Hololive announced the Hololive Summer promotion for 2025 as holoNatsu Paradise with Vtubers Houshou Marine, Kureiji Ollie, La+ Darknesss, Shirogane Noel, Fuwawa, and Mococo Abyssgard as initial ambassadors.
The opening ceremony for the event took place on July 9, 2025, with the release of the Idol Project song, official art for each performer, and various Hololive merchandise.
The event typically involves Vtubers in swimsuits and engaging in themed activities; initial activities include music, streams, and merchandise for holoNatsu Paradise.
Hololive introduced the Hololive Idol Project song 'Aizome Summer Time' for the event with collaboration from various Vtubers and released merchandise such as voice packs, accessories, t-shirts, tote bags, keychains, and ice cream charms.