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 ho...