The Japanese VTuber Phenomenon: Virtual Stars with Positive Real-World Impacts
Image courtesy of ©江戸レナ EdoLena
From educational innovation to traffic safety, discover how Japan’s VTubers are having a positive influence beyond the virtual world.
VTubers are online performers who use digital avatars to blend Japan’s rich anime culture and advanced technology to reach and entertain people. Initially a niche form of online entertainment, VTubing has evolved into a global phenomenon, reshaping how individuals engage with media and build connections. In Japan, their influence extends beyond entertainment into fields such as education, government communication, and safety awareness.
The origins and global development of VTubers
The VTuber trend started in Japan in the 2010s. It combines the words “virtual” (meaning computer-generated) and “YouTuber” (someone who creates content on the video-sharing website, YouTube). VTubers livestream using virtual avatars, usually with Japanese anime aesthetics, to interact with their viewers. The act is called “VTubing.” Some Japanese VTubers use voice modulators to match their online persona or wear sophisticated motion capture suits for their avatars to mimic their movements. These avatars don’t even have to look human—some appear as animals, robots, or fantastical beings—thanks to the endless possibilities for self-expression in the virtual world.
VTubers are not limited to human avatars. For example, Sakai City’s mascot, Sakai Hoyamaru, is a dog detective.
VTubers are not limited to human avatars. For example, Sakai City’s mascot, Sakai Hoyamaru, is a dog detective.
Some Japanese VTubers have fan bases numbering in the millions, and as the field grows, VTubing in Japan is becoming increasingly professional. Major agencies are helping performers reach global audiences, managing talent, hiring artists to create custom avatars, investing in high-tech equipment, and producing multilingual content. This shift has elevated VTubing from a hobby to one of Japan’s most exciting new exports. The results of some surveys even indicate that becoming a “VTuber” ranks among the top dream jobs for Japanese schoolchildren.
KAF became the first VTuber to perform a solo concert at the famous Nippon Budokan concert hall, drawing a sold-out crowd of 7,000.
KAF became the first VTuber to perform a solo concert at the famous Nippon Budokan concert hall, drawing a sold-out crowd of 7,000.
VTubing in Japan and its growing role in education
The content streamed by VTubers encompasses a wide range, including chatting and telling stories, playing video games, singing, drawing, or simply hanging out with their audience. More recently, an increasing number of Japanese VTubers are dedicating their platforms to education. These creators offer live streams or recorded lessons on topics ranging from popular science and Japanese language learning to politics and advanced mathematics. VTubers with academic backgrounds are helping audiences learn in fun and informal ways in a format more familiar and accessible to them than traditional classrooms.
Kumarba is a virtual avatar designed for children's education. Image courtesy of ©Akatsuki Media Studio Inc.
Kumarba is a virtual avatar designed for children's education. Image courtesy of ©Akatsuki Media Studio Inc.
In Japan, some institutions are experimenting with VTuber-based education across all learning levels. This approach can be especially engaging for students who find it easier to learn through digital platforms rather than through traditional classroom methods. From institutions to private tutoring, while still niche, VTubing has the potential to positively influence many students and their education by delivering information in a way that feels more comfortable to them.
Virtual avatars for overseas universities showcase the global reach of the phenomenon.
Virtual avatars for overseas universities showcase the global reach of the phenomenon.
A new promotional tool for Japan’s prefectures and institutions
Even local governments in Japan are adopting VTubing as a way to reach new audiences. Some have created original VTuber mascots to represent their towns and cities. These virtual ambassadors help raise the profile of an area by introducing its attractions, teaching the local history, and promoting tourism. Their popularity and familiarity with younger generations make them an effective method for public outreach.
Tsukushi-san is Saitama Prefecture’s virtual tourism ambassador.
Tsukushi-san is Saitama Prefecture’s virtual tourism ambassador.
The creative use of virtual personas demonstrates how Japan draws on its pop culture and digital talent to reach and engage wider audiences.
Japanese VTubers are contributing to public safety
VTubing is also being adopted in Japan to promote safety awareness, such as traffic safety, earthquake preparedness, and fire prevention. To prepare for natural disasters, having clear and engaging safety communication is essential. VTubers have been part of campaigns to communicate evacuation procedures, remind people of traffic safety rules, or inform people how to respond during emergencies.
Minamichan, the virtual mascot of Minami Fire Department in Nagoya, teaches people how to prepare their homes for natural disasters.
Minamichan, the virtual mascot of Minami Fire Department in Nagoya, teaches people how to prepare their homes for natural disasters.
These characters may not appeal to everyone, but they engage a growing audience who responds well to digital media and connects with this method of communication. VTubing is one of many new channels that Japanese agencies and the government are using to convey important information to as many people as possible.
The future potential of VTubers
VTubing's increasing reach in Japan extends far past the entertainment industry. Japan’s VTubers are helping foster active communities, support education, promote regional areas, and disseminate important information. As the industry develops, so does its potential to influence life beyond the virtual world. What began in Japan as a niche hobby has grown into a global phenomenon that brings creativity, learning, and togetherness to millions, showing that VTubing can have positive real-world impacts.