Categories
Platforms Featured Southeast Asia

airasia’s Project Kavvaii enters second year with new VTuber debuts

Kuala Lumpur, Malaysia – Project Kavvaii, the virtual YouTuber (VTuber) endeavour of airasia, has announced the debut of two new VTubers namely Airi Gwynevere and Mikazuki Mai. Together, Gwynevere and Mai form the agency’s ‘Lunetide’ generation.

The new VTuber debut comes after Project Kavvaii announced a second round of VTuber auditions in November 2021. In addition, the debut also follows the success of its first-ever VTuber Aozora Kurumi, who debuted on 8 May 2021. At the moment, Kurumi has completed over 150 streams and amassed more than 22,000 subscribers and over 1.2 million views on YouTube.

Speaking about the new talents, Rudy Khaw, group chief brand officer at airasia Super App, said, “We are very happy with how our first virtual idol, Aozora Kurumi has taken off one year into airasia Super App’s content streaming journey. Our long term goal is to have Project Kavvaii develop into a virtual talent arm that provides entertainment and engagement opportunities for fans, brands and communities.”

He added, “We remain steadfast in our stand that people consume online content differently today, and we want to push the envelope of innovation to stay relevant with online communities and market trends.”

Gwynevere’s debut will be held on 23 April, while Mai’s debut will be held on 24 April on their respective YouTube channels.

Project Kavvaii was launched in March 2021 by airasia to discover and develop virtual idols in Southeast Asia. In an interview with MARKETECH APAC for its airasia and pixiv fan art initiative, Izal Azlee, senior manager for content strategy at airasia, noted that there has been a positive relationship that they have observed between fans and the brand themselves, viewed on the gradual reception of these communities to the brand in focus.

“For brands, we would say learn about the community first to see what it’s all about and understand what this would mean, not just to the brand but to the community. It isn’t a walk in the park, so there’s a lot of learning. From our experience the best way to excel here is to listen to the community and VTubers,” Azlee told MARKETECH APAC.