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Kyary Pamyu Pamyu, ATARASHII GAKKO!... ASOBISYSTEM's New Vision, the Architects of Japan's "Harajuku Culture"

2024.07.02

When discussing Harajuku culture in the 2010s, one word that absolutely cannot be ignored is ASOBISYSTEM. While new trends were gradually emerging in the 2000s, it wouldn't be an overstatement to say that ASOBISYSTEM played a role in accelerating this momentum.

Founded in 2007, ASOBISYSTEM is a cultural production company that prides itself on spreading Japan's renowned Harajuku culture. It represents a host of celebrated Japanese artists and creators including Kyary Pamyu Pamyu, Yasutaka Nakata, and Sebastian Masuda, as well as models and actors.

In this installment, we spoke with ASOBISYSTEM's CEO Yusuke Nakagawa, who has been pioneering new Harajuku culture in the 2010s and continues to promote Japanese culture globally.

PROFILE

Yusuke Nakagawa

Born in Tokyo in 1981
While still in university, he hosted various events and in 2007 he founded ASOBISYSTEM. Known as the father of "Aomoji-kei Culture," he focuses on Japan's unique "Harajuku Culture," fostering content born from the streets of Harajuku including fashion, music, and lifestyle. Through event promotion and artist management, he disseminates these contents globally. He is also a member of the Cabinet Secretariat's "Cool Japan Public-Private Partnership Platform."

ASOBISYSTEM: Pioneering New Harajuku Culture

ASOBISYSTEM CEO Yusuke Nakagawa coined the term "Aomoji-kei" and has launched numerous artists, creators, and talents into the global spotlight, most notably Kyary Pamyu Pamyu.

Not only did he bring fresh air to Harajuku in the 2010s, but he also sparked a movement that made people all over the world take notice of Japanese culture, becoming a key player in transforming the Harajuku scene.

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