smartphones. On Roblox, users under the age of 13 accounted for 40% of the user base. Monthly active users reached 380 million—twice that of Minecraft and four times that of Fortnite (AdverTimes. (in Japanese)).

Wakamiya positioned the current metaverse as being in the same growth phase that TikTok occupied eight years ago, when it was dismissed as a place where “young people are just dancing.”

The Oshi Lab’s Note: It is easy to overlook the fact that users who do not wear VR headsets are creating the core market among Generation Alpha. When companies evaluate the metaverse by looking at “VR hardware adoption rates,” they end up missing an estimated market of 380 million monthly active users accessible through mobile and desktop apps. News about headsets always dominates the headlines, yet the platforms where Gen Alpha actually spends its disposable time are those accessible through mobile and desktop apps. When considering an entry into this space, companies first need to sort out this order of priority.

380M

Monthly active users on Roblox (40% under age 13)

20,000+

Instagram posts for

1.5x

Daily entry growth in Mizkan's Hello Kitty campaign vs. its previous run

67.3%

Consumers preferring trustworthy brands even at a slightly higher price (NRI survey)

Source: The Oshi Lab's summary of the article

Gen Z Oshikatsu Expanded on Two Wheels: Consumer Trends and Employee Benefits

Trepo Gen Z Trend Survey — “Marker Charms” Surpass 20,000 Posts

On June 1, 2026, “Trepo,” a media outlet for women in their teens and twenties, announced its Gen Z trend survey for the first half of the year. The survey collected 1,000 valid responses from female Trepo girls aged 10–29 over a survey period from April 29 to May 30. Taking first place in the “Things & Experiences” (Mono-Koto) category was mejirushi akusesarii (marker charms), which people attach to umbrellas or pouches to mark their personal belongings. Capsule toy versions could be collected easily for around 300 to 500 yen. On Instagram, the number of posts using the hashtag “#めじるしアクセサリー” (marker charms) had exceeded 20,000 as of June 1, 2026 (AdverTimes. (in Japanese)).

Esther Bunny, which ranked first in the “Character” category, collaborated with 7-Eleven in March 2026. The ohajiki-style (traditional glass-coin-style) stickers from that collaboration sold out at some store locations.

The Oshi Lab’s Note: The secret behind the popularity of marker charms lay not in high-priced merchandise, but in lining up small items in the 300-yen range to make them look photogenic together. A low unit price is not a weakness in oshikatsu; rather, it is a variable that planners can adjust to achieve both collectibility and social media shareability. Even when planning low-priced items, designing not only the appeal of a single piece but also how the items look in a photograph when lined up together makes it possible to aim for secondary viral spread on social media.

Oshikatsu EXPO — Companies Introducing “Oshikatsu Allowances” and “Oshikatsu Leave” Emerge

RX Japan held the “5th Oshikatsu EXPO Summer” at Tokyo Big Sight from June 24 to June 26, 2026. Younger consumers, who view oshikatsu as a “daily necessity” even amid rising living costs, have been expanding ways to “enjoy oshikatsu wisely.” Meanwhile, on the corporate side, a movement emerged to introduce “oshikatsu allowances” and “oshikatsu leave” with the goal of improving employee well-being. Exhibited products included “Digista Card,” which displays characters in augmented reality (AR), and “Fuku Live Stage home,” which recreates a live concert space at home (PR TIMES (in Japanese)).

For middle-aged and older demographics, items designed for “oshikatsu that accompanies you through life” were also exhibited, such as a “gold-leaf household Shinto altar” (kinpaku kamidana) for displaying one’s favorite character or idol (oshi) and an “oshi-voice amulet” (oshigoe omamori) that lets fans carry their oshi’s voice with them.

The Oshi Lab’s Note: Oshikatsu is no longer confined to being a “hobby for young people”—it has begun to become a subject of corporate welfare benefits as well. If more companies formally recognize employees’ oshikatsu through company policies, the client base for oshikatsu goods and services will expand beyond individual consumers to include corporate human resources departments. Product lines that “accompany people through life,” such as household altars and amulets, have room to grow because they can establish sales floors through channels completely separate from those aimed at younger shoppers.

