Atarashii Gakko!

Atarashii Gakko! are a quartet of Japanese performers who have built a reputation for chaotic, high-energy shows and a sound that refuses to sit still. They are currently active, touring internationally and releasing music through 88rising for the global market. The group's identity is built around a school uniform concept that they subvert with wild choreography, punk rock screams, and lyrics that critique social conformity. Their music videos, often directed by themselves or close collaborators, have accumulated tens of millions of views on YouTube, with tracks like "Otonablue" and "Tokyo Calling" becoming signature pieces.

Their fanbase, while not as massive as the biggest K-pop acts, is fiercely loyal and spans Japan, North America, Southeast Asia, and Europe. Atarashii Gakko! have performed at Coachella and the Nippon Budokan, and they made their American television debut on Jimmy Kimmel Live! in 2023. They are known for their DIY ethos and the sense that anything can happen at their shows. [edit]

Atarashii Gakko! were assembled by the talent agency Asobisystem in 2015, when the four members were between 13 and 16 years old. The exact circumstances of their meeting have never been officially disclosed, though the members have claimed on the radio program All Night Nippon that they met in a supermarket discount aisle. This story may be apocryphal, but it captures the playful, anti-establishment spirit the group cultivates.

Mizyu, the oldest, had already worked as a backup dancer for Kyary Pamyu Pamyu as part of the "Kyary Kidz" troupe. Suzuka, from Osaka, had done some modeling. Rin and Kanon were scouted separately. They were placed in a training program that emphasized dance and vocal harmony, but the group's eventual direction owed more to their individual personalities than any manufactured concept. Their early appearances included the Umecha Festival in Osaka, where they performed in front of small crowds.

They made their official Japanese debut in June 2017 under Victor Entertainment with the single "Dokubana" (Poison Flower), a rock-tinged track that established their fierce persona. For the next three years, they released a string of singles and EPs in Japan, building a cult following. The international breakthrough came when they signed with 88rising, the label that had broken artists like Rich Brian and Joji. Their first global single, "Nainainai," dropped in January 2021 and introduced their chaotic energy to a worldwide audience. [edit]

Atarashii Gakko!'s music is a collision of genres that resists easy classification. At its core, the group draws from J-pop and dance music, but they layer in elements of jazz, hip-hop, electronic, and rock. Their early work, like "Dokubana," leaned into a punk-influenced sound with distorted guitars and shouted vocals. Later songs, such as "Pineapple Kryptonite" and "Freaks," incorporate math-rock time signatures and jazz harmonies, while "Otonablue" is a moody, synth-driven pop song with a hypnotic bassline.

Production on their international releases has been handled in part by Money Mark, the Beastie Boys collaborator, who brought a lo-fi, experimental edge to the Snacktime EP. Lyrically, the group often addresses themes of nonconformity, youth rebellion, and the pressure to fit in, delivered in a mix of Japanese and English. Their vocal approach is equally varied: Suzuka's powerful belt contrasts with Rin's rapid-fire rapping, while Mizyu and Kanon provide harmonies and occasional lead lines. [edit]

Atarashii Gakko! have carved out a space in the global music landscape by presenting an alternative to the polished, highly produced image of mainstream K-pop and J-pop. Their philosophy is built around "striving to defy a narrow-minded society by embracing individuality and freedom," a message that resonates with fans tired of manufactured pop. They have been described as an "antidote to overly-groomed girl groups," and their unapologetically weird aesthetic has inspired a wave of imitators in Japan's underground scene.

Their crossover achievements include a performance at Coachella in 2024, a U.S. television debut on Jimmy Kimmel Live! in 2023, and a sold-out show at the Nippon Budokan in 2024. They have also been featured on the matsuri '25 lineup alongside Ado and Yoasobi, signaling their place in the front rank of Japanese acts touring internationally. While they have not yet achieved the commercial numbers of the biggest K-pop groups, their influence on fashion and youth culture in Japan is evident in the proliferation of school uniform-inspired streetwear. [edit]

The group's fandom does not have a single official name, though fans often refer to themselves collectively as "Leaders" or simply "Atarashii Gakko! fans." There is no official lightstick or fan color, which aligns with the group's anti-corporate ethos. Fans instead express their support through creative fan projects, including elaborate dance covers of the group's complex choreography and fan art that reimagines the members in various styles.

At concerts, the energy is participatory: fans shout along to call-and-response sections, wave handmade signs, and occasionally join in synchronized dance moves from the audience. The group's social media presence is notably interactive, with the members frequently responding to fan comments and sharing user-generated content. The sense of community is strong, with international fans organizing meetups during tour stops. [edit]

Atarashii Gakko! translates to "Leaders of the New School." The group is sometimes referred to as "Japan Leaders" in international contexts. Mizyu was a backup dancer for Kyary Pamyu Pamyu before joining the group. The members have stated on radio that they met in a supermarket discount aisle, though this is likely a joke. Their first show at Nippon Budokan on January 9, 2024, was titled "Seishun Shurai" (Invasion of Youth). [edit]