‘ASOBISYSTEM18th Anniversary ASOBIEXPO 2025,’ a music and culture festival organized by ASOBISYSTEM, was held at Makuhari Messe International Exhibition Halls 9-11 on July 20.

The event attracted over 12,000 fans and featured live performances by more than 10 artists, including Kyary Pamyu Pamyu, who performed on stage for the first time since giving birth, ATARASHII GAKKO!, FRUITS ZIPPER and other idol groups from KAWAII LAB, and artist/V-Tuber KizunaAI.

In addition to sponsor booths, large billboards with the event’s main visual and photo spots were dotted throughout the venue, which were immediately crowded with visitors taking commemorative photos shortly after the event opens. At the booth at the entrance of the venue, a photo project titled the “Kyary Welcome Back Board” was held to celebrate Kyary Pamyu Pamyu’s return to work after giving birth to her first child. Photos and messages dotted the board, and the venue was filled with smiling faces.

During the OPENING SHOW portion of the concert, unique artists were featured. First up was Ririka Satsuki, who serenaded attendees with her rich vocals, followed by bala, who brought the heat with their cool stage presence that brought a more stylish vibe to the venue. Third up was singer-songwriter Natsuki Kawanishi, who has been attracting attention on social media. The audience was brought together while listening to the relatable lyrics of Ideal Girl, and the peaceful vocals of Hare, Tokidoki Kaze Makase. The finale of the OPENING SHOW was Natsuko Kondo, who celebrated the 15^th anniversary of her debut. The artist’s light-hearted MC enlivened the audience and the track Good day by day left everyone in a good mood.

CUTIE STREET appeared on the main stage when the show began at 2 PM. The members appeared on stage with smiles on their faces, performing Serious Cinderella! and We Can’t Stop Suddenly!  During Can’t we just be cute? -Kawaii Dakejya Damedesuka?-, Risa Furusawa posed the question to the audience, who quickly responded with “It’s fine!” as cheers resounded through the hall. The song impressed the fans with its powerful presence as the symbol of CUTIE STREET.

Toua, who has more than three million follows on social media, appeared with her dancers in the late afternoon. The lyrics of MY Routine drew the audience in with lyrics that captured the realities of everyday life, and the fans clapped along as the artist sang BEST FRIEND, creating a sense of oneness. Toua’s tenderness and strength blended together on stage, as her self-affirming message and energetic performance of I am I prompted the audience to call out “OK!”

The only band present at the event, Klang Ruler, instantly transformed the mood of the venue. Their first song, Unbelievable, brought a unique groovy sound to the room before the member’s performed a cover of ATARASHII GAKKO!’s OTONABLUE by yonkey, before moving into Teenage Blue, which has become a hot topic on social media. The diverse lineup of ASOBIEXPO 2025 added a new splash of color to the space.

This sense of heightened enthusiasm was continued by PiKi, a new unit consisting of FRUITS ZIPPER’s Karen Matsumoto and CUTIE STREET’s Haruka Sakuraba. The first song, Kawaii Kaiwai, drew the audience’s attention with its full-blown charm, and the pair followed this up with the new track Tell Me Tell Me☆, which was being performed for the first time. The venue was transformed into full PiKi mode, as the girls channeled their cute and nostalgic vibe while singing with a retro-pop sound reminiscent of the 80s.

Next up was SWEET STEADY, dressed in brand-new outfits. Fresh voices and smiling faces graced the stage accompanied by the pop beat of Call me, Tell me. As the audience waved their hands in time to the chorus of “Call me,” a natural sense of unity was created in the venue. During their last song, SWEET BLOOM, they made the day’s stage bloom with their impressive dance moves and powerful singing voices. 

CANDY TUNE was the last performers of the first half. The seven members, who have steadily amassed fans through their arena performances and presence on social media, delivered a spectacular atmosphere during their live performance. As soon as the intro to Kiss Me Patissier began, the audience began jumping up and down in unison, as if they had been anticipating it. Their penlights swayed like waves, and suddenly, BAIBAI FIGHT!, which has amassed over 28 million views on TikTok, began, and the fans rang out with the loudest call of the night. The concert truly symbolized the forward momentum of CANDY TUNE.

After a one-hour break, KizunaAI appeared on screen, causing a quiet stir. She resumed her activities in February this year, and performed six songs for fans, including Hand Sign and Omajinai, accompanied by impressive video production including AR and lasers. Some audience members waved to the screen, and it was a moment when one could feel KizunaAI’s presence was indeed in the “here and now.”

When the members of FRUITS ZIPPER appeared in their new costumes to the bouncy beat of NEW KAWAII more than six hours after the show began, the audience waved their hands frantically and the excitement in the audience rose to new heights. The group’s beloved track Watashino Ichiban Kawaiitokoro was instantly met with cheers, and the chorus was followed by chants from the audience. FRUITS ZIPPER kept the momentum going right up until the end of the show, capturing the hearts and minds of the audience with their cute and all-out performance.

ATARASHII GAKKO! appeared at the end of the event. Excitement in the crowd reached a fever pitch as the girls performed Go Wild and Toryanse in rapid succession, and the following song, OTONABLUE, had the floor swaying and mimicking the popular choreography while singing along to the chorus. Towards the end, Suzuka transformed the venue into a dance floor where men and women of all ages could dance as much as they wanted with One Heart as she descended into the audience.

The grand finale of the event featured Kyary Pamyu Pamyu, one of ASOBISYSTEM’s leading artists. As the beat of Fashion Monster echoed throughout the venue, the lighting and visual effects worked in unison to paint the stage in her signature colors. The setlist included Kimi ni 100 Percent, CANDY CANDY, and more of the artist’s beloved songs, which naturally got the audience clapping their hands and dancing along. Kyary performed the new track KURU KURU HARAJUKU live for the first time, which is, according to the singer herself, the most cutting-edge song of her entire career. The audience could feel her aggressive attitude as an artist, and she rocked the floor with her newfound techno-pop style. While on stage, the ‘Kyary Pamyu Pamyu Solo LIVE 2025 dreamin dreamin’ show at LINE CLUB SHIBUYA on October 25 was announced, drawing loud applause from the audience. To wrap things up, Kyary performed Ninja Re Bang Bang and Harajuku Iyahoi, further heightened the singer’s sense of unity with the audience, and the stage was filled with enthusiasm befitting a finale.

For the encore, Kyary called on all the performers of the day to join her on stage for PONPONPON. The audience cheered and applauded, and even after the song was over, the audience continued to shout out “Let’s play,” and the event ended with a grand circle on stage, a fitting move for the 18th anniversary of ASOBISYSTEM. At the end of the event, it was announced that ASOBIEXPO 2026 will be held in June 2026. Details will be announced at a later date.