321

What 321 does

321 (株式会社321) is a privately-held Japanese liver (live streamer) management agency headquartered in Shibuya, Tokyo, founded in September 2019 by influencer Yukos. The company recruits, contracts, and manages individual streamers who broadcast across 12+ live streaming platforms including Pococha, TikTok LIVE, SHOWROOM, 17LIVE, REALITY, IRIAM, Mixch, Fuwacchi, Dokidoki Live, ColorSing, and Palmu. The agency differentiates through a dedicated-manager-per-liver model, industry-claimed commission rates comparable to freelance streamers, an annual event budget exceeding 100 million yen (including the 321 AWARD, 321 Summer Festival, and 321 Christmas Lottery), an original BGM library, branded merchandise shop, and beauty salon partnerships for top-tier "Expert Liver" members. 321 self-describes as Japan's largest liver management agency by affiliated liver count (2,800+ as of February 2022).

The company's revenue model is primarily commission-based, taking a percentage of platform earnings generated by each affiliated liver. Secondary revenue streams include the 321 IDOL PROJECT (a vertical career pathway with idol groups PALE TULLE and Glitter System generating revenue through CD sales at Tower Records and Yodobashi Camera, ticketed live events, and merchandise), partner company referral commissions (external agencies earning 2-10 million yen/month per case study), and branded merchandise sales via the official.ec storefront. Two sub-brands operate as vertical extensions: 321 V-Liver for avatar-based streamers on REALITY, IRIAM, and 17LIVE, and 321 IDOL PROJECT for traditional idol activities. The V-Liver division achieved REALITY GOLD PARTNER status in 2024 after surpassing 1,000 affiliated avatar streamers.

Customer acquisition is multi-channel: direct recruitment via LINE Official Account and website inquiries, word-of-mouth, the Partner Company (代理店) program that recruits external agencies and music production companies for liver referrals, and event-driven acquisition through original events with budgets exceeding 100 million yen annually. The company remains founder-led with no disclosed external funding rounds, parent company, or institutional investors, generating all growth from operational revenue. No revenue, headcount, or financial figures are publicly disclosed.

Name

321

Legal name

株式会社321

Website

https://321.inc

Company type

Private

Founded year

2019

Operating status

Operating

Short description

321 is a privately-held Japanese liver (live streamer) management agency headquartered in Shibuya, Tokyo, managing 2,800+ affiliated streamers across 12+ platforms including Pococha, TikTok LIVE, and REALITY, with dedicated managers, an idol project sub-brand, and annual event budgets exceeding 100 million yen.

Ownership category

akta.pro rank

Product category

Live Streamer Talent Management

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114)

akta.pro primary industry

Creator & Streamer Platforms (Live & VOD for Game Content) (MPAFAEAA)

Keywords

• Live streamer management
• Talent management agency
• Live streaming support
• Idol project management
• VTuber management

Headquarters

HQ city

Shibuya

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Others

Revenue model

1. Commission from Liver Earnings: 321 takes a commission from the earnings generated by affiliated livers on various streaming platforms. The agency offers competitive commission structures with high payout ratios, claimed to match or exceed independent (freelance) liver rates.
2. Event and Campaign Budget: Annual event and campaign budgets exceeding 100 million yen are allocated to create exclusive benefits and experiences for affiliated livers, funded through the agency's operational revenue from commissions and partner programs.
3. Partner Company Fees: 321 recruits partner companies (代理店) who introduce new livers under referral or management contracts, earning commission or bonuses based on liver performance.
4. 321 Idol Project: Subsidiary idol project featuring groups PALE TULLE and Glitter System, generating revenue through CD sales, event tickets, and merchandise at live performances.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

321 is a Japanese live-streamer (liver) management agency that recruits, contracts, and supports individual content creators broadcasting on 12+ streaming apps (Pococha, TikTok LIVE, SHOWROOM, 17LIVE, REALITY, IRIAM, etc.). It assigns each affiliated streamer a dedicated manager, provides high payout ratios comparable to freelance streamers, and runs large-scale original events (321 AWARD, 321 Summer Festival, 321 Christmas Lottery) with annual budgets exceeding 100 million yen. The agency also operates the 321 IDOL PROJECT sub-brand (idol groups PALE TULLE and Glitter System) and a V-Liver (avatar streamer) division.

