Cool Japan/Otaku Market: Consumer Survey 2026

Language:
Japanese
Product Code No:
C68109000
Issued In:
2026/08
#of Pages:
349
Publication Cycle:
  
Format:
PDF

Price

120,000 yen ($758.20)
(excluding consumption tax)
240,000 yen ($1,516.40)
(excluding consumption tax)
360,000 yen ($2,274.59)
(excluding consumption tax)
* Equivalent value in US$ (Today's rate : $1= 158.27 yen , 2026/10/06 Japan)
*Scope of Each License Type

Coverage: (Product/service)

Otaku Market

Research Target:

Consumers (Otaku) for 31 segments in the Otaku (Cool Japan) market

Research Content:

The negative connotations once attached to the term otaku have steadily dissipated. Today, otaku form a cornerstone consumer base across various industries, driving substantial market value.
Furthermore, content originally targeted at otaku—notably anime, manga, and gaming—now commands an immense global following. To capitalize on this growth, Japan’s Ministry of Economy, Trade and Industry (METI) launched the Cool Japan Promotion Office in 2010, positioning these sectors as strategic growth engines under the Cool Japan Strategy.
Drawing on a targeted survey of self-identified otaku, this Consumer Survey Edition investigates these passionate consumer groups, shedding light on previously under-researched niche segments. The subsequent Market Survey Edition (releasing in September 2026) will delve into market structures, consumer and industry trends, and emerging market topics.

TOC:

I   Survey Results on Overall Trends of Otaku

1. Method of Sizing Otaku Demographic in Japan
2. Otaku Demographic in Japan
3. Traits of Otaku Individuals in Comparison with Non-Otaku Individuals
4. Otaku Demographic by Segment
5. Comparison of Otaku by Segment (31 Segments)
6. Relation between Otaku Activities and Annual Amount Spent (9 Patterns)
 

II   Detailed Survey Results on Otaku by Segment

(For each category: Gender, Age, Educational Background, Occupation, Household income, Marital status, Number of years being Otaku, Annual consumption, Hours of Otaku activity per week, Source of information, Hours used on Internet per day, Social media frequently used, Video sites frequently accessed, Personal traits, Oshi-katsu status, Strongest “oshi”, Activities related to their strongest “oshi”)

1. Anime 
2. Manga
3. Light Novels
4. Doujinshi (Fanzine)
5. Plastic Models
6. Figurines
7. Dolls
8. Model Railroads
9. Popular Idols
10. Professional Wrestling
11. Costume Play
12. Services by Girls in Maid Costumes or in Costume Play Clothing
13. Smartphone Games
14. Home Video Game Console, Consumer Game
15. PC Games
16. Indie Games, Videogame Software Produced by Hobbyists
17. Analog Games (Board Games, Card Games)
18. Trading Cards, Trading Card Games
19. Boys Love (BL)
20. Speech/Vocal Synthesis
21. Toy Guns
22. Survival Games
23. Radio Control (RC)
24. Mini 4WD
25. Mini Cars
26. Voice Actors/Actresses
27. PC Building, Electronic Kits
28. Disney related
29. VTubers
30. Special Effect Films
31. 2.5 Dimensional Musical

Price

120,000 yen ($758.20)
(excluding consumption tax)
240,000 yen ($1,516.40)
(excluding consumption tax)
360,000 yen ($2,274.59)
(excluding consumption tax)
* Equivalent value in US$ (Today's rate : $1= 158.27 yen , 2026/10/06 Japan)
*Scope of Each License Type