Midday Magic: How "Hirukatsu" and VTuber Streams are Redefining Holiday Relaxation in Japan

With the arrival of the Obon holiday and national summer breaks, the term "Hirukatsu" (midday activities) has taken social media by storm in Japan. While "Asakatsu"—the practice of making productive use of early morning hours—traditionally receives the spotlight, a new lifestyle trend has firmly taken root during extended holidays: spending midday hours effectively on hobbies, live streaming, and studying.

The Surge of "Hirukatsu Streaming" in the VTuber Community

This trend is particularly prominent within the live-streaming and Virtual YouTuber (VTuber) industry. Led by summer special programming like "Niji Noon" from the major VTuber agency Nijisanji, numerous streamers and content creators have been starting live broadcasts around noon.

The content spans a wide variety of topics, ranging from popular game playthroughs like Resident Evil and Monster Hunter to interactive fan games and casual chatting streams. As viewers spend more time at home during the holidays, their schedules align perfectly with creators targeting daytime slots. Comments on social media and chat sections are filled with praise, with viewers noting that "it feels like a summer festival in the middle of the day" and that "Hirukatsu streams are the best."

Hobbies, Studying, and Refreshment: Diverse Personal Approaches

Beyond live-streaming activities, ordinary social media users are also sharing their own "Hirukatsu" routines. Many take advantage of the long break to sleep in a bit later than usual, enjoy lunch, and then dive into hobbies like drawing or gaming, while others use the afternoon focus time to study for upcoming certification exams.

Others choose to go out while taking precautions against the heat, or treat themselves to special meals to recharge their energy. Unlike nighttime activities, making meaningful use of bright daytime hours helps boost overall satisfaction with how one spends their days off.

A New Holiday Standard

Combined with the liberating atmosphere of the mid-August holiday season, "Hirukatsu" is establishing itself as a popular and effective choice for enjoying time off. From online social interactions to offline relaxation, the movement to make the most of afternoon hours looks set to continue well into the future.

The Context

In Japan, "Asakatsu" (morning activities) has long been a popular trend encouraging people to wake up early for self-improvement before work. "Hirukatsu" is a play on this word, combining "hiru" (midday/noon) and "katsu" (short for katsudou, meaning activities).

This trend gains massive traction during "Obon," a traditional Japanese holiday season in mid-August when families gather, honor ancestral spirits, and take extended time off from work. During this time, many people stay indoors to escape Japan's intense summer heatwaves. VTubers (Virtual YouTubers who stream using anime-style digital avatars) and major agencies like Nijisanji capitalize on this captive audience by offering special daytime programming, transforming midday hours into a prime entertainment window for fans resting at home.

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