Japanese entertainment company ASOBISYSTEM announced on Thursday, August 6 that it is expanding into North America with the launch of ASOBISYSTEM USA, a new subsidiary headquartered in Culver City, Los Angeles — the company's first U.S. hub. Billboard

Founder and CEO Yusuke Nakagawa, who launched ASOBISYSTEM in 2007 in Tokyo's Harajuku district, will serve as CEO of the American arm. The parent company represents more than 100 artists, creators, producers, designers and models, and offers a suite of services spanning management, live events, branding and virtual experiences. Its current roster includes the Japanese girl group ATARASHII GAKKO!, Harajuku pop artist Kyary Pamyu Pamyu, producer Yasutaka Nakata and electronic duo CAPSULE.

The expansion follows a steady build of North American activity by ASOBISYSTEM's artists. ATARASHII GAKKO!, formed in 2015, sold out a 13-city North American tour in 2024 and performed at Coachella that same year. The group had previously announced its first overseas tour in August 2023, a 10-show run spanning North America, Hong Kong and Bangkok that opened at the Fonda Theater in Los Angeles. Their first U.S. headlining concert was announced back in July 2022, a show at The Roxy in Los Angeles set for August 18 of that year. More recently, the group performed material from their album From Tokyo With Love at the Japanese music festival Zipangu in Los Angeles in May, as reported by The Hollywood Reporter.

Kyary Pamyu Pamyu, active since 2010, has toured North America multiple times and booked global festival slots throughout her career. ASOBISYSTEM-affiliated artist Miyu signed with CAA — the major American talent agency whose clients include Los Angeles Dodgers star Shohei Ohtani — in September 2025, according to ASOBISYSTEM's own announcement. The company had also already begun building U.S. infrastructure: in April 2025, ASOBISYSTEM and Activ8 established a joint venture called ANNIN, which in turn set up ANNIN US in Los Angeles.

On the live front, ASOBISYSTEM's event ASOBIEXPO 2026 is scheduled for August 18 at Toyota Arena, according to the company's website.

For fans of Japanese music and pop culture in North America, the new Los Angeles base means a company with deep roots in Harajuku's creative scene now has a permanent foothold on the West Coast — close to the labels, agencies and venues that can turn a sold-out tour into something more sustained.