This interview features the people behind Project Kavvaii, airasia’s Virtual YouTuber talent program. Project Kavvaii is responsible for the management of Virtual YouTuber Aozora Kurumi.
Project Kavvaii announced its opening March 10, 2021 as a program of low-cost airline airasia. It’s worthy to note that the airline rebranded itself October last year as a lifestyle platform, positioning itself as an ASEAN Super app. The interview also sheds light on how Project Kavvaii is related to the airline’s goals.
Anime Corner’s VTuber section team has provided questions to Project Kavvaii prior to this interview.
Table of contents
Integrating Project Kavvaii with airasia’s vision
Anime Corner (AC): airasia has a goal of being the ASEAN Super App, how does this goal connect to Kurumi?
Project Kavvaii (PK): That’s a good question. Since its inception, the airasia Super App has always aimed at enabling people to live the lifestyle they want.
Our goal with Kurumi is to embrace that ethos of the Super App, to embrace all communities and we have always been in awe of the vtubing community.
This ties back to airasia Super App’s goal of creating a space for everyone.
AC: What made airasia decide to create Project Kavvaii?
PK: Well, it’s a bit of a passion project turned real. That’s the great thing about airasia, no idea is unthinkable. And at the height of the pandemic, we wanted to create new ways to engage with consumers.
We felt that Project Kavwaii and Kurumi was something that was right for the moment. And the rest is what it is today.
AC: What is Project Kavvaii’s insights in the VTuber community?
PK: The consensus is that communities could be more like the Vtuber community in general.
We have been lucky in Kurumi’s community especially, where everyone is so nice, helpful and are always willing to teach and grow together.
AC: Will Kurumi be integrated with the airasia app, and airplane livery?
PK: She might not be as visible now, but rest assured she will be well integrated into the airasia ecosystem. We are not rushing anything and want her to be able to stand on her own first and foremost, but with the ecosystem supporting her.
Right now, it’s all about developing Kurumi first. When the time is right, she definitely will be part of the airasia user experience. Soon, we hope.
AC: Given that Kurumi is a virtual idol, are there any plans of her having more music videos in the future?
PK: This is definite. There are already a few things either in production or pre-production at the moment.
I wish I could tell you more, as there are great things coming up. Soon…. we will announce the necessary very, very soon.
AC: What can we look forward to Project Kavvaii in the future?
PK: We definitely want to be here for the long run, and everything we do with Kurumi is a testament of us taking that one step closer to become what we should be.
So do keep a look out for exciting announcements coming your way.
AC: Will you be open to adding more talents that will stream alongside Kurumi in the future?
PK: We definitely are looking at this and are in the planning process for it. Unfortunately, I can’t share anything for now, but you will be one of the first on our list to reach out to when the time comes.
Aozora Kumi, according to Project Kavvaii
AC: What can you say is a defining feature that makes Kurumi a good idol?
PK: I think that we were very determined during the audition process to look for someone who we could work well with. We understand that to become an idol, a certain mindset and drive are needed.
And fortunately, we found Kurumi, who took the time to understand not only the role but to understand us as a team and vice versa. Plus, her singing is definitely awesome as well!
AC: Given that Kurumi is a multi-lingual VTuber, are you planning to target mostly Asian viewers?
PK: Yes, that has always been the goal. As an Asean (Southeast Asian) brand, we believe in this region and hopefully with our efforts in Project Kavvaii, Kurumi and what’s coming next will be able to bring the people of Asean together in more engaging activities.
AC: How do you picture Kurumi a year or two from now?
PK: It’s hard to say for sure, but with someone as diverse as Kurumi, we hope that her streams and activities would be able to bridge a community with a similar interest across Asean.
AC: Is it possible to introduce Kurumi as the face of airasia even to local consumers?
PK: At airasia, every Allstar has the responsibility to be the face of the brand. And more so for Kurumi, as a public facing individual.
We will have specific content from time to time but the goal is to embrace the Asean identity with Kurumi’s audience. And for those that are not from the region, to be that crack in the window to all things Asean.
AC: What do you think makes Aozora Kurumi stand out from other VTubers?
PK: If you were to ask me to pinpoint one thing, I would say her personality. She’s pretty laid back and chilled compared to many Vtubers and that is more than ok for us.
Managing a VTuber Project
AC: Is Aozora Kurumi open to do sponsored collaborations with other Asian brands?
PK: Yeah, most definitely.
As a company that strives to be an any day app for everyone, we are open to collaborate with anyone who shares the same values and ethos as us.
AC: What are the challenges of managing a VTuber, especially with trying to gain more viewers?
PK: Everything is challenging, not gonna lie. That’s why we at Project Kavvaii value the team that is a part of this.
And that makes it fun, as we know for a fact that if one fails we all fail but if one succeeds, we succeed together.
The fact that we have massive support from the rest of airasia is also very encouraging for us.
AC: Do you think the VTuber community has what it takes to become as sustainable as other forms of media?
PK: I think there is a lot of potential in the Vtuber community. As we move forward, I would really like to see Vtubers taking over the world, be on a billboard in Times Square, bring you the news and who knows, one day be a CEO of a company.
And that is what we want to strive for and achieve at Project Kavvaii, not just for us, but to support and introduce more people into the Vtubing scene as a whole.
I have a lot of faith in this community and what it can be. The possibilities are limitless.
Thank you for reading this interview, and also thank you to Project Kavvaii for accommodating our questions.