Like Tsuketchi, Otokitchi will refuse to marry, and will get gradually more needy each day until she dies.
Her meal is a mushroom, and her snack is a bottle of sake.
It's going to produce more lightweight, short-form content for its 16-34 age-range, aiming at an audience used to consuming its media online.
That does mean it's going directly up against heavyweights like Facebook, You Tube and Snapchat on the snack-video front.
Youngsters use SMS as a courtship tool, much like their parents used love letters or poetry and Valentine cards.