VTubing: How a Japanese Phenomenon Is Going Worldwide
tokyodev.com
July 21, 2026
19 min read
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Summary
VTubing involves performers using animated models to represent themselves online, with software like Live2D Cubism enabling avatars to mimic real-life movements. Originally popular in Japan, VTubing is now attracting participants globally, especially from the US.
Key Takeaways
- VTubing is an online activity where performers use animated models to represent themselves, utilizing software like Live2D Cubism to mirror real-life movements.
- The VTubing industry is dominated by Japanese companies, but it is increasingly attracting participants from around the world, especially the US.
- VTubers typically engage in livestreaming, video creation, and live performances while remaining in character, allowing for unique forms of content creation.
- Many VTubers choose to use avatars for privacy or creative expression, rather than as a substitute for personal appearance.
Community Sentiment
Positives
- The indie VTuber scene has exploded, making it easier for newcomers to join with free software and accessible character design, which democratizes content creation.
- Neuro-sama is seen as a good use of AI, with her ability to collaborate and engage audiences being a highlight for many VTubers and viewers.
Concerns
- Many commenters feel the article is outdated, noting that VTubing went global during COVID and now seems to be in decline, especially among big corporate brands.
- There's a strong sentiment that the essence of VTubing is being diluted in the West, as many see it as merely an avatar rather than a distinct persona.