In Japan, the VTuber boom began around 2017 and remains active as of 2023. However, compared to its peak, the enthusiasm has somewhat subsided due to people going out again following the COVID-19 pandemic.

In contrast, Indonesia has not yet reached the end of its VTuber boom. Developments include the rise of talents with the world’s largest number of YouTube subscribers in the VTuber category and the expansion of Japanese agencies into the Indonesian market, attracting growing interest.

This article explores the origin of the VTuber boom in Indonesia and its relationship with the expanding eSports market. It also summarizes how to become a VTuber in Indonesia, highlights notable agencies, and introduces Japanese agencies operating in the country.

The Trigger Behind the VTuber Boom in Indonesia

In 2016, Kizuna AI from Japan began her activities as the world’s first VTuber. Then, in 2018, Maya Putri from Indonesia debuted as a VTuber aspiring to become a songstress. These two debuts served as major catalysts for the gradual spread of VTuber culture in Indonesia.

However, until around 2019, VTubers were mainly popular among a niche group of fans in Indonesia and had not yet achieved widespread public recognition.

This situation changed dramatically with the onset of the COVID-19 pandemic in 2020. As social activities became restricted, interest in VTubers grew in tandem with the expansion of the digital sphere.

Popularity of Japanese VTubers in Indonesia

As of 2023, the Japanese VTuber agency Hololive has expanded into Indonesia, with its affiliated talents gaining significant popularity.

Previously, another Japanese agency, Nijisanji, also entered the Indonesian market by launching the “NIJISANJI ID” project. Although this project has since been integrated with the main Japanese operation and is no longer active, it once garnered attention as a potential rival to popular agencies like Hololive.

There are several theories as to why Japanese VTubers have been so well received in Indonesia. One likely reason is the widespread popularity of Japanese anime and manga among Indonesians.

Many Indonesians are accustomed to watching Japanese anime and can understand basic Japanese. Some even feel admiration or affection toward two-dimensional characters, making them more receptive to VTuber content.

The Relationship Between the Growing eSports Scene and VTubers in Indonesia

A notable characteristic of Indonesian VTubers is their active presence in the eSports field. It is common for VTuber talents to affiliate with major eSports teams and take on public relations roles.

There are also organizations that host eSports tournaments exclusively for VTubers, aiming to invigorate both the VTuber and eSports markets through collaboration.

Indonesia is one of the most vibrant eSports markets in Southeast Asia, and VTubers have become key players contributing to this momentum.

High Compatibility Between VTubers and eSports

One of the main reasons VTubers are often chosen as promotional ambassadors for eSports in Indonesia is the strong compatibility between the two domains.

For instance, some popular Indonesian VTubers provide live commentary for eSports games. As a result, a certain portion of viewers who previously had little interest in eSports have become engaged simply because their favorite VTuber is streaming the content.

Another contributing factor is that the equipment needed to enjoy both VTuber and eSports content is essentially the same. With just a PC or smartphone, users can watch or play, eliminating the need for additional devices or venue changes. This accessibility makes it easier for the fanbases of VTubers and eSports to overlap.

VTubers and eSports readily share their fan communities. Both are popular forms of entertainment in Indonesia, and their synergy is helping to expand the market.

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Indonesian VTubers Active in the eSports Field

RRQ Ryo

RRQ Ryo is currently inactive as of August 2023, but he holds the distinction of being Indonesia’s first VTuber specializing in eSports. He has served as a mascot character for the well-known Indonesian eSports team Rex Regum Qeon, engaging in promotional activities and collaborating with players on livestreams.

In the past, he drew attention with livestreams featuring conversations while eating Indonesian instant noodles with team members. He is known for his skillful hosting that draws out a different side of the players rarely seen in competition.

Rora Meeza

Debuting in March 2021, Rora Meeza is a talent affiliated with the VTuber agency ALTERLY, which was launched by WHIM Management, the operator of Indonesia’s major eSports team EVOS Esports.

With a backstory of having come from outer space and developing a love for eSports on Earth, Rora Meeza has chosen to remain on Earth and actively pursue gaming.

How to Become a VTuber in Indonesia

What are the pathways to becoming a VTuber in Indonesia? This section outlines two primary methods.

