ASOBISYSTEM CEO on Globalizing Japanese Idol Culture and CUTIE STREET's Korean Success
ASOBISYSTEM CEO Yusuke Nakagawa discussed the global expansion of Japanese idol culture, citing CUTIE STREET's viral Korean TV performance and sold-out shows. The company plans global auditions in five Asian countries. ASOBISYSTEM celebrates its 20th anniversary next year.
The viral moment stemmed from a single appearance on M COUNTDOWN, where CUTIE STREET performed a Korean-language version of their signature song. The broadcast's multi-camera setup, including dedicated YouTube cameras, allowed the performance clip to circulate globally almost immediately after airing. This success followed months of cross-border social media engagement, including Korean dance covers of FRUITS ZIPPER tracks, which built a foundation of Korean listeners before the TV breakthrough.
The company's expansion strategy remains deliberately flexible. The KAWAII LAB. ASIA GLOBAL AUDITION 2026 spans five countries, but CEO Yusuke Nakagawa has not committed to a specific group structure—local units, a pan-Asian group, or mixed-nationality membership all remain possibilities. This reflects his stated management philosophy of avoiding fixed goals, which he believes can limit creative and business possibilities. The announcement comes as ASOBISYSTEM approaches its 20th anniversary, having launched acts like Kyary Pamyu Pamyu and ATARASHII GAKKO!.
This expansion could reshape how Japanese idol culture is perceived across Asia, potentially creating a third pole alongside K-pop and domestic pop scenes in countries like Thailand and Indonesia. Young fans in those markets may gain new opportunities for participation and representation in a globalized idol framework. The approach could also influence how entertainment companies balance local authenticity with international appeal, though its long-term cultural impact will depend on whether these cross-border groups achieve sustained success beyond initial novelty.