The New Wave of J-Pop: 7 Music Acts Leading the Charge
Just when K-pop’s global dominance seemed insurmountable, J-pop mounts an unlikely comeback
While Japanese pop music has been prevalent since the rise of kayokyoku (Western rock influences blended with traditional folk elements) in the 1960s and the overseas popularity of acts like Yellow Magic Orchestra and Tatsuro Yamashita in the 1970s to '80s, the term “J-pop” (coined by Japanese musician and songwriter Komuro Tetsuya) didn’t truly become commonplace until the scene’s boom in the 1990s and 2000s.
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Superstars such as Hikaru Utada, SMAP, Namie Amuro, and Ayumi Hamasaki became household names and radio mainstays in Asia, Europe, America, and beyond during what would come to be known as J-pop’s “Golden Era”.
TOKYO, JAPAN - MAY 23: Ayumi Hamasaki arrives at the MTV Video Music Awards Japan 2004 on May 23, 2004 in Tokyo, Japan. (Photo by Junko Kimura/Getty Images)
Stars like Ayumi Hamasaki (above), seen here at the MTV Video Music Awards Japan 2004, were the leading names during the golden age of J-pop in the 1990s and 2000s.
However, J-pop’s prominence would soon be overshadowed by the ascendancy of a juggernaut movement stemming from its westerly neighbours – K-pop. As the 2010s rolled around, South Korea’s music industry exploded to become a worldwide phenomenon.
Propelled by the seismic fandoms of groups like BTS and Blackpink, K-pop overtook J-pop as Asia’s dominant pop music export. Although J-pop never went away thanks to the massive success of artists such as BABYMETAL and AKB48, its international influence was but a fraction of K-pop’s.
TOKYO, JAPAN - NOVEMBER 26: (L-R) Yuimetal, Su-metal and Moametal of Babymetal attend the VOGUE JAPAN Women of the Year at the Meguro Gajoen on November 26, 2015 in Tokyo, Japan. (Photo by Ken Ishii/Getty Images)
While J-pop still grooves on the global stage, riding the waves of acts like BABYMETAL (above), its international clout admittedly pales in comparison to the K-pop phenomenon.
But just when K-pop’s supremacy seemed insurmountable, a newer generation of Reiwa Era Japanese stars appear to be clawing back some ground. J-pop’s resurgence over the last few years has been extraordinary, but how did it happen?
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For one, this renaissance has been led by incredibly technical musicians crafting complex yet accessible songs, bucking the overproduced, overpolished style of their contemporaries. Additionally, many modern J-pop hits have been buoyed by ties to celebrated anime series (which have converted viewers into ardent fans of the soundtrack artists), and have gone viral through dance challenges and memes on social media platforms.
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These are just seven of the biggest artists at the vanguard of J-pop’s current comeback.
#1: YOASOBI
Formed in 2019, this duo of producer Ayase and singer-songwriter Ikura rose to prominence during the pandemic, thanks to chart-topping singles such as Yoru ni Kakeru, Gunjō and Kaibutsu.
However, their past acclaim pales in comparison to the enormity of their 2023 track Idol. Featured as the opening theme for the smash-hit anime Oshi No Ko, the structurally unique banger – a disorienting miasma of bubblegum pop, trap, and gothic orchestrals – instantly became a global sensation. It set the record for the most number of weeks atop the Oricon Combined Singles Chart and Billboard Japan Hot 100, became the fastest song to garner 500 million streams in Japan, and has over 446 million views for its music video, among other accolades.
Oh, and they’re spectacular live, as evidenced by their sold-out, 5,500-capacity concert in Singapore this January.
#2: CREEPY NUTS
Comprised of DJ Matsunaga and rapper R-Shitei, this duo has been prolific in the Japanese hip-hop scene for over a decade now. Prior to teaming up, R-Shitei was a notable freestyle battle MC, while Matsunaga won the coveted DMC World DJ Championships in 2019.
As a duo, they have already released several acclaimed singles and three LPs. However, their biggest triumph would come in 2024 via their quirky theme song for season two of Mashle: Magic and Muscles entitled Bling-Bang-Bang-Born.
