2025-04-03T08:34:02Z

---

This story is available exclusively to Business Insider subscribers. To unlock more fascinating insights, become an Insider today.

In a recent conversation with the creator of the popular YouTube channel Mint Fantôme, we delved into the life of a virtual influencer who captivates audiences as an anime character. Known for maintaining anonymity, the creator shared their experience while being recognized as a prominent figure in the flourishing landscape of virtual YouTubers, also known as VTubers.

"I play a 19-year-old ghost online," they stated, referring to their character who goes by various names including Mint, Maid Mint, or simply Mint Fantôme. With a robust following of 347,000 subscribers on YouTube, the creator engages viewers through livestreams that feature chatting, singing, and gaming sessions, making this their full-time career.

This burgeoning field of virtual influencers is gaining traction, and Mint is part of a wave of creators who find comfort in anonymity. Drawing a light-hearted comparison, they joked that their job resembles the premise of the television show “Severance,” where characters maintain separate identities in their work life. For Mint, this duality allows them to build a public persona while keeping their personal life private.

Mint’s journey into the world of VTubers began several years ago when they were captivated by the content produced by Cover Corporation, a Japanese company recognized for its significant role in the VTuber industry with its agency, Hololive. Inspired by this company’s output, Mint initially sought to join the fold, only to discover they could pursue this passion independently. After auditioning for Hololive and not securing a position, Mint connected with independent VTubers who sparked the realization that success did not hinge solely on working with large corporations.

Beginning their VTubing career in 2020, Mint was determined to keep their avatar distinctly separate from their real-life identity. They opted to keep this endeavor a secret, even from friends and family, until their friends stumbled upon their videos and recognized Mint’s voice. Eventually, they revealed their secret to their mother, who, while not entirely comprehending the phenomenon, acknowledged Mint’s longstanding admiration for Japanese culture and anime. To her surprise, what she thought was a passing interest has transformed into a full-blown career for her child.

Mint’s income derives mainly from viewer donations on YouTube, a testament to the generosity of fans that enables their career to flourish. In addition to donations, they also generate revenue through merchandise sales and brand sponsorships. The growing acceptance of VTubers in Western culture is evident, with notable collaborations, including a partnership between Hololive’s VTubers and the Los Angeles Dodgers. Other independent VTubers have also made appearances at hockey events, demonstrating the expanding reach of this unique entertainment form.

Mint has taken part in live performances, dancing and singing alongside fellow VTubers. These live events provide a refreshing contrast to the online experience, allowing Mint to forge authentic connections with attendees, beyond the faceless usernames that populate their chat box during streams.

A typical day for Mint involves streaming on YouTube for two to four hours. Contrary to what some might assume, the process of filming is straightforward. With just a phone and software like VTube Studio and VSeeFace to create their avatar, Mint utilizes their background in filmography and frequently turns to YouTube tutorials for additional guidance.

Initially, Mint streamed from a small walk-in closet that served as a makeshift studio due to its soundproof qualities. As their popularity grew, they transitioned to a dedicated streaming room. Off-camera, Mint invests time in designing graphics and thumbnails for their content while also engaging with social media platforms, gathering ideas for future streams and merchandise. However, they admit that separating work from personal life can be challenging. While some creators establish strict boundaries, Mint prefers to unwind by browsing their personal Instagram and TikTok accounts, which center around their interests in anime and Japanese culture.

With a passion for anime that propelled them into the entertainment industry, Mint reflects on the unpredictable nature of success in this field. During their streams, they often see the number of viewers climb, yet it’s difficult for them to grasp that thousands of individuals are engaged with their content at any given moment. The anonymity has provided a comforting refuge for Mint, who identifies as shy with social anxieties. They express gratitude for the opportunity to connect with others online, helping them step out of their comfort zone and embrace their role as a virtual influencer.