ASOBISYSTEM, the Tokyo-based entertainment company behind two decades of Harajuku culture exports, has opened its first permanent US headquarters, marking its largest North American investment to date. The new subsidiary, ASOBISYSTEM U.S.A. INC., is based in Culver City, California, and will oversee business development, partnerships, marketing, publicity and artist support across the continent, giving the firm's touring J-pop acts a lasting American base.

The subsidiary is led by founder Yusuke Nakagawa, who remains CEO of the Japan headquarters, and sits within a Culver City entertainment hub already home to Sony Pictures, Apple, Amazon MGM Studios, TikTok and HBO. The move comes as Japan's music industry, the world's second-largest recorded music market, pushes further overseas, with Japanese-language tracks' share of global streaming charts rising from 1.3% to 2.1% between 2022 and 2023. ASOBISYSTEM's roster includes ATARASHII GAKKO!, Kyary Pamyu Pamyu, producer Yasutaka Nakata and the KAWAII LAB. project, building on prior US ventures such as its New York restaurant SUSHIDELIC and a 2025 partnership with investment firm blackx.