KAWAII LAB. Launches Its First Official Smartphone Game Project!

ASOBISYSTEM Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Yusuke Nakagawa; hereinafter "ASOBISYSTEM") and Appirits Fan Culture Partners Inc. (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 from the five groups: "FRUITS ZIPPER," "CANDY TUNE," "SWEET STEADY," "CUTIE STREET," and "MORE STAR." In addition to rhythm gameplay enhanced with live performance footage, the game will include a wealth of original content such as newly shot photos and videos exclusive to this title. Future updates and the latest information will be released sequentially via the game’s official website and official social media channels.

Official site: https://kawaiilab-newgameproject.com/

X: https://x.com/kawaiilab_game

Instagram: https://instagram.com/kawaiilab_newgamepj

YouTube: http://www.youtube.com/@kawaiilab_newgamepj

TikTok: https://www.tiktok.com/@kawaiilab_newgamepj

38 Members from All 5 KAWAII LAB. Groups Participate in the Project's First Official Game

This marks the first official smartphone game project for "KAWAII LAB.," an idol initiative led by ASOBISYSTEM.

The participating members include all 38 members from the five groups: "FRUITS ZIPPER," "CANDY TUNE," "SWEET STEADY," "CUTIE STREET," and "MORE STAR."

The game will feature content designed to highlight each member’s unique expressions, performances, and the distinct worldviews of their respective groups, allowing fans to enjoy their individual charms within the game.

KAWAII LAB., which champions the slogan "From Harajuku to the World," will deliver its appeal in a new format through this smartphone game.

Rhythm Game Experience with Live Performance Immersion

The game will offer a rhythm gameplay experience set against live performance footage from KAWAII LAB. groups. Players can enjoy the energy of live concerts and the members’ dynamic performances while experiencing the music through intuitive, game-specific controls. Details on the music tracks, live footage, and gameplay systems will be announced in due course via the official website and social media channels.

◆ Game Overview

Title: KAWAII LAB. Game Project (Tentative)

Genre: Rhythm Game

Supported OS: 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 artists shaping 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 talent. Under the concept of "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 retail stores based on intellectual properties. Through collaboration 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: Yusuke Nakagawa

Website: https://asobisystem.com

◆ About Appirits Fan Culture Partners

"Oshi"—the figures who support and inspire 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 the lives of all fans by redefining the way they connect with their favorite idols.

Company Name: Appirits Fan Culture Partners Inc.

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

◆ Inquiries

Public Relations, Appirits Fan Culture Partners Inc. Email: [email protected] Official Site: https://fcp.appirits.com