Globalization had significantly impacted the international political system including the realm of diplomacy. The internet has ushered in a new era of public diplomacy that emphasizes on network communication and soft power. Virtual YouTubers (vtubers) are a popular cultural phenomenon that has emerged as a symbol of Japanese soft power. This study seeks to elucidate the role of vtubers, particularly in the context of Hololive Indonesia, as a novel aspect of Japanese soft power in the realm of new public diplomacy of Indonesia. Using a qualitative descriptive analysis approach, this study reveals that Hololive Indonesia engages in new public diplomacy through three distinct characteristics: (1) a branding-oriented approach, (2) the use of new media and of long-term relationships building, and (3) the involvement of foreign publics as actors, resulting in non-hierarchical relationships between these actors.

Virtual Youtuber, Soft Power, New Public Diplomacy, Youtube, Popular Culture