'Cutie Street' agency seeks new idol in Korea… Asia five-country audition

The "Kawaii Lab" craze sweeping the archipelago kicks off a global audition hub in 5 Asian countries

Asobisystem, a comprehensive entertainment company that created the hit girl group 'Cutie Street' in Japan, is shaking up the global idol market in partnership with the domestic concert planning agency 'Revet'. The two sides officially announced plans to hold a large-scale global audition with Korea as a starting point across five Asian countries on the 29th.

This audition will be carried out under the leadership of 'Kawaii Lab', Asobisystem's core idol training project. The selection stage has been narrowed to five Asian countries centered on Korea, including China, Thailand, Indonesia and Vietnam. Analysts say this reflects a strong commitment to unearth hidden gems across Asia and develop new artists that meet global standards.

Until now, 'Kawaii Lab' has proven standout results by blending Japan's distinctive subculture and pop culture with a modern sensibility. It is also credited with presenting a new paradigm for Japan's idol industry, after it rolled out major girl groups one after another, including 'Cutie Street', 'Fruits Zipper' and 'Candy Tune'.

In particular, 'Cutie Street' entered the stage of Mnet 'M Countdown' in March, the home of K-pop, drawing a strong wave of support from domestic fans. With it already completed a successful test in the Korean market, attention is focused on whether the new faces to be discovered through this Korea audition will serve as a cultural bridge between the two countries.