Japanese ice cream brand Lotte has teamed up with Hatsune Miku and VTuber Hoshimachi Suisei for a refreshing summer campaign called "Cold and Blue Summer" to promote its Coolish and Soh ice cream lines.
As part of the promotion, a Tokyo Metro train has been completely wrapped in striking blue-and-white artwork featuring Miku and Suisei holding the frozen treats. Additionally, fans can book a stay in the "Summer Coolish & Soh Room" at the Lotte City Hotel Kinshicho from July 5 through September 27, 2026.
The hotel room features a giant Miku display behind the bed, Coolish cushions, and a freezer fully stocked with 10 ice cream flavors. Guests also receive a limited-edition room key and collectible stickers.
This collaboration highlights the power of virtual characters like Hatsune Miku in everyday product branding, offering fans a unique, immersive experience spanning public transit, a themed hotel stay, and their favorite idols.