among Japanese nationals; questionnaires could be answered online or mailed
Method of interview
Postal questionnaire
Supplementary notes
Share of respondents who stated that they consciously spend money on activities to support celebrities, characters, etc. (purchase of goods, etc.)
The source used a stratified two-stage random sampling approach for the selection of the survey sample.
Sample size by age:
15-19 years: n=204
20-29 years: n=446
30-39 years: n=651
40-49 years: n=950
50-59 years: n=969
60-69 years: n=996
70 years and older: n=1,418.
Citation formats
Share of consumers spending money to support celebrities in Japan 2022, by age
In a survey conducted in November 2022, over one-quarter of consumers aged 15 to 19 in Japan reported to consciously spend money on activities to support celebrities and fictional characters. While a total of *** percent spent money on activities aimed at supporting a famous person, character, or object, this form of consumer behavior was more common among young consumers.
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CAA. (June 13, 2023). Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 01, 2026, from /statistics/1417438/japan-share-of-consumers-spending-money-on-fandom-by-age/
CAA. "Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by age group." Chart. June 13, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 01, 2026. /statistics/1417438/japan-share-of-consumers-spending-money-on-fandom-by-age/
CAA. (2023). Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 01, 2026. /statistics/1417438/japan-share-of-consumers-spending-money-on-fandom-by-age/
CAA. "Share of Consumers Consciously Spending Money on Activities to Support Celebrities and Characters in Japan as of November 2022, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 13 Jun 2023, /statistics/1417438/japan-share-of-consumers-spending-money-on-fandom-by-age/
CAA, Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by age group ÌÇÐÄÆƽâ°æ, /statistics/1417438/japan-share-of-consumers-spending-money-on-fandom-by-age/ (last visited August 01, 2026)
Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by age group [Graph], CAA, June 13, 2023. [Online]. Available: /statistics/1417438/japan-share-of-consumers-spending-money-on-fandom-by-age/
