How Anime and Idol Fans Are Powering Japan’s Most Unlikely Credit Card Empire

Japanese pop culture news edited by Patrick Macias

• Japan’s “oshi katsu” fan activity trend is fueling a unique business model

• Marui, a department store operator in Japan, now earns most profits from fintech instead of sales

• Marui’s Epos Card has turned anime, idol, and sports fandom into serious spending power

Who Is Marui and Why Fans Matter

Marui’s EPOS cards with anime and game tie-ups

Marui is a long running Japanese department store chain with 22 Marui and Modi stores nationwide. While most retailers rely on sales and foot traffic, Marui reinvented itself after the pandemic. Instead of measuring success by in store revenue, it shifted focus to fintech through its Epos Card, which drives most of the company’s profits. The change worked. Today, Marui earns 97 percent of its profit from fintech services linked to the card. Traditional retailers track sales or square foot efficiency, but Marui prioritizes card sign ups, how much customers spend using the card, and what share of their household budget flows through it.

Explaining the Oshi Katsu Fan Economy

At the center of this success is the Japanese trend known as oshi katsu. The word oshi means favorite or the one you support, often used for anime characters, idols, or sports stars. Oshi katsu refers to the lifestyle of supporting that favorite through merchandise, tickets, and now, credit cards that symbolize loyalty. About 1.2 million Epos Card holders qualify as oshi members. While this is only 15 percent of total cardholders, their lifetime value is up to seven times higher than standard members. Their motivation is emotional: the card feels like an extension of their fandom or a way to give back, not just a financial tool.

Building a Fan Driven Business Model