In Japan, policymakers and economists are paying close attention to the "oshikatsu" phenomenon as a growing driver of consumer spending. Momoka Matsui, 24, is one of many doing her part to shore up the economy.
Matsui is part of an expanding demographic of mostly 20- and 30-somethings engaged in activities supporting one's favourite celebrities, anime characters, cuddly mascots or any "oshi" – the Japanese term for the object of one's adulation.
