AirAsia has announced the debut stream of the company’s own Vtuber, acting as a new brand ambassador for the airline.
Named Aozora Kurumi, the Victorian-styled Vtuber is a part of AirAsia’s Project Kavvaii, which kicked off with an audition in March to find a talent to voice her.
According to AirAsia, she’ll be generating “exciting online content in gaming and lifestyle categories with live broadcasts while participating in engaging online and offline activities in the near future”.
Unlike Netflix’s Vtuber Enko-chan, Kurumi’s design was revealed ahead of her debut stream, which starts May 8th at 8PM Malaysian time (GMT+8). The company has put out a short “save the date” video, with a sneak peak at Kurumi’s voice. The Vtuber has also been active on social media, already showing off her model in motion.
In addition, AirAsia said they’ll be working with fanart site pixiv to promote Kurumi by having among other things, a fanart competition scheduled for September of this year. They also announced they would be having a pixiv channel as part of AirAsia’s in-flight entertainment, which would showcase fanart of the character on flights.
This marks the second company to have its own Vtuber, following the previously mentioned Netflix-themed Vtuber. Considering how much Hololive and Kizuna Ai have brought Vtubers into the mainstream with various brand collaborations, it’s no surprise that other companies would see them as a tool for driving brand engagement.