Japanese entertainment firm ASOBISYSTEM has establlished a North American subsidiary, ASOBISYSTEM USA, based in Los Angeles. announced on August 6, the move aims to strengthen the company's footprint in the U.S. market and deepen its investment in the region.
Culver City as the New Hub for ASOBISYSTEM USA
The new headquarters for ASOBISYSTEM USA will be located in Culver City, serving as the company's first permanent operational base in the United States. according to a press release, this facility is designed to function as a center for both business and artist development, specifically intended to connect Japanese creators with American intellectual property and corporate partners.
By establishing a physical presence in Los Angeles, ASOBISYSTEM intends to build a local network that can facilitate cross-cultural collaborations more efficiently than remote management. The company aims to use this infrastructure to bring a wider array of Japanese creative voices to global audiences, moving beyond occasional tours toward a sustained market presence.
ATARASHII GAKKO!’s 13-City Tour and the Path to Coachella
The expansion follows a period of significant momentum for ASOBISYSTEM's talent, most notably the girl group ATARASHII GAKKO!. As reported in the announcement, the group sold out a 13-city North American tour in 2024 and performed at the Coachella Valley Music and Arts Festival, signaling a shift in how Japanese acts are received by mainstream American audiences.
This trajectory mirrors a broader trend where Japanese entertainment is evolving from a niche subculture into a commercial powerhouse. The success of ATARASHII GAKKO!, alongside the long-term global presence of Kyary Pamyu Pamyu—who has toured North America since her 2010 debut—suggests that the appetite for the "Harajuku" aesthetic has transitioned from a fashion trend into a viable music export.
Scaling from Harajuku to a 100-Artist Global Roster
ASOBISYSTEM was founded in 2007 by CEO Nobuyuki Nakagawa in the Harajuku district of Tokyo, an area world-renowned for its avant-garde street style. Over nearly two decades, the company has grown into a leading entertainment entity representing more than 100 artists, designers, producers, and models, including the electronic duo CAPSULE and producer Yasutaka Nakata.
The company's operational scope extends beyond simple talent management to include branding, live events, and virtual experiences. By appointing Nobuyuki Nakagawa as the CEO of the U.S. subsidiary, ASOBISYSTEM is ensuring that the original vision of the Harajuku-based parent company remains central to its North American strategy .
Which U.S. IP Partners Will Join Nobuyuki Nakagawa’s Vision?
While the announcement emphasizes the goal of connecting Japanese artists with "U.S.-based companies and IP," the report does not name any specific American partners or existing contracts already in place. It remains unclear whether ASOBISYSTEM USA will focus on traditional music labels or pivot toward gaming and tech firms to leverage their "virtual experiences" suite.
Additionally, the source does not specify the scale of the Culver City hiring plan or whether the company intends to sign North American talent to its roster, or if the office will remain exclusively a bridge for Japanese exports. the current reporting focuses primarily on the company's internal goals rather than external partnerships.
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