ASOBISYSTEM has announced the launch of its U.S. subsidiary, ASOBISYSTEM USA, as part of its efforts to expand its presence in North America and support the overseas growth of Japanese entertainment and pop culture.

The new branch will oversee local business development, marketing, partnerships, talent management, music production, IP management, event planning, and localization support. It also aims to serve as a hub for Japanese entertainment companies, creators, and talent looking to enter the North American market.

ASOBISYSTEM said the expansion will build upon its experience promoting artists overseas, such as Kyary Pamyu Pamyu, who has toured North America multiple times, and ATARASHII GAKKO!, who completed a 13-city North American tour in 2024. Both artists have also performed at Coachella.

The company said it plans to strengthen its local network while helping to create new business opportunities and partnerships between the Japanese and North American entertainment industries.