2024.07.02
Kyary Pamyu Pamyu, ATARASHII GAKKO!... ASOBISYSTEM's New Vision, the Architects of Japan's "Harajuku Culture"
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.
Currently, artists and cultures emerging from ASOBISYSTEM, including ATARASHII GAKKO!, continue to garner attention. But how did ASOBISYSTEM come into being?
"I founded the company in 2007. At that time, the term 'startup' wasn't common, so we created the company as a 'container' to materialize what we wanted to do.
"We didn't have a concrete business plan from the start; it felt more like we were shaping our daily activities into form... that's how it began."
Even before establishing ASOBISYSTEM, Nakagawa's activities were already generating buzz. Starting in 2002, he organized a Monday night event called "Hairdresser Night" aimed at hairstylists, who generally have Tuesdays off.
At that time, the term "charisma" was becoming widely recognized, especially among admired professions, and the concept of "charisma hairdressers" gained popularity. With the hosting of "Hairdresser Night," this charisma only grew.
Nakagawa also made his mark through fashion shows featuring fashion students.
Popular reader models from publications like "Zipper" found themselves focusing on their creative sides as fashion students through these events, bringing them into a new phase of their careers.
"Some of the hairdressers also served as DJs, and the attendees were mainly industry professionals like hairdressers, hair students, and stylists, gradually turning it into an event where hair-related culture naturally gathered."
Increasing Foot Traffic in Harajuku and the Contrast Between Old & New Streetscapes
With the rise of Kyary Pamyu Pamyu, Harajuku in the 2010s became globally recognized as the hub of "KAWAII Culture." This transformation marked a shift from being a place bustling with energetic youth to becoming a cultural epicenter with the term "Cool Japan" further elevating its recognition.
The streets of Harajuku have been shaped by various trends, such as the emergence of condominium makers in the 1980s and the boom of Ura-Harajuku brands in the late 1990s. However, in the 2010s, the focus shifted more towards the creative aspects, transforming trends into culture.
Harajuku has always left a strong impression with its pop and colorful streetscape, but how has it evolved to its current state?
"Today's Harajuku is strongly influenced by inbound tourism. Since the end of the COVID-19 pandemic, the streets have been crowded with pedestrians even during weekday afternoons, which is a significant change compared to the 2010s.
"The dramatic rise in tourists has made it a daily occurrence to see a diverse array of people gathering in Harajuku. This has led to its recognition as a hub for inbound tourism. In the past, such an impression was not as dominant, but now, Harajuku is firmly perceived as a destination that attracts foreign tourists."
Among places in Tokyo, few have evolved as rapidly as Harajuku. Even looking back to 2010, the area has undergone significant transformations.
Amidst this evolution, Harajuku has witnessed major events such as the Great East Japan Earthquake and the COVID-19 pandemic, which have shaped its current form.
Today, Harajuku’s Takeshita Street showcases a mix of Korean and Japanese cultures. In April this year, the new commercial complex Tokyu Plaza Harajuku "Harajuku Kado" grand opened at the Jingu-mae Intersection where Omotesando and Meiji-dori intersect, adding to the vibrant atmosphere.
"What makes Harajuku unique is the contrast between the tall buildings lining the main streets and the numerous streets that remain preserved in the back areas. This coexistence of timeless values defines Harajuku's character. The Laforet Harajuku building, which stands as a symbolic landmark of the area, also embodies this Harajuku-like quality.
"Recently, with the opening of 'Harajuku Kado,' the area continues to develop, but the backstreets remain unchanged. The coexistence of evolving and unchanged places reflects a kind of mutual respect.
"While urban development in Japan typically involves the continuous replacement of buildings to expand the cityscape, Harajuku manages to grow by merging the nostalgic with the contemporary. This unique blend fosters the continuous emergence of new cultures, which is likely Harajuku's greatest strength."
The Harajuku of the 2010s had a strong image as a fashion culture hub, evidenced by the "Harajuku-kei" category.
Various fashion trends, such as Lolita fashion and Decora, originated in Harajuku, but the image is not as prominent today. How has Harajuku's fashion culture changed?
"There is no doubt that the number of people visiting Harajuku has increased. Compared to the past, the crowds make it difficult for certain fashion styles to stand out. In earlier times, it was possible to take snap photos on the streets or sit around and socialize, but now the high number of visitors makes such activities challenging.
"On the other hand, the back areas of Harajuku offer an affordable environment for new businesses to set up, such as tattoo studios, showcasing the continuous birth of new cultures. Despite the increased foot traffic, Harajuku remains fertile ground for new cultural movements.
"The fashion and streetscape of Harajuku and Ura-Harajuku have naturally evolved over time without deliberately preserving culture. New and old elements coexist and continually transform with the times, capturing the vibrancy that makes Harajuku so compelling."
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