ASOBISYSTEM, a major Japanese entertainment and artist management firm founded in 2007, has announced the opening of its first U.S. subsidiary, based in Culver City, California. The establishment of ASOBISYSTEM USA represents the company's strategic effort to build infrastructure and establish local partnerships in North America, which the company positions as a rapidly expanding market for Japanese entertainment.

The company's founder Yusuke Nakagawa will lead the American division, which will concentrate on artist development and creating connections between Japanese creators and U.S.-based entertainment entities. ASOBISYSTEM's roster includes several acts with demonstrated North American appeal, including the J-pop group ATARASHII GAKKO!, which performed at Coachella in 2024 and completed a sold-out multi-city North American tour, as well as established artists including Kyary Pamyu Pamyu and the electronic duo CAPSULE.