While not quite as zeitgeist-defining as Idol, this year’s anime-boosted hit is colossal in its own right. After topping the Japanese charts for weeks, the Jersey club song eventually blew up on TikTok, YouTube, and Instagram due to the "BBBB Dance" challenge, where users attempt to replicate series protagonist Mash’s dance.
#3: ADO
Ado is easily the most renowned Gen Z artist in the current J-pop landscape. After signing with Universal Music at the age 17, the prodigious singer debuted in 2020 with a bold single called Usseewa. The controversial song, which criticises society’s “common sense”, may have displeased parents, but it became a youth anthem that gave voice to the frustrations of younger generations. With over 318 million views for the track’s music video and its domination of domestic singles and streaming charts, it's safe to say that Ado’s message resonated.
Since then, she’s gone on to release her fantastic first LP Kygen, and garnered another breakthrough hit with her 2022 synthpop tune New Genesis (the image song for One Piece Film: Red), which became the first Japanese song to top Apple Music’s Global 100 playlist.
#4: FUJII KAZE
The 26-year-old R&B singer Fujii Kaze initially released his lovesick single Shinunoga E-Wa as part of his 2020 debut LP Help Ever Hurt Never. Both the track and the album were undeniably successful domestically, helping the young artist sell out arenas.
But it wouldn’t be until two years later, that Shinunoga E-Wa would belatedly become a worldwide craze when TikTok suddenly latched onto the track in 2022. With hundreds of thousands of videos made using the song to soundtrack collages of users’ desires (TV characters, celebrities, etc.), Shinunoga E-Wa exploded in popularity, landing it on Spotify’s Global Viral, US Billboard’s Global 200, and YouTube’s Global Top Songs charts.
Subsequently, he released an even more acclaimed sophomore album called Love All Serve All, which has been certified platinum by the RIAJ.
#5: LISA
Perhaps no artist in the J-pop sphere is as intrinsically tied to anime as LiSA. After she first garnered notice as the vocalist of fictional band Girls Dead Monster in the series Angel Beats!, the singer has since made a niche for herself anison.
Her energetic, rock songs have been used as openers for high-profile series such as Fate/Zero and Sword Art Online. But even an anime veteran like herself must have been surprised by how gargantuan her theme for Demon Slayer: Kimetsu no Yaiba season one would become. Released in 2019 Gurenge would quickly crossover from otaku fandom to the mainstream with over 412 million streams on Spotify, while her incredible live performance of the track on THE FIRST TAKE would accrue over 136 million views.
#6: KING GNU
Originally known as Srv. Vinci until they changed their name to King Gnu in 2017, this band is made up of vocalist/guitarist Daiki Tsuneta, keyboardist Satoru Iguchi, bassist Kazuki Arai and drummer Yu Seki. As King Gnu, they would release four commercially successful albums, but their biggest taste of fame came when they began working with popular anime Jujutsu Kaisen.
After releasing the double A-side single Ichizu / Sakayume for the film Jujutsu Kaisen 0, the group’s biggest hit arrived when their track Specialz was featured as the opening theme for the anime’s second season “Shibuya Incident Arc”. The song’s immense traction helped sell out five stadium shows in Japan last year, and will undoubtedly generate huge demand for their 2024 Asian tour, which brings them to Singapore on April 10.
#7: ATARASHII GAKKO!
While most idol girl groups pander to manufactured conventions, Gen Z quartet ATARASHII GAKKO! instead bring a refreshing sense of authenticity and rebellion to their presentation and music. As their website’s manifesto states, "In a time when only exemplar citizens are acknowledged, we strive to defy a narrow-minded society by embracing individuality and freedom."
Although Mizyu, Rin, Suzuka and Kanon are dressed in sailor-style school uniforms – the J-pop they make can only be described as eclectic and chaotic. Their biggest single OTONABLUE catapulted them to stardom last year, but they also have a deep bag of catchy tunes including Tokyo Calling and NAINAINAI (both released on 88 Rising).
With their recent U.S. TV debut on Jimmy Kimmel Live and a headlining slot at Coachella forthcoming, the group's upswing is only just beginning.