VTubing: how Japan's virtual streamer phenomenon is going global

VTubing — live streaming using real-time animated virtual avatars — originated in Japan and is rapidly expanding worldwide. Creators use face- and body-tracking software to perform as anime-style characters on platforms like YouTube and Twitch, generating millions of views. Western agencies are increasingly recruiting non-Japanese creators, signalling the genre's shift from a niche Japanese trend to a global entertainment format.