The Rise of “Oshi Loss”: Emotional Needs and Cultural Adaptations

Oshi Loss and Its Growing Significance
As oshi culture gains global traction, the phenomenon of oshi loss (推しロス) — the emotional void fans feel when their favorite idol retires, marries, or drifts away from public engagement — has become increasingly prominent. In modern society, oshi-katsu (activities to support idols or beloved figures) transcends entertainment to serve as a vital emotional pillar for many.

Recognizing the emotional toll of oshi loss, the Izu Marriott Hotel Shuzenji in Shizuoka Prefecture has introduced an innovative “Healing Journey” package. This program caters specifically to fans grappling with oshi loss, offering a combination of hot spring therapy, digital detox, and spiritual rituals to address emotional distress. This approach not only breaks the traditional bounds of hospitality services but also blends psychological healing with business innovation, positioning the hotel as a sanctuary for emotional recovery.

The Design and Value of the Healing Journey
The “Healing Journey” emphasizes personalized and ritualistic experiences, offering profound emotional relief. The package, priced at ¥40,000 per night for solo travelers (including dinner and breakfast) or ¥30,000 per person for shared accommodations, accepts only three groups daily to ensure an intimate…