Product overview

321 is a multi-platform liver (live streamer) management agency offering a comprehensive ecosystem for content creators. The core offering is the 321 Liver Management Agency, which provides manager assignment, high revenue share rates, and exclusive original events across 11 supported streaming platforms (Pococha, TikTok LIVE, SHOWROOM, 17LIVE, Mixch, Fuwacchi, Dokidoki Live, ColorSing, REALITY, IRIAM, Palmu). The company operates two distinct sub-brands: 321 IDOL PROJECT for developing streamers into professional idols with two competing groups (PALE TULLE and Glitter System), and V-Liver Management for virtual avatar streamers on REALITY, IRIAM, and 17LIVE. The service portfolio is complemented by exclusive benefits including original events (321 AWARD, Summer Festival, Christmas Lottery), an official goods shop with 20% member discounts, Expert Liver tier privileges with beauty salon partnerships, original BGM and manga content, and a Partner Company program. The company claims an annual event budget exceeding 100 million yen.

Differentiator

Problem solved

Functional benefit

Brands

• 321 IDOL PROJECT: A project within 321 where liver talent pursue idol activities including dance lessons, vocal training, and live performances. Features groups PALE TULLE and グリッターシステム.
• 321 V-Liver

Products and services

• 321 Liver Management Agency Core management service providing dedicated manager assignment, high payout ratios comparable to freelance streamers, and exclusive events for content creators broadcasting on 12+ Japanese streaming platforms (Pococha, TikTok LIVE, SHOWROOM, 17LIVE, REALITY, IRIAM, Mixch, Fuwacchi, Dokidoki Live, ColorSing, Palmu, Mirrativ).
• 321 IDOL PROJECT Sub-brand program that develops affiliated liver talent into professional idols, featuring two competing groups (PALE TULLE and Glitter System) with regular live events, CD releases, and dance/vocal training programs.
• V-Liver Management (321 V-Liver) Management service for virtual liver (avatar-based) streamers on REALITY, IRIAM, and 17LIVE, including free avatar illustration services for eligible IRIAM members. 321 operates as a REALITY GOLD PARTNER with over 1,000 affiliated V-livers.
• 321 Original Events Exclusive annual events including 321 AWARD, 321 Summer Festival, and 321 Christmas Lottery for affiliated streamers, funded by an annual event budget exceeding 100 million yen.
• Partner Company (Agent) Program Partnership program recruiting agencies and music production companies to introduce new liver talent to 321 under referral-only or referral-plus-management-support models, with documented partner earnings up to 10 million yen/month.

Named customers6 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature3 records

Partnerships

18 partnerships are on record, tiered core and supporting.

