TARASHII GAKKO!, FRUITS ZIPPER, and CUTIE STREET, three standout acts under Japanese creative agency ASOBISYSTEM, made a powerful statement at Music Awards Japan 2025, winning major honours and earning multiple nominations across key categories. Together, the boundary-breaking artists highlight a bold new era for Japanese Pop – defined by individuality, innovation and global resonance.
Creative powerhouse ASOBISYSTEM, the talent agency and production company behind these artists also received the Innovator of the Year award, in recognition of its trailblazing approach to Japanese pop culture and its efforts in championing non-conventional artists on a global stage.
ASOBISYSTEM founder and CEO, Mr. Yusuke Nakagawa, reflected on the company’s recognition:
“At ASOBISYSTEM, we’ve always believed in the power of creativity to shift culture. ATARASHII GAKKO!, FRUITS ZIPPER and CUTIE STREET embody that mission perfectly, being fearless and original. We’re deeply grateful to the Music Awards Japan for recognising not just our artists, but the creative community that supports them.”
Upon receiving the Best Japanese Dance-Pop Artist Award, ATARASHII GAKKO! member SUZUKA shared:
“I want to thank everyone for this award. Honestly, we can’t get enough of expressing difficult emotions and subtle nuances that cannot be expressed in words through our dance. We hope to continue to create a sense of unity with all of our fans and everyone around the world through dance, and to have as much fun as possible.”
MIZYU also reflected on their win in the Best Dance Performance Award category:
“The song ‘OTONABLUE’ was created in 2019, before the pandemic, and released in 2020. It’s such an important song that really triggered our popularity in 2023, and so many people were introduced to ATARASHII GAKKO! because of it. We’re so thankful for music, and to be able to sing and dance around the world every day. We want to keep fighting on the Japan stage, the world stage, and the global stage as ATARASHII GAKKO!”
Meanwhile, rising idol group FRUITS ZIPPER was also honoured, with member Suzuka Chinzei expressing heartfelt gratitude on receiving the Best Idol Culture Song Award:
“We want to thank everyone from the bottom of our hearts for this wonderful award. In particular, we’re thankful for Mr. Sho Yamamoto, who created the song, for all of the staff members, and for our fans who continue to love and support us. We want to keep introducing ‘NEW KAWAII’ to the world and to continue contributing to the expansion of idol culture.”
ATARASHII GAKKO!, whose name translates to “New School Leaders”, has captivated fans globally with their bold fusion of punk energy, traditional Japanese motifs and unfiltered individuality. From FRUITS ZIPPER’s kawaii-meets-cool evolution of idol pop to CUTIE STREET’s viral buzz and digital-native charm, ASOBISYSTEM’s roster is redefining what it means to be a pop act in 2025. These recognitions reflect a growing appetite for genre-fluid, expressive artistry both in Japan and internationally.
The awards also underscore the impact of ASOBISYSTEM’s long-standing commitment to cultural innovation, having nurtured distinctive, boundary-pushing talents such as Kyary Pamyu Pamyu, Yasutaka Nakata and more.
As part of the Music Japan Awards 2025 ceremony, ATARASHII GAKKO!, FRUITS ZIPPER and CUTIE STREET took part in the powerful opening segment, “RYDEEN REBOOT – YMO”, a tribute project to the legendary Yellow Music Orchestra. The performance encapsulated ASOBISYSTEM’s forward-thinking ethos, with all three acts honouring YMO’s legacy while infusing it with their own unique energy and contemporary flair. Watch it here.
ATARASHII GAKKO!
