uyet Inc. has published the third installment of its performance report for the “Machi Superchat Project,” a city promotion initiative leveraging VTubers. The report compiles data and outcomes from collaborations with eight municipalities since the project\’s launch in December 2023, and is available as a free download for local government officials.

What Is the Machi Superchat Project?

The Machi Superchat Project aims to connect VTuber fans — primarily in their teens to 30s — with communities they can support and champion. Through content such as manga and videos that showcase local attractions, the project contributes to regional revitalization and the expansion of hometown tax donations (furusato nozei).

To date, the project has been implemented in eight municipalities: Hachimantai City (Iwate), Niimi City (Okayama), Hokota City (Ibaraki), Kitakata City (Fukushima), Tamana City (Kumamoto), Tarui Town (Gifu), Tsurui Village (Hokkaido), and Kawaguchi City (Saitama). The project also shares updates through its official X account.

What\’s in the Third Report

The third report presents data-driven results from collaborations with municipalities, along with an analysis of the effectiveness of VTuber-powered promotions and the key factors behind successful campaigns. It also features interviews with participating talent, local businesses, and municipal officials, making it a practical resource grounded in on-the-ground perspectives.

The 34-page report covers topics including the concept of “related population” (kankeijinkou), how the Machi Superchat approach addresses municipal challenges, a list of participating regions (2023–2026), case studies from Hokota City (Ibaraki) and Niimi City (Okayama), and models for municipal collaboration. It is available as a free download for municipal officials and those interested in VTuber-powered promotions through the official website\’s inquiry form.

Looking Ahead

uyet Inc., positioning itself as a “comprehensive IP content company,” has been steadily building its track record with initiatives such as a regional collaboration with Niimi City, Okayama and a third year of partnership with Hokota City, Ibaraki. Additional installments of the performance report are planned, with new case studies and data on VTuber x regional revitalization expected to be added. In partnership with Future Link Network Inc., the project aims to expand to even more municipalities.

Our Take

Collaborations between VTubers and local governments are attracting attention as a new model that channels fan “oshi-katsu” (support culture) into regional economies. Publishing a data-backed report covering eight municipalities provides strong evidence for local governments that have yet to explore VTuber-powered promotions. Given the unique ability to reach Gen Z audiences — something traditional city promotion campaigns often struggle with — the expansion of participating municipalities will be worth following closely.

Source: PR TIMES