VTuber Collaboration Surpasses 2.3 Million Total Impressions on X
CAPSULE supported a collaboration project between Taiwanese liquor brand HOMETOWN and NIJISANJI EN VTubers Sonny Brisko and Alban Knox.
For this project, CAPSULE provided end-to-end support, covering product concept development, product design, merchandise planning and development, product photography for social media, and promotional campaigns. Limited-edition lemon liqueur and plum wine inspired by the two Livers were released, and related posts on HOMETOWN's official X account generated more than 2.3 million total impressions.
Limited Liquor Between "HOMETOWN" and NIJISANJI EN
HOMETOWN is a Taiwanese liquor brand that develops products featuring Taiwanese tea and locally sourced ingredients. By combining traditional liquor culture with contemporary design, the brand has earned strong support from consumers.
For this collaboration, two limited-edition products were created, each inspired by the unique personality and image of Sonny Brisko and Alban Knox.
"Sunlit Lemon," inspired by Sonny Brisko, is a lemon liqueur featuring a refreshing citrus flavor. "Moonlit Plum," inspired by Alban Knox, is a plum wine characterized by its rich plum aroma and layered taste.
Each product included exclusive bonuses featuring newly illustrated artwork. These included an acrylic stand that can be displayed in multiple ways, a card that completes a toast scene when both characters are placed together, and a double-sided postcard showcasing different expressions. The bonus items were designed to reflect Livers’ unique world and offer strong collectible appeal.
■ Product Design (Photography by CAPSULE)
The products were available for a limited time at Hi-Life and Hsin Tung Yang stores throughout Taiwan, offering a collaboration that could be enjoyed by both Livers’ fans and liquor brand enthusiasts.
Official X Posts Surpassed 2.3 Million Total Impressions
To maintain excitement leading up to the product launch, the campaign adopted a phased information release strategy.
Following the initial collaboration announcement, silhouette teaser posts were released before the official reveal, with the collaborative product closely aligning with the Liver's image, thereby encouraging organic discussion within the fan community.
As a result, related posts on HOMETOWN's official X account exceeded 2.3 million total impressions.
Key post performance included:
- Collaboration announcement: 670,000 impressions
- Silhouette teaser: 510,000 impressions
- Official announcement: 740,000 impressions
The phased communication strategy successfully generated strong interest before launch and expanded awareness, particularly among the fan community.
Sonny Brisko and Alban Knox Also Introduced the Products on Social Media
Following the collaboration announcement, both Sonny Brisko and Alban Knox introduced the products through their respective social media accounts.
In addition, illustrator Mogelatta(モゲラッタ), who created the exclusive artwork, also shared posts related to the project. Together, these posts generated more than 700,000 impressions.
In addition to the official brand account, posts from the Livers themselves and the illustrator helped expand awareness to a broader audience.
Featured by Taiwanese Entertainment Media Outlet "Sounova"
Following the strong response on social media, the collaboration was also featured by Taiwanese entertainment media outlet Sounova.
The article introduced the background of the collaboration and product information, helping expand awareness beyond Livers’ fans to readers interested in entertainment and pop culture.
Fan Reactions
The collaboration received a great deal of positive feedback across social media.
- "I can't wait for my order to arrive."
- "I've already placed my preorder."
- "This collaboration made me interested in HOMETOWN."
- "I've always liked HOMETOWN's products, so I'm really happy about this collaboration."
- "I wish I could buy it in Japan."
The collaboration attracted strong interest not only from NIJISANJI EN fans but also from HOMETOWN customers.
There were also many posts from users who independently looked up information about HOMETOWN and its products, demonstrating that the collaboration also helped increase brand awareness.
Considering IP Promotion for Overseas Markets?
For this collaboration between HOMETOWN and NIJISANJI EN, CAPSULE provided comprehensive support covering product concept development, merchandise planning and development, product photography, and social media promotion.
By combining a phased communication strategy with posts from the Livers themselves, related posts generated more than 2.3 million total impressions, creating new opportunities for engagement with fans of both the brand and the IP.
CAPSULE will continue supporting the overseas expansion and promotion of Japanese IP, with a focus on Taiwan and South Korea. If you are considering localized campaigns, social media marketing, overseas events, licensing development, or other promotional activities for overseas markets, please feel free to contact CAPSULE.