Sanrio Crossed into the Automotive and Cosmetics Industries to Meet New Customer Segments

Sanrio x Honda — Entering the Suzuka 8 Hours Clad in a Race Machine Livery

Sanrio and Honda launched the “SMILE RIDER PROJECT” to convey the appeal of motorcycles and motorsports. Through the project, they announced that they would compete in the 47th Suzuka 8 Hours Endurance Road Race held on July 5, 2026. The race machine is a specially painted “CBR1000RR-R FIREBLADE” featuring the Sanrio character Kuromi. “Honda Ryokuyokai Kumamoto Racing,” an employee team from Honda’s Kumamoto Factory, supports the project (Cho! Animedia (in Japanese)).

It was also announced that traffic safety T-shirts featuring Sanrio designs would be distributed to approximately 1,400 first-grade students attending 28 elementary schools in Suzuka City.

The Oshi Lab’s Note: This project bridges motorsports, whose fan base is predominantly male, with the fan base of Sanrio characters. By putting forward the highly public-minded goal of traffic safety, the use of the character is much more readily received as public awareness and education rather than mere sales promotion.

Sanrio x THE BODY SHOP — My Melody and Kuromi Became Forest Fairies

A collaboration between Sanrio’s My Melody and Kuromi and the British beauty brand THE BODY SHOP ran from June 4 to August 31, 2026. Shower gels, body yogurts, and other products appeared in original-design packaging. Purchase bonuses included a “bag charm that turns into a sticker” when buying a collaboration product together with a shopping bag in stores, and a “limited-design mini bag” for purchases including collaboration products totaling 8,800 yen or more including tax (9,900 yen or more on the official online store), both while supplies lasted (Cho! Animedia (in Japanese)).

There was also an initiative that distributed limited-edition stickers to customers who took sustainable actions, such as purchasing a refill bottle and pump or bringing their own reusable eco-bag.

The Oshi Lab’s Note: THE BODY SHOP built “bringing a reusable eco-bag” into the distribution conditions for its character merchandise, linking its brand message of environmental care directly to purchasing behavior. Rather than treating giveaways as simple purchase perks, it turned them into a mechanism for customers to experience the brand’s values firsthand. Because IP collaborations have such strong drawing power, a company’s own core message can easily be diluted—but thoughtful condition design can compensate for that vulnerability.

A Week Where Retailers Created Limited-Time Character Sales Floors

GU x Puppet Sunsun — Pre-Orders Open Around an Ice Cream Theme

Apparel retailer GU announced that it would release a collaborative collection with Puppet Sunsun on June 19, 2026. Advance reservations opened on its online store at 7:15 a.m. on June 1. Under the theme “Sunsun and Friends with Ice Cream,” the lineup brought together 15 items in total, including graphic T-shirts (1,490 yen including tax), cotton pajamas (2,490 yen including tax), socks, and pouches. Adult sizes ranged from XS to 3XL, while kids’ sizes spanned 100 cm to 160 cm (Inside (in Japanese)).

Kids’ graphic T-shirts were priced at 990 yen including tax, setting an approachable price point for shoppers visiting with children.

The Oshi Lab’s Note: A defining feature of this release is that it rolls out adult and children’s items simultaneously while offering a price range spanning from 990 yen to 2,490 yen. By designing the collection to be purchased at the household level, the strategy clearly aims to increase the number of items bought per household rather than average spend per individual customer. The purchasing motivation of parents and children wanting to wear or carry matching character items pairs naturally with a revenue model built on item volume rather than unit price.

Hello Kitty x Cosme Kitchen — First Collaboration with an Organic Cosmetics Retailer

“Cosme Kitchen,” a natural and organic select shop, sold its first collaborative items with Hello Kitty nationwide. The lineup included vanity pouches, hair claw clips (bansukurippu), and towel handkerchiefs. Five product numbers that received particularly high demand were also slated for additional pre-order sales. The items were carried at Cosme Kitchen, Biople, and Biop stores nationwide, as well as on the official web store “MASH GO GREEN STORE” (Anime! Anime! (in Japanese)).

On a special web page, visuals featuring models wearing and using the items introduced how the products fit into everyday scenes.

The Oshi Lab’s Note: Organic cosmetics is a genre that traditionally has little overlap with character collaborations. Yet the further a brand reaches across industries for a partnership, the more touchpoints it creates with audiences distinct from its existing customer base. For Hello Kitty as well, this creates a fresh point of contact with consumers who shop for cosmetics as part of their daily routine. Companies licensing IP should consider selecting partners based not only on “natural affinity,” but also on “demographics we have not previously reached.”

