Japanese Entertainment Company ASOBISYSTEM Launches U.S. Division, Reveals New Headquarters

Japanese entertainment company ASOBISYSTEM is expanding into North America with the launch of ASOBISYSTEM USA, it was announced on Thursday (Aug. 6). The new subsidiary will be headquartered in Los Angeles, making it the first U.S. hub for the company as a whole.

According to a press release, ASOBISYSTEM USA is meant to “accelerate the company’s expansion across North America and deepen its investment in one of the world’s fastest-growing markets for Japanese entertainment.”

“ASOBISYSTEM views the launch of its U.S. headquarters as a long-term investment in the future of Japanese entertainment,” continues the release. “By expanding its local network, strengthening partnerships, and building infrastructure on the ground, the company aims to help shape the next era of cross-cultural collaboration while bringing more of Japan’s most exciting artists and creative voices to audiences around the world.”

The new headquarters will be located in Culver City. In addition to serving as a hub for artist and business development, the space will help generate opportunities for Japanese artists and creators by connecting them with U.S.-based companies and IP. 

ASOBISYSTEM’s current roster includes Japanese girl group ATARASHII GAKKO!, Harajuku-based pop artist Kyary Pamyu Pamyu, producer Yasutaka Nakat and electronic duo CAPSULE. Since its 2015 formation, ATARASHII GAKKO! has become a fast-rising global act, selling out a 13-city North American tour in 2024, including a performance at Coachella that same year. Kyary Pamyu Pamyu has also toured North America a handful of times and booked global festival gigs since the start of her career in 2010.

ASOBISYSTEM founder and CEO Yusuke Nakagawa will serve as CEO of the U.S. subsidiary. Nakagawa launched his company in 2007 in Tokyo’s famed Harajuku district. In its two decades of existence, ASOBISYSTEM has become one of Japan’s leading entertainment companies, representing more than 100 artists, creators, producers, designers and models. The company’s suite of services includes management, live events, branding and virtual experiences.

“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,” Nakagawa shared in a statement. “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.”