Nara Prefecture will launch its sixth social media-linked gift campaign utilizing the official X account of the prefectural PR VTuber “Nanaka” on May 11, 2026 (Monday) at 9:00 AM. The campaign features the renowned brand wagyu “Yamato Beef” as the prize. The application period will run until May 24 (Sunday) at 11:59 PM. This initiative aims to connect younger generations with the charm of Nara through the prefecture’s specialty products.

The prize for the sixth campaign is the renowned brand wagyu “Yamato Beef”

The prize for the sixth campaign is 500g of shoulder rib (sukiyaki cut) from Nara’s premier black-haired wagyu “Yamato Beef,” which will be given to three winners. “Yamato Beef” is a historically significant brand of wagyu depicted in the late Kamakura period’s ‘National Cattle Ten Plates,’ with meat carefully raised in a favorable climate that is characterized by its melt-in-your-mouth fat and rich flavor.

The “Yamato Beef,” which received positive feedback in the first round, makes its return following the favorable reception in the 2025 fiscal year. Participants expressed that they wanted to know about and actually taste Nara’s products, leading to its continuation this fiscal year.

Application method consists of two simple steps: Follow & Repost

The application process is straightforward. First, follow the official X account of Nara Prefecture’s PR VTuber “Nanaka” (@Vtuber_nanaka), and then simply repost the relevant campaign post to complete your entry. The URL of the campaign post will be disclosed on the Nanaka official X account during the application period.

Note that applications from private (locked) accounts are not valid, and only individuals residing in Japan who can receive postal or delivery items are eligible. Winners will be contacted via DM from the Nanaka official X account, so it is important to continue following after winning is confirmed.

Who is Nara Prefecture’s PR VTuber “Nanaka”?

“Nanaka” is a VTuber created to enhance appeal and recognition of prefectural policies among young people by incorporating popular VTubers in their 10s to 30s into government promotion. Debuting on March 13, 2024, she effectively communicates the charm of Nara through YouTube and social media.

The initiative of having an official municipal VTuber promote local specialties is rare nationwide, and in fiscal 2025, five campaigns were conducted, receiving numerous applications. Details are also available on the official campaign page.

Future Developments

Starting with this sixth campaign featuring “Yamato Beef,” there are plans for continued campaigns in fiscal 2026. As indicated by the resurgence of the “Yamato Beef,” there may be a return of previously well-received specialty products and the emergence of new prizes that convey the charm of Nara. This initiative, with VTubers at the forefront of regional promotion leveraging the power of social media, could also influence other municipalities.

Impressions and Prospects

The combination of an official municipal VTuber with local brand foods is a format that the ST MAGAZINE editorial team is closely watching. Particularly, “Nanaka” has steadily engaged in activities since her debut in 2024, establishing a certain application base through the five campaigns in fiscal 2025. The synergy between the VTuber’s reach among the younger demographic and the credibility of Nara Prefecture as a public institution should deepen the appreciation of specialty products among demographics that traditional prefectural promotion has struggled to reach. We hope that the excitement of the sixth campaign will become a new model case for the utilization of municipal VTubers in the future.

Source: PR TIMES