McDonald’s Japan Unveils ‘VRChat’ World to Embrace the Growing VTuber Trend

When discussing corporate brand interactions in the virtual reality space, Meta often springs to mind as a major player. They’ve forged unique partnerships in the past, like offering a Horizon Worlds social experience with Wendy’s and crafting a peculiar escape room with KFC. However, McDonald’s Japan is now throwing its hat into the ring with its very own VRChat world, showcasing how influential this social VR platform has become, particularly in Japan.

This immersive McDonald’s Japan experience, available until June 17, offers an intimate virtual setting. Though it’s just one room, visitors can enjoy virtual fries and snap some fun photos. These photo spots feature quirky elements like an oversized fry container you can climb into, playful cardboard cutouts of iconic McDonald’s characters, and text promotions with fries flitting around.

At a glance, it’s your typical promotional gig you see in Japan, only this time it’s entirely virtual. But there’s more beneath the surface. McDonald’s is tapping into modern trends to attract Japan’s Gen-Z crowd, combining beloved Japanese virtual streamers or VTubers and the country’s penchant for VRChat.

Check out the promotional tweet from McDonald’s Japan announcing this collaboration, as part of their marketing blitz surrounding the yearly ‘Tirori Mix’ animated music clip venture. Initially launched in 2022, Tirori Mix weaves in vocal performances from popular J-pop idols with an animated short syncing up to the “Tirori” chime—an alert heard in McDonald’s Japan locations when orders are ready. This year’s rendition features stars like Ado, YOASOBI, and Hoshimachi Suisei, all of whom lend their talents to this creative project.

So why has McDonald’s Japan chosen VRChat over Horizon Worlds? While specific numbers aren’t disclosed, data from Similarweb shows Japanese users make up more than a third of VRChat’s web traffic. There’s a reason for this popularity.

Pop into VRChat and you’ll see it’s brimming with Japanese content—everything from faithful reconstructions of Kyoto’s historic streets to cozy communal gathering spots. A key attraction is VRChat’s support for user-generated avatars, allowing for substantial creativity. Users can craft unique avatars in programs like Blender or purchase them, enabling them to maintain a consistent digital identity across platforms, which resonates well with Japan’s anime-inspired VTubing community.

VTubing is a booming industry in Japan. Prominent talent agencies such as Hololive, Nijisanji, and VShojo have redefined traditional idol culture, capitalizing on VR avatars to launch a new generation of idols. Hoshimachi Suisei, highlighted in the 2025 Tirori Mix venture, is a leading Japanese VTuber sensation. Known for her music, she’s amassed over 2 million subscribers on YouTube, not to mention live performances, television appearances, and music chart placements.

While Meta persists in its endeavor to boost engagement in Horizon Worlds, it faces challenges due to limited avatar customization and a more restrictive ecosystem. Recently, Meta announced a $50 million creator fund aimed at spurring the development of fresh and exciting content within Horizon Worlds. Despite these efforts, appealing to users with simpler avatars and limited accessory options seems like an uphill battle, especially when compared to the viral success that Japan’s VTubers have achieved.