**Abstract**

This study focuses on the relationship between fandom and well-being. Fandom refers to the act of endorsing something, whether it is a person or a nonperson such as an artist, game character, or specific brand. In other words, fandom can be seen as the ultimate customer engagement. Previous study has suggested that customerbrand engagement contributes to improved customer well-being with the concept of flourishing. This study provides quantitative support for this finding by surveying those involved in fandoms. Under the COVID-19 pandemic conditions, people were subjected to various behavioral restrictions. Entertainment was deemed unnecessary, and various events had to be canceled or scaled back. However, fans supported their favorites in a variety of ways and in turn found fulfillment and happiness through such activities. In the long run, the act would have contributed to the improvement of the fans' own well-being. This study presents a way of value cocreation between the supporters and the recipients that can be paraphrased as that between a customer and brand.

**Keywords:** customer-brand engagement, well-being, fandom, co-creation, flourishing, PERMA
