Are VTubers the future?

Japan’s virtual YouTubers bring anime to life in concert halls

Fans waved glow sticks at an animated character on stage, having packed a sold-out Hollywood concert hall to see their virtual idol perform — showcasing the global ambitions of Japan’s “VTuber” subculture.

Pink-haired musician and livestreamer Mori Calliope looks just like a character from an anime cartoon, brought to life on stage through a hologram-like illusion.

Platforms like Netflix have helped make Japanese anime mainstream — and Calliope’s Tokyo-based talent agency wants its roster of virtual YouTubers, or VTubers, to be the country’s next big cultural export.

“I don’t really like most streamers, but then when I discovered VTubers, I realised, ‘hey, you know, I’m actually into this’,” said Calliope concert attendee Luigi Galvan.

“They look like anime characters, I like anime, so it was easy to get into the VTuber format that way.”

The actors behind VTubers use motion capture techniques to communicate directly online with fans, who can pay to highlight their comments to the character and other viewers.

Nearly half of top VTuber agency Cover Corp’s virtual stars under its famous “hololive” brand speak primarily in English, not Japanese, and the company recently opened a US office to accelerate business in North America.

Tokyo-based QY Research predicts that the once-niche VTuber market will make almost $4 billion annually worldwide by 2030, up from $1.4 billion in 2024.

Around 4,000 fans attended the recent concert in Los Angeles, hololive’s first solo artist gig outside Japan.

AFP asked Calliope — in her avatar form – if virtual YouTubers can really crack the US market.

“A couple of years ago, my firm stance was, ‘No, it won’t’,” said the star, who has over 2.5 million YouTube subscribers.

“But these days, I like to be a little more hopeful,” added Calliope, whose actor wished to remain anonymous like most in the industry.

Korean rivals

Calliope, who playfully calls herself a “Grim Reaper” on a mission “to harvest souls”, likes black gothic outfits that contrast with her long pink hair.

An alter ego helps audiences “see and appreciate you for what lies within” instead of age or looks, allowing VTubers’ talent as musicians and raconteurs to shine, she said.