Top 5 Surprising Things Japanese Youth Are Spending More On in 2025
When it comes to consumer trends in Japan, youth spending is often associated with beauty products, high-tech gadgets, fashion, and entertainment. Japanese Gen Z and young millennials (roughly aged 18–35) have long been known to prioritize skincare, cosmetics, personal technology, and convenience-focused services, such as café culture and on-demand delivery. Even amid economic uncertainties and rising living costs, these categories remain strong.
But 2025 is revealing a shift, one that highlights emotional connection, digital immersion, and value-based consumption. From intense support for fictional idols to immersive virtual shopping, Japanese youth are spending more on categories that may seem surprising at first glance.
Here are the top unexpected spending trends among Japanese youth this year, along with their significance.
Ranking of Japanese Youth Spending
- Oshikatsu: Fandom-Driven Expenditure
- In‑Game Purchases (Microtransactions & Gacha Mechanics)
- Sustainable & Upcycled Fashion
- Plant‑Based & Functional Foods
- AR/VR & AI-Enhanced Experiences
1. Oshikatsu: Fandom-Driven Expenditure
The rise of “oshikatsu” (推し活), a term that loosely translates to “supporting your favorite (idol, character, or creator),” has become one of the most powerful forces in Japan’s consumer economy. Young fans are investing serious time and money into their “oshi,” whether that’s a K-pop idol, a 2D anime character, a VTuber, or a sports team.
Recent data indicate that approximately 14 million people in Japan participate in oshikatsu, spending an average of ¥250,000 per person annually. That adds up to a staggering 3.5 trillion yen, or 2.1% of the country’s total retail spending.
For many young adults, spending on their “oshi” isn't a hobby, but a way of life. This includes:
- Collecting rare merchandise
- Attending live events, pop-up cafes, and stage plays
- Purchasing “support goods” like custom-made fan signs or coordinated outfits
- Booking themed hotel rooms or going on “pilgrimages” to anime/manga-related locations
With wages for people in their 20s slowly improving and social platforms helping fans connect, oshikatsu has become a major, legitimate form of emotional and social expression—and a serious market for brands to tap into.
2. In‑Game Purchases (Microtransactions & Gacha Mechanics)
Gaming has long been a favorite pastime in Japan, but in 2025, it’s not just about gameplay: it's about spending. Young gamers are pouring more money than ever into in-game purchases, especially those tied to gacha mechanics (randomized prize draws) and character-based digital goods.
A recent survey found that nearly 19% of Japanese people aged 20–29 have spent so much on in-game purchases that it negatively impacted their budget for rent, food, or bills. Among men, the rate jumps to nearly 23%.
This trend includes:
- Mobile games with gacha draws for rare characters or outfits
- Paid upgrades in console games (cosmetics, weapons, experience boosts)
- Subscription passes and limited-time offers
- “Whale” spending—high-spend users driving monetization models
Despite some user regret, the engagement rate continues to rise. Social pressure, competitive gameplay, and the thrill of randomness all contribute to this digital spending habit.
3. Sustainable & Upcycled Fashion
While fast fashion still prevails in Japan, a countercurrent is gaining strength among younger consumers: a growing desire for sustainable, minimalist, and upcycled fashion.
Rather than chasing major fashion labels or new trends, many Japanese Gen Zers are actively seeking:
- Clothing and accessories made from recycled or repurposed materials
- Locally made, low-impact clothing from ethical brands
- Vintage, secondhand, or upcycled items from curated thrift stores or pop-up markets
- Minimalist capsule wardrobes and clothing swaps
This marks a notable shift in spending mindset: from being more about owning more to being more about owning what aligns with personal values. The rising popularity of platforms like Mercari (a second-hand selling app) and eco-brands emerging in Harajuku or Shibuya demonstrates that sustainability isn’t just a buzzword, but rather a genuine purchasing motivator for the youth.
4. Plant‑Based & Functional Foods
Health-conscious spending is on the rise, especially in the form of plant-based and functional foods. While Japan has traditionally favored seafood and meat-based dishes, younger generations are showing an increasing appetite for:
- Plant-based meats and dairy alternatives (soy, oat, almond)
- Fortified snacks with ingredients for gut health, focus, and relaxation
- Foods labeled “ethical,” “non-GMO,” or “additive-free”
- Protein-rich meal kits and drinkable yogurt-type wellness products
Popular chains like Muji have expanded their plant-based ready meals, and convenience stores now carry more vegan-friendly or low-carb options than ever before. Japanese youth are willing to pay more for food that’s healthy, functional, and ethically produced—a significant shift in a country known for conservative food preferences.
5. AR/VR & AI-Enhanced Experiences
In 2025, technology isn't just something to use, but something to spend on for the experience. Gen Z consumers are embracing a new wave of AR (augmented reality) and VR (virtual reality) tools, especially in shopping, entertainment, and social platforms.
This includes:
- Virtual furniture try-ons through AR apps
- Virtual concerts and fan meetings with digital idols or avatars
- AI-based stylists helping users personalize fashion and makeup looks
- Immersive brand campaigns with gamified user engagement
Whether it’s visiting a virtual flagship store, testing out clothes with an AR mirror, or attending a VR anime event, Japanese youth are spending to access these enhanced realities. For brands, this means that investing in tech experiences can translate into real consumer spending.
Conclusion
On the surface, you’d expect young people in Japan to cut back—rising inflation, uncertain job markets, and stagnant wages have made budgeting a priority. But 2025 tells a different story.
Japanese youth are choosing to spend more, but on things that hold emotional, personal, or ethical significance. These aren't purely practical purchases; they’re rooted in identity, values, and immersive experiences.
These categories stand out because they reflect a clear shift in values among Japanese youth. Rather than prioritizing essentials, young people are choosing to invest in their passions—whether that means supporting a fictional character or buying a coveted digital outfit—highlighting a preference for emotion over utility. They're also opting for value over volume, favoring minimalist, upcycled, and ethically made goods instead of fast fashion or flashy brand names. Experience is taking precedence over possession, with immersive, tech-driven activities holding more appeal than traditional material purchases. And when it comes to food, there's a new tilt toward wellness over indulgence, as functional, plant-based options that promote long-term health and ethical consumption continue to gain traction.
These trends reflect a more profound cultural shift—a generation that wants to spend with purpose, even in a challenging economy. Brands that can align with these evolving values will be better positioned to connect with Japan’s most forward-thinking and emotionally invested consumers.
