There’s something exciting happening in J-pop, and it’s loud, proud, and anything but ordinary. ATARASHII GAKKO!, FRUITS ZIPPER, and CUTIE STREET — three unique acts under creative powerhouse ASOBISYSTEM — just made a huge splash at the Music Awards Japan 2025, taking home major awards and earning nominations that confirm what fans already know: these artists are changing the game.

From eye-popping dance moves to genre-defying music, these three aren’t just following trends — they’re rewriting the rules. And they’re doing it together under one of the most creative agencies in the industry.

Let’s start with ATARASHII GAKKO!, the self-proclaimed “New School Leaders.” Known for their mix of punk spirit and traditional Japanese influences, the group picked up Best Japanese Dance-Pop Artist and Best Dance Performance for their viral hit “Otonablue.” If you’ve seen their fierce dance routines online, you know why they won.

Member SUZUKA said it best:

“We can’t get enough of expressing difficult emotions and subtle nuances that can’t be put into words through our dance… We hope to keep creating a sense of unity with all our fans around the world.”

MIZYU added how meaningful “Otonablue” has been for them:

“It’s such an important song that really triggered our popularity. We want to keep fighting on the Japan stage, the world stage, and the global stage.”

Next up is FRUITS ZIPPER, the rising idol group behind the infectiously cute and confident “Watashi no Ichiban Kawaii Tokoro.” They won Best Idol Culture Song, and it’s easy to see why. Their style blends kawaii with a modern twist — fun, fresh, and full of personality.

Member Suzuka Chinzei shared:

“We’re so thankful for this award and everyone who helped bring this song to life. We want to keep introducing ‘NEW KAWAII’ to the world.”

And then there’s CUTIE STREET, the digital-savvy newcomers already making waves. Their breakout song “Kawaii Dake ja Dame Desu ka?” got them nominations for Best Idol Culture Song, Best Viral Song, and more. With a strong fanbase online and a message that goes beyond the surface, they’re one to watch.

The awards didn’t just celebrate the artists — ASOBISYSTEM itself won Innovator of the Year, highlighting its role in promoting bold, unconventional talent.

Founder Yusuke Nakagawa said:

“We’ve always believed in the power of creativity to shift culture. These artists are fearless and original, and we’re grateful to the Music Awards Japan for recognising that.”

As a cherry on top, the three acts joined forces for a jaw-dropping opening performance titled “RYDEEN REBOOT – YMO”, a tribute to electronic pioneers Yellow Magic Orchestra. It was a moment that mixed history and innovation — perfectly in line with ASOBISYSTEM’s mission.

What’s clear from the Music Awards Japan 2025 is that J-pop is in the middle of a creative boom — and these three groups are leading the charge. ATARASHII GAKKO!’s unapologetic energy, FRUITS ZIPPER’s fresh take on idol culture, and CUTIE STREET’s viral charm are showing fans that Japanese pop can be anything but predictable.

For teens and music lovers looking for something original, these artists aren’t just worth watching — they’re defining what comes next.

And for all your artist information, concert and festival needs across Asia, keep an eye on Asia Live 365! We’ll update you on the latest events, hottest acts, and must-see experiences.