Bioré Buzz Jumps 15x, City Hunter Collab Tops 10K Meals [Weekly Oshikatsu News: Aug 8, 2025]

Here is our roundup of standout corporate oshikatsu (fan support activities) marketing and fan business news from the week of August 1 to August 7, 2025.

This Week’s Highlights

The defining theme of this week was companies backing up talent reach with concrete numbers.

Kao’s Bioré UV sunscreen brand increased social buzz to roughly 15 times the previous year’s level in one of its major Asian markets through a global campaign featuring Stray Kids. UHA Mikakuto’s nutritionally complete food brand COMP released a commercial starring Hayato Sano, whose post on his official X account generated over 3.3 million impressions. Inspired by INI’s song “Pineapple Juice,” Dole appointed the group as official supporters to promote pineapple consumption.

Meanwhile, in Watami’s City Hunter 40th anniversary collaboration, cumulative orders of limited-edition menu items topped 10,000 meals. Kewpie carried out a full-scale renewal of its Mayonnaise Fan Club, which has over 140,000 members. Across industries, it was a week lined with initiatives backed by clear numerical outcomes.

DIAGRAMKey Campaign Metrics Reported This Week

Approx. 15x: Year-over-year Bioré UV buzz in a major Asian market with Stray Kids
3.3M+: X impressions on Hayato Sano's official post for COMP's first TV CM
140,000+: Members in the Kewpie Mayonnaise Fan Club prior to its 12th-year renewal
10,000+: Cumulative limited-menu meals sold in Watami's City Hunter 40th anniversary fair

Source: The Oshi Lab’s summary of the article

Kao Bioré × Stray Kids — Global Campaign Increases Buzz by Roughly 15x

In April, Kao launched “SUNLIGHT IS YOUR SPOTLIGHT.,” the first-ever global campaign for its sunscreen brand Bioré UV. The campaign featured the boy group Stray Kids and rolled out across more than 15 countries and regions. Kao’s headquarters in Japan oversaw the creative direction and produced over 30 video variations to accommodate local languages. Following the launch of the campaign, social buzz related to Bioré UV grew to roughly 15 times the previous year’s volume in one of the major Asian countries among the target markets. Video views on official accounts also broke all-time records (AdverTimes. (in Japanese)).

Targeting empathy and conversation among younger demographics centered on Gen Z, Kao redefined being out under the sun as “a place for you to shine.”

The Oshi Lab Note: The fact that Kao did not settle for a single commercial, instead preparing more than 30 video variations tailored for over 15 countries and regions, directly contributed to these results. Even when working with the same talent, taking the time and effort to adapt the context for each region can dramatically expand conversation volume. For companies considering global expansion, this serves as a strong example of balancing a unified message with local adaptation.

UHA Mikakuto COMP × Hayato Sano — Adapting a Song’s “Ii Jan” Hook for a Commercial

COMP, a subsidiary of confectionery maker UHA Mikakuto, released its first television commercial on July 28. The ad stars actor Hayato Sano, who is also a member of the five-piece vocal and dance unit M!LK. A post on his official X account had been viewed more than 3.3 million times as of August 6. In the commercial, COMP quoted the phrase “Ii jan” (“Why not? / That works!”) from a M!LK song that has surpassed 1.8 billion total views across social media. Across two versions—“Morning with COMP works just fine” (Asa, COMP de ii jan) and “Lunch with COMP works just fine” (Hiru, COMP de ii jan)—the campaign highlighted how easily consumers can take COMP’s nutritionally complete powder and gummies during busy daily routines (AdverTimes. (in Japanese)).

COMP became a wholly owned subsidiary of UHA Mikakuto in April 2024, after the two companies had collaborated on product development and marketing since 2016.

The Oshi Lab Note: Rather than licensing the original recording itself, COMP extracted only the signature key-change structure of the chorus and recreated that musical hook in the commercial. That approach helped win fan support. By incorporating a structural signature that fans already recognize without using the master track, a brand can capture fan interest. The more a company wants to maximize the impact of casting talent, the more effective it is to bring the context of the performer’s own creative activities directly into the campaign.

