Gachikoi means serious romantic feelings for an idol or public figure; oshi means a person or character a fan supports, without necessarily implying romance. Those terms help explain the fan discourse around Uruha Rushia and musician Mafumafu in February 2022, but they do not establish that the two were in a relationship or explain why COVER ended Rushia’s contract. The public record is narrower: COVER cited contractual violations and reputational harm, while Mafumafu described a Discord-message incident and said the two decided to stop interacting.
What happened between Uruha Rushia and Mafumafu?
The publicly documented sequence began with a Discord notification appearing during a creator’s livestream. In his February 26, 2022 statement, Mafumafu said a message from him appeared on a female creator’s stream on February 10. A contemporaneous report by GAME Watch identified the broadcast as a collaboration with Sakura Miko; that identification is secondary reporting, not part of Mafumafu’s own description.
The incident prompted online speculation about the two creators’ relationship. The available public statements do not confirm those theories. On February 26, Mafumafu said he had discussed the matter with the other person and that they reached the conclusion that they should stop interacting. He declined to comment further, citing privacy.
What the public statements establish—and what they do not
| Date and source | What it says | What it does not establish |
|---|---|---|
| February 14, 2022: COVER’s notice | COVER apologized for concern caused, said it was investigating incidents involving misleading information and information leakage, and asked audiences to refrain from misinformation and harassment. It also said, “The private life of the talent is left up to the individual.” | It did not identify a romantic relationship as a company finding or say that private life was itself a violation. |
| February 24, 2022: COVER’s termination notice | COVER said it had confirmed conduct it considered contractual violations involving disclosure of company information and communications over social media, as well as reputational harm. The company wrote: “We would like to notify you that, as of February 24, 2022 (Thursday), we have terminated our Virtual YouTuber Master Agreement with “Uruha Rushia” who is affiliated with the VTuber group, “hololive,” that our company manages.” | The notice does not say the Discord notification by itself caused the termination, nor does it identify a confirmed romantic relationship as the reason. |
| February 26, 2022: Mafumafu’s statement | He described the notification appearing on a female creator’s stream on February 10, said the two discussed the matter and decided to stop interacting, and said he would not comment further to protect privacy. His wording included: “今後関わることはやめましょうという結論に至りました。” (“We reached the conclusion that we should stop interacting going forward.”) | It does not substantiate online theories about the nature of their relationship. |
These statements have different speakers and purposes: COVER explained its corporate action, while Mafumafu described his response to the notification incident. Treating rumor as a confirmed explanation for the termination goes beyond what either statement says.
What’s actually slowing this PC down?
Pick the symptom - the matching free tool is one click away.
#1 Best Overall
- A Good Smile Company import
- From the popular Vtuber group
- Comes with three faces for multiple expressions
- Optional parts include a Fandead miniature figure, a Piyoko miniature figure and a kitchen knife
- Desk part that can be broken in half so you can pose her punching her desk
Why was Rushia’s Hololive contract terminated?
COVER’s stated grounds were contractual violations and reputational harm. Specifically, the company cited disclosure of company information and communications over social media. Those are COVER’s claims in its February 24 notice; the notice does not frame termination as punishment for a confirmed romance.
COVER also said Rushia’s channel and membership would be shut down around the end of March 2022. For accepted birthday-merchandise orders, it said refund details would be provided through the relevant sales websites. These are historical details from the termination notice, not evidence that the merchandise remains available.
Rank #2
- Uruha Rushia Nendoroid Detailed Action Figure from Good Smile Hololive VTubers Production with Interchangeable Parts Accessories Sealed Box Fandead Piyoko miniature figures
What do “gachikoi” and “oshi” mean?
Gachikoi: serious romantic feelings
Gachikoi (ガチ恋) is a fan term for genuine or serious romantic feelings toward an idol, celebrity, VTuber, or similar public figure. Usage varies among fan communities. A glossary from Japaniche describes the term and its usage; the word explains a kind of fan sentiment, not what any particular person feels or intends.
Oshi: a favorite or someone to support
Oshi (推し) is the person or character a fan favors, recommends, or supports. It does not, by itself, mean romantic attachment. Oshikatsu refers more broadly to activities centered on supporting one’s favorite. See Japaniche’s oshi glossary for an overview.
Rank #3
- A Max Factory import
- From the popular VTuber group hololive production
- Comes with three face plates, including smiling, angry, and open-mouthed smiling expressions
- Optional parts include a chick to display on her head, a kitchen knife, an angry effect part, and a Fandead figure
- An articulated figma stand is included to display the figma in a variety of poses
The distinction matters in discussions of the Rushia–Mafumafu controversy: gachikoi is specifically about romantic feeling, while oshi describes a broader favorite or support target. Neither term proves what Rushia intended, what Mafumafu felt, or what motivated COVER’s decision.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