Finance, Food, and Sports Companies Expanded Customer Touchpoints Through IP

Rakuten Group x Demon Slayer: Kimetsu no Yaiba — Collaborative Campaign Featuring “Okaimono Panda”

Rakuten Group held a collaborative campaign commemorating the Blu-ray and DVD release of Demon Slayer: Kimetsu no Yaiba – The Movie: Infinity Castle – Part 1: Akaza Returns (Gekijoban “Kimetsu no Yaiba” Mugenjo-hen Dai-issho: Akaza Sairai). The initiative spanned multiple services, including Rakuten Books, Rakuten Mobile, and Rakuten Fashion. Customers who fulfilled participation conditions during the campaign period were entered into a lottery where a total of 1,850 winners received a drawstring pouch (kinchakubukuro). The pouch featured newly drawn original illustrations combining Demon Slayer: Kimetsu no Yaiba characters with Rakuten’s official mascot, “Okaimono Panda” (Shopping Panda) (Anime! Anime! (in Japanese)).

The campaign also included a mechanism whereby fulfilling the requirements on both Rakuten Books and another participating Rakuten service tripled the applicant’s odds of winning in the other service’s lottery.

The Oshi Lab’s Note: Spanning multiple business units—mobile phone service, fashion, and e-books—is a quintessentially Rakuten design. By reusing a single IP collaboration as a customer referral funnel across the corporate group, the company avoids having to justify the cost-effectiveness of the tie-up within a single business division alone. The more services a company operates, the more valuable it is to structure IP licensing contracts as cross-group initiatives rather than keeping them siloed inside one department.

Daisho x Quan — A Seasoning Manufacturer Opens a Fan Community

On May 28, 2026, Fukuoka-based seasoning manufacturer Daisho opened the “Daisho Delicious Dining Table Lab” (Daisho Oishii Shokutaku Kenkyujo) in partnership with Quan, a company specializing in building fan communities. According to the announcement, the number of food and beverage fan communities supported by Quan had increased to roughly 3.3 times its 2024 level. As background context, a survey by Nomura Research Institute found that 67.3% of consumers answered that they “want to choose a trustworthy brand even if the price is slightly higher” (PR TIMES (in Japanese)).

According to the Family Income and Expenditure Survey by Japan’s Ministry of Internal Affairs and Communications, nominal food expenditure per household among households with two or more people in 2025 increased by approximately 5.5% year-on-year, surpassing the previous year’s level for the fourth consecutive year.

The Oshi Lab’s Note: Food is inherently a repeat-consumption category where the specific impact of turning buyers into devoted fans can be difficult to visualize. Daisho designed its community not as a place to “sell products,” but as a forum to “share creative ideas at the dining table.” Shifting the catalyst for supporting a company away from product explanations and toward everyday lifestyle conversations offers a helpful model for other consumer goods brands.

Chiba Lotte Marines x Lotte — Player Names Inscribed on Ice Cream Packaging

The Chiba Lotte Marines professional baseball team announced that it would begin made-to-order sales of collaborative merchandise at 12:00 p.m. on June 5 as part of “BLACK SUMMER WEEK 2026.” The collaboration partners were Lotte’s ice cream brands: “Coolish,” “Soh,” “Yukimi Daifuku,” and “Suika Bar.” The merchandise featured original designs combining the packaging graphics of the four ice cream brands with the names of 20 players in total. Items included blind-packaged (“secret”) acrylic keychains (600 yen including tax) and insulated canvas tote bags (4,000 yen including tax) (Inside (in Japanese)).

The order period ran from 12:00 p.m. on June 5 to 11:59 p.m. on June 14. The team also announced that the secret acrylic keychains would go on sale at the Marines Store Museum branch starting June 12.

The Oshi Lab’s Note: Both the baseball club and the ice cream brands belong to the same Lotte Group. Simply combining existing product assets within the corporate group with individual players was enough to create a fresh collaboration. Before looking to partner with outside industries, it is well worth checking whether there are underutilized IP assets within one’s own corporate group. Because external negotiations and complex licensing contracts are unnecessary, the speed from initial planning to release is much faster, making it easy to rotate into seasonal campaigns.

