Beyond ‘Kawaii’: How ASOBISYSTEM Is Building a Global Future for Japanese Idol Culture

With their performance on a Korean music TV show, CUTIE STREET’s “Can’t we just be cute? -Kawaii Dakejya Damedesuka?-” has crossed international borders.

Seeing this response, KAWAII LAB. has decided to hold global auditions in five Asian countries.

ASOBISYSTEM, the company behind KAWAII LAB. and its artists, like CUTIE STREET, Kyary Pamyu Pamyu, ATARASHII GAKKO!, and FRUITS ZIPPER, will be celebrating its 20th anniversary next year.

Billboard JAPAN talked to its CEO, Yusuke Nakagawa, about the chances of globalizing Japan’s “oshikatsu” culture, his management style of avoiding setting goals, and what it takes to ensure long term success for artists.

In March 2026, CUTIE STREET appeared on a Korean music TV show and performed a Korean version of their song “Can’t we just be cute? -Kawaii Dakejya Damedesuka?-.” This created a lot of buzz, and the group’s Korean shows sold out immediately, leading them to come back to put on additional shows in July.

What are your thoughts on their becoming a hit in Korea? KAWAII LAB. has been using social media to engage with Korean listeners across the language barrier, such as by posting K-pop dance videos or having a Korean group do FRUITS ZIPPER’s “Watashi no Ichiban Kawaiitokoro” dance.

I think CUTIE STREET’s success was the result of this kind of diligent, ongoing effort.

Even so, it was amazing how it spread like wildfire after their TV appearance.

The way it was filmed was also surprising.

There were a ton of cameras, even cameras for YouTube.

That’s why the video got released right after the show was broadcast.

They only appeared on a single Korean TV show, but their performance spread around the world through YouTube.

It was really something to see.

They’ve released a music video for the Korean version of the song, too.