Dole × INI — Turning a Tie-In Track Into an Official Supporter Role

On July 31, Dole announced that it had appointed the 11-member group INI as official supporters for its “Puru-katsu” (pineapple activity) promotion aimed at expanding pineapple consumption. The catalyst was the song “Pineapple Juice,” which INI released in June 2025. Because the track overlapped with the image of Dole’s flagship “Sweetio Pineapple” product, the company decided on both a song tie-in and the group’s appointment as supporters. Takuya Hotta, a manager in Dole’s marketing department, explained that given low fruit consumption among younger people in Japan, the company aims to increase fans of Dole fruit by communicating directly to INI’s core fanbase (AdverTimes. (in Japanese)).

The initiative focused on the reality that many young consumers are highly conscious of health and beauty yet struggle to include fresh fruit in their diets.

The Oshi Lab Note: What makes this casting distinctive is the sequence: the song existed first, and Dole subsequently selected the group as supporters to match that release. While companies can prepare a tie-in concept first and cast talent afterward, finding a song or activity that fans are already responding to and joining in afterward allows the brand to be accepted by fans without friction. In fan marketing, there are more and more situations where a company’s power of observation matters more than its internal planning power.

Membership Communities and IP Operations Created Repeatability

Kewpie Mayonnaise Fan Club — Reactivating Over 140,000 Members With a Badge System

On August 1, Kewpie completed a full-scale renewal of its membership community website, the “Kewpie Mayonnaise Fan Club.” Marking its 12th year since launch in 2025, the site had more than 140,000 members prior to the renewal (as of July 2025). With the new features, members earn points through actions such as registering for the community, logging in, posting, commenting, and liking content. Depending on their rank, users receive original digital badges featuring Kewpie motifs. To celebrate the renewal, the company was also running a lottery campaign through September 30 in which 100 winners would receive branded merchandise (Kewpie (in Japanese)).

The site was designed so that fans can casually browse posts like a social network, making it easier for members to use photos as recipe inspiration and interact with one another.

The Oshi Lab Note: Kewpie revitalized a 12-year-old community using the gamified mechanism of badges. In this community, the number of years it has continued operating is an even greater asset than the sheer size of its membership. For companies that run long-standing fan communities, adding features that make existing members’ actions visible delivers higher cost-effectiveness than focusing purely on new user acquisition.

Plott — An IP With 800 Million Monthly Views Takes On Convenience Store Merchandising

Plott, which produces social media animation IP, shared its business strategy at the “IP Business Conference 2025” held on June 27. The company’s total views on YouTube have reached the 15 billion mark, with monthly views surpassing 800 million. Operating more than 10 channels, Plott has over 12 million combined subscribers. For its flagship IP Karekore of Mixed Blood (Konketsu no Karekore), the company ran convenience store collaborations featuring purchase-bonus merchandise giveaways and in-store audio broadcasts, selling up to 140,000 merchandise items. Company director Yusuke Yamada positioned short-form animation as next-generation anime content that combines the strengths of both YouTubers and television animation (AdverTimes. (in Japanese)).

With the smartphone game adaptation of Teikou Penguin recording roughly 70,000 downloads in a single month, the company has been generating results both online and offline.

The Oshi Lab Note: Among fans in their teens and twenties, there is a segment that cannot use credit card payments. Plott’s decision to deliberately choose convenience stores as its sales floor with that constraint in mind proved effective. While pop-up shops are limited to specific host regions, convenience stores allow fans to buy items anywhere in the country. The approach of first identifying the age group and daily living sphere of a fanbase—and then choosing retail channels to match—can be applied by any company that holds IP.

Restaurant Chains Added Reasons to Visit Through Anniversaries and Licensed IP

Kura Sushi and Gokurakuyu — Dual Rollouts Timed to the Demon Slayer Infinity Castle Film Release

To commemorate the theatrical release of Demon Slayer: Kimetsu no Yaiba – The Movie: Infinity Castle – Part 1 (Gekijouban Kimetsu no Yaiba: Mugenjou-hen Dai-isshou), dining and leisure companies rolled out collaborative campaigns. Starting August 8, the conveyor-belt sushi chain Kura Sushi began offering collaboration menu items at locations nationwide. The lineup included sushi and desserts inspired by characters such as Tanjiro Kamado, including “Tanjiro’s Ebi Tempura Mayo Sauce.” For every 2,500 yen spent (tax included), customers also received merchandise such as clear file folders (Anime! Anime! (in Japanese), Crank-in! (in Japanese), GAME Watch (in Japanese), Dtimes (in Japanese)). Meanwhile, 40 locations across the Gokurakuyu and RAKU SPA bathhouse group announced their fourth collaboration, titled “Get Refreshed! A Blissful Holiday Together” (Totonoe! Minna de Gokuraku na Kyuujitsu), running from August 18 to September 9. The chains announced plans to distribute 19 varieties of limited-edition muffler towels and offer five themed collaboration baths inspired by the characters (Anime! Anime! (in Japanese)).

