Ammar Sabilarrohman
TOKYO, JAPAN – On Monday, September 7, 2026, COVER Corporation officially marked a significant milestone as hololive production celebrated its 9th anniversary. While the occasion itself is a testament to nearly a decade of industry-defining content, the organization chose the date to look forward rather than back, announcing an ambitious, year-long countdown to their 10th anniversary. Through the news program "hololive Next," COVER Corporation CEO Motoaki Tanigo unveiled a sweeping series of initiatives, structural renewals, and creative projects that signal a profound evolution in the company’s global strategy.
Main Facts: The Road to the 10th Anniversary
As the organization enters its final year before the decade mark, the focus is squarely on "hololive production’s next chapter." The centerpiece of this transition is the launch of the 10th Anniversary Countdown Special Website, which will serve as the central repository for all project announcements, event scheduling, and archival documentation leading up to September 7, 2027.
The scope of these announcements spans three core pillars: a visual identity renewal, a streamlining of brand operations, and the launch of high-profile entertainment ventures, including the company’s first-ever television anime series and the introduction of a new unit, "ASOBI…MAWARI-TAI!"
Chronology of Evolution: From 2017 to 2026
The history of hololive production is a study in rapid technological and cultural expansion. Beginning as a small experiment in virtual idol culture, the organization has grown into a global powerhouse.
- 2017–2019: Foundation. The early years saw the debut of generation-defining talents like Tokino Sora, establishing the "virtual YouTuber" (VTuber) paradigm.
- 2020–2022: Global Scaling. The establishment of international branches—hololive Indonesia and hololive English—catalyzed a massive influx of global fandom, shifting the brand from a domestic Japanese phenomenon to a worldwide cultural force.
- 2023–2025: Integration. The launch of the Holoearth metaverse project and the DEV_IS branch signaled a focus on integrated ecosystem-building.
- 2026: The Great Pivot. Marking the 9th anniversary, the company has announced its intention to dissolve regional silos in favor of a unified "one hololive" identity, setting the stage for its 10th anniversary in 2027.
Structural Renewal: A Unified Global Identity
In a move described by industry analysts as a strategic "flattening" of organizational tiers, COVER Corporation is initiating three major renewals designed to enhance agility and talent freedom.
1. Reimagining the Brand Iconography
The organization has unveiled a refreshed logo. While retaining the iconic blue triangle—a symbol of the brand’s stability and heritage—the new design introduces a more fluid, modular aesthetic. According to official statements, the new logo symbolizes the "overlapping of unique personalities" and the "expansion of entertainment into new fields." This branding shift is not merely cosmetic; it represents a transition from a label-based management style to a more fluid, talent-centric creative environment. The rollout begins immediately, with a gradual transition scheduled across all merchandising, digital platforms, and live event infrastructure.
2. The "One hololive" Doctrine
Perhaps the most significant structural change is the abandonment of rigid, region-locked branding. Previously, hololive operated as a collection of localized sub-entities (e.g., hololive English, hololive Indonesia). Moving forward, the company will operate under a unified "hololive" banner. This policy shift is designed to remove the "administrative borders" that have historically limited collaboration between talents from different regions. By fostering a more integrated internal culture, COVER expects to see a surge in cross-cultural content, global collaborations, and a more cohesive fan experience.
3. Progressive Visual Updates
In an effort to keep the talent roster aligned with modern design standards and personal growth, COVER has introduced the "Visual Update" program. Rather than forcing a uniform aesthetic change, the company is treating this as a bespoke consultation process. Talents will work individually with designers to update their models, outfits, and motifs. The updates are categorized into three levels:
- Refinement: Polishing existing iconic elements.
- Reimagining: Updating motifs to reflect the talent’s current career trajectory.
- Transformation: Significant visual shifts that represent the "person they aspire to become."
The first to debut this process is the brand’s progenitor, Tokino Sora, who showcased her new look during a dedicated reveal live stream, setting a precedent for the high-production quality expected of future updates.
Supporting Data: Technological and Creative Innovation
The technological backbone of these updates is the introduction of "hololive raku," a proprietary streaming application. Designed to replace standard home-streaming software, "hololive raku" brings studio-grade lighting, advanced post-processing, and high-fidelity 3D asset integration directly to the talents’ home environments.
By integrating the assets previously reserved for large-scale concerts into everyday streams, the company aims to bridge the gap between "broadcast-quality events" and "intimate daily interaction." This software is expected to drastically improve the visual consistency and creative potential of the entire roster.
Official Responses and Strategic Implications
CEO Motoaki Tanigo’s vision for the 10th anniversary is clear: moving from a company that manages talent to one that facilitates a global culture. "Our goal is to evolve into a culture loved by people around the world," Tanigo stated. The professional implications of this are significant. By integrating their internal software, branding, and management structures, COVER is positioning hololive to compete not just with other VTuber agencies, but with mainstream media conglomerates.
The "Odeholo" Anime Project
The announcement of the organization’s first TV anime, currently dubbed under the cryptic title "Odeholo," serves as the anchor for their 10th-anniversary marketing. By partnering with Studio KAI, an animation house with a proven track record of handling the complex, high-energy world of hololive, the company is aiming to capture a broader audience. The choice to involve fan-favorite talents like Shirakami Fubuki and Ookami Mio as leads for the reveal program underscores the company’s commitment to maintaining its community-driven roots while expanding into linear television.
The Debut of "ASOBI…MAWARI-TAI!"
Complementing the anime project is the debut of the new unit "ASOBI…MAWARI-TAI!" The announcement of a new unit—the first in nearly two years—serves to inject fresh energy into the ecosystem. The unit’s name, which implies a sense of playfulness and gathering, aligns with the company’s new, more open approach to content creation.
The Future: Toward 2027
As the countdown to September 7, 2027, begins, the industry will be watching to see how these ambitious structural changes impact the daily performance of the talents. The move toward a unified brand, supported by cutting-edge streaming technology and a foray into traditional media like anime, represents a maturity in the virtual entertainment sector.
For the fans, the message is one of inclusion and expansion. The 10th anniversary is being framed not as the culmination of the hololive journey, but as the launchpad for a new era. With the "hololive Next" program acting as a guide, and the 10th Anniversary website serving as a hub for real-time updates, the organization is ensuring that the community remains at the heart of every milestone. As the company continues to break down the walls between regions, digital platforms, and traditional media, hololive production is signaling that the future of entertainment is not just virtual—it is truly, and officially, global.
Dwi Wanna
Lina Irawan