• REALITYcoreTechnology or Integration · 1 January 2023V-liver platform where 321 operates as GOLD PARTNER, managing over 1,000 virtual livers using avatars. Platform serves as a key pillar for V-liver business.
• Liver Management Agency (Case Study)supportingChannel Partner/ Reseller/ Distributor · 1 February 2022Partner company example: started February 2022, earning 3.5 million yen/month in commissions.
• Entertainment Agency (Case Study)supportingChannel Partner/ Reseller/ Distributor · 1 December 2021Partner company example: started December 2021, earning 2 million yen/month in commissions.
• Music Production Company (Case Study)supportingChannel Partner/ Reseller/ Distributor · 1 April 2021Partner company example: started April 2021, earning 10 million yen/month in commissions from liver referrals.
• PocochacoreTechnology or IntegrationPrimary streaming platform partner where 321 livers stream and earn through the app's gift system. 321 organizes exclusive events on Pococha and the platform serves as a key revenue channel.
• TikTok LIVEcoreTechnology or IntegrationMajor streaming platform for 321 livers, particularly popular for music and dance content. 321 organizes TikTok-exclusive events and ranking systems.
• IRIAMcoreTechnology or IntegrationV-liver platform partner for avatar-based streaming activities. 321 provides management services and exclusive events for IRIAM livers.
• SHOWROOMsupportingTechnology or IntegrationOne of 12 supported streaming platforms for 321 liver activities, providing additional distribution for affiliated streamers.
• 17LIVEsupportingTechnology or IntegrationMulti-platform support for livers, including both face-revealing and V-liver operations through 17LIVE's avatar features.
• NOOS (ノス)supportingStrategic or Co-development PartnerHair salon partnership providing beauty services to Expert Liver tier members through exclusive discount coupons.
• Lysa (リーサ)supportingStrategic or Co-development PartnerNail salon partnership for Expert Livers, offering beauty treatments and services at discounted rates.
• ao. (アオ)supportingStrategic or Co-development PartnerEye care and beauty salon partnership offering services to Expert Livers through the beauty coupon program.
• LILY BEAUTE (リリーボーテ)supportingStrategic or Co-development PartnerPersonal color, bone structure diagnosis, and makeup lesson services for Expert Liver members.
• Tower Records (渋谷)supportingChannel Partner/ Reseller/ DistributorRetail distribution partner for 321 Idol Project CD releases and merchandise, with in-store events and promotional displays.
• Yodobashi Camera (ヨドバシカメラ)supportingChannel Partner/ Reseller/ DistributorElectronics retail partner for CD release events, hosting mini lives and fan meetings at Yodobashi Multimedia Umeda.
• PALE TULLEcoreStrategic or Co-development Partner321 Idol Project main idol group consisting of top-performing livers. Group releases CDs, performs at live events, and participates in idol activities.
• Glitter System (グリッターシステム)coreStrategic or Co-development Partner321 Idol Project rival idol group competing with PALE TULLE. Group releases CDs, performs live, and participates in all idol activities.
• TIGET (ticketing platform)supportingTechnology or IntegrationEvent ticketing platform used for 321 Idol Project live concerts and fan meeting ticket sales.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• PRISM Project: VTuber agency managing a roster of multilingual V-Livers with events and brand collaborations; relevant peer for 321's international V-Liver ambitions via REALITY and IRIAM.
• Riot Music: Japanese VTuber music label and management company that produces music IPs from virtual talent, closely aligned with 321's IDOL PROJECT model of converting streamers into monetizable idol brands.
• Virtual Entertainment (KAMITSUBAKI STUDIO): Japanese virtual artist/VTuber label under THINKR producing music releases, live concerts and merchandise — comparable to 321's higher-margin idol/IP vertical for top-performing talent.

Direct peers

• ANYCOLOR (Nijisanji): Operates Nijisanji, one of Japan's largest VTuber/liver agencies with global operations. Directly comparable to 321 as a multi-platform live streamer management company with idol-adjacent IP development, though at significantly larger scale and listed status.
• Brave Group: Operates multiple VTuber projects and liver support businesses in Japan, offering comparable talent management, event production and IP extension into merchandise — overlapping significantly with 321's IDOL PROJECT and V-Liver tracks.
• Re:AcT: Japanese VTuber production and management group running its own V-Liver roster with live events and merchandise; comparable to 321's V-Liver and idol activities.
• WACTOR: Japan-based VTuber/liver management agency providing dedicated managers, event support and multi-platform operations — same core service offering as 321 but focused primarily on Spanish and Japanese V-Liver talent.
• Cover Corp (Hololive Production): Japan-headquartered VTuber agency behind Hololive, managing avatar-based streamers with live events, music releases and merchandise — the same vertical-extension model 321 pursues with its V-Liver division and IDOL PROJECT.
• .LIVE (dotLive): Japanese live streamer management agency supporting livers across multiple platforms with manager support and event programs; closest head-to-head competitor to 321 in the domestic liver management category.

Regional players

• NORIZO (NORIZO Entertainment): Japanese entertainment management firm with liver/VTuber services and event production capabilities; a smaller regional peer serving a similar liver management niche as 321.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/321_liver
• YouTubeyoutube.com/@321inc
• Instagraminstagram.com/321idolproject
• TikToktiktok.com/@321.inc
• Facebookfacebook.com/profile.php

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 321