From VTubers to Burgers: Why the Quest for 'Regularization' is Trending in Japan

The term "regularization" (reguryara-ka) is currently taking Japanese social media by storm. From beloved internet and radio programs to limited-edition menu items at popular restaurants, fans are taking to platforms like X (formerly Twitter) to celebrate their favorite content becoming permanent fixtures or to passionately lobby for their return.

Leading the trend is the regularization of "Cho Volta," a project by the popular VTuber group VOLTACTION under the Nijisanji agency. Ahead of its highly anticipated first regular broadcast—which features 53 Nijisanji VTubers as unbiased judges—fans expressed their excitement, with comments like "I can't wait for the first regular episode!" and "Did they get a brand-new studio room for this?"

Similarly, media personality Tamami Sakaguchi's show "Sakaguchi Tamami no Daisuko Biyori" has officially transitioned to a regular program. The milestone was met with a flood of congratulatory hashtag posts and the launch of commemorative merchandise, marking a warm new chapter for Sakaguchi and her fans.

The radio waves are also buzzing with hopes for regularization. Fans of one-off special programs are actively analyzing how to help their favorite shows secure permanent slots, noting that official view counts and social media engagement are the fastest tracks to success. Passionate pleas, such as "Please make this a regular show" and "I hope they find a sponsor," have poured in for specials hosted by Nogizaka46's Kaede Sato, as well as various voice actors and talents.

This desire for permanence extends beyond entertainment into the culinary world. Consumers are calling for limited-time menu items—such as special toppings at beef bowl chains and seasonal burgers—to become permanent fixtures. "It's too delicious to be temporary; please make it regular!" has become a common refrain.

The Context: Japan's Culture of "Regularization"

In Japan, the entertainment and food industries heavily rely on pilot phases and limited-time campaigns to gauge consumer interest. Television and radio networks frequently air one-off "special programs" (tokuban) during holiday seasons or quiet broadcasting blocks. If these specials generate high social media engagement and strong viewer ratings, they are often upgraded to "regular" weekly slots (known as reguryara-ka). Similarly, fast-food chains and convenience stores constantly rotate seasonal items to maintain novelty, leading to passionate fan campaigns to save their favorite temporary dishes from disappearing. This trending buzzword highlights how Japanese fan communities leverage social media to actively shape the media and products they consume.

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