Hatsune Miku, the Emergence of Global Value Co-creation

Lukman Aroean, Philip Sugai, Feng Tian

Research output: Contribution to conferencePaperpeer-review


Our study explores how value is created in the context of Hatsune Miku (HM), a phenomenal virtual celebrity originated in Japan. The study employed an evolved-grounded-theory analytical approach to analyze a range of data including interview with the CEO of HM developer, technical details of the HM software and more than two hundred fan-generated comments online. Our analysis from three perspectives of technicality, business model and consumer experience has found that the co-created value of HM goes beyond individual technical developers and individual consumer capacities. With Crypton Future Media (CFM) having used the advanced voice synthesizing technology innovated by Yamaha to create HM, our evaluation indicates that the value co-creation process - reflected within a complex, co-trusted business model with rich and salient socio-cultural attachment emerging within multi-party involvement - are main drivers of HM's success. The rising fame and fandom of HM lies on two underlying factors: the power of involving multi-stakeholders and multi-processes in co-creating the desired HM production, and the power of socio-cultural appropriation and legitimation of the authenticity of HM expressed by the anthropomorphic characterization of HM as the souled idolation ontology of their fans.
Original languageEnglish
Publication statusPublished - 2014
Externally publishedYes
EventAcademy of Marketing - Bournemouth University, Bournemouth, United Kingdom
Duration: 8 Jul 201410 Jul 2014


ConferenceAcademy of Marketing
Country/TerritoryUnited Kingdom

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