A New Era of Virtual Entertainment: hololive production Unveils Massive Expansion and Rebranding for 10th Anniversary

TOKYO, Japan – September 7, 2026 – COVER Corporation, the industry-leading force behind the global virtual talent phenomenon hololive production, officially marked its 9th anniversary today. While the milestone serves as a testament to nearly a decade of dominance in the digital entertainment space, CEO Tanigo Motoaki has signaled that the company is looking far beyond this anniversary. As the brand enters its final year before a historic decennial celebration, COVER has initiated a sweeping series of structural, visual, and creative renewals designed to redefine the future of VTubing on a global scale.

The announcement, delivered via the inaugural episode of the company’s new news program, hololive Next, outlined a roadmap for the "10th Anniversary Countdown" period, spanning from today through September 7, 2027.

The Strategic Roadmap: A 10th Anniversary Countdown

The 9th anniversary is not merely a celebration of the past; it serves as the launchpad for a year-long campaign. COVER Corporation has officially inaugurated the "hololive production 10th Anniversary Countdown Special Website," a centralized hub designed to house every announcement, project, and development leading up to the September 2027 milestone.

The website is intended to function as a companion to the hololive Next news program. Recognizing that the rapid pace of virtual entertainment often leaves fans scrambling for consolidated information, the portal will provide deep-dive follow-up details, exclusive project insights, and a structured timeline of the company’s upcoming initiatives. For a brand that has grown from a niche experiment into a multi-national entertainment powerhouse, this centralized communication strategy reflects a new commitment to transparency and accessibility.

Corporate Evolution: A Three-Pillar Renewal

In preparation for the upcoming decade, COVER Corporation has announced a fundamental "Production Renewal," focusing on three distinct pillars: branding, organizational structure, and talent presentation.

1. Logo Redesign: A Symbol of Unity

The most immediate change is the unveiling of a refreshed hololive production logo. While the iconic "triangle" and the signature "hololive blue" remain the cornerstone of the brand’s identity, the new design introduces a more fluid, interconnected aesthetic.

The company stated that the new logo is designed to capture the "overlapping of unique personalities." By visually merging these elements, the logo signifies how the diverse talents—ranging from streamers and gamers to global music icons—contribute to a unified, ever-expanding ecosystem. This transition begins immediately across all digital platforms, with a phased rollout scheduled for physical merchandise, event staging, and global retail locations.

New Show “hololive Next” Launches Ahead of hololive production’s 10th Anniversary, with a Series of Special Projects Getting Underway to Celebrate and Thank Our Fans! | NEWS | hololive official website

2. Breaking Down Barriers: One Global "hololive"

Perhaps the most significant structural change involves the dissolution of rigid internal silos. Previously, the brand operated under a structure defined by regional groups: hololive Indonesia, hololive English, and the hololive DEV_IS sub-brand.

Moving forward, these boundaries are being dismantled in favor of a singular, cohesive identity: "hololive." This shift is designed to foster a more fluid collaborative environment where talents from Tokyo, Jakarta, New York, and beyond can interact, perform, and produce content without the historical constraints of regional labeling. By emphasizing a borderless "one hololive" model, the company aims to capitalize on its diverse international reach, ensuring that its content remains truly global.

3. Visual Evolution: Tailored Talent Growth

Recognizing that the "look" of a virtual talent must evolve alongside their personal growth, COVER has introduced a "Visual Update" project. Rather than a blanket redesign, this initiative will see the company work in close consultation with each individual talent to refresh their aesthetics.

The update strategy is categorized into three tiers:

Refinement: Polishing existing designs to heighten visual appeal while maintaining the core identity.
Reimagining: Updating motifs and outfits to better align with the talent’s current persona and personal brand.
Transformation: A significant visual overhaul for talents seeking to represent their evolution and future aspirations.

Tokino Sora, the foundational talent of hololive production, has been named the first to undergo this transformation, with her new visuals unveiled during a special live performance today. This sets a precedent for a long-term, multi-year rollout that will ensure every talent’s visual identity remains dynamic and contemporary.

Technological Advancements: The "hololive raku" App

To support this new era of production, COVER has unveiled a proprietary streaming application titled hololive raku. The app is engineered to bridge the gap between "at-home" convenience and "studio-grade" production value.

Utilizing advanced lighting, high-fidelity texture rendering, and seamless integration with the high-quality assets developed for the Holoearth metaverse, hololive raku will allow talents to project complex, interactive, and immersive environments directly from their home setups. The company describes the app’s philosophy as "The usual home streams, made more stunning." By democratizing professional-grade production tools, COVER is empowering its talents to push the boundaries of creative expression in their daily broadcasts.

The Milestone: Entering the World of Television

Perhaps the most ambitious project announced is hololive production’s first full-scale television anime project. Following years of success in music, live events, and digital media, the brand is officially entering the animation industry.

The production is being handled by Studio KAI, a partner with a deep history in producing high-quality music videos and short-form animations for hololive. While details remain scarce, a mysterious keyword—"Odeholo"—has been released, sparking an immediate flurry of speculation and community engagement on social media platform X.

A special reveal program is scheduled for September 23, 2026, where fans will get their first look at the narrative direction, character designs, and the ultimate meaning behind the "Odeholo" moniker. This project marks a maturation of the brand, moving from purely internet-native content into the traditional broadcast entertainment sphere.

New Beginnings: "ASOBI…MAWARI-TAI!"

Rounding out the major announcements is the debut of the first new unit in nearly two years: "ASOBI…MAWARI-TAI!" (translated loosely as "I want to play!").

While the company has kept specific details regarding the new members under wraps, the unit’s name and branding suggest a focus on high-energy, interactive, and playful content. As the company prepares for the 10th anniversary, the addition of new talent is a clear signal that the brand’s expansion strategy is as aggressive as ever. Further details regarding the unit’s roster and debut schedule are expected to drop throughout September.

Official Response and Future Implications

In a statement issued to the press, CEO Tanigo Motoaki remarked:

"Reaching our 9th anniversary is a humbling experience, but it is also a reminder of the responsibility we hold to our fans and our talents. The initiatives announced today are not merely updates; they are the architectural changes necessary to ensure that hololive continues to evolve as a global culture. Whether it is through our first television anime or the removal of regional barriers, our goal remains the same: to create a future where virtual entertainment is a standard, beloved part of daily life for people across the globe."

Industry Impact

The scale of these announcements positions COVER Corporation at a pivotal crossroads. By unifying the brand, investing in television, and providing cutting-edge tech to its talent, the company is signaling to investors and competitors alike that it has no intention of slowing down.

The removal of regional identifiers like "EN" or "ID" in the brand’s new, unified structure is particularly noteworthy. It suggests a pivot toward a more decentralized, global talent pool where the strength of the collective "hololive" brand supersedes individual geographic markets.

Looking Ahead

As the "10th Anniversary Countdown" officially begins, the industry will be watching closely. From the mysteries of Odeholo to the rollout of the new logo and the debut of ASOBI…MAWARI-TAI!, the next 12 months promise to be the most active in the company’s history.

For the millions of fans worldwide who have supported the journey since 2017, the message from Tokyo is clear: the journey of hololive is only just beginning.

For ongoing updates, follow the official 10th Anniversary portal: https://hololive10th-anniversary.hololivepro.com/en/