Kura Sushi has continued its annual collaboration since 2020, while this marks the fourth installment for Gokurakuyu. Both companies announced that their campaigns were timed to coincide with the theatrical release.

The Oshi Lab Note: Both companies have a track record of continuing collaborations across multiple years. While a one-off collaboration can generate temporary buzz, it rarely leads to repeat visits the following year. When a collaboration becomes an annual tradition, fans develop the expectation that “it’s that time of year again.” In licensed IP collaborations, the number of consecutive years serves as a stronger driver of store visits than the scale of any single campaign.

Watami — City Hunter 40th Anniversary Collaboration Tops 10,000 Meals

The Watami Group was running the “City Hunter 40th Anniversary × Watami Collaboration Fair” across four restaurant chains, including the izakaya chain Miraizaka. On August 1, the company announced that cumulative sales of the fair’s limited-edition menu items had surpassed 10,000 meals. Organized to celebrate the 40th anniversary of the serialization of City Hunter, the fair ran from July 16 through August 31 and featured a total of 18 menu items. For each collaboration dish ordered, customers received one random original sticker out of six total designs (including one secret design), and character standee panels were installed at four locations in Tokyo. Restaurants saw noticeable turnout from longtime fans who had followed the series since the 1980s, along with numerous social media posts showcasing the collaboration dishes and stickers (PR TIMES (in Japanese)).

The group also simultaneously ran a receipt-entry campaign in which customers spending 3,000 yen or more (tax included) could apply to win original merchandise.

The Oshi Lab Note: Fans who have followed the series since its serialization began 40 years ago are now visiting restaurant chain locations in person. IP collaborations are often viewed primarily as initiatives aimed at younger audiences. However, veteran fans tend to have greater disposable income and the flexibility to visit multiple locations. For companies holding long-running serialized IP, it is well worth redesigning promotions to welcome fans from the original era alongside younger generations.

Torikizoku — First Co-Appearance by Founder and Son for the Chain’s 40th Anniversary

The yakitori chain Torikizoku celebrated the 40th anniversary of its founding in May. For the anniversary project, Tadashi Okura, president of parent company Eternal Hospitality Group, appeared together for the first time with his eldest son, SUPER EIGHT member Tadayoshi Okura. In Higashiosaka City, Osaka Prefecture—where the company was founded—Torikizoku revived its very first location, the Shuntoku store (which had closed in 2008 due to station-front redevelopment), for a limited time. Visitor numbers reached 1,901 in May and 1,523 in June. On June 5, the company also opened the “Torikizoku Memorial Museum” on the second floor, which was reported to have drawn such strong response that reservations became difficult to secure (AdverTimes. (in Japanese)).

The project started after Tadayoshi posted on social media: “I have deep memories of the very first shop—would you consider bringing it back?”

The Oshi Lab Note: What makes this unusual is that the starting point was not a corporate marketing plan, but a single remark posted on social media by a member of the founding family. Rather than a scripted anniversary event, fans embraced this project—born from an unvarnished family comment—using the fan term toutoi (precious and deeply moving). In anniversary initiatives, picking up on the genuine personal attachment held by insiders can sometimes resonate more deeply with fans than a heavily staged production.

Everyday Goods and Apparel Placed Characters on Standard Retail Shelves

3COINS × Pokémon — Advance Lotteries Control Store Entry on Day One of Wave 2

On August 2, Pal Group Holdings released a second wave of television anime Pokémon merchandise at 3COINS stores nationwide and on its official online store, PAL CLOSET. This followed the first wave featuring “PokéPeace” released on July 19. The product lineup included pouches and clear files illustrated with characters such as Captain Pikachu and Meowscarada. Items were priced for everyday accessibility, including clear files at 330 yen, tin-case sticker sets at 550 yen, and tin-case tote bags at 1,100 yen. On release day, entry into the Pokémon merchandise section was restricted via advance lottery. Physical stores also enforced a purchase limit of up to two of each item per transaction (Inside (in Japanese)).

