Masumi Niki of Mocha Project is seen holding a letter of appointment for virtual idol “Mogami Kanane” as the public relations supervisor of Studio Bacu, in the city of Asahikawa, Hokkaido, on April 2, 2024. (Mainichi/Nobuyuki Yokota)
ASAHIKAWA, Hokkaido — A company here promoting virtual idol “Mogami Kanane” has partnered with an anime production business with the aim of combining Japan’s renowned digital technology with subculture elements like anime and manga for regional revitalization.
The limited liability company Mocha Project and Studio Bacu, which is involved in popular anime works such as “Detective Conan,” are both based in the city of Asahikawa in Japan’s northernmost prefecture of Hokkaido. With their partnership, the two companies aim to work toward revitalizing local communities.
Mocha Project began in 2013 as a community revitalization group activity led by Masumi Niki, the 41-year-old owner of the Otomuraya coffee shop, who had relocated from east Japan’s Kanto region to Asahikawa. It has collaborated with various local companies and organizations utilizing the hyperlocalized virtual idol, who is also affectionately called “Mocha.” The character is portrayed as an active girl from Tokyo who was captivated by Asahikawa and moved there.
Mocha Project has consistently promoted the charms of Asahikawa and other communities in northern Hokkaido, and it was incorporated as a business in December 2023, 10 years after its establishment, with Niki serving as a representative for the company.
As the first step in business expansion, Mocha Project sought cooperation from Studio Bacu, a producer of popular anime works highly regarded in the industry for its high technical capabilities in video production. Bacu recognized Mocha’s diligent track record and future potential, and partnered with Mocha Project. The virtual idol was appointed as the public relations supervisor of the animation studio as of April 1.
Looking back, Niki recalled, “Continuing our activities was always the top priority, and since we’ve been doing it without much financial investment, it’s been a series of challenges.” Regarding Mocha, the idol “affiliated” with his company, Niki smiled bitterly and said, “We made her work as an underling for 10 years.”
Fans’ wishes for the virtual idol to move around and talk more may come true depending on the progress of Mocha Project’s partnership with Bacu. If its character can reach a wider audience, she could be able to pave various paths such as new business ventures with companies, merchandise sales and utilization of social media.
Among Hokkaido-born virtual idols, Hatsune Miku is the most famous, garnering popularity not only in Japan but also overseas. Niki enthusiastically told the Mainichi Shimbun, “Mocha is also aiming to expand overseas, and we want to do our best to attract people’s attention not only to (famous tourist sites such as) Niseko or Sapporo, but also to northern Hokkaido.”
(Japanese original by Nobuyuki Yokota, Asahikawa Bureau)
AloJapan.com