The Tokyo-based entertainment company ASOBISYSTEM has formalized its expansion into North America with the creation of ASOBISYSTEM USA, naming a new headquarters in Culver City, California, the company announced Aug. 6.
A U.S. base to deepen cross-cultural ties
The new Los Angeles office is intended to act as a local centre for artist development, business partnerships and what ASOBISYSTEM describes as long-term investment in the North American market. The move follows growing international interest in several of the firm’s acts, including the rapidly rising girl group ATARASHII GAKKO! and Harajuku pop figure Kyary Pamyu Pamyu.
“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.”
Leadership and strategy
Founder and chief executive Yusuke Nakagawa — who started ASOBISYSTEM in Tokyo’s Harajuku district in 2007 — will lead the U.S. subsidiary as CEO. The company says the Culver City workplace will host both artist-focused activity and business development intended to connect Japanese creators with U.S. companies and intellectual property holders.
Roster and recent momentum
ASOBISYSTEM represents a broad creative stable that includes musicians, producers, designers and models. Notable names tied to the firm include:
- ATARASHII GAKKO! — the girl group that sold out a multi-city North American tour in 2024 and played Coachella;
- Kyary Pamyu Pamyu — the pop artist known for her Harajuku-inflected visual style and international festival appearances;
- Yasutaka Nakata — producer associated with electronic and pop projects;
- CAPSULE — the electronic duo on the company’s roster.
| Artist | Role |
|---|---|
| ATARASHII GAKKO! | Girl group |
| Kyary Pamyu Pamyu | Pop artist |
| Yasutaka Nakata | Producer |
| CAPSULE | Electronic duo |
Company materials highlight that ASOBISYSTEM now represents more than 100 artists and creative professionals, and the U.S. hub is described as a way to expand those connections directly in one of the largest markets for Japanese entertainment.
What this means for the North American scene
For promoters, labels and festival bookers, a permanent Los Angeles presence simplifies logistics and relationship building. For artists, it promises closer coordination on touring, licensing and collaborations with U.S.-based media and brands. The company frames the initiative as an effort to accelerate cross-border projects rather than a short-term push.
Industry observers say that the success of Japanese acts abroad often depends on sustained local support: agents on the ground, marketing partners attuned to Western platforms and touring infrastructure. ASOBISYSTEM’s new office is structured to provide exactly those resources, signalling the company’s intent to scale up activity in North America.
In recent years, Japanese performers have reached wider international audiences through curated festival appearances, social media-driven virality and partnerships with global labels. ASOBISYSTEM’s expansion arrives amid increasing appetite among North American listeners for non-English music and distinctive visual aesthetics that Japanese artists often offer.
Outlook
With Yusuke Nakagawa overseeing the U.S. arm, ASOBISYSTEM is positioned to pursue long-term artist development and cross-cultural collaborations. The Culver City headquarters will be a focal point for those efforts, with the company explicitly aiming to build infrastructure, strengthen local networks and foster partnerships across the entertainment and IP landscape.
As Japanese acts continue to tour and chart internationally, the new U.S. base may play a significant role in how those artists are packaged, promoted and matched with American business partners — potentially reshaping the way Japanese creative content reaches North American audiences.
