Industry Aug 28, 2026

Beyond ‘Kawaii’: How ASOBISYSTEM Is Building a Global Future for Japanese Idol Culture

In short

Billboard JAPAN talked to ASOBISYSTEM CEO Yusuke Nakagawa about the chances of globalizing Japan’s “oshikatsu” culture.

Originally published by Billboard
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ASOBISYSTEM is working to expand Japanese idol culture globally. CEO Yusuke Nakagawa discussed the potential for internationalizing the concept of “oshikatsu” with Billboard JAPAN. The company aims to move beyond the established “kawaii” aesthetic. Originally reported by Billboard.