Theme Parks and Overseas Venues Drew Crowds with Popular Anime

Frieren x USJ — Two Voice Actors Preview the “Journey of Reminiscence”

A collaborative program between Frieren: Beyond Journey’s End (Soso no Frieren) and Universal Studios Japan opened on May 30, 2026. USJ newly established a walk-through attraction titled “Frieren: Beyond Journey’s End Story Walk — Journey of Reminiscence,” along with a themed restaurant and a ride attraction. At the press preview held the day before opening, voice actors Atsumi Tanezaki (the voice of Frieren) and Nobuhiko Okamoto (the voice of Himmel) appeared on stage (Anime! Anime! (in Japanese)).

Running from May 30, 2026, through January 11, 2027, it was structured as a long-term program spanning roughly seven and a half months.

The Oshi Lab’s Note: Having the voice actors themselves speak about their excitement as “fellow fans” carries a persuasiveness that goes beyond standard facility promotion. When theme parks handle licensed IP, whether they can actively involve the original creators and cast members makes the difference between an immersive event and a simple merchandise tie-in. The roughly seven-and-a-half-month duration also serves as a useful reference for how event planners structure investment recovery for limited-time attractions.

One Piece x USJ — Boa Hancock and the Kuja Pirates Return After 12 Years

Universal Studios Japan announced the return of its annual limited-time event, “One Piece Premier Summer 2026,” scheduled to run from July 30 to November 19, 2026. According to the announcement, the live “One Piece Premier Show” would feature the return of the Kuja Pirates led by Boa Hancock to the main show storyline for the first time in 12 years. Pricing for Sanji’s Pirates Restaurant was set at 7,000 yen for adults and 2,600 yen for children (both including tax), with general ticket sales announced to begin at noon on June 10 (Anime! Anime! (in Japanese)).

Tickets for the Premier Show started at 3,000 yen for adults and 2,000 yen for children, with a total of 84 performances scheduled over the event period.

The Oshi Lab’s Note: USJ added the scarcity of a “return after 12 years” to an annual recurring event, giving repeat visitors a compelling reason to come back. The more established a regular event becomes, the more susceptible it is to feeling routine—which tests a planning team’s editorial skill in choosing which elements from an existing library of licensed assets to bring back after a long hiatus. Because the original manga has been serialized for so long, there is ample room to prepare fresh “comebacks” each year.

Chiikawa x Hong Kong — World’s First Giant Carousel Appears in Tsim Sha Tsui

“CHIIKAWA ARTIVERSE,” a large-scale special exhibition for Chiikawa, was held along Victoria Harbour in Tsim Sha Tsui, Hong Kong, from August 1 to September 6, 2026. The world’s first giant Chiikawa carousel appeared along the waterfront, and more than 130 reproduced original illustrations were placed on display. Advance ticket sales were announced to begin on the travel and experience platform Klook at 3:00 p.m. on June 11 (TOY PEOPLE (in Japanese)).

The anime adaptation had surpassed 400 million cumulative streaming views and had won the Grand Prix at the Japan Character Awards three times in Japan.

The Oshi Lab’s Note: Developing a brand-new, location-exclusive ride experience—rather than relying solely on merchandise sales—is an unusual move for an overseas expansion. While merchandise is easy to export, experiential installations are difficult to imitate, and the fact that they can only be experienced on-site becomes a direct motivation for travel and extended stays. By placing a world-first installation in a single hub city like Hong Kong, the event is designed to attract cross-border visitors from neighboring countries and regions as well.

Startups and VTubers Expanded the Oshikatsu Economic Sphere

WAKA — Securing Funding from United for Global Roblox Expansion of Japanese IP

United announced an investment in WAKA Inc., a company that provides marketing support utilizing Roblox and manages the global expansion of Japanese IP on the platform. Founded in 2023, WAKA changed its corporate name from EbuAction Inc. in June 2026. Six individuals—including Yoichi Wada, former President and Representative Director of Square Enix—newly joined as individual shareholders. To date, the company has handled Roblox projects such as Bandai’s Tamagotchi Party and Asahi Soft Drinks’ Mitsuya Cider Factory Tycoon (Mogura VR (in Japanese)).

United has invested in numerous startups over more than 20 years, including Mercari, excite, and cluster.

The Oshi Lab’s Note: The entity that attracted funding here was not a major IP holder itself, but a specialized team that “re-produces” IP for the Roblox environment. When expanding into the metaverse, companies have the option of entrusting execution to external partners with proven track records rather than trying to build all the know-how in-house. Such specialized external partners have already established themselves as viable investment targets in their own right.

