JR East Japan announced on March 19, 2025, an exciting collaboration with the popular VTuber and Virtual Liver group Nijisanji, orchestrated by ANYCOLOR Co., Ltd. This campaign, titled Oshikatsu Travel JR East Japan x Nijisanji Collaboration Campaign – Let’s Go! Niigata Trip!, is set to run from March 25, 2025, to April 24, 2025, with the goal of promoting travel to the scenic region of Niigata.
As part of this unique initiative, well-known VTubers including Ibrahim, Ex Albio, Hazuki Yuzu, and Shiina Yuika will embark on a delightful journey to Niigata using the Joetsu Shinkansen—Japan's high-speed train known for its picturesque views. This collaboration aims to merge the vibrant culture of virtual influencers with real-life travel experiences, appealing to both fans of the VTuber community and travel enthusiasts alike.
To enhance the campaign experience, standee panels featuring these beloved VTubers will be stationed within the ticket gates of major JR East stations, such as Tokyo Station, Ueno Station, Omiya Station, and Takasaki Station. These installations will serve as cheerful send-offs for travelers heading to the campaign destination.
Upon arrival at Niigata Station, travelers will be greeted by virtual livers in uniform, presenting an immersive welcoming experience that adds an extra layer of excitement to the journey.
In addition, the campaign will introduce a special project utilizing the location information app Locatone™. While traveling on the Shinkansen, users can access exclusive video content from the VTubers via the app, allowing them to enjoy unique engagement tailored to their journey. This innovative approach combines fun and technology, showcasing the VTuber phenomenon in a new light.
Merchandise enthusiasts will also have something to look forward to, as a selection of original collaboration goods will be available in limited quantities at select NewDays stores during the campaign. Items include the Travel Essentials + Original Luncheon Mat Limited Set, which will retail at 1,980 yen (including tax) and will be on sale from March 25, 2025, through April 24, 2025, at stations including Tokyo and Ueno.
Campaign promotional posters will begin appearing in key JR East stations on March 19, 2025, ensuring that the buzz around the collaboration reaches as many potential travelers as possible. Station announcements encourage passengers to refrain from making inquiries about the campaign at the stations and to navigate areas without causing congestion.
As noted by JR East Japan, "Oshikatsu Travel JR East Japan x Nijisanji Collaboration Campaign will bring the fun of VTubers to train travel and promote Niigata tourism." Such collaborations highlight how traditional travel methods can be revitalized through contemporary pop culture, drawing in a younger generation of tourists.
This campaign represents more than just a marketing initiative; it embodies a convergence of digital entertainment and real-world experiences that captures the imagination of fans and travelers alike. By integrating the engaging world of VTubers with travel to scenic destinations like Niigata, this project stands as a testament to the evolving nature of tourism in the digital age.
With creativity and innovation at the forefront, this collaboration might just inspire a new wave of tourists eager to explore Japan’s picturesque locales while simultaneously indulging in their favorite online personalities. The upcoming weeks promise to be an exhilarating time for fans and travelers as they embark on this journey together.
