Hololive EN and Multilingual Fluency Among Virtual Youtubers

Virtual Youtubers continue to be a tour de force, reaching beyond Japan to worldwide recognition. Given this success, as well as the crossover appeal of certain English-fluent VTubers (such as Fujima Sakura, Pikamee, and Kiryu Coco), it was only a matter of time before one of the big VTubers agencies would try to make an active effort to court an English-speaking audience. Thus is born Hololive EN, and with it five new streamers.

The tricky thing with something like Hololive English is striking the right balance in terms of audience desire and accessibility. Speaking in the target demographic’s native tongue does wonders for directly engaging with viewers, and offers an experience closer to what the Japanese viewers typically enjoy. Rather than Inugami Korone’s amusing struggles with English, little gets lost in translation. However, it’s also possible that part of the appeal is the existence of a culture gap—that there’s an element of exoticism found in both the language barrier and the moe idol aesthetic. Veering too far in one direction might alienate certain fans.

The route that Hololive English appears to have taken is to feature VTubers with decent degrees of spoken Japanese fluency—enough to interact with the Japanese fans as well. Their true identities remain unknown (as is standard), so it’s unclear if they’re natively multilingual or if they achieved it through study, but the result either way is that there isn’t a complete disconnect with the Japanese origins of Hololive. The style of English seems to differ from one to the next, whether it’s the cutesy affectations of Gawr Gura or the more natural-sounding speech of Mori Calliope. I think this probably a good way to hedge their bets in terms of figuring out what will garner the most fans, though I don’t know how intentional that is.

While all of them are able to speak Japanese fairly well, written fluency varies significantly between the Hololive English members (unless it’s somehow all an act). Case in point, Takanashi Kiara’s language skills are very strong to the extent that she self-translates, Ninomae Ina’nis appears to have a solid handle, and Amelia Watson can struggle with the basics. Kiara’s advantage is obvious, but I think the ones who are less fluent actually have a certain appeal themselves. Not only do they resonate with those of us who grew up speaking our parents’ languages but never became properly literate, but they’re also relatable to those currently learning Japanese or who want to learn Japanese—no doubt a common occurrence among Virtual Youtuber fans. 

For now, I don’t really have a favorite, but I wish all of them the best of luck. If they find success, I wonder if other Vtuber groups will push harder to have an active international presence.

This post is sponsored by Ogiue Maniax patron Johnny Trovato. You can request topics through the Patreon or by tipping $30 via ko-fi.

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