VTubing: How a Japanese Phenomenon Is Going Worldwide

I explored the explosive growth of VTubing, from its niche origins in Japan to its global expansion. By interviewing industry professionals and multilingual VTubers, I uncovered how corporate giants like hololive and NIJISANJI dominate the market while indie creators navigate the challenges of standing out. The piece reveals the unique appeal of animated avatars and the cultural clashes between Japanese management styles and international talent.

"The assumption is that one chooses to be a VTuber to make up for something that they don't have, when that's simply not true."