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 gender:
Men: n=2,709
Women: n=2,925
Citation formats
Share of consumers spending money to support celebrities in Japan 2022, by gender
In a survey conducted in November 2022, around *** percent of female consumers in Japan reported consciously spending money on activities to support celebrities and fictional characters. Just around percent of male respondents spent money on activities aimed at supporting a famous person, character, or object.
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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 gender [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1417442/japan-share-of-consumers-spending-money-on-fandom-by-gender/
CAA. "Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by gender." Chart. June 13, 2023. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1417442/japan-share-of-consumers-spending-money-on-fandom-by-gender/
CAA. (2023). Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by gender. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1417442/japan-share-of-consumers-spending-money-on-fandom-by-gender/
CAA. "Share of Consumers Consciously Spending Money on Activities to Support Celebrities and Characters in Japan as of November 2022, by Gender." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 13 Jun 2023, /statistics/1417442/japan-share-of-consumers-spending-money-on-fandom-by-gender/
CAA, Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by gender ÌÇÐÄÆƽâ°æ, /statistics/1417442/japan-share-of-consumers-spending-money-on-fandom-by-gender/ (last visited August 04, 2026)
Share of consumers consciously spending money on activities to support celebrities and characters in Japan as of November 2022, by gender [Graph], CAA, June 13, 2023. [Online]. Available: /statistics/1417442/japan-share-of-consumers-spending-money-on-fandom-by-gender/
