Contents
Introduction
As we reflect on the defining keywords that have shaped Japan’s marketing landscape in 2023, “V-Tuber” emerges as a potent force. In our recent webinar, aix delved into the impactful trends that have molded Japan’s business world this year, from the influence of AI to the regulatory shifts in social media networks. In this article, we shift our focus to a phenomenon that has not only captured the attention of the Japanese audience but has become a global cultural export – the rise of Vtubers.
If you missed the webinar, you can catch up on the insightful discussions and predictions for Japan’s business landscape on our Youtuber and in this recap article. Presentation used on the Forecasting 2024 Marketing Streams in Japan Webinar is also available to download for free here.
V-Tubers Take Center Stage
In a surprising turn of events, Vtubers, or virtual YouTubers, have taken the center stage in Japan’s digital entertainment scene. Based on Playboard, 4 out of the top 5 “Most Super Chatted” entities in Japan from January 1 to December 10, 2023, are none other than Vtubers. What started as a YouTube phenomenon has evolved into a global pop culture representation of Japan in the 2020s.
The Vtuber community has expanded beyond YouTube, with Virtual Livers (V Livers) and Vtubers venturing into diverse activities, from music live performances to TV and magazine appearances. The fusion of technology and entertainment showcased by Vtubers has left audiences worldwide in awe.
Beyond Subculture
What was once considered a subculture has now evolved into a mainstream phenomenon. Notably, Hololive Productions, a leading agency in Japan managing VTubers, made waves by being listed in 2023 with a total market value of 183 billion JPY ($1.3 billion). This trend extends to other agencies like Nijisanji’s entertainment company, ANYCOLOR, listed in 2022 with a total market value of 172 billion JPY ($1.2 billion).
The VTuber platform, IRIAM, has experienced exponential growth, with a sixfold increase in installations. Boasting over 150,000 distributors and 1.5 million downloads, “IRIAM” has rebranded itself as the “New Sense Vtuber App,” aiming to provide users with unique live experiences and interactive opportunities with VTubers and V Livers.
Why Vtubers Are So Popular in Japan
The popularity of Vtubers in Japan can be attributed to several factors. Their unique concept and worldview, coupled with the embodiment of anime characters in reality, create a surreal experience. As users become increasingly discerning about content, Vtubers offer a distinct form of entertainment that captivates audiences by bridging the gap between fantasy and reality.
Businesses Leveraging Vtubers
From an advertiser’s standpoint, the influence of VTubers as influencers with substantial followings cannot be overstated. With hundreds of thousands or even millions of followers, VTubers present an attractive option for companies seeking impactful promotional strategies. Their virtual nature, detached from the complexities of real-life personalities, provides a neutral ground for audience reception. The anonymity of VTubers, as they don’t reveal personal information like faces or names, mitigates the risk of disconnection from reality, making them a versatile and appealing choice for brand collaborations.
In conclusion, as Japan continues to ride the wave of Vtuber popularity, businesses and marketers worldwide should take note of this phenomenon that is reshaping the landscape of short-form video content. With the virtual market evolving at such a rapid pace, the allure of Vtubers is set to continue influencing global trends in the years to come. What do you think? Do you see your brand using Vtubers as influencers in the future?
Webinar Links & Resources:
- Click here to watch the Forecasting 2024 Marketing Streams in Japan Webinar.
- Download the webinar contents for free here.
