文 | 娱乐资本论 李富阳 "日本地偶正在进入爆发期，内地资本看在眼中，准备下场。"地偶资深从业者老雷向河豚君表示。在他 看来，目前地偶经纪国内大概有2亿市场规模，其中男女地偶各占一半。 地偶是指不在主流媒体露出，在小剧场、livehouse演出的偶像团体。日本是地偶的发源地，这些在地下 演出的偶像们往往没多少粉丝，生存困难是常态。如今，随着流媒体的发展，越来越多的日本地偶团体 开始在短视频网站如tiktok上曝光，开始冲击传统偶像团体。头部地偶团体如fruits zipper更是在出道三 年时间内实现了从livehouse到武道馆再到东京巨蛋的三级跳。 在海的这边，国内地偶数量已经连续三年实现百支以上数量的增长，相较地偶元年"2023年"总数147支 翻了2倍多（注：地偶统计数据实时更新）。"可以说，国内的地偶也想走日本的路"。不仅有大量民间 资本涌入，一些传统娱乐经纪公司和平台也纷纷下场，如白色系正招募地偶，B站也做了地偶综 艺，"听说乐华也有计划要做地偶"，老雷透露。 到了2025年，相比大家印象中的女地偶团体，男地偶经纪更是直接起飞，不止有创造营系选秀艺人如陆 定昊、刘夏俊等加入，在社媒上，也到处充斥 ...

Core Insights - The underground idol (地偶) market in Japan is experiencing a significant growth phase, with domestic capital showing interest in entering the market [1] - The domestic underground idol market is estimated to have a market size of approximately 2 billion, with male and female idols each accounting for half [1] - The number of underground idol groups in China has more than doubled since 2023, with 147 groups reported in the first year [1][4] Group 1: Market Dynamics - The underground idol scene in China has seen a rapid increase in the number of groups, with 101 new female groups in 2023 and an additional 188 in 2024 [4] - The male underground idol market is estimated to be around 100 million, with 60 male groups currently active [5][6] - The competition landscape for female underground idols is becoming increasingly difficult, with many groups struggling to attract audiences and generate revenue [10][12] Group 2: Revenue Generation - Both male and female underground idols rely heavily on "special tickets" (特典券) for revenue, which allow fans to interact with idols [23] - Self-managed groups can retain all earnings from special tickets, while those under agencies share revenue [24] - The emotional connection with fans is crucial for revenue, as idols must provide personalized interactions to maintain support [27][29] Group 3: Industry Trends - The entry of capital into the underground idol market is becoming a trend, with many entertainment companies looking to invest [33][36] - The market is characterized by a low barrier to entry, allowing many amateur groups to form with minimal investment [33] - The lack of original content in the underground idol scene is a significant challenge, with many groups relying on Japanese songs rather than creating original Chinese content [37][38]

Core Insights - The underground idol (地偶) market in Japan is experiencing a significant growth phase, with domestic capital showing interest in entering the market [1] - The domestic underground idol market has seen a continuous increase in the number of groups, doubling from 147 groups in 2023 to over 300 [2] - The male underground idol sector is rapidly expanding, with a notable increase in participation from various demographics, including students and professionals [2][4] Market Overview - The underground idol scene in China has evolved from a niche subculture to a more mainstream business, with a significant increase in the number of female and male groups [4][5] - Female underground idols face challenges in monetization due to a saturated market and limited audience, with some groups struggling to attract more than a handful of fans to performances [5][7] - The male underground idol market is characterized by a more diverse audience and less rigid stylistic constraints, allowing for a broader range of performance styles [13][18] Financial Dynamics - Revenue generation for underground idols primarily relies on "special tickets" (特典券), which allow fans to interact with idols, as ticket sales typically go to event organizers [19] - The financial viability of underground idol groups is often precarious, with many new groups failing to sustain operations beyond a few months due to high competition and low audience turnout [7][8] Competitive Landscape - The competition among female underground idols is intensifying, with many groups adopting unconventional strategies to attract audiences [10][11] - In contrast, the male underground idol sector is experiencing a surge in new entrants, with many aspiring idols drawn by the potential for quick returns on investment [11][18] - The market is witnessing a trend where established entertainment companies are beginning to invest in underground idols as a means to capitalize on the growing interest [31] Cultural and Social Factors - The underground idol phenomenon is heavily influenced by cultural factors, with many idols and fans sharing a deep interest in Japanese pop culture [5][28] - The emotional connection between idols and fans is crucial, with idols often engaging in personalized interactions to maintain fan loyalty [24][26] - The concept of "恋营" (romantic engagement) is prevalent in the male underground idol scene, leading to both increased revenue and potential conflicts among fans [26][27] Future Outlook - The underground idol market is expected to continue evolving, with many groups preparing for greater visibility and potential mainstream success [31][33] - The need for original content and unique performances is highlighted as a critical factor for the long-term sustainability of underground idol groups [33]

