ASOBISYSTEM Opens US Headquarters to Expand Japanese Entertainment

Tokyo‑based entertainment firm ASOBISYSTEM, known for artists such as Kyary Pamyu Pamyu and the girl group ATARASHII GAKKO!, has launched ASOBISYSTEM USA, its first dedicated North American headquarters. The new office, located in Culver City, California, was established in July 2026 and will be led by founder and CEO Yusuke Nakagawa, who will remain CEO of the Japan parent company.

The subsidiary will handle business development, strategic partnerships, marketing, publicity and artist support across North America, not only for ASOBISYSTEM’s own roster but also for other Japanese creators lacking a US presence. The move aligns with Japan’s broader “Cool Japan” initiative, which targets ¥20 trillion in overseas sales of Japanese content by 2033, and reflects growing global interest in Japanese pop culture.