In today’s YouTube landscape, it’s not uncommon to stumble upon cartoon avatars on the thumbnails of recommended videos. These avatars belong to VTubers (Virtual YouTubers), a currently booming trend in the online world. VTubers are a unique group of YouTubers who create content and engage in various activities, much like regular YouTubers. The twist is that they use avatars or fictional characters instead of revealing their true identities.
Let’s explore the origins of this YTuber phenomenon, discover what sets them apart, and gain insight into VTubing through the eyes of Misao Nozomi, an emerging Thai VTuber.
The origins of ‘VTubers’ and their surging popularity
“VTubers” is a portmanteau of the words “virtual” and “YouTuber.” The avatars they employ to represent themselves often resemble anime characters and are crafted through the expertise of artists and computer graphics. These VTubers have generated a wealth of content showcasing their unique abilities, ranging from cover songs, gaming broadcasts, video reactions, language instruction, art creation, ASMR, and more. The existence of VTubers has catalyzed the emergence of a fresh wave in the online world, particularly gaining significant popularity in the Asian region. This phenomenon has expanded fanbases globally, accessible from every corner with an internet connection.
The inception of VTubers originated in Japan with the emergence of Kizuna Ai, considered the world’s first VTuber. After her debut, she gained prominence through the novelty of AI innovation and her singing prowess. Kizuna Ai often engages with fans by creating broadcasts and Q&A videos, pioneering a new phenomenon within the YouTube community.
At present, her YouTube channel, A.I.Channel, boasts approximately 3 million followers. Beyond this, Kizuna Ai has conducted her own online concerts, appeared on television programs such as “Downtown DX,” and served as an ambassador for the Japan National Tourism Organization (JNTO) campaign, inviting Americans to explore Japan.
During the recent lockdown period caused by the COVID-19 pandemic, people worldwide found themselves confined to their homes, with few entertainment options beyond the online realm. The popularity of VTubers quickly spread across the globe. In a short span, their videos gained rapid traction, and many channels experienced substantial growth, with subscriber counts soaring from thousands to hundreds of thousands within a single week.
One notable VTuber, Gawr Gura, achieved remarkable feats. Within just 4 months of her debut, she broke records by amassing over 2 million subscribers on YouTube. Furthermore, she generated revenue through Super Chat, accumulating more than 36,405,000 Thai baht from her debut until the present time (latest update as of June 2022).
The increasing prominence of VTubers has brought the possibility of them bearing a resemblance to anime characters under the spotlight. This can facilitate easier access to people, especially those who are fans of Japanese animation. The charm of VTubers lies in their fusion of anime fandom and idol culture. It's almost like fulfilling the dream of interacting with 2D characters for many fans.
Each VTuber assumes various character roles, such as “Vox Akuma,” a demon from the past, or “Fulgur Ovid,” a cyborg from the future. As a result, viewers who come to explore VTuber content get to immerse themselves in the narratives and personalities of these characters, aligning with their personal preferences.
In terms of interaction between VTubers and their fanbase, it’s relatively straightforward due to the accessibility of their content. Almost anyone with internet access can watch their videos on YouTube. Moreover, many VTubers communicate in English, which serves as a common language, allowing them to reach a wide audience. Although the phenomenon originated in Japan, there are currently VTubers who use English in their livestreams and content to engage international fanbases. Some may also incorporate other languages for more skilled individuals, but predominantly, English and Japanese are the main languages used for conversations with fans.
The VTuber scene in Thailand through the perspective of Misao Nozomi
Over the past few years, Thailand has been influenced by Japan, resulting in the emergence of numerous Thai VTubers. Today, we’ll be exloring the Thai VTuber world through the eyes of Misao Nozomi, a VTuber under the label Kurobara. She embodies the spirit of her creator Jittrakorn’s beloved departed cat. Misao Nozomi made her debut on June 18, 2022.
The driving force that led her into the world of VTubing was her enduring interest in animation since childhood. Coupled with her skills in creating character models and rigging (the process of making characters move), she ventured to create her own character and animations.
What type of VTuber would you define yourself as?
“I think I’d fall more into the entertainer category. Even though I’m not really skilled at drawing yet, I’m working on improving and practicing my drawing skills. I’m determined to draw Jittrakorn [creator] one day.”
Why did you choose to become a VTuber, especially when you could have become a YouTuber or a streamer?
“Being a VTuber has made me feel like I can truly be myself. Plus, it’s allowed me to try new things. We tend to focus on presenting a flawless exterior to the world, but in reality, I have my own vulnerabilities. I chose to be a VTuber because I can be my genuine self without having to show my face to anyone.”
What makes a good VTuber?
“I believe it really depends on the individual. Each person has their own unique strengths. However, being a VTuber can offer more opportunities than one might think. There’re many activities to choose from, not limited to just game streaming. The VTuber community has many aspects to explore.”
What do you think about the VTuber scene in Thailand?
“The number of VTubers in Thailand seems to be continuously increasing. For me, being a VTuber means being myself. Some may enjoy the freedom of doing various things under the character’s name, while others might focus on building a storyline or fully embodying their character.”
Is being a VTuber similar to playing a role or character?
“It’s somewhat similar, but it’s a character that we create ourselves. We’re not using characters from anime or games and that gives us more freedom to do lots of things.”
What makes a VTuber stand out?
“I think being your true self is the most distinctive factor. Since each person is unique, that can be a significant selling point. In my case, what stands out is the emphasis on the character’s storyline. Kunikiru, a fellow VTuber under the same agency, creates manga illustrations to accompany short episodes that everyone can read. They’re small, bite-sized pieces about my character, who emerges from a certain quest and encounters Kunikiru.”
Impressive parts of being a VTuber
“I’m really impressed by the fact that even when I make mistakes, people still stick around to watch. I honestly don’t pay much attention to whether someone has a huge or small following. What truly matters to me is that people are genuinely interested in me for who I am. That alone makes me feel happy and fulfilled.”
What’s your goals as a VTuber?
“I want to do this because it really brings me joy, and I also want to share that happiness with everyone. While I hope to earn some income from being a VTuber, I don’t obsess over the financial aspect. My main wish is for everyone who watches me to enjoy themselves. I created this channel with the intention of spreading happiness, much like other VTubers who do it for their own enjoyment and for their viewers.”
How do you envision the future of the VTuber industry?
“I believe that the VTuber industry will continue to thrive in the future. Before the emergence of VTubers, there was the “Vocaloid” phenomenon, which involved 3D characters speaking and singing through synthesized voices. This eventually evolved into virtual reality (VR) characters capable of movement. Now, there’s a shift towards 2D characters with movement capabilities, and this seems to resonate even more with audiences. Take Aisha, for instance, a 2D character that can move, similar to how 3D characters can.”
What message would you like to share with those who are interested in becoming a VTuber? “Just show your true selves with confidence. Overcoming shyness is important because it stops you from fully expressing yourself. Try to find joy in it, because your happiness will radiate to your audience. And to the fans, thank you for your unwavering support and love. Much love and kisses to you all!”
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