A flourishing trend in Japan's entertainment industry has seen fans enthusiastically supporting 'painful characters' or 'Ita-Kya,' contributing to a vibrant Oshi-Katsu ("pushing" - actively supporting) market. These beloved characters, often flawed in different ways, have captured the hearts of an expanding audience who not only consume related content but also willingly purchase merchandise. This trend is not confined to big cities but has spread to various regions across Japan, leading to an active and flourishing market.

In Japan, characters known as 'Ita-Kya,' often with painful or flawed backgrounds, enjoy immense appeal. Pop culture trends such as these tend to shape significant market activity. A surging interest in these characters sees fans actively supporting them, driving successful merchandise sales. This kind of fan culture is an integral part of Japanese society, celebrated widely and stimulating localized economic growth.

In the US and EU, fan culture gravitates more towards hero worship - characters that exhibit strength, power, or superior abilities. Japan's fascination with 'Ita-Kya' characters stands as a unique contrast, demonstrating the culture's acceptance and identification with vulnerability and imperfection.