與日本VTuber的相遇：中國消費民族主義、地緣政治與防火牆內／外

The Encounter with Japanese VTuber: Chinese Consumer Nationalism, Geopolitics, and Inside/Outside the Great Firewall

本研究針對2020年日本Hololive旗下VTuber桐生可可直播在中國引發辱華爭議事件，藉由分析知乎網站上相關貼文發現：消費民族主義為主流網路論述，交織著以金主與受害者自居的愛國情感、二次元次文化，與地緣政治想像下對西方∕日本作為他者投射的仇恨。非主流派則是試圖從全球市場機制的角度理解，擺脫防火牆內與外產生的區分隔闔，追求彈性跨國流動與消費的自由。此外，由於NBA與維他奶引發的消費民族主義受挫，2022-2023年掀起了一波除魅化的趨勢。

This study examines the controversy surrounding Hololive VTuber Kiryu Coco’s 2020 livestream incident, which sparked accusations of anti-China sentiment in China. An analysis of related posts on the Chinese website Zhihu reveals that consumer nationalism dominated online discourse. This phenomenon intertwines patriotic sentiments, in which users see themselves as both financial patrons and victims, with ACGN subculture and a geopolitical imagination projecting animosity toward Western countries and Japan as“the Other.”Meanwhile, a non-mainstream viewpoint seeks to understand the issue from a global market perspective, aiming to transcend divisions created by the Great Firewall and advocating for flexible transnational mobility and consumer freedom. Additionally, following setbacks in consumer nationalism, such as incidents involving the NBA and Vitasoy, a trend of disenchantment emerged between 2022 and 2023.