ASOBISYSTEM, the Tokyo-based entertainment company behind some of Japan’s biggest J-pop artists and Harajuku culture exports, has opened its first U.S. headquarters in Culver City, California, marking its largest investment in the North American market to date. The new subsidiary, ASOBISYSTEM U.S.A. Inc., will oversee business development, marketing, publicity, artist support and strategic partnerships across …
Japan’s ASOBISYSTEM opens first U.S. headquarters in California
ASOBISYSTEM, the Tokyo-based entertainment company behind some of Japan’s biggest J-pop artists and Harajuku culture exports, has opened its first U.S. headquarters in Culver City, California, marking its largest investment in the North American market to date.
The new subsidiary, ASOBISYSTEM U.S.A. Inc., will oversee business development, marketing, publicity, artist support and strategic partnerships across North America as the company expands the global reach of Japanese music and entertainment.
The California headquarters will be led by Yusuke Nakagawa, founder and CEO of ASOBISYSTEM, who will continue to oversee the company’s operations in Japan. Nakagawa said the expansion reflects growing international demand for Japanese entertainment and culture.
“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 said.
“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.”
The company selected Culver City—one of Southern California’s leading entertainment and media hubs—for its proximity to major studios and technology companies, including Sony Pictures, Apple, Amazon MGM Studios and TikTok.
Founded in 2007, ASOBISYSTEM has played a key role in promoting Japanese pop culture internationally through artists such as ATARASHII GAKKO!, Kyary Pamyu Pamyu and producer Yasutaka Nakata, as well as its KAWAII LAB. project. The company’s artists have increasingly toured North America, with ATARASHII GAKKO! performing at Coachella in 2024 and returning to the U.S. this year for the Bumbershoot Festival in Seattle.
The expansion comes as Japan’s music industry continues to strengthen its international presence. According to the International Federation of the Phonographic Industry (IFPI), Japan remains the world’s second-largest recorded music market, while global streaming has accelerated the international growth of Japanese-language music.
By establishing a permanent U.S. base, ASOBISYSTEM aims to strengthen cross-border collaborations and create new opportunities for Japanese artists, creators and entertainment brands throughout North America.
