ASOBISYSTEM Co., Ltd. today announced the launch of ASOBISYSTEM U.S.A. INC. (ASOBISYSTEM USA), a new U.S. subsidiary established 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.

Headquartered in Culver City, California, ASOBISYSTEM USA will provide a local foundation for business development, strategic partnerships, marketing, publicity, and artist support while creating new opportunities for Japanese artists, creators, entertainment companies, and intellectual property to expand throughout the United States.

Leading ASOBISYSTEM USA will be Yusuke Nakagawa. Yusuke Nakagawa is the founder and CEO of ASOBISYSTEM, which he launched in 2007. A longtime champion of Harajuku culture, he is widely credited with helping define and popularize the AOMOJI-KEI fashion movement while building ASOBISYSTEM into a global platform for Japanese fashion, music, 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 U.S. subsidiary while continuing in the same leadership role at ASOBISYSTEM’s Japan headquarters, ensuring close alignment between the company’s operations in both markets.

Founded in Tokyo’s iconic 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. Today, 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 internationally recognized artists and creators such as Kyary Pamyu Pamyu, ATARASHII GAKKO!, producer Yasutaka Nakata, electronic duo CAPSULE, fashion visionary Sebastian Masuda, and idol sensation FRUITS ZIPPER, along with the rapidly growing KAWAII LAB. project, whose mission, “From Harajuku to the World,” reflects ASOBISYSTEM’s broader vision of introducing the next generation of Japanese culture to a global audience.

Beyond artist management, ASOBISYSTEM has become known for building culture across multiple industries. The company produces large-scale live events, develops original brands and immersive entertainment experiences, operates hospitality concepts including New York’s TOKIODELIC, and continues to expand its influence through projects rooted in Harajuku’s globally recognized creative spirit.

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 U.S., 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 U.S. office will provide local representation, business development, partnership coordination, marketing and PR support, localization, and strategic consulting for Japanese companies looking to grow internationally. It will also serve as a trusted 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 years of 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! has become one of Japan’s fastest-rising global acts, completing a sold-out 13-city North American tour in 2024 and appearing at the Coachella Valley Music and Arts Festival. The group will continue its U.S. run this fall with a performance at Bumbershoot Arts & Music Festival in Seattle on September 5–6, 2026.

“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.”

ASOBISYSTEM views the launch of its U.S. headquarters as a long-term investment in the future of Japanese entertainment. 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.