CUTIE STREET's performance of "Can't we just be cute? -Kawaii Dakejya Damedesuka?-" on Korean music TV in March 2026 set off a chain reaction that has ASOBISYSTEM rethinking its global strategy. The group's Korean shows sold out so quickly that additional dates were added in July, and CEO Yusuke Nakagawa credits the breakthrough to sustained social media engagement with Korean fans—not just the TV appearance itself.

"KAWAII LAB. has been using social media to engage with Korean listeners across the language barrier, such as by posting K-pop dance videos or having a Korean group do FRUITS ZIPPER's 'Watashi no Ichiban Kawaiitokoro' dance," Nakagawa explained to Billboard JAPAN. "I think CUTIE STREET's success was the result of this kind of diligent, ongoing effort."

What surprised him most was how quickly the momentum spread. "They only appeared on a single Korean TV show, but their performance spread around the world through YouTube. It was really something to see."

The company—home to Kyary Pamyu Pamyu, ATARASHII GAKKO!, and FRUITS ZIPPER—is now moving to capitalize on that success. KAWAII LAB. has announced global auditions in five Asian countries, signaling a shift toward building regional talent rosters rather than relying solely on Japanese acts.

Nakagawa's approach to localization reflects a careful balance. When deciding whether to create a K-pop-influenced music video for the Korean version of CUTIE STREET's song, he ultimately chose to preserve the Japanese aesthetic. "After they appeared on M COUNTDOWN and became a hit, I thought about the reasons for their success and it seemed to me that it would be better to keep a Japanese feel," he said. The team paid particular attention to translation as well, ensuring the song's charm translated without losing its identity.

With ASOBISYSTEM's 20th anniversary approaching next year, the label appears positioned to scale Japan's "oshikatsu" (fan support) culture across Asia. The auditions mark the company's most ambitious international push yet.