Becoming a VTuber Is Easy for Anyone

As in Japan, there are no special qualifications or prior experience required to become a VTuber in Indonesia as a hobby. By following the steps below and preparing the necessary equipment, anyone can become a VTuber.

• Create an avatar
• Prepare the necessary devices and software
• Set up a YouTube channel
• Start producing content

The process is essentially the same as starting a YouTube channel, with the added step of creating an avatar. If creating an avatar personally is difficult, individuals can use dedicated services to select a character.

There are also ways to use additional equipment, such as motion cameras that convert facial recognition into avatar movement, aside from just a PC or smartphone.

Another Path: Pass an Audition and Debut Professionally

While anyone can become a VTuber independently, another option is to apply to auditions and debut as a talent under an agency. Many agencies in Indonesia hold auditions. For instance, Hololive conducts document screening, interviews, and practical tests as part of its audition process.

In large agencies like Hololive, successful applicants may not debut immediately. However, for those who aim to gain a higher profile or pursue VTubing as a profession, participating in auditions can be a viable option.

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VTuber Agencies in Indonesia

MAHA5

MAHA5 is one of the largest VTuber agencies in Indonesia. In addition to video content distribution, it also offers a wide range of products and services such as merchandise and music. Since the debut of its first talent, Andi Adinata, in October 2019, the agency has continued to attract attention.

MAHA5 aims to connect Indonesia and Japan through Japanese anime culture and is known for distributing content with ties to Japan. For example, songs that feature Indonesian music translated into Japanese have each surpassed several million views.

In 2021, the Japan-based VTuber group MAHA5JAPAN was launched, gaining attention in Japan as a “reverse-import VTuber group from Indonesia.” As of August 2023, 19 talents are affiliated with the agency and are actively engaging with Japanese fans.

Re:Memories

Re:Memories is a VTuber agency known for its focus on interactive communication with viewers. Its affiliated VTubers deliver a new form of entertainment, in which fans feel as though the VTubers are close friends or family.

Re:Memories originally began as a solo project by the VTuber Evelyn, and gradually expanded in scale. The agency is now in its third generation as of August 2023.

Although its YouTube channel had fewer than 10,000 subscribers as of August 2023, the group’s song “Colorful Memories – Re:Memories” has surpassed 100,000 views.

Furthermore, Elaine Celestia, a popular YouTuber with over 380,000 subscribers, has recently joined the agency, and the group is expected to gain even more momentum moving forward.

GENESIX

GENESIX is a startup VTuber agency that aims to develop the VTuber industry in Indonesia. It is characterized by cutting-edge content that incorporates blockchain technology.

Although it was only founded in January 2022 and still has a relatively small viewership, its unique and charming characters, along with technologically advanced video content, are beginning to attract attention.

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Japanese VTuber Agencies Operating in Indonesia

Lastly, we introduce Hololive, a Japanese VTuber agency that has expanded into the Indonesian market. Hololive is one of the largest agencies in Japan, with a total of over 50 million YouTube subscribers across all its affiliated talents, and a global fan base.

Hololive produces a wide range of content including gaming, singing, and live chat with viewers. In response to growing overseas demand, the agency began distributing content in Indonesian, Chinese, and English around 2020.

Now widely recognized as the most successful VTuber agency in Indonesia, Hololive owes its success to several key factors: the launch of a dedicated Indonesian VTuber group Hololive Indonesia despite being a Japanese agency; content primarily delivered in the Indonesian language; and material that aligns with Indonesian humor and preferences.

One of the most popular talents from Hololive Indonesia is Kobo Kanaeru, who reached 1 million YouTube subscribers just three months after her debut in March 2022. As of August 2023, her subscriber count has surpassed 2.14 million, making her a leading example of VTuber success in Indonesia.

VTuber Content Connecting Japan and Indonesia

Indonesia is known as a country with strong pro-Japanese sentiment. Many Indonesians develop an interest in Japan through anime and manga. Given the popularity of Japanese pop culture, VTubers enjoy sustained attention, and numerous agencies view the Indonesian market as a significant business opportunity.

Additionally, VTubers in Indonesia often collaborate with the growing eSports sector. As the eSports market continues to expand, there is considerable potential for VTubers to gain even greater visibility and recognition.

For those interested in Indonesia’s digital content industry, the VTuber sector—where even Japanese agencies are highly active—presents a promising avenue worth exploring.