When it comes to brand engagement in virtual reality, Meta is typically the key player. They’ve previously struck exclusive deals with Wendy’s to create a social experience in Horizon Worlds, and with KFC, resulting in a quirky escape room concept. However, now it’s McDonald’s Japan stepping into the spotlight, unveiling a brand engagement endeavor in VRChat. This move highlights the expanding reach of VRChat as a social platform in Japan.
Running until June 17th, the official McDonald’s Japan VR world is modest in scale, featuring just a single room. Here, users can virtually snack on fries and snap photos at designated spots, which include a super-sized fry container to clamber into, virtual cutouts of familiar McDonald’s mascots, and floating promo texts with flying fries all around.
At first glance, this appears to be a conventional promotional brand experience one would expect to encounter in Japan, albeit in a virtual format. However, this venture delves into recent strategies aimed at drawing Japan’s Gen-Z toward the iconic fast-food brand, blending the influence of Japanese virtual streamers, also known as VTubers, with the country’s burgeoning interest in VRChat.
The world centers on McDonald’s latest marketing push in Japan, commemorating the launch of their annual ‘Tirori Mix’ animated music video collaboration. Initially introduced in 2022, Tirori Mix combines vocals from popular J-pop idols with an animated short that remixes the distinctive “Tirori” chime, signaling when an order is ready at McDonald’s outlets in Japan. This year’s collaboration features stars like Ado, YOASOBI, and Hoshimachi Suisei.
But why choose VRChat over Horizon Worlds? Although VRChat doesn’t release specific user statistics, it’s evident from Similarweb data that Japanese users comprise over 33% of the platform’s web traffic. This is significant, and there’s plenty to suggest why.
A visit to VRChat reveals its popularity in Japan, overflowing with Japanese-themed worlds—from historical street recreations to serene spots for community gatherings. One crucial factor contributing to its success is the platform’s support for user-generated avatars.
Anyone with basic 3D modeling skills can create and upload a unique avatar to VRChat using tools like Blender. Alternatively, avatars can also be purchased. The ability to maintain a persistent avatar across multiple platforms, however, has notably boosted cross-promotion with Japan’s anime-styled VTubers.
VTubing is a major industry in Japan. Big talent agencies like Hololive, Nijisanji, and VShojo have seamlessly integrated Japan’s idol culture into this digital realm by recruiting and managing new idols who utilize full VR avatars.
Hoshimachi Suisei, an acclaimed VTuber featured in Tirori Mix 2025, exemplifies this phenomenon. As Japan’s leading Music VTuber with over 2 million YouTube subscribers, Suisei has performed live concerts, appeared on television, and even secured spots on the Japanese music charts.
On the other hand, Meta is working hard to boost engagement in Horizon Worlds, which is somewhat restrictive with avatar customization and operates on a closed system. Recently, in an effort to stimulate creativity, Meta announced a $50 million creator fund aimed at enhancing Horizon Worlds’ content offerings.
Though Meta is keen to replicate viral hits within Horizon Worlds, similar to Gorilla Tag, they will face challenges until they embrace a broader avatar customization model. Japan’s VTubers have mastered this cross-promotional technique, which might be why VRChat is currently thriving in that market.
