Over 80% of Gen Z Fans Support Luxury Brands: Ownership Motive Shifts from Self-Expression to Boosting Fan Activity Motivation [Usage Survey]

K-Brand Off Co., Ltd., a member of the Komehyo Holdings Group—renowned for holding the No.1 share in Japan’s secondhand luxury market—has conducted a survey titled 'Survey on the Actual Usage of Luxury Resale Among Gen Z Fans.' The results reveal that over 80% of Gen Z individuals actively engaged in fan activities (oshikatsu) express a positive attitude toward owning luxury goods, with their motivation shifting from 'self-expression' to 'enhancing motivation for fan activities'—an internal form of satisfaction.

※1 'Resale Market Data Book 2025' (Research by Komehyo Economic Newspaper Co., Ltd.)

＜Key Points of This Release＞

・Re-defining Value within 'Fan Activities': 82.1% of Gen Z fans show a positive inclination toward adopting luxury brands.

・Internal Motivation Prevails: 48.4% cite 'boosting personal motivation' as their reason, surpassing 'standing out among peers' at 15.8%.

・Luxury Goods as 'Portable Assets': 61.7% recognize them as assets, and 61.6% consider resale value at the time of purchase.

・Dual Use of the Resale Market: 66.1% utilize resale platforms for both 'searching' and 'selling.'

● Background of the Survey

The fan activity (oshikatsu) market has been expanding rapidly in recent years. According to research by Oshikatsu Soken, the total market size related to fan activities is estimated at approximately 4.1 trillion yen (※2), indicating that oshikatsu has evolved beyond a niche hobby into a widespread consumer behavior influencing various industries.

However, until now, there has been insufficient examination of how Gen Z perceives luxury brands within this expanding oshikatsu consumption trend. In light of this growing market, K-Brand Off conducted a survey targeting Gen Z individuals who actively engage in fan activities to understand their actual usage of luxury resale markets.

(※2) '3rd Oshikatsu Reality Survey,' Oshikatsu Soken

https://note.com/oshikatsusoken/n/n891ccd4bac7b

● Detailed Survey Results

1. High Demand for Luxury Goods: Re-defining Value in the Context of 'Fan Activities'

When asked about their willingness to adopt luxury fashion items (especially bags), 82.1% responded positively. This suggests that luxury goods are being redefined in the context of 'fan activities' and continue to enjoy strong support among Gen Z.

2. Ownership Motivation Shifts Toward 'Internal Fulfillment'—Nearly Triple That of Self-Expression

The reasons Gen Z fans own luxury goods reveal that internal motivations—'supporting oneself'—greatly outweigh external motivations such as 'how others perceive me.' When asked why they actively own luxury items (multiple responses allowed), 48.4% cited 'boosting their own motivation or mood during events,' significantly surpassing 15.8% who wanted to 'stand out or be noticed among fellow fans (dōtan).' This threefold difference indicates that luxury ownership is less about comparison with others or self-expression, and more about self-investment to sustain fan activities—what can be described as a choice for 'internal fulfillment.'

3. Luxury Goods as 'Portable Assets': Resale Value Considered Both at Ownership and Purchase

The survey shows that Gen Z fans view luxury goods not merely as luxury items, but as part of asset-building and purchasing decisions. Regarding ownership of brands that retain value, 61.7% (combining 'strongly agree' and 'somewhat agree') expressed a sense akin to 'portable savings' or 'assets.' A similar trend appears in actual purchasing behavior. When asked how much future 'resale value' influences their product selection, 61.6% (combining 'always consider,' 'sometimes consider,' and 'consider only for high-priced items') stated they are mindful of resale value at the time of purchase. With nearly identical rates for asset perception (61.7%) and rational purchase criteria (61.6%), luxury goods have become established among Gen Z fans as rational choices with inherent asset value, rather than purely emotional possessions.

4. Dual Use of the Resale Market: Established in Both 'Searching' and 'Selling' Scenarios

For Gen Z fans, the luxury resale market is not just a place to buy, but is actively used in two distinct scenarios: 'searching' and 'selling.' When looking for specific items—such as merchandise in their favorite idol’s color or previously worn brand items—66.1% (combining 'frequently use' and 'occasionally use') reported having used or considered using resale shops. On the other hand, when raising funds for fan activities (e.g., concert tickets, travel expenses, goods), 66.1% (combining 'have done multiple times,' 'once or twice,' and 'haven’t yet but may consider') indicated experience selling their luxury items or future intent to do so. Both results show the same rate of 66.1%, indicating that the resale market has become a circular infrastructure for Gen Z fans—serving as both an 'entry point' to acquire items and an 'exit point' to generate funds.

● Comment from Company Representative

A representative from K-Brand Off commented:

'What this survey reveals is not that Gen Z has stopped owning luxury goods, but rather that the meaning behind ownership has shifted to 'supporting oneself.' We are reaffirmed that our luxury resale service naturally fits into a cycle where fans wisely own physical assets to sustain their activities, selling them when needed to fund their next endeavors.'

● Survey Overview

Survey Name: Survey on the Actual Usage of Luxury Resale Among Gen Z Fans Survey Period: March 23–30, 2026 Target Respondents: Japanese males and females aged 20–29 (Gen Z) who actively engage in fan activities Valid Responses: 386 (120 males, 266 females) Survey Organization: Marketing Applications Inc. 'Surveroid' Survey Method: Online survey

⚫️ Company Overview

K-Brand Off Co., Ltd. (K-Brand Off, K-Brand Off Co., Ltd.) has been actively expanding its business domestically and internationally since the founding of its predecessor in 1993. Headquartered in Kanazawa City, Ishikawa Prefecture, it operates as a 100% subsidiary of Komehyo Holdings Group—the leader in Japan’s luxury resale market—managing 'BRAND OFF,' which retails and buys back luxury bags, watches, jewelry, precious metals, and apparel, as well as 'JBA,' an auction platform for secondhand dealers.

'BRAND OFF' operates not only in Japan but also in Hong Kong, Taiwan, and Shanghai through local subsidiaries.