Asai Ryo "In the Megachurch" - Marketing narrative pros and cons
They provide an in-depth book review of Ryo Asai's novel, In the Mega Church, focusing on how it illustrates the "light and shadow" of marketing in contemporary Japanese society.
This emphasizes that the book uses "oshi-katsu" (fandom activities) as a lens to explore themes of loneliness, the power of narrative, and the craving for connection in modern life. Specifically, the analysis details how the novel portrays "Church Marketing" techniques—which treat fan communities as religious organizations—used by idol management to foster deep immersion, devotion, and high consumption among fans…
The skinny
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