Jia Lissa
TOKYO – On Monday, September 7, 2026, COVER Corporation officially marked the 9th anniversary of its flagship brand, hololive production. In a strategic broadcast titled "hololive Next," CEO Motoaki Tanigo announced a massive, multi-faceted expansion plan that signals a transformation for the world’s leading VTuber agency. As the organization pivots toward its 10th anniversary in 2027, it is introducing a unified brand identity, new proprietary streaming technology, its first-ever television anime series, and the debut of a highly anticipated talent unit.
1. The Milestone: Nine Years of Global Cultural Impact
Since its inception in 2017, hololive production has evolved from a niche digital experiment into a global cultural phenomenon. What began as a platform for character-based content has grown into a multi-national entertainment powerhouse, bridging the gap between Japan, Southeast Asia, North America, and beyond.
To celebrate the arrival of the 9th anniversary, COVER Corporation launched the "10th Anniversary Countdown Special Website." This digital hub is designed to serve as the central repository for all forthcoming projects, acting as a direct companion to the "hololive Next" news program. According to the official statement, the site will host exclusive behind-the-scenes content and comprehensive updates that go beyond the scope of traditional press releases, ensuring that fans worldwide remain synchronized with the agency’s rapid growth.
2. Strategic Renewal: The Three Pillars of Evolution
A central theme of the 9th-anniversary announcement is the "Production Renewal," a restructuring effort aimed at future-proofing the agency for its next decade. This effort is categorized into three distinct, transformative initiatives.
Pillar I: The Visual Identity Redesign
The most immediate change is the unveiling of a refreshed hololive logo. While retaining the iconic blue triangle motif that has served as the brand’s visual shorthand for nearly a decade, the new design introduces a more fluid, modular aesthetic. COVER Corporation describes this as a symbolic representation of "overlapping personalities," where the intersection of individual talent styles creates unique forms of entertainment. This logo transition begins immediately across all digital platforms and will be systematically integrated into merchandise and live events over the coming months.
Pillar II: "One hololive" – Breaking Structural Silos
Historically, hololive production operated through decentralized segments such as hololive Indonesia, hololive English, and hololive DEV_IS. Effective immediately, the agency is dissolving these functional barriers to foster a truly global, unified brand identity known simply as "hololive." This shift is intended to facilitate seamless collaboration between talents across different regions, allowing for more diverse cross-cultural content and removing the friction that previously limited inter-regional projects.
Pillar III: Dynamic Visual Updates
Recognizing that the digital avatars of its talents must evolve alongside their careers, the agency has committed to a long-term "Visual Update" program. This is not a uniform overhaul; instead, it is a bespoke process where each talent collaborates with management to refine their design, outfits, and motifs. The updates are categorized into three levels: polishing existing designs, re-conceptualizing motifs to reflect current creative directions, and, in some cases, significant visual transformations to match a talent’s personal growth. The initiative’s first recipient is the legendary Tokino Sora, whose updated appearance was showcased during a dedicated live event.
3. Technological Advancement: The "hololive raku" Application
The agency’s commitment to innovation extends to the technical realm with the introduction of "hololive raku," a proprietary streaming application. The app addresses a recurring challenge in the VTuber industry: the difficulty of maintaining high-production values during home-based streams.
By integrating the advanced lighting, textural shaders, and high-fidelity assets typically reserved for "birthday lives" or studio-based events, hololive raku aims to elevate the everyday viewer experience. The software is designed to bring the sophisticated environments of the Holoearth metaverse into the individual talent’s home office, allowing for more immersive storytelling and a higher degree of visual creativity.
4. The Flagship Project: First-Ever Television Anime
Perhaps the most significant announcement from the "hololive Next" program is the confirmation of hololive production’s first original television anime series. This project represents the pinnacle of the agency’s 10th-anniversary celebrations.
The "Odeholo" Mystery
The project is currently shrouded in mystery, known only by the cryptic keyword "Odeholo." Production is being helmed by Studio KAI, an animation house with deep, established ties to the hololive brand, having produced numerous music videos and promotional shorts in the past. This partnership is seen as a strategic move to ensure the "soul" of the talents is preserved in an animated format.
A formal reveal is scheduled for September 23, 2026, which will feature a roundtable discussion with popular talents, including Momosuzu Nene, Omaru Polka, Yukihana Lamy, and Shishiro Botan. Fans are currently invited to participate in a global crowdsourcing effort on social media to decode the meaning of "Odeholo" using the official hashtag.
5. Expanding the Roster: "ASOBI…MAWARI-TAI!"
For the first time in nearly two years, the agency is introducing an entirely new unit: "ASOBI…MAWARI-TAI!" (roughly translated as "I want to play and go around!"). The teaser for this unit emphasized a playground-themed aesthetic, suggesting a departure from previous unit archetypes.
Industry analysts view this as a clear signal that COVER Corporation is moving into a new phase of talent acquisition. By diversifying the hololive portfolio with a unit focused on high-energy, interactive play, the agency is looking to capture younger demographics and explore new avenues of entertainment that prioritize audience participation over traditional streaming formats.
6. Official Response and Industry Implications
CEO Motoaki Tanigo expressed his deep gratitude for the support that has sustained the company over the last nine years. In a formal statement, he noted that the transition to a unified "hololive" brand is not merely a branding exercise but a necessity for the company’s maturation.
"We have reached a stage where we are no longer just a group of streamers," Tanigo remarked during the "hololive Next" broadcast. "We are a culture. By removing the boundaries between our regional branches, we are empowering our talents to be global figures rather than regional representatives. The 10th anniversary is not just a birthday; it is the launchpad for the next chapter of virtual entertainment."
Market Analysis
The implications of these announcements are profound. By investing in proprietary technology like hololive raku and traditional media like television anime, COVER Corporation is effectively diversifying its revenue streams and reducing its reliance on third-party platforms. The move to consolidate regional branches into "One hololive" also signals a maturation of the corporate structure, allowing for more streamlined management and a more coherent global marketing strategy.
As the countdown to September 7, 2027, begins, the industry will be watching closely to see if these bold, systemic changes can maintain the grassroots energy that made hololive a success in the first place. With the introduction of the anime project and the new "ASOBI…MAWARI-TAI!" unit, COVER Corporation is positioning itself not just as a VTuber agency, but as a full-spectrum IP holder capable of competing with traditional media conglomerates.
7. Looking Ahead: The Countdown
The next twelve months promise to be a period of intense activity. With the official 10th-anniversary website serving as the primary source of truth, fans can expect a rolling series of reveals.
Upcoming Key Dates:
- September 23, 2026: "Odeholo" Anime Information Reveal Special Program.
- Ongoing (September 2026): Sequential updates regarding the "ASOBI…MAWARI-TAI!" unit debut.
- Ongoing: Gradual rollout of the new logo and talent visual updates.
As the agency embarks on this transition, it remains committed to its core mission: to provide world-class entertainment that transcends linguistic and geographical boundaries. Whether through the lens of a smartphone, the screen of a PC, or the broadcast of a television set, the next year of hololive production is set to be the most ambitious in its history.
For further updates, stakeholders and fans are encouraged to monitor the official 10th Anniversary Countdown website.
Raul Delapena Setiawan
