ASOBISYSTEM Co., Ltd. is a Japanese event planning company and talent agency headquartered in Jingumae, Shibuya, Tokyo.
Credited On
- Kyary Pamyu Pamyu - Kyary Pamyu Pamyu no Magical Wonder Castle - Kyary Pamyu Pamyu, released June 11, 2014 (
WPXL-90072). Artist Management (Satoru Yamazaki), Copyright (c), Executive Producers (Yusuke Nakagawa), General Producer (Tsuyoshi Ishii), Sound Director (Masahiro Nakawaki), Stage Manager (Masaki Niiduma), Stage Supervisor (Tsuyoshi Ishii), Stage VTR (Kohei Taki), Supervisor (Masahiro Nakawaki), Supporting Staff (Yuri Kudo).
History
Translated from the ja.wikipedia article アソビシステム (CC BY-SA 4.0), revision 111139108.
Overview
ASOBISYSTEM engages in a wide range of activities to promote “HARAJUKU CULTURE,” centered on the fashion, music and lifestyle of Harajuku, Tokyo, both in Japan and abroad. It is known for representing Kyary Pamyu Pamyu and for the idol project KAWAII LAB.
The prototype for the business was “Beautician Night,” an event featuring renowned Harajuku hairstylists that president Yusuke Nakagawa (中川悠介) held from 2002 to 2006, now known as “RED by t.o.t” and “BLACK by t.o.t.” As its network of creators, DJs, models and event organizers involved in these events expanded, the company was established in 2007 as a corporate organization undertaking activities such as performer management and promotion derived from its event operations.
Regarding the holding of events, which is considered high-risk, the company has stated that it does not view an event as a standalone undertaking, but instead places importance on the secondary elements generated by a single event, such as diverse people gathering and business emerging from those connections. Nakagawa has said that, through the experience of Kyary Pamyu Pamyu’s overseas tours, he realized that Japanese creativity can succeed abroad in its original form. He has also stated that he wants to create circumstances in which the high quality and appeal inherently possessed by Japanese creativity can be recognized worldwide without being specially tailored for overseas audiences.
In contrast to “Akamojikei” (赤文字系), a conservative fashion style aimed at men, “Aomojikei” (青文字系) refers to a more casual, non-conservative Harajuku fashion style aimed at women. The term was proposed by Nakagawa, and many of the company’s affiliated models have appeared as reader models in Aomojikei magazines.
Among its affiliated artists, Kyary Pamyu Pamyu, who appeared in the NHK Kōhaku Uta Gassen from 2012 to 2014, and FRUITS ZIPPER and CANDY TUNE, both of which appeared in 2025, have been listed as participants in the program. ATARASHII GAKKO!, which is jointly managed by the company and other companies, was also listed as a participant in 2023.
Sources
- Wikidata entity Q17191372.
- ja.wikipedia, アソビシステム (revision 111139108), CC BY-SA 4.0.
- Photograph: ASOBISYSTEM Logo.svg on Wikimedia Commons, Public domain; a trademark of its owner - the organisation's own logo, by アソビシステム株式会社.
