Core ICP (Primary Buyer)

Demographics

• Age: 18–40
• Gender: Primarily women and non-cis-straight men
• Location: US only
• Income: Disposable income for fandom, merch, in-game purchase ($20-50+ / month)

Psychographics

• Strong emotional attachment to fictional characters. Treats characters as emotional anchors, not just media.
• Seeks comfort, motivation, self-affirmation, reassurance, gentle affection, non-judgmental acceptance (especially about identity & insecurities)
• Seeks companionship in daily life (planning/doing things together)
• Open to AI as a personal, intimate companion, not just a tool
• Many are neurodivergent (ADHD, ASD) and/or queer

Fandom & Culture

• Anime / games / K-pop / Western IPs like Harry Potter
• Examples of interests:
  • Otome & character-driven games
  • Plushies, blind boxes, character merch
  • Fanart, fan fiction, or fan edits of their favorite character
  • Going to offline events dedicated to an IP or character

Behavior

• Spends on:
  • Character merch, both official and fan made
  • Digital experiences (AI chat, roleplay, in-game purchase like outfits)
• Comfortable forming parasocial bonds

Jobs-to-be-Done

• Bring favorite characters into real life
  • ”Delulu (delusion) is the solulu (solution)”