Japan Appoints Virtual Anime Youtubers as Ambassadors

Japan: Virtual anime youtubers become ambassadors

Virtual YouTubers (VTubers) are becoming the “ambassadors” of tourism in manga and anime paradise, Japan. The local government of Tokyo has recently appointed three anime characters named Sakura Miko, Mori Calliope and Gawr Gura to the production company hololive. This is part of their mission to promote Tokyo and its local communities, both in Japan and abroad. For regional tourism authorities, VTubers are valuable due to their strong presence on social media platforms, where they have millions of followers. More and more prefectures in Japan are now using VTubers for advertising purposes, just like ubiquitous mascots known as “yuru-kyara,” which can be seen all over Japan.

These mascots have been a part of Japanese culture for years, and cities, prefectures, companies, ministries, and even the police force have embraced them. And now, VTubers are joining in the mix. The neighboring prefecture of Tokyo, Ibaraki, was an early adopter of VTubers, using Hiyori Ibara, a virtual YouTuber, as an advertising ambassador to promote the advantages of the prefecture on YouTube. Tsukushi Kasukabe is another virtual ambassador as the Saitama Prefecture Tourism Ambassador. The VTubers are expected to bring a lucrative image gain to the regions, just like the popular mascots.

However, not all VTuber campaigns have been successful. Critics complained about the sexualized depiction of a minor in a cycling safety campaign that used the virtual Linca Tojou two years ago by the Chiba Prefectural Police. Despite this setback, regional tourism authorities in Japan continue to use VTubers to promote local tourism, hoping that their presence on social media will attract more visitors to their regions.

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