Misa Kimura discusses KAWAII LAB. idol production strategies

On the variety program ‘Sakusaku Himuhimu’, producer Misa Kimura discussed her strategic approach to managing KAWAII LAB., the project behind successful idol groups such as FRUITS ZIPPER, CANDY TUNE, and CUTIE STREET.

Kimura, a former idol herself, emphasizes a production style that prioritizes individual expression. Unlike traditional models, she allows artists freedom in their hair, nails, and fashion to foster their unique personalities. This approach was highlighted by CANDY TUNE member Nanako Ogawa, who demonstrated her personality through character impressions.

To combat the limitations of the COVID-19 pandemic, Kimura implemented specific SNS-driven marketing strategies. These include incorporating “questioning” phrases into song lyrics—such as ‘Did you notice?’—to stop users from scrolling past videos. Additionally, choreography is specifically designed to fit well within the vertical frame of smartphone screens to maximize viral potential on social media platforms.