Sparty Inc. will run a collaboration project with the VTuber group “Nijisanji” for its personalized hair care brand “MEDULLA.” From Thursday, June 25, 2026, it will hold “Ranking Battle! Who Is the True First-Class!? Niji MEDULLA King Showdown,” a YouTube live stream in which 11 affiliated livers split into 3 teams to compete over who is “truly first-class,” across three episodes in total. Alongside it, a collaboration-exclusive “8th Anniversary Box” commemorating MEDULLA’s 8th anniversary will go on sale in limited quantities.

11 Livers Split into 3 Teams to Compete Over Who Is “Truly First-Class”

“Ranking Battle! Who Is the True First-Class!? Niji MEDULLA King Showdown” is a project in which a total of 11 livers split into 3 teams and compete over who is “truly first-class” on stream. Team “MOON” will stream from 21:00 on Thursday, June 25, 2026, on Shikinagi Akira’s official account, featuring Sakaki Ness, Shikinagi Akira, Kaisei, and Seraph Dazzlegarden.

Team “SUN” will stream from 20:00 on Monday, July 6, on Watarai Hibari’s official account with Watarai Hibari, Kitami Yusei, and Fuura Kanato, and the third team will stream from 21:00 on Thursday, July 9, on Lauren Iroas’s official account with Kaida Haru, Kanae, Hoshikawa Sara, and Lauren Iroas.

The Limited 8th Anniversary Collaboration “8th Anniversary Box” Goes On Sale

To commemorate the streams, the collaboration-exclusive “8th Anniversary Box” will go on sale in limited quantities. For each stream, a special set is prepared bundling limited novelty items in colors themed on the scents recommended by the featured livers (first-come, first-served, while supplies last).

As a perk for everyone, when made-to-order shampoo and repair products are delivered, a limited original-design box commemorating the 8th anniversary will be included. It features an anniversary design that looks as if it is studded with jewels in a jewelry box.

The Annual Program Comes with Beauty Devices Worth ¥23,000 in Total

Those who sign up for the annual program will receive the “Heat Silky Brush,” newly released in June 2026, in an original design exclusive to this campaign, along with beauty devices worth ¥23,000 in total included in the first set. The Heat Silky Brush is a brush-type hair iron weighing about 216 g that is easy to carry, straightening hair in just three minutes when out and about or before filming.

The set also includes the “Head Spa Lift,” a scalp massager used while shampooing. It thoroughly removes scalp and pore grime that becomes a concern from the rainy season into summer, and with a comfort like being enveloped by professional hands while at home, it gently loosens a stiff, tense scalp.

Social Campaign and What’s Ahead

Ahead of each live stream, a giveaway campaign will run on MEDULLA’s official X. If you follow the official account and post your prediction for the “Niji MEDULLA King” with the two hashtags “#NijiMedullaOhKetteisen” and “#MedullaOh wa ___ (liver name),” 10 people per episode (30 in total) who guess correctly will be selected by lottery to receive Hyperlink Serum.

The application period runs from the day before each live stream until just before it airs, and prizes are scheduled to ship by the end of August 2026. With streams continuing for about two weeks from Team “MOON” on June 25 through the third team on July 9, growing excitement is expected with each episode.

Impressions and Outlook

A hair care brand and a VTuber group may seem like a distant pairing at first glance, but the flow of enjoying your favorite’s stream while also obtaining your own care items makes for a natural purchasing experience for fans. The social campaign of predicting the winner of the streams is also a clever design that encourages viewing and sharing at the same time. Including the funnel toward an annual program centered on beauty devices, it is a highly polished collaboration that connects entertainment with practicality, and the trends and response to the limited-quantity products going forward are well worth watching.

Source: PR TIMES