Japanese entertainment company Asobisystem has launched Asobisystem USA, a new subsidiary established to accelerate the company's expansion across North America.
Asobisystem is targeting what the company described as one of the world's fastest-growing markets for Japanese entertainment.
Headquartered in Culver City, California, Asobisystem USA will provide a local foundation for business development, strategic partnerships, marketing, publicity and talent support while creating new opportunities for Japanese artists, creators, entertainment companies and intellectual property to expand throughout the United States.
The US subsidiary will be led by Yusuke Nakagawa, founder and CEO of Asobisystem, which he launched in 2007. He has built the company into a global platform for Japanese music, fashion, creators and culture.
Beyond the company, Nakagawa also serves as a member of the Cabinet Secretariat's Cool Japan Public-Private Partnership Platform, helping advance Japanese culture and creative industries on the world stage.
He will serve as CEO of the US subsidiary while continuing in the same leadership role at Asobisystem’s Japan headquarters, in order to ensure there is close alignment between the company's operations in both markets.
Founded in Tokyo's Harajuku district, Asobisystem has become one of Japan's leading entertainment and culture companies, representing nearly 100 artists, creators, producers, models, designers and cultural innovators while helping shape Japanese pop culture for more than two decades.
The company operates across artist management, music, live events, fashion, hospitality, branding, virtual experiences and intellectual property, with a mission of bringing Japan's creativity and culture to audiences around the world. Its roster includes artists, creators and groups such as Kyary Pamyu Pamyu, Atarashii Gakko!, Fruits Zipper, Capsule, Kawaii Lab and producer Yasutaka Nakata.
Beyond artist management, the company produces large-scale live events, develops original brands and immersive entertainment experiences, as well as hospitality concepts including New York's Sushidelic.
We've seen incredible growth in global interest for Japanese entertainment over the last several years, and we believe now is the right time to establish a permanent presence in the United States
Yusuke Nakagawa
The launch of Asobisystem USA marks the company's biggest investment yet in North America. As global demand for Japanese music, fashion, anime, gaming and pop culture continues to grow, the new office will serve as both Asobisystem's North American headquarters and a bridge between Japan and the US, supporting artists touring and promoting throughout the region while helping Japanese entertainment companies establish a meaningful presence in the market.
In addition to expanding Asobisystem's own business, the US office will provide local representation, business development, partnership coordination, marketing and PR support, localisation and strategic consulting for Japanese companies looking to grow internationally.
It will also serve as an entry point for North American brands, media, promoters and entertainment partners seeking to collaborate with Japanese talent, creators and intellectual property.
The expansion builds on the momentum for Asobisystem artists in the United States. Kyary Pamyu Pamyu has completed multiple North American tours and performed at major international festivals throughout her career, while Atarashii Gakko! have become one of Japan's fastest-rising global acts, completing a sold-out 13-city North American tour in 2024 and appearing at Coachella. The group will continue its US run with a performance at Bumbershoot Arts & Music Festival in Seattle on September 5-6.
"We've seen incredible growth in global interest for Japanese entertainment over the last several years, and we believe now is the right time to establish a permanent presence in the United States," said Yusuke Nakagawa, CEO of Asobisystem. "Our goal is not only to create more opportunities for our own artists, but to help build lasting connections between Japan and North America by supporting creators, companies, and partners on both sides."
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