Best Japanese Dance-Pop Artist – WINNER
Best Dance Performance (“Otonablue“) – WINNER
Best Japanese Dance-Pop Song (“Otonablue”) – NOMINEE
FRUITS ZIPPER
Best Idol Culture Song (“Watashi no Ichiban Kawaii Tokoro”) – WINNER
Best New Artist – NOMINEE
Best Idol – NOMINEE
Best of Listeners’ Choice: Japanese Song (“Watashi no Ichiban Kawaii Tokoro”) – NOMINEE
CUTIE STREET
Best Idol – NOMINEE
Best Idol Culture Song (“Kawaii Dake ja Dame Desu ka?“) – NOMINEE
Best Viral Song (“Kawaii Dake ja Dame Desu ka?”) – NOMINEE
Best of Listeners’ Choice: Japanese Song (“Kawaii Dake ja Dame Desu ka?”) – NOMINEE
About ASOBISYSTEM
Founded in 2007, ASOBISYSTEM is a Tokyo-headquartered entertainment company at the forefront of promoting Japanese pop culture and creativity on a global scale with its innovative approach to artist development and brand building. ASOBISYSTEM manages a diverse roster of artists, models, actors and creators including pop icon Kyary Pamyu Pamyu, electronic music producer Yasutaka Nakata and multi-disciplinary artist Sebastian Masuda to deliver captivating content and engaging events for wide-ranging audiences. Working across various platforms such as music, visual arts, fashion, pop-up stores and events, ASOBISYSTEM is a driving force in Japanese pop culture, fostering creativity and diversity within the industry.
About ATARASHII GAKKO!
ATARASHII GAKKO! is a four-member girl group known for their high-energy performances, theatrical visuals and genre-bending music. With a mission to challenge stereotypes and embrace individuality, the group is a rising force in Japan’s new wave of cultural exports.
About FRUITS ZIPPER
FRUITS ZIPPER is a new-generation idol group whose upbeat, playful style and catchy anthems have quickly gained attention across Japan and overseas. With a mission to promote “NEW KAWAII”, the group blends nostalgia with innovation to lead the next wave of idol culture.
About CUTIE STREET
CUTIE STREET is a rising idol group celebrated for their energetic vibe, internet-savvy appeal, and viral performances. Known for connecting deeply with Gen Z audiences, the group reflects the next chapter in fan-powered, digital-first pop.
About Music Awards Japan (MAJ)
The Music Awards Japan 2025 aimed to “connect the world and light up the future of music”. The show is one of the largest international music award presentations in Japan. It aims to promote the music of Japan and other Asian countries around the world, to further highlight the pride of Japanese musicians and to encourage foreign artists to enter the Japanese market. It was established as an opportunity for the five major music industry organizations in Japan (Recording Industry Association of Japan, Japan Association of Music Enterprises, Federation of Music Producers Japan, Music Publishers Association of Japan, All Japan Concert & Live Entertainment Promoter’s Conference) to transcend barriers and collaborate with the global music industry to create the future of music.
MAJ determines the best works/artists in a total of 62 categories, including six major categories, out of a total of 3,000 entries/artists by voting by artists and other music professionals. The Grand Ceremony was held on 22 May and was broadcast live on NHK and streamed worldwide on YouTube (excluding some regions).
The total of 62 categories represented at MAJ celebrate a wide variety of music culture. The six main categories are “Best Song”, “Best Album”, “Best Artist”, “Best New Artist”, “Best Asian Song”, and “Top Global Hit from Japan”. In addition, an unprecedented number of other categories have been created over the years, including categories open to general music listeners and awards honouring Japanese music that has received recognition abroad.
This year’s entries, totaling approximately 3,000 songs, are available on Spotify in the form of a “museum” playlist, and playlists for each category, including the six main categories, are available on dHits and other music distribution services. Excluding some songs that are not available on music distribution services.
MUSIC AWARDS JAPAN 2025
Date: 21-22 May
Event Week: 16-22 May
Venue: ROHM Theater Kyoto
Official Site HERE
In collaboration with: Agency for Cultural Affairs / Ministry of Economy, Trade and Industry
Sponsors: Kyoto Prefecture / City of Kyoto / Kyoto Chamber of Commerce and Industry / JETRO