Hololive x Sake — Hakui Koyori Personally Selected the Sake Rice and Yeast

The Japanese sake brand “Rikei Kyodai” (Science Brothers) re-released “Rikei Kyodai No. 54 Re,” its second collaborative sake with VTuber Hakui Koyori of the VTuber group Hololive. Limited-quantity sales began at 8:00 p.m. on May 30, 2026. Building on the previous version released in 2022, Hakui Koyori personally re-selected the sake brewing rice and yeast to refine the recipe. The product is a Junmai Daiginjo sake with a rice polishing ratio of 40%, priced at 8,910 yen including tax (Cho! Animedia (in Japanese)).

The previous edition sold out in approximately three minutes after primary sales opened, and shipments for the new run were scheduled to roll out sequentially starting in mid-August 2026.

The Oshi Lab’s Note: Having the talent personally involved in selecting the sake rice and yeast is what sets this apart from a simple name-and-face licensing tie-up. VTuber merchandise often carries an image of low unit prices. Even so, raising the talent’s degree of creative involvement makes it possible to turn a collaboration into a high-ticket product approaching 9,000 yen that sells out in minutes. Re-releasing the improved bottle in limited quantities also creates a reliable purchasing opportunity for fans who missed out during the initial three-minute sellout.

Oshicoco x Hotel Mikazuki — An Accommodation Plan That Welcomes Plushies as “One Guest”

Oshicoco, a research and marketing company specializing in oshikatsu, collaborated with “Ryugujo Spa Hotel Mikazuki” in Kisarazu, Chiba Prefecture. Starting June 1, 2026, they offered a hotel stay (“hocance” / hotel vacation) package titled “Plushie-Obsessed Hocance” (Nui-gurui Hokansu), built around the concept of “starting from 1 guest, 1 room, and 1 plushie.” The rate was structured by adding 2,750 yen (including tax) to a standard accommodation plan. The package prepared rental costumes made specifically for plushies (nuigurumi) as well as “oshi-color cocktails” available in a choice of seven colors (PR TIMES (in Japanese)).

It was also announced that guests would receive a welcome card listing the human guest’s name alongside their “plushie’s name,” and that three dedicated nuidori (plushie photography) photo spots would be set up, including inside the guest rooms.

The Oshi Lab’s Note: Treating a plushie not as “luggage” but as “another staying guest” is the core idea that distinguishes this package from conventional hotel plans. With a modest add-on fee of 2,750 yen, it demonstrates a new way to boost room occupancy rates by appealing to the nuikatsu (plushie fan activity) demographic. Seen from the hotel’s perspective, it is also a low-investment initiative that creates a brand-new booking motivation simply by layering optional perks onto existing room inventory.

Expanding Across Demographics & Welfare

• Gen Z collects 300–500 yen marker charms to line up for social media photos
• Middle-aged and older fans targeted with gold-leaf altars and voice amulets at Oshikatsu EXPO
• Companies introduce oshikatsu allowances and leave to support employee well-being

Recombining Existing Group & Brand Assets

• Chiba Lotte Marines and Lotte ice cream brands pair 20 players with 4 classic package designs
• Rakuten Group links Books, Mobile, and Fashion into a single Demon Slayer referral loop
• Hotel Mikazuki adds a 2,750-yen plushie hospitality option to standard room inventory

Source: The Oshi Lab's summary of the article

This Week’s Reflections

This week was the week oshikatsu broke out of the frame of being “just a young person’s hobby.”

While Gen Z’s “marker charms” became a major talking point, the exhibition floor at Oshikatsu EXPO also featured “gold-leaf household Shinto altars” and “oshi-voice amulets” aimed at middle-aged and older fans. On the corporate side as well, a movement has emerged to incorporate “oshikatsu allowances” and “oshikatsu leave” into employee benefit programs. The word oshikatsu is beginning to be used across age brackets and industry boundaries alike.

At the same time, United’s investment in WAKA and the intra-group collaboration between the Chiba Lotte Marines and Lotte ice cream operated from the perspective of “how to combine assets we already have,” rather than “searching for a brand-new IP.” Taking stock of underutilized assets within your own company or corporate group should be much easier to act on than pursuing flashy new external acquisitions.

Which generation do your company’s fans belong to, and what kind of daily lives do they lead? Take a look at this week’s developments alongside our guide to Design Principles of Oshikatsu Marketing.

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Weekly Oshikatsu News brings you a weekly roundup of the intersection between oshikatsu and business. You can browse past issues in the Oshikatsu x News category.