ASOBISYSTEM
Japanese entertainment company ASOBISYSTEM has opened its first U.S. headquarters, establishing a permanent presence in California as it looks to strengthen J-pop in North America.
The new subsidiary, ASOBISYSTEM U.S.A. Inc., is based in Culver City, Los Angeles, and will oversee business development, marketing, publicity, partnerships and artist support throughout the region. The company stated that this was its largest investment in the North American market to date and a key step in supporting the growing international ambitions of its roster.
Founder and CEO Yusuke Nakagawa will lead the U.S. operation while continuing to oversee the company’s headquarters in Tokyo. Since launching ASOBISYSTEM in 2007, Nakagawa has played a prominent role in promoting Harajuku culture and Japan’s aomoji-kei fashion movement, helping transform the company into one of the country’s leading entertainment and talent agencies.
There is an increasing global demand for Japanese music and pop culture. In a statement, Nakagawa said the company aims not only to create more opportunities for its artists but also to deepen creative and commercial ties between Japan and North America through partnerships with brands, media companies and creators.
Locating the office in Culver City places ASOBISYSTEM within one of Los Angeles’ largest entertainment hubs, alongside major film studios, technology companies, streaming platforms and music industry businesses. The proximity is expected to support collaboration opportunities as the company expands its U.S. operations.
According to recent industry data, Japan remains the world’s second-largest recorded music market, while Japanese-language music has steadily increased its share of global streaming consumption in recent years.
Several ASOBISYSTEM artists have already built audiences outside Japan. Pop group ATARASHII GAKKO! has toured extensively across North America following its international debut through 88rising, including appearances at major festivals such as Coachella, with another U.S. festival performance scheduled later this year. Pop star Kyary Pamyu Pamyu has also completed multiple North American tours, while the company’s roster includes acclaimed producer Yasutaka Nakata and rising idol project KAWAII LAB.
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