Beyond ‘Kawaii’: How ASOBISYSTEM Is Building a Global Future for Japanese Idol Culture
Billboard JAPAN talked to ASOBISYSTEM CEO Yusuke Nakagawa about the chances of globalizing Japan’s “oshikatsu” culture.
CUTIE STREET's performance on a Korean music TV show, "Can't we just be cute? -Kawaii Dakejya Damedesuka-," has gained international attention. KAWAII LAB., the company behind the group, is holding global auditions in five Asian countries, including Korea, China, Thailand, Indonesia, and Vietnam. The group's CEO, Yusuke Nakagawa, discussed their plans to expand globally and the potential of "oshikatsu" culture.
He emphasized the importance of keeping a Japanese feel in their videos while localizing them for other countries like Korea. Nakagawa also highlighted the value of staying flexible and adaptable in their approach to managing artists and creating content.
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