McDonald’s Japan Unveils Official ‘VRChat’ World, Embracing Japan’s Surging VTuber Craze

When it comes to major brands diving into virtual reality, Meta often comes to mind first. They’ve previously teamed up with Wendy’s to create a unique social experience on Horizon Worlds, and even cooked up a quirky KFC escape room. Now, McDonald’s Japan has entered the VR realm with its latest initiative in VRChat, highlighting the platform’s growing popularity in Japan.

This VR venture by McDonald’s Japan is available until June 17th and offers visitors a simple yet entertaining experience. It’s set in a single room where users can enjoy virtual fries and capture memories at designated photo spots. These include oversized fry containers perfect for climbing into, cardboard cutouts of familiar McDonald’s mascots, and an explosion of flying fries accompanied by floating promotional text.

What appears to be just another promotional event on the surface is actually part of a strategic move. McDonald’s Japan is integrating recent trends to capture the attention of the country’s Gen-Z, blending the craze for Japanese virtual streamers, known as VTubers, with the beloved VRChat platform.

This VR space supports McDonald’s recent marketing efforts in Japan, coinciding with the annual release of their ‘Tirori Mix’ animated music video collaboration. Initially launched in 2022, Tirori Mix combines the voices of popular J-pop idols with an animation revisiting the “Tirori” chime heard in McDonald’s Japan outlets when orders are ready. This year’s collaboration features notable artists including Ado, YOASOBI, and Hoshimachi Suisei.

So, why did McDonald’s choose VRChat over Horizon Worlds for this venture? Even though VRChat hasn’t disclosed exact user numbers, data from Similarweb shows that Japanese users lead in website traffic, making up more than 33% of visitors. The platform’s widespread use is evident with an abundance of Japanese language-based worlds, catering to everything from detailed replicas of Kyoto’s historic streets to serene community hangouts.

A significant draw for VRChat is its support of user-created avatars. Users can sculpt their avatars with standard 3D modeling tools like Blender and import them into the world, allowing for rich personalization and expression. This feature aligns perfectly with Japan’s VTuber community, where a persistent, customizable avatar is a must-have.

VTubing has blossomed into a prominent industry in Japan, with major talent agencies such as Hololive, Nijisanji, and VShojo elevating this new wave of idols, each utilizing fully articulated VR avatars. Hoshimachi Suisei, a standout in the Tirori Mix of 2025, exemplifies success in this field. With over two million subscribers on YouTube, she’s Japan’s leading Music VTuber, transcending online platforms into live concerts and television appearances, and even charting in Japan’s music scene.

Meanwhile, Meta is striving to boost continual engagement in Horizon Worlds, which currently features limited avatar customization and operates within a more closed ecosystem. In an effort to ramp up user interest, they’ve rolled out a $50 million creator fund to encourage content development within Horizon Worlds.

Though Meta is seeking a breakthrough akin to the popular Gorilla Tag on their platform, unlocking broader avatar personalization options will be key. Until then, capturing the cross-promotional magic that Japan’s VTubers have mastered remains a challenge.