ASOBISYSTEM Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Yosuke Nakagawa; hereinafter "ASOBISYSTEM") and Appirits Fan Culture Partners Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Hiroshi Yagi; hereinafter "AppiritsFCP") are pleased to announce the launch of their first official smartphone game project featuring five groups from the idol project "KAWAII LAB."
The game will feature all 38 members across five groups: "FRUITS ZIPPER," "CANDY TUNE," "SWEET STEADY," "CUTIE STREET," and "MORE STAR." In addition to rhythm gameplay enhanced with live concert footage, the game will include a wealth of original content such as exclusive photo shoots and videos. Future updates will be shared via the game’s official website and social media channels.
Official site: https://kawaiilab-newgameproject.com/
X: https://x.com/kawaiilab_game
Instagram: https://instagram.com/kawaiilab_newgamepj
YouTube: https://www.youtube.com/@kawaiilab_newgamepj
TikTok: https://www.tiktok.com/@kawaiilab_newgamepj
All 38 Members from KAWAII LAB.'s Five Groups Star in the Project's First Official Game
This marks the first official smartphone game developed for "KAWAII LAB.," ASOBISYSTEM's idol initiative.
The featured performers include all 38 members from the five groups: "FRUITS ZIPPER," "CANDY TUNE," "SWEET STEADY," "CUTIE STREET," and "MORE STAR."
The game will highlight each member’s unique personality and charm, incorporating their expressions, performances, and group-specific aesthetics into engaging in-game content.
KAWAII LAB., which champions the slogan "From Harajuku to the World," will now deliver its vibrant culture through the innovative medium of a smartphone game.
Immersive Rhythm Game Experience with Live Concert Atmosphere
The game will offer a rhythm gameplay experience set against authentic live concert footage from KAWAII LAB. groups. Players can enjoy the energy of live performances and the members’ dynamic stage presence while interacting with music in a uniquely gamified way. Details on the soundtrack, live videos, and gameplay mechanics will be announced on the official website and social media platforms.
<Game Overview>
Title: KAWAII LAB. Game Project (Tentative)
Genre: Rhythm Game
Platforms: iOS / Android
Release Date: To be announced
Price: Free to play (with in-app purchases)
Planning, Development, and Operation: AppiritsFCP
Cooperation: ASOBISYSTEM Co., Ltd.
Copyright: ©ASOBISYSTEM CO., LTD ©PN ©AppiritsFCP
<About KAWAII LAB.>
KAWAII LAB. is a project by ASOBISYSTEM, a cultural production company home to leading figures in Japanese pop culture. It aims to promote Japan’s thriving idol culture globally. The general producer is Misa Kimura, former leader of Musubizum, model, and entertainer. Under the concept "From Harajuku to the World," the project focuses on discovering, nurturing, and launching idols capable of succeeding internationally.
Official site: https://kawaiilab.asobisystem.com
X: https://twitter.com/KAWAII__LAB
YouTube: https://www.youtube.com/@KAWAII_LAB_OFFICIAL
TikTok: https://www.tiktok.com/@kawaiilab.mates
<About ASOBISYSTEM>
ASOBISYSTEM is a creative company managing artists and creators who embody Japanese pop culture, producing music festivals and other events, driving regional revitalization by combining local resources with entertainment, and operating IP-based retail spaces. Through collaborations with domestic and international companies and media, ASOBISYSTEM promotes the global expansion of Japanese culture.
Company Name: ASOBISYSTEM Co., Ltd.
Headquarters: Jingumae, Shibuya-ku, Tokyo
Founded: June 2007
CEO: Yosuke Nakagawa
Website: https://asobisystem.com
<About Appirits Fan Culture Partners>
"Oshi"—the figures who inspire and support us in daily life—have become a cultural phenomenon, captivating millions. Appirits Fan Culture Partners aims to be a partner in "Oshi activities," creating new digital experiences that enrich fans’ lives through meaningful time spent with their favorite idols.
Company Name: Appirits Fan Culture Partners Co., Ltd.
Headquarters: Daiwa Miyamasuzaka Building 10F, 2-16-1 Shibuya, Shibuya-ku, Tokyo 150-0002
Founded: August 2025
Business: Planning, development, and operation of online games
Planning, development, and operation of fan club services
FACT BOX
- Source: PR TIMES
- Category: New Product