By continuously offering character goods inside lifestyle variety stores, the company aimed to expand its buyer base beyond dedicated anime fans.

The Oshi Lab Note: A defining feature here is the coexistence of an affordable price range starting at 330 yen and restricted buying access through entry lotteries. While the products are inexpensive and easy to pick up, the entry lottery and purchase limits preserve the experience of something worth lining up to buy. Lowering unit prices alone can erode a sense of scarcity. Separating price design from access control is a useful reference point for companies handling mass-produced merchandise.

Suntory BOSS × Dragon Quest — Appealing to a Sense of Adventure With Canned Coffee and an Erdrick Boss Jacket

Suntory Beverage & Food International announced “BOSS QUEST: Deep Roast Reached at Last” (BOSS QUEST Tadoritsuita Fukairi), a collaboration product between its BOSS coffee brand and Dragon Quest, launching nationwide on September 2. The company also announced that on the same day, five flagship BOSS products would be renewed as newly designed “Dragon Quest Vocation Cans” (Dorakue Shokugyou Kan), featuring 24 total designs including monsters. Customers purchasing five eligible six-packs could also enter a campaign to win an “Erdrick Boss Jacket” (Roto no Bosujan) complete with a detachable cape, with entries required to be postmarked by November 30 (Inside (in Japanese)).

Via QR codes on eligible products, buyers could separately enter a campaign to win “Dragon Quest Vocation T-Shirts” themed around 10 in-game vocations.

The Oshi Lab Note: In addition to launching one dedicated collaboration beverage, the company is replacing the packaging across all five of its core flagship products. That decision reflects the scale of the initiative. When only a limited-edition item carries a collaboration, those products occupy just one corner of the retail shelf. When standard everyday products are renewed at the same time, the entire shelf fills with collaboration designs. For products with high daily purchase frequency like canned coffee, swapping out core packaging across the board multiplies how often shoppers encounter the campaign.

CONVERSE TOKYO × CLAMP Exhibition — Turning a 35th Anniversary Artistic Worldview Into T-Shirts

A collaboration between the creative group CLAMP’s exhibition “CLAMP Exhibition -SELECTION-” and fashion brand CONVERSE TOKYO began in Nagoya on August 7. Since making their commercial magazine debut in 1989, CLAMP has created works including Magic Knight Rayearth and Cardcaptor Sakura, and in July 2024 held the “CLAMP Exhibition” at the National Art Center, Tokyo to commemorate 35 years of artistry. This collaboration offered T-shirts (7,700 yen) and smartphone straps (5,445 yen) featuring characters from the exhibition key visuals, such as Kamui Shiro and Sakura Kinomoto. The items went on sale at the CONVERSE TOKYO Nagoya store on August 7, with made-to-order sales on the official online store announced to begin on August 21 (Anime! Anime! (in Japanese), fashionsnap.com (in Japanese), Cho! Animedia (in Japanese)).

The items featured a collaboration-exclusive logo combining the initial “C” from both “CLAMP Exhibition -SELECTION-” and CONVERSE TOKYO.

The Oshi Lab Note: The pairing of Converse’s apparel brand with an IP framed within the artistic context of a museum exhibition stands out. Rather than looking like conventional character merchandise, the pieces are crafted to blend naturally into everyday wardrobes. When fashion brands consider IP collaborations, leaning toward subtle “if you know, you know” designs rather than putting characters front and center helps preserve the brand’s own aesthetic world.

Municipalities and Companies Put VTuber Trust to Work in Practical Initiatives

Sana Natori × Natori City — Blood Donation Collaboration Enters Its 6th Year

The Natori City Blood Donation Promotion Council in Miyagi Prefecture announced its “Blood Donation Collaboration” with VTuber Sana Natori. Originally sparked by the shared name “Natori,” the initiative entered its sixth year in 2025. The council announced that blood drives would be held at Natori City Hall on August 14 and at AEON Mall Natori on August 30. Donors would receive a collaborative Sana Natori “Cheki-style bromide” instant-photo print (chosen from two designs) as a commemorative gift. Distribution of the keepsake was limited to donors who made advance reservations through the “Love Blood” web service (Inside (in Japanese)).

What began from the coincidence of a shared name had grown into a six-year staple initiative for the municipality.

The Oshi Lab Note: The reason this project has lasted so long lies in combining the civic framework of blood donation with a VTuber’s ongoing communication reach. A one-shot campaign only increases donor numbers temporarily. Turning it into an annual tradition builds a habit among fans that “it’s time to pitch in again this year.” Designing civic problem-solving around sustained fan participation is a model other local governments can apply as well.

