Industry
Hololive: La+ Darkness Becomes Red Bull Ambassador
The VTuber will mainly appear in the brand's gaming and cultural projects going forward.
Hololive VTuber La+ Darkness is the new Virtual Ambassador of Red Bull Japan. The company officially announced the appointment on August 31, 2026; going forward, she is set to take part mainly in projects from the fields of gaming and pop culture.
To mark the start of the collaboration, a campaign runs from September 1 to 30, 2026, at selected Japanese stores of Don Quijote, Apita, Piago, U-Store and Robin Hood. When buying a six-pack of Red Bull Energy Drink in 250-milliliter cans, buyers receive one of two collaboration bags on site, for as long as supplies last. Anyone who registers a total of at least twelve cans via the majica app during the promotional period can also enter a raffle for a specially designed jacket.
The campaign is therefore aimed primarily at the Japanese market. For German-speaking fans, the appointment itself is the most relevant part: with La+ Darkness, Red Bull is tying another major VTuber personality more closely to its gaming and cultural activities over the long term.
VTubers remain interesting for major brands
La+ Darkness belongs to hololive production and leads the unit Secret Society holoX within the group. With the new role, she becomes part of a brand strategy that uses virtual talents not just for individual advertising campaigns, but positions them as recurring ambassadors in gaming and community projects.
aninew.de also recently reported on changes in the professional VTuber market: Sony Music ends the VTuber project VEE in September. At the same time, virtual talents are increasingly appearing outside classic streams, for example as voice actors in anime productions such as THE RIBBON HERO and three Nijisanji VTubers in the cast.
A Germany or Europe program for the new Red Bull partnership is not announced in the official statement.