ASOBISYSTEM is seeking to take Japanese idol culture, particularly its “kawaii” aesthetic and fan-support practices, to a wider international audience through KAWAII LAB. The company’s plans gained momentum after CUTIE STREET’s Korean television appearance prompted rapid online interest and sold-out Korean shows, demonstrating how a locally rooted style can travel through social media and video platforms.

Chief executive Yusuke Nakagawa said CUTIE STREET’s Korean success followed sustained engagement with Korean audiences, including dance content and local-language promotion, rather than a single appearance alone. The company retained a distinctly Japanese visual style for the Korean version of the group’s song while carefully adapting its translation, and will hold 2026 auditions in South Korea, China, Thailand, Indonesia and Vietnam; possible outcomes include local groups or a pan-Asian act. Nakagawa said he prefers flexible concepts over fixed business targets, arguing that adaptability is essential for long-term relevance.