Reynand Wu
TOKYO, JAPAN — September 7, 2026 — COVER Corporation, the pioneering force behind the global phenomenon hololive production, officially marked its 9th anniversary today. As the agency transitions into its tenth year of operations, CEO Motoaki Tanigo has signaled a transformative shift for the brand. During a special broadcast of the company’s news program, hololive Next, COVER Corporation unveiled a comprehensive suite of initiatives designed to redefine the virtual talent industry, culminating in a year-long countdown to the brand’s 10th anniversary on September 7, 2027.
The announcement serves as a pivotal moment for the agency, which has evolved from a niche Japanese livestreaming operation into a global cultural powerhouse. With the launch of a dedicated 10th Anniversary Countdown website, the company is signaling to its massive international fanbase that the coming year will be defined by structural innovation, high-end production upgrades, and unprecedented cross-media expansion.
The Road to a Decade: A Chronology of Milestones
Since its inception in 2017, hololive production has fundamentally altered the landscape of digital media. The journey from the early days of individual talent streams to the current era of immersive 3D concerts and global multimedia franchises has been marked by a constant pursuit of technical excellence.
- 2017–2019: The Formative Years: Establishing the foundations of virtual YouTuber (VTuber) technology and building the initial talent roster.
- 2020–2022: Global Expansion: The rapid growth of hololive English and hololive Indonesia, turning the brand into a worldwide household name in digital entertainment.
- 2023–2025: Technical Maturity: The development of the Holoearth metaverse project and the integration of professional-grade motion capture technology for live performances.
- 2026 (Present): The Pivot: Today’s announcement of the "Three Major Renewals" and the first-ever TV anime project marks the beginning of the "10th Anniversary Era."
As the agency looks toward September 2027, it enters a phase of consolidation, aiming to harmonize its disparate regional branches into a unified, borderless entity.
Three Pillars of Structural Renewal
The most significant aspect of the anniversary announcement is the structural overhaul of the hololive production brand. CEO Tanigo highlighted three primary areas of focus:
1. Visual Identity and Logo Redesign
The iconic "triangle" and "blue" color palette remain, but the brand’s visual identity has been modernized. The new logo serves as a symbolic representation of the synergy between talent personalities and the expansion of the brand into diverse fields—from music and gaming to live performance. This redesign is more than cosmetic; it is a signal of the brand’s intent to evolve into a universal culture rather than a segmented media production.
2. The Unification of "hololive"
Historically, the agency operated through regional silos—hololive Japan, hololive Indonesia, hololive English, and hololive DEV_IS. Effective immediately, the agency is dissolving these functional barriers. By consolidating into one global "hololive," the company aims to facilitate fluid collaboration between talents across all time zones. This shift is intended to eliminate the "regional" friction that has occasionally limited the scope of cross-talent projects, allowing for a more cohesive global content strategy.
3. The "Visual Update" Initiative
Recognizing that virtual avatars must grow alongside their performers, the agency is launching a multi-year project to refresh talent visuals. These updates are not standardized; instead, they are personalized consultations. Whether it is a subtle polish of existing aesthetics or a complete reimagining of a talent’s visual identity, the program aims to ensure that every performer’s digital appearance reflects their current creative maturity and future goals. Tokino Sora, the agency’s longest-standing talent, spearheaded this initiative with a reveal live show, setting the standard for the updates to come.
Technical Innovation: "hololive raku"
Beyond branding, the agency is pushing the boundaries of streaming quality with the introduction of hololive raku. This new streaming application is designed to elevate the "at-home" viewing experience to the level of high-budget studio productions.
By leveraging the high-quality assets and lighting engines developed for Holoearth and large-scale concerts, the application allows talents to incorporate sophisticated, real-time lighting effects and 3D environments into their daily broadcasts. This represents a significant technical leap, effectively blurring the line between spontaneous community engagement and curated stage performances.
Cultural Expansion: The First TV Anime Project
Perhaps the most anticipated reveal was the confirmation of the agency’s first-ever television anime project. While details remain sparse, the project is being developed in collaboration with Studio KAI, a partner with an established track record of creating high-quality content for the brand.
The project is currently shrouded in the cryptic keyword "Odeholo." While fan theories are already flooding social media platforms like X, the official reveal is scheduled for a special program on September 23, 2026. This move into traditional television signals hololive’s intent to move beyond the internet-native ecosystem and cement its status as a mainstream entertainment franchise.
New Horizons: The Debut of "ASOBI…MAWARI-TAI!"
The announcement concluded with a glimpse into the future of the agency’s talent roster: the debut of a new unit, ASOBI…MAWARI-TAI!. This marks the first new unit introduction in nearly two years. The name, which translates roughly to a desire to "play and go around," hints at the lighthearted, high-energy direction expected of these new performers. Further details regarding the identities and lore of these talents are expected to be unveiled throughout the remainder of September.
Official Responses and Implications
In a formal statement, COVER Corporation expressed deep gratitude to the fans, stating: "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."
Industry analysts view these changes as a defensive and offensive masterstroke. By consolidating the brand and investing in high-fidelity streaming tools, COVER is future-proofing its business model against the volatility of the digital creator economy. The move toward a more "global" identity suggests that the company is no longer content with being a "Japanese VTuber agency" but is instead positioning itself as a global entertainment conglomerate capable of competing with major animation studios and music labels.
For the fans, the message is clear: the next twelve months are not just a celebration of the past, but an active preparation for the next ten years of virtual entertainment. As the countdown to 2027 begins, the community remains the central pillar of the agency’s strategy, with the 10th Anniversary Special Website acting as the central hub for all upcoming developments.
For further information, please visit: https://hololive10th-anniversary.hololivepro.com/en/
About hololive production
hololive production is a world-renowned virtual talent agency operated by COVER Corporation. With over 80 active talents spanning the globe, the agency is a leader in the VTuber industry, producing cutting-edge digital content, high-production-value music, and immersive live events that bridge the gap between virtual performers and their global audience.
Lina Irawan
Nana Wu
