The Rise of Special-Interest Hobbies Across Asia: 7 Markets to Watch in 2026
Special-interest hobbies are becoming more than weekend activities. In 2026, collecting, gaming, anime, K-pop, crafts, outdoor activities, photography, model building, trading cards and fandom communities are increasingly becoming part of people's identity, social life and lifestyle.
Across Asia, the trend is being accelerated by social media, e-commerce and communities that allow a niche interest to quickly become a regional or even global movement. Gen Z in particular is helping create a new “passion economy”, spending on anime, K-pop, e-sports, gaming and other fandom-related categories.
🇲🇾 Malaysia — Hobby Communities Become More Social
Malaysia's hobby scene is increasingly community-driven, with gaming, anime, collectibles, trading cards, photography, outdoor activities and creative crafts attracting younger consumers.
Gaming is already deeply embedded in Malaysian digital culture, with around 75% of internet users identified as gamers in a recent 2026 market tracker.
The opportunity is moving beyond simply selling hobby products. Events, workshops, clubs, competitions and community gatherings can create stronger engagement and repeat spending.
🇯🇵 Japan — “Oshikatsu” and Collecting Culture
Japan continues to be one of the world's most influential hobby markets. The major trend is “oshikatsu”—actively supporting a favourite idol, anime character, artist or franchise through merchandise, events and experiences.
Nearly half of Japanese workers in their twenties reportedly participate in some form of oshikatsu.
Collectibles, character goods, trading cards, retro games and limited-edition products are increasingly crossing borders. Recent cross-border trading data also shows strong international demand for Japanese anime merchandise and trading cards.
🇹🇭 Thailand — Events, Gaming & Pop Culture
Thailand's hobby market is becoming increasingly experience-led. Gaming, anime, collectibles, K-pop, outdoor activities and pop-culture events are creating communities rather than simply individual consumers.
The broader Southeast Asian toy market is expected to grow strongly, with Thailand among the faster-growing markets.
There is also growing interest in turning hobbies into events, competitions and tourism experiences. In the first half of 2026, Bangkok's Skyflyers Giant Swing was Agoda's most-booked activity in Thailand, reflecting the broader appetite for activity-based experiences.
🇰🇷 Korea — K-Culture Drives Hobby Consumption
Korea's special-interest market is heavily influenced by K-pop, gaming, character merchandise, fashion, beauty and fandom culture.
Hobbies are increasingly connected to identity: fans collect albums, photocards and merchandise, attend concerts and participate in online communities. Gaming is equally significant, with Korea remaining one of Asia's most mature gaming cultures.
This creates opportunities for brands that can combine product + community + experience, rather than relying purely on retail sales.
🇹🇼 Taiwan — Nostalgia Meets New-Generation Hobbies
Taiwan is seeing an interesting combination of collectibles, gaming, anime, model toys, trading cards and nostalgic hobbies.
One recent example is particularly revealing: cross-border trading of Beyblade products from Taiwan reportedly increased dramatically in 2026, driven partly by adults returning to a hobby they enjoyed when they were younger.
This reflects a wider opportunity: “kidult” hobbies can attract both younger consumers and adults with disposable income who are willing to spend on nostalgia, craftsmanship and limited editions.
🇭🇰 Hong Kong — Collecting Meets Premium Experience
Hong Kong has a strong culture around collectibles, character products, toys, trading cards, comics and entertainment experiences.
Hong Kong also functions as an important regional trading and sourcing hub for toys and games.
At the same time, experience-led leisure remains powerful. Hong Kong Disneyland was the most-booked activity in Asia in Agoda's first-half 2026 data, showing the strength of entertainment and experiential consumption.
For businesses, this suggests opportunities in premium collectibles, exclusive editions, hobby events and cross-border communities.
🇨🇳 Shanghai — The “Passion Economy” Goes Mainstream
Shanghai sits at the centre of China's highly developed collectibles, gaming, anime, character IP and lifestyle hobby ecosystem.
Chinese consumers are increasingly influenced by online communities and social commerce, where a niche interest can become a major trend almost overnight. A recent Asia Business Council report highlighted how micro-communities on platforms such as Xiaohongshu and short-video/social-commerce channels can rapidly turn niche trends into mass-market demand.
Collectibles, blind boxes, gaming merchandise and fandom products are particularly relevant. The opportunity is no longer simply “sell the product” but “build the community around the product.”
One Region, Seven Different Hobby Opportunities
Across these seven markets, one major change is clear:
People are not only buying products—they are buying belonging, identity, experiences and connections.
The strongest opportunities are increasingly found where:
Hobby + Community + Content + Events + E-commerce + Collecting + Experience
come together.
For businesses, this creates possibilities beyond traditional retail: hobby clubs, workshops, competitions, exhibitions, membership programmes, corporate activities, tourism experiences, distributor networks and cross-border collaborations.
The future of special-interest hobbies in Asia may therefore belong to businesses that can transform a simple product or interest into a community people want to belong to.