Sanrio and NTT West Launch Joint Pilot Program Linked to VTuber “Nyantasia!”

On January 27, 2026, NTT West, in collaboration with Sanrio and ClaN Entertainment, launched a proof-of-concept experiment for a new form of fan engagement centered on the VTuber project “Nyantasia!”.

The initiative will be showcased at Sanrio Virtual Festival 2026, a VR music festival that has attracted more than 10 million visitors in total. In this pilot program, NTT West’s trust technologies—designed to ensure the authenticity and traceability of digital data—are used to visualize and accumulate fans’ support activities as reliable, verifiable records.

The Growing Fan Economy and the Challenge of Trust

In recent years, “Oshi-katsu”—the act of actively supporting idols, characters, and VTubers—has grown into a sizable market. At the same time, issues such as excessive spending and short-lived, one-off consumption have become more visible, raising concerns about how to build sustainable, long-term relationships between fans and content.

Against this backdrop, NTT West has begun developing an environment in which fans can enjoy their support activities safely and continuously by recording and certifying fan engagement histories in a tamper-resistant manner.

Sanrio, meanwhile, has been strengthening relationships between its intellectual properties and fans in digital spaces through initiatives such as Sanrio Virtual Festival and the permanent VR theme park Virtual Sanrio Puroland. With both companies sharing a common vision, the joint proof-of-concept project built around the VTuber “Nyantasia!” has now come to fruition.

As part of the proof-of-concept initiative, a linked event titled “Nyantasia! Let’s Create Together! Photo Frame” will be held in conjunction with Sanrio Virtual Festival 2026. Through the XR content marketplace X Market, fans can purchase co-creation elements—such as balloons and flowers—that make up the photo frame. This approach offers fans an experience that goes beyond simply “supporting” content, allowing them to actively co-create it together.

The purchased co-creation elements will be reflected in photo frames installed at key locations within the venue, including the entrance area and the PURO MEET & GREET TERRACE. In addition, a supporter board displaying contributors’ nicknames will be set up, visually highlighting each fan’s involvement and contribution.

Trust Architecture Powered by Verifiable Credentials

At the core of this initiative is the issuance of digital certificates based on NTT West’s proprietary trust technology and a hierarchical Verifiable Credentials (VC) framework. Built on the international standard for Verifiable Credentials, the system prevents duplication and tampering through the use of unique identifiers and quantity control mechanisms. The authenticity of each certificate can be verified by anyone via a publicly accessible verification page.

By holding these digital certificates, supporters can share their fan engagement achievements on social media. In addition, certificate holders gain access to exclusive benefits, including eligibility to participate in a VR meet-and-greet with members of the VTuber project “Nyantasia!”. Participation is open to users aged 13 and above, with parental consent required for those under 18.

The demonstration period is scheduled to run from January 27 to March 20, 2026. Through this pilot, NTT West aims to evaluate user satisfaction, continuity, and the practical viability of fan services powered by digital certificates. Leveraging the insights gained, the company seeks to establish a digital data authenticity platform that enables fans and intellectual properties to grow together, contributing to the broader development of Japan’s content industry.

Source: Announcement
Image: Quote from the press release

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