ATARASHII 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.
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
