Ayase, the composer and producer behind the phenomenally successful Japanese music duo YOASOBI, has opened up about his ambition to create music that resonates with audiences around the world. In an interview published on October 20, 2026, as part of Numero TOKYO's "Our Tokyo" series, Ayase shared insights into his creative philosophy and what it means to pursue music with global reach while staying true to J-pop's distinctive character.
For fans who've followed YOASOBI's meteoric rise since 2019, we finally have a deeper look at the thinking behind the duo's international success—and what drives Ayase as he continues to push the boundaries of Japanese pop music.
The Quick Version
- Ayase gave an interview to Numero TOKYO's "Our Tokyo, vol. 3" series, published on October 20, 2026, focused on his vision for creating music with worldwide appeal
- He has stated that pursuing "ultimate J-pop" can allow music to reach listeners globally without compromising its Japanese identity
- YOASOBI, formed in October 2019, has grown from a novel-to-music concept project into an internationally touring act that completed a seven-country Asian arena tour by 2025
- Ayase's creative process involves reading source stories first, then developing melody, orchestration, lyrics, and vocal recording with partner ikura
- The composer began his career posting Vocaloid music in December 2018 before co-founding YOASOBI roughly ten months later
Understanding Ayase's Global Music Philosophy
What makes Ayase's approach to international music particularly interesting is that he doesn't see global appeal and Japanese authenticity as competing goals. According to his statements in various interviews, Ayase believes that consistently pursuing what he calls "ultimate J-pop" can actually allow the music to reach listeners around the world. This philosophy represents a shift from the idea that Japanese artists must westernize their sound to find international audiences.
The Numero TOKYO interview, part of the magazine's ongoing "Our Tokyo" culture series, explores this vision for music that resonates across borders. While the full details of the conversation have not been widely circulated, the interview's focus on Ayase's global ambitions comes at a significant moment—YOASOBI has already proven that Japanese-language pop music can captivate audiences far beyond Japan's borders.
The Story-to-Song Concept That Changed J-Pop
We can't fully appreciate Ayase's global vision without understanding YOASOBI's unique creative foundation. The duo operates on a deceptively simple but powerful concept: they transform novels and short stories into music. Ayase has explained that the production process begins with reading the source story, followed by developing the melody, then the orchestration, lyrics, and finally vocal recording with ikura.
This narrative-driven approach sets YOASOBI apart in the crowded J-pop landscape. Rather than writing songs in a vacuum, Ayase anchors each composition to an existing story, creating music that carries emotional weight and narrative depth from its inception. The method has proven remarkably effective—their debut single "Yoru ni Kakeru" ("Racing into the Night"), released in November 2019, became a viral sensation that introduced global audiences to their sound.
What's particularly clever about this approach is that it gives each song built-in storytelling that transcends language barriers. Even listeners who don't understand Japanese can feel the emotional arc of the narrative through Ayase's composition and ikura's vocal performance.
From Bedroom Producer to International Stages
Ayase's journey to his current position as one of J-pop's most forward-thinking creators didn't happen overnight. He began posting Vocaloid music—songs featuring synthesized vocals—in December 2018, joining a vibrant online community of Japanese producers experimenting with digital music creation. Within less than a year, by October 2019, he had partnered with vocalist ikura to form YOASOBI.
The duo's rise has been swift and expansive. By 2025, YOASOBI had completed an Asian arena tour spanning seven countries and regions, performing for audiences who connected with their music despite varying levels of Japanese-language comprehension. For Ayase, this growing global response serves as evidence that the music is indeed reaching beyond Japan in the way he envisioned.
It's worth noting that Ayase wears multiple hats—he's recognized as a musician, singer, lyricist, composer, arranger, and music producer. This multi-disciplinary skill set gives him complete creative control over YOASOBI's sound, allowing him to execute his vision without compromise. He's cited early influences including Nakata Yasutaka's electronic music production for the drama "LIAR GAME," which reportedly shaped his approach to electronically produced music before he became widely known.
What "Global" Actually Means for Japanese Artists
When we talk about Ayase's vision for global music, it's important to understand what that means in practical terms. For many Japanese artists, "going global" has historically meant either singing in English, collaborating with Western producers, or adapting their sound to match international pop trends. Ayase appears to be charting a different course.
His stated belief—that pursuing the "ultimate J-pop" can reach worldwide audiences—suggests a confidence that Japanese pop music has inherent qualities that resonate universally when executed at the highest level. This isn't about dumbing down or westernizing; it's about perfecting a distinctly Japanese musical form and trusting that excellence will find its audience.
