17LIVE Inc., the operator of “17LIVE,” one of Japan’s largest live-streaming apps, has announced its first-ever collaboration with “Asakusa ROX Matsuri-yu,” a comprehensive hot-spring bathing facility that looks out over Tokyo Skytree. The campaign, titled “V-Liver Exclusive! Become a Collab Model for the Scenic Spa Overlooking Skytree, ‘Asakusa ROX Matsuri-yu’!”, launches on June 17, 2026, and will select five collab models through an audition.

17LIVE Marks Its V-Liver 8th Anniversary with a First Collab with Asakusa ROX Matsuri-yu

17LIVE’s V-Liver business—livers who stream as virtual avatars—launched in 2018 and reaches its eighth anniversary this year. To celebrate, the company is teaming up for the first time with Asakusa ROX Matsuri-yu, a popular comprehensive bathing facility known as a scenic spa with views of Tokyo Skytree from 30 meters above the ground in Asakusa. The project was created out of a desire to introduce the appeal of 17LIVE’s V-Livers to a wider audience.

Five Collab Models Chosen Through an Audition

Any V-Liver currently active on 17LIVE can take part. Five V-Livers who place highly in the in-app event running from June 17 and are selected through the audition will be granted the right to appear as “Matsuri-yu Collab Models” on the noren curtains, posters, and banners installed inside Asakusa ROX Matsuri-yu, as well as on a long poster to be displayed later in Shibuya.

To participate, applicants must have a 17LIVE account (as a verified liver), be able to submit the full-body standing illustration (and AI data) they normally use if they win, and be able to communicate closely on a Discord server. Prizes include the rights to appear on the collab noren, in-facility posters, banners, a life-size panel, and the Shibuya long poster, the right to produce original novelty goods, and the right to be featured on Matsuri-yu’s official website and social media.

What Is “Asakusa ROX Matsuri-yu”?

Asakusa ROX Matsuri-yu is a comprehensive hot-spring bathing facility inside the commercial building “Asakusa ROX.” It offers 11 types of baths—including a jade open-air bath, a tourmaline bath, and a saltwater bath—with views of Tokyo Skytree from 30 meters up, along with three types of saunas. With body care, esthetics, relaxation rooms, a comic corner stocked with more than 5,000 volumes, and dining areas, it is enjoyed by a wide range of generations as a place to spend the whole day.

What Comes Next

Based on the results of the in-app event, the audition will be held, and the five selected collab models are scheduled to appear on various displays inside the facility and on the long poster in Shibuya. The campaign period and event details are subject to change, with full information provided on the event page within the 17LIVE app. Attention is gathering on this development, in which fans’ favorite V-Livers appear as models for a real-world facility.

Impressions and Outlook

A project in which V-Livers from a streaming platform are featured in real life as collab models for an actual bathing facility is a new form of fan experience that bridges the virtual and the real. It offers livers a major exposure opportunity, while giving the facility a way to appeal to new customer segments. Timed to the eighth-anniversary milestone, this initiative looks set to be a step that hints at how V-Liver campaigns may expand from here.

Source: PR TIMES