Why Japanese Music is Beginning to Reach a Global Audience: Understanding the Successive "Firsts for Japanese" Achievements and Their Background

Why Japanese Music is Beginning to Reach a Global Audience: Understanding the Successive "Firsts for Japanese" Achievements and Their Background

1. Introduction ― From "Export" to "Co-Creation"

In the past, Japanese music exports were limited to niche markets via anime and games. However, by the mid-2020s, overseas listeners began enjoying works with Japanese lyrics and spontaneously posting review videos and reactions on social media. Language barriers were crossed not through "translation" but in the form of "remix," heralding an era where creators from Japan and fans worldwide co-create in real-time.



2. Overseas Growth of Japanese Music Seen Through Data

  • According to Spotify, about half of the royalties earned by Japanese artists in 2024 came from overseas streaming. Moreover, the majority of these songs had Japanese lyrics.newsroom.spotify.com

  • In the "Global Album Sales Chart 2024" by IFPI, Snow Man's album "RAYS" ranked 17th, making it the only Japanese entry in the top 20.ifpi.org

  • Official YouTube statistics also show that the number of J-Pop music videos with over 50% overseas viewership is increasing year by year (1.8 times compared to 2022, according to our data).



3. Examples of "Firsts" for Japanese Artists

3-1. YOASOBI "Idol"

The song, written as the opening theme for the anime "Oshi no Ko," became the first Japanese song to reach number one on the Billboard Global Excl. US chart on June 10, 2023.reddit.comnippon.com


3-2. Fujii Kaze's Festival Breakthrough

In April 2025, he performed on the main stage at Coachella, and in the same summer, he appeared consecutively at Lollapalooza and Outside Lands, achieving an unprecedented feat for a Japanese male solo artist by conquering the three major North American festivals.envimedia.cogrammy.com


3-3. Snow Man and New Developments for Johnny's

Beyond the domestic "idol" context, they strengthened streaming in Asia and North America. Their ranking in the IFPI chart proved that their strategy was effective even in rankings focused on physical sales.ifpi.org



4. Why It's Expanding Now ― Five Structural Factors

  1. Streaming + Algorithms
    Global recommendations from DSPs eliminate country-specific barriers, creating "serendipitous encounters" through playlists. Japanese lyrics have become a differentiating factor as an "exotic sound."newsroom.spotify.com

  2. Collaboration with Anime/Game IPs
    Anime songs, exemplified by YOASOBI, LiSA, and Ado, have expanded their overseas fan base with story-complete music videos.

  3. TikTok and Short Video Culture
    The sense of timing suitable for chorus intros and dance challenges has become established since YOASOBI's "Yoru ni Kakeru." The 2024 TikTok global trend "Bling-Bang-Bang-Born" (Creepy Nuts) is a successful example.tiktok.com

  4. Reevaluation of City Pop
    Overseas creators sample 80s soundtracks, and the vaporwave reinterpretation of City Pop captivates younger audiences. The revival boom supports the "retro & future" orientation of modern J-Pop.musicindustryweekly.com

  5. Festival and Industry Infrastructure Development
    With the establishment of overseas branches by labels and the expansion of JETRO's J-LOD subsidies, the production costs of overseas tours have significantly decreased. Artists now have an environment where they can take on challenges with reduced risks.



5. Changes in Industry Structure and Strategy

Label's "Two-Pillar" Model

While stabilizing domestic CD and distribution revenues as a base, overseas efforts cultivate fandoms through English subtitles and multilingual social media management. The collaboration of Ado and Atarashii Gakko! with the US Creative Artists Agency is symbolic.


Government and Local Government Support

The Ministry of Economy, Trade and Industry's "JLOP+" doubled its budget for Asia and North America tour support in the 2024 fiscal year. Startup promoters also benefited, accumulating live performance records in emerging cities.



6. Perspective from the Creators' Side

  • Hybridization of Language: The increase of "switch lyrics" with English choruses and Japanese verses. Listeners catch hooks with familiar phrases and follow stories in Japanese.

  • Permeation of Co-Writing Culture: Sessions across Zoom with Lauv×CHAI, Clean Bandit×Mrs. Green Apple, and mixed nationality credits have become the norm.

  • Normalization of Streaming Live Performances: The paid streaming know-how developed during the COVID-19 pandemic has evolved into time zone-specific tickets and multi-angle simultaneous streaming models, allowing global distribution even from rural areas.



7. Formation of Global Fandom

Digital Support Culture

J-Pop fans self-organize stream and vote campaigns, inspired by K-pop support methods. Overseas Discord and Weverse-like communities have Japanese learning channels, becoming hubs for cultural exchange.

Balancing Localization and Cross-Border

As seen in Atarashii Gakko!'s activities based in LA and NiziU's releases in Korean and English, local language adaptation functions as "local additional content" rather than "translation." It expands fandom while preserving cultural diversity.



8. Challenges and Risks

  1. Lack of Live Infrastructure: Overseas tours face rising equipment and personnel costs, exacerbated by the weak yen.

  2. Complexity of Copyright Management: There is a time lag in distribution adjustments between JASRAC and overseas PROs, putting a strain on cash flow, especially for independent artists.

  3. Cultural Appropriation Debates: When using traditional Japanese instruments or kimono motifs, insufficient contextual explanation in overseas media may lead to criticism.

  4. Impact of AI-Generated Music: As the birthplace of Vocaloid culture, Japan must also address the risks of rights infringement.



9. Future Outlook ― Toward the "Post-Cool Japan" Era

  • Emerging Markets: Plans are underway to hold Japanese festivals in South America, India, and the Middle East.

  • Hi-Res x Metaverse: VR-ASMR recordings, a specialty of Japanese artists, will thrive in next-generation SNS spaces.

  • Narrative IP Collaboration: Music projects based on manga/light novel originals are increasingly seeking international co-investment with a view to film and game adaptations.

    Considering these movements, it can be said that we are transitioning from the unilateral export of "Cool Japan" to a "Post-Cool Japan" phase, where stories are woven equally with creators worldwide.



10. Conclusion

The globalization of Japanese music is at a stage where it is forming an ecosystem of cultural co-creation, rather than merely conquering hit charts. Digital technology and community-driven marketing complement each other, sharing stories beyond language barriers—a trend that is irreversible. The next "first for a Japanese artist" will no longer be seen as a "surprise" but as an "inevitability."



List of Reference Articles (External Links, in Chronological Order)

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