YOASOBI's international success supports this theory. The duo has built a global fanbase largely through Japanese-language releases, with listeners drawn to the energetic production, catchy melodies, and emotional depth that Ayase brings to each composition. The music video for "Yoru ni Kakeru" has amassed hundreds of millions of views from audiences worldwide, many of whom don't speak Japanese but connect with the song's energy and emotion.
The Role of Tokyo in Ayase's Creative Identity
The fact that Ayase's interview appears in the "Our Tokyo" series is significant. Tokyo isn't just a backdrop for his work—it's the ecosystem that made YOASOBI possible. The city's vibrant online music community, its sophisticated pop culture infrastructure, and its role as a hub where traditional and cutting-edge creative approaches collide have all shaped Ayase's development as an artist.
Tokyo's unique position as a global city that remains distinctly Japanese mirrors Ayase's own approach to music. Just as Tokyo doesn't try to be New York or London while still operating as a world capital, Ayase doesn't try to make his music sound Western while still aiming for international reach. The parallel is instructive for understanding his creative philosophy.
What People Are Saying
YOASOBI fans around the world have been responding enthusiastically to news of Ayase's continued focus on global music. One international listener commented, This is exactly why YOASOBI resonates with us—Ayase isn't trying to be something he's not. The music feels authentically Japanese while being completely accessible emotionally.
A Japanese music industry observer noted, Ayase represents a new generation of Japanese creators who aren't intimidated by the global market. They understand that you don't have to sacrifice your identity to reach international audiences—you just have to be excellent at what you do.
The sentiment reflects growing confidence in Japanese pop culture's global appeal.
Fans of the novel-to-music concept have particularly praised Ayase's approach. The storytelling foundation makes each YOASOBI song feel substantial, even if you're listening in translation or without understanding every word,
one long-time follower explained. Ayase has figured out how to make narrative depth accessible across language barriers.
Some younger Japanese producers have cited Ayase as an inspiration for their own global ambitions. Seeing YOASOBI succeed internationally while staying true to J-pop has made me more confident about pursuing my own music without trying to sound Western,
one emerging artist shared. The influence extends beyond Ayase's own output to shaping how an entire generation thinks about Japanese music's place in the world.
Frequently Asked Questions
Where can I read the full Ayase interview from Numero TOKYO?
The interview was published in Numero TOKYO's "Our Tokyo, vol. 3" series on October 20, 2026. The article is available through Numero TOKYO's culture section, though access details and whether it requires a subscription haven't been confirmed.
What is YOASOBI's novel-to-music concept exactly?
YOASOBI creates songs based on existing novels and short stories. Ayase reads the source material first, then develops the melody, orchestration, and lyrics to capture the story's essence, with ikura providing vocals. Each song functions as a musical adaptation of its source narrative.
Has YOASOBI performed outside of Asia?
By 2025, YOASOBI had completed an Asian arena tour across seven countries and regions. Information about performances outside Asia hasn't been detailed in available sources, though the duo's growing international fanbase suggests broader touring may be part of their future plans.
Does Ayase create music outside of YOASOBI?
Ayase is a multifaceted music producer, composer, and arranger who began his career with Vocaloid music before forming YOASOBI. While he's best known for his work with the duo, his skills as a producer and composer extend beyond the project, though specific solo releases or other collaborations haven't been detailed in recent coverage.
What does Ayase mean by "ultimate J-pop"?
Based on his statements, Ayase appears to believe that perfecting Japanese pop music in its most refined form—rather than westernizing it—is the path to global resonance. The concept suggests that excellence in a distinctly Japanese musical style can transcend cultural and linguistic boundaries without compromise.
Looking Ahead: What Ayase's Vision Means for J-Pop
Ayase's October 20, 2026 interview with Numero TOKYO offers a window into the thinking of one of J-pop's most innovative creators at a pivotal moment. His vision for music that resonates globally while maintaining its Japanese identity isn't just talk—YOASOBI's international success demonstrates that the approach works. As Ayase continues to refine his craft and push the boundaries of what J-pop can be, we're watching a real-time experiment in how culturally specific art can achieve universal appeal.
For fans of YOASOBI and anyone interested in the future of Japanese music on the world stage, Ayase's continued articulation of this vision provides both inspiration and a roadmap. The "Our Tokyo" interview reminds us that global ambition and cultural authenticity aren't opposing forces—in the right hands, they're complementary goals that can elevate both the music and the audience's experience of it.