本文来自微信公众号：日本通 （ID：ribentong-517japan），作者：Jasmine，题图来自：AI生成 你会为自己心爱的偶像花钱支持ta吗？ 那么，当手头里的钱已经花光，你会选择等过段时间手头宽裕了再支持ta，还是不择手段获得打赏的钞票呢？ 相信能够理性回答这个问题的人不在少数。但很遗憾，现实中总有人义无反顾地选择后者。这一现象在东亚两国的青少年群体中屡见不鲜，日本的一些少女 甚至选择"出卖"自己，只为博双方一笑。 "氪金追星"席卷中日 近些年来，中国青少年花父母的血汗钱在网络平台打赏主播的新闻频频报道。某直播平台后台数据显示，未成年人用户中，连续观看直播超2小时的比例达 43%，其间平均触发打赏行为5.8次。[23]而就在今年4月，一名17岁的中学生利用网络平台的漏洞，天价打赏主播45万元。[16]此外，除了未成年人的自发消 费行为，无良网络主播通过情感绑架等方式诱导青少年为其打赏的例子比比皆是。[16] 而在日本，青少年氪金追星更是愈加疯狂。除了为日本娱乐圈中那些知名偶像或歌手打赏之外，"地下偶像"也日渐成为未成年人迷恋并"砸钱"的对象。其中 触目惊心的是，一些日本少女给地下男偶像们打赏的金 ...

Core Viewpoint - The article explores the rise of underground idols in China, highlighting their unique appeal and the challenges they face in a rapidly evolving industry, drawing parallels with the Japanese underground idol scene [5][20]. Group 1: Underground Idol Scene - The concept of "underground idols" originated in Japan, referring to idol groups that have not officially debuted or gained mainstream media attention [5]. - In 2023, 91 new underground idol groups were established in China, marking it as the "year of underground idols," with 174 new groups in 2024 and 25 in the first two months of 2025 [5]. - Shanghai is recognized as the "first city of underground idols" in China, hosting approximately 10 underground idol performances weekly [5]. Group 2: Fan Engagement and Experience - Fans, primarily young males, actively participate in performances, often engaging in activities like "flying," where they lift fellow fans to interact with idols [4][7]. - The ticket prices for underground idol performances are affordable, typically ranging from 68 to 128 yuan, with revenue primarily going to organizers, while idols earn through "special events" [14]. - Fans can purchase "special tickets" to interact with idols for a brief period, with prices ranging from 50 to 100 yuan, and successful idols can earn a monthly income of around 10,000 yuan [15]. Group 3: Challenges and Future Prospects - Despite the growth in the number of underground idol groups, the overall fan base has not significantly increased, and many idols still operate on a volunteer basis [5]. - The underground idol scene in China is compared to Japan's "Warring States period," with many groups emerging and dissolving quickly due to lack of resources and professional management [5][20]. - The future of underground idols remains uncertain due to public biases against idol culture and the unclear business models that support these groups [5]. Group 4: Cultural Dynamics - The underground idol culture in Japan developed as a response to economic challenges, providing emotional support to fans, which is mirrored in the current Chinese context [9]. - The interaction between idols and fans is characterized by a close relationship, where idols engage in personalized interactions to enhance emotional value [16]. - The emergence of male underground idol groups is noted as a new growth area, with several new male groups formed in early 2025 [27].