Sango Suo × Shima Spain Village — 3rd PR Ambassador Collaboration Set for November

A third collaboration was confirmed between Nijisanji VTuber Sango Suo and Shima Spain Village, a theme park in Shima City, Mie Prefecture, scheduled to run from November 1, 2025 to January 12, 2026. During a livestream in May 2022, Suo spoke passionately about her affection for the park. After a fan-clipped video of that stream surpassed 1.3 million views, she was appointed “Virtual Ambassador (PR Ambassador)” in December of that year. Counting from the first collaboration event in February 2023, this upcoming run marks the third installment (Mogura VR (in Japanese), AtPress (in Japanese), Denfaminicogamer (in Japanese), emogram (in Japanese), KAI-YOU (in Japanese)).

The park announced plans to roll out an in-park stamp rally, collaboration food items, and original merchandise.

The Oshi Lab Note: The affection for the park that Suo expressed in a single livestream developed into an ongoing PR ambassador role and led to three consecutive years of collaborations. Rather than a company selecting and hiring talent from scratch, the park welcomed someone who had already publicly declared her love for the venue. Spotting spontaneous advocacy and creating an official role around it can be far more cost-effective than trying to manufacture affection after a contract is signed.

Mizkan Ajipon × hololive — Contest Campaign Casts Sakura Miko After Fan Feedback

Mizkan announced that on August 8 it would launch “Holopon Meshi-Tero Club 2025” (Horopon Meshitero-bu 2025), a collaboration campaign between its seasoning brand Ajipon and the VTuber group hololive. While the 2024 campaign featured members associated with the word “pon” (a fan slang term for endearingly clumsy, echoing the “pon” in Ajipon), this year’s campaign responded to fan comments saying “It makes no sense to do a ‘pon’ collab without Mikochi,” casting Sakura Miko alongside Shirogane Noel as central figures. From 7:00 p.m. on August 8 through 11:59 p.m. on August 31, the company planned to hold a contest inviting fans to post dishes made with Ajipon or fan art on X, with winning entries to be recognized during a livestream on Shirogane Noel’s channel (Inside (in Japanese)).

Mizkan also announced that a limited-quantity set including an original standee coaster commemorating the collaboration (923 yen) would go on sale via the official Mizkan online shop starting at 6:00 p.m. on August 8.

The Oshi Lab Note: Responding to fan voices, Mizkan added a talent whose persona fits the wordplay of the product name in the campaign’s second year. Companies do not need to achieve perfect casting on the very first try; they can judge who to cast next based on fan reactions asking “Why isn’t that person included?” For companies running recurring campaigns, building a mechanism to pick up on social media feedback about what fans feel is missing provides valuable casting material for future installments.

DIAGRAMTwo Approaches to Talent and IP Partnerships Seen This Week

Joining Existing Fan Momentum

Dole × INI: Cast the group as pineapple supporters after their song 'Pineapple Juice' was already out
Shima Spain Village × Sango Suo: Appointed her ambassador after a clip of her praising the park topped 1.3M views
Mizkan × hololive: Added Sakura Miko in year two in direct response to fan comments about the 'pon' theme

Building Multi-Year Continuity

Kewpie Mayonnaise Fan Club: Added rank badges in its 12th year to highlight existing member activity
Kura Sushi & Gokurakuyu: Turned Demon Slayer tie-ins into multi-year recurring events timed to film releases
Natori City × Sana Natori: Sustained a civic blood donation drive into its 6th consecutive year

Source: The Oshi Lab’s summary of the article

XR and Entertainment Venues Expanded Experiences From Corporate Training to Tourism

meleap “HADO” — Corporate Adoption Tops 1,000 Companies via Health Management Programs

The number of companies using the augmented reality (AR) sport “HADO,” provided by meleap Inc., has surpassed 1,000 corporate clients. HADO is a dodgeball-style AR sport in which players wear head-mounted goggles and arm sensors to fire energy balls in head-to-head matches. Companies have been adopting it to promote health and productivity management and to foster internal communication during corporate training. Dai Nippon Printing (DNP) held an internal HADO tournament to cultivate workplace culture; simultaneous viewers of the online broadcast exceeded 300 people, and participant satisfaction reached 93%. Following its Series C funding round in May 2024, meleap reached 3.1 billion yen in cumulative funding and operates across 39 countries worldwide (Mogura VR (in Japanese)).

