Inflation is the number-one public concern in Japan.
But one section of the economy is proving to be invulnerable to rising prices: pop idols, YouTubers and cartoon characters.
The term oshikatsu has been on the lips of everyone from executives to the Bank of Japan in recent months. Lacking a good direct translation, the word means supporting your favorite idol, character or artist. You can think of it as being like a dedicated Swiftie buying Taylor Swift’s merchandise and traveling long-distance to concerts — except that passion can be applied to almost anyone, real or fictional.
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