Asobisystem

Asobisystem is a Japanese production company that specializes in exporting Harajuku culture and other distinctive Japanese content to a global audience. The company operates across talent management, event production, and media creation, cultivating and promoting artists, models, and fashion trends. It works to connect unique Japanese entertainment and lifestyle expressions with international markets, utilizing a diverse portfolio of cultural assets.

The company was founded on June 5, 2007, by Yusuke Nakagawa, who also serves as its CEO. Nakagawa’s insight stemmed from the Japanese word "Asobi," which signifies playfulness and engaging in activities for enjoyment beyond work. He was instrumental in coining the "Aomoji-kei" fashion movement, leveraging his deep understanding of youth culture to foster new artistic and fashion-forward talent.

Asobisystem’s work targets a worldwide audience eager to experience authentic Japanese youth culture, fashion, and music. The company aims to transcend temporary trends, focusing instead on the long-term creation of new cultural phenomena. Its vision is to continually pioneer fresh expressions of Harajuku culture, ensuring its enduring influence and global reach through innovative content and artist development.