Expansion into public schools had also begun, with Shizuoka Prefectural Shizuoka Nishi High School permanently introducing HADO as a physical education subject starting in June 2025.

The Oshi Lab Note: Separate from its consumer-facing business, meleap has expanded corporate adoption as a fan-acquisition channel to more than 1,000 companies cumulatively. Instead of relying solely on individual consumer spending, it has opened up a separate budget category: corporate welfare and training budgets. For companies with experiential AR or XR content, combining consumer offerings with stable corporate demand is a more repeatable business design than chasing profitability through B2C alone.

JR East — One-Week Limited XR Safari at Takanawa Gateway City

East Japan Railway Company (JR East) announced that it would hold “TAKANAWA NIGHT SAFARI,” a safari event utilizing extended reality (XR) technology, at TAKANAWA GATEWAY CITY in Minato Ward, Tokyo, for a limited one-week run from August 18 to August 24. Visitors wore mixed reality (MR) headsets while riding “RakuRo,” an autonomous single-rider mobility vehicle, allowing them to observe animals recreated through XR technology blending physical and digital spaces. Organized around the theme “Coexistence of Humans and Robots,” the project was jointly promoted by four companies: Hakuhodo, NTT Docomo Business, Futurek, and ROBO-HI. Admission was 1,500 yen (tax included) by advance reservation (Mogura VR (in Japanese)).

At the same venue, the free-admission “Cool Evening Takanawa Ramune & Cider Festival” (Nouryou Takanawa Ramune Saidaa Fesu) was held simultaneously to create visitor synergies.

The Oshi Lab Note: What catches the eye here is a railway company’s decision to deploy XR for just one week as a way to draw people to a district it developed itself. Concentrating the event into a short window rather than making it a permanent installation creates scarcity—visitors must go during that specific week to experience it. Companies managing urban redevelopment areas can use limited-time XR deployments as proof-of-concept tests to gauge neighborhood foot traffic before committing to permanent investments.

Sony × TM NETWORK — Immersive Experience at Career-First IP Exhibition

Sony Music Solutions announced “TM NETWORK 2025 IP,” the first large-scale career exhibition for the music unit TM NETWORK, running from August 26 to October 3 at Ginza Sony Park. The exhibition was designed as a hands-on experience reconstructing the group’s trajectory since their 1984 debut as “intellectual property.” Utilizing Sony’s Crystal LED displays, 360 Reality Audio, and Haptic Floor technology, it delivered an immersive musical experience. During the run, a newly arranged version of the song “We Can’t Stop That Way” created specifically for the exhibition was also unveiled (AdverTimes. (in Japanese)).

The venue operated from 11:00 a.m. to 7:00 p.m. (last entry at 6:30 p.m.) and required a paid admission ticket.

The Oshi Lab Note: Defining a 40-year musical career as “intellectual property” and pouring all of the company’s proprietary display, spatial audio, and haptic technologies into the exhibition is a notable approach. Rather than stopping at a retrospective archive display, the exhibition doubled as a showcase for Sony’s own hardware technology. Companies that hold IP from long-active artists have room to design anniversary exhibitions not merely as historical artifact displays, but as live demonstrations of their own technological capabilities.

This Week’s Takeaways

This week was defined by companies backing up the reach of individual talents and streamers with concrete numbers. Kao Bioré’s 15x increase in buzz, UHA Mikakuto’s 3.3 million impressions, and Watami’s 10,000 meals sold are clear examples. In each case, the company achieved results by tapping into the existing fan interest already held by the talent or IP.

At the same time, cases that have built relationships with fans over many years also stood out. Examples include Kewpie’s 12th-year fan club, the recurring collaborations at Kura Sushi and Gokurakuyu, the sixth year of blood drives with Sana Natori and Natori City, and the third collaboration between Sango Suo and Shima Spain Village. Across this week’s stories, we can see that the number of years a project continues—more than one-off buzz creation—is what builds lasting trust with fans.

This week’s cases demonstrate how companies can spot places where fans are already active and join in afterward, rather than trying to manufacture fan interest from scratch. Alongside our guides to Oshikatsu Marketing Design Principles and Fan Marketing Fundamentals, consider how this week’s developments can inform your own designs for long-term continuity.

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