Ali Ikhwan
TOKYO, Japan – On Monday, September 7, 2026, COVER Corporation officially marked the 9th anniversary of its flagship brand, hololive production. In a strategic move that signals a pivot toward global integration and technical sophistication, CEO Tanigo Motoaki announced an ambitious roadmap leading into the company’s 10th anniversary in 2027. This milestone, broadcast via the special news program "hololive Next," promises to reshape the landscape of VTuber entertainment through a series of sweeping structural, aesthetic, and creative initiatives.
A Legacy of Growth: The Journey to Nine Years
Since its inception in 2017, hololive production has evolved from a niche experimental venture into a global cultural phenomenon. What began as a handful of digital performers has blossomed into an international agency representing dozens of unique personalities.
"This achievement is made possible by the continued warm support of our fans, as well as the tremendous support we have received from everyone involved with hololive production," the company stated in an official press release. As the company crosses the nine-year threshold, the focus has shifted from mere sustainability to the consolidation of its brand identity on a global scale. The launch of the 10th Anniversary Countdown Special Website serves as the central hub for these upcoming developments, acting as a living archive and announcement board for the festivities scheduled over the next twelve months.
Chronology of Innovation: From 2017 to 2027
The history of hololive production is marked by distinct phases of expansion:
- 2017–2019: The Foundation Phase. Establishing the core technology and the inaugural talent roster, including Tokino Sora.
- 2020–2022: The Global Expansion. The launch of dedicated regional branches, including hololive Indonesia and hololive English, which catalyzed explosive growth in Western and Southeast Asian markets.
- 2023–2025: Diversification. The introduction of the hololive DEV_IS brand and the development of immersive metaverse experiences like Holoearth.
- 2026–2027: The Integration Era. The current phase, focusing on dissolving regional silos, technological upgrades for home streaming, and transmedia storytelling through anime and new group debuts.
Strategic Renewals: Reshaping the Brand
To prepare for its second decade, COVER Corporation has initiated three "Major Renewals" designed to modernize the brand’s aesthetic and operational philosophy.
1. The Redesigned Identity
The most immediate change is the complete overhaul of the hololive production logo. While the iconic "triangle" and "blue" color scheme—visual anchors for the community—have been preserved, the design has been sharpened to represent the synergy of talent and technology. According to COVER, the new logo symbolizes the overlapping of distinct personalities that create original entertainment. It serves as a visual metaphor for the brand’s trajectory: moving from separate entities toward a singular, cohesive culture that is recognized worldwide.
2. Global Integration: One "hololive"
Perhaps the most significant structural change is the abandonment of strict regional branding for internal operations. Historically, talents were grouped by their region of origin. Going forward, the agency will operate under a unified "hololive" banner. This policy shift is intended to foster greater collaboration between talents regardless of their time zone or base language. By removing these operational barriers, COVER hopes to enable more spontaneous and frequent cross-border content, ultimately creating a more fluid and inclusive experience for the international fan base.
3. Progressive Visual Updates
The company is also launching a multi-year initiative to refine the visual presentations of its entire roster. Recognizing that each talent’s persona evolves alongside their career, these updates will be customized. The process will follow three primary paths:
- Refinement: Polishing existing designs to enhance their visual clarity and appeal.
- Evolution: Reinterpreting outfits and motifs based on a talent’s current thematic direction.
- Transformation: Substantial redesigns to reflect a talent’s personal growth and future aspirations.
Tokino Sora, the cornerstone of the agency, has been named the first to undergo this visual update, setting a standard for the quality and care expected in these redesigns.
Technological Advancement: "hololive raku"
On the technical front, COVER has announced hololive raku, a proprietary streaming application set to redefine the "at-home" broadcast experience. The app leverages the high-fidelity lighting, shading, and textural assets previously reserved for massive, high-budget studio performances.
By integrating these features into the daily streaming workflow, hololive raku allows individual talents to manifest high-quality 3D stages and interactive items directly from their home environments. This move is designed to bridge the gap between "standard" streams and "event" broadcasts, ensuring that every interaction a fan has with a talent feels like a premium, immersive production.
Transmedia Expansion: The "Odeholo" Anime Project
The most anticipated announcement of the anniversary rollout is the production of hololive production’s first television anime. Handled by Studio KAI—a veteran of multiple hololive music video productions—this project represents the agency’s formal entry into the competitive TV anime market.
While details remain shrouded in mystery, the project is currently identified by the keyword "Odeholo." This abbreviated title has already sparked massive engagement on social media platform X (formerly Twitter), with the hashtag #Odeholo trending as fans speculate on the plot, genre, and cast. A dedicated reveal program is scheduled for September 23, 2026, featuring popular talents such as Shirakami Fubuki and Ookami Mio. The commitment to a televised series suggests that COVER is no longer content with existing solely in the digital streaming space, aiming instead to capture mainstream media audiences.
New Talent Horizons: "ASOBI…MAWARI-TAI!"
Complementing these structural changes is the announcement of a new unit, "ASOBI…MAWARI-TAI!" (roughly translated to "I want to play and go around!"). Marking the first new unit debut in nearly two years, the announcement has been accompanied by a cryptic trailer that emphasizes playfulness and exploration. This addition reflects the company’s strategy of balancing the maturation of its existing roster with the constant influx of fresh perspectives and creative energy.
Official Response and Market Implications
CEO Tanigo Motoaki noted in the "hololive Next" program that the 10th anniversary is not merely a celebration of the past, but a necessary evolution to ensure the longevity of the virtual talent industry. "We want to build a culture that is loved by people around the world," Motoaki stated.
Market analysts view these moves as a masterclass in brand sustainability. By integrating regional groups and investing in high-quality anime and proprietary streaming software, COVER is effectively building a "walled garden" of content that is increasingly difficult for competitors to replicate. The shift from "regional groups" to a "unified hololive" is particularly vital, as it allows for a more efficient allocation of resources and talent marketing across global territories.
Conclusion: A Decade of Dreams
As hololive production enters its tenth year, it finds itself at a crossroads of maturity and innovation. The agency is no longer just a group of streamers; it is a full-fledged media conglomerate capable of producing high-end animation, custom software, and integrated live events.
For the millions of fans who have followed the journey since 2017, the 10th anniversary represents a promise: that while the faces and the technology may change, the core spirit of hololive production—the creation of joy through connection—remains the driving force. As the countdown continues toward September 7, 2027, the world watches with anticipation to see how this "culture" continues to expand its reach across the digital and physical realms.
For further information and to keep track of these unfolding developments, fans are encouraged to follow the official hololive production 10th Anniversary website.
Raul Delapena Setiawan
Nana Wu
