Billboard Japan’s acclaimed Women in Music interview series has returned, this time featuring the electrifying Japanese girl group ATARASHII GAKKO!. The initiative, launched in 2022, serves to spotlight artists, producers, and executives who have not only made significant contributions to the music and entertainment landscape but have also inspired other women through their groundbreaking work. This series is a key component of Billboard’s broader Women in Music project, and its Japanese iteration specifically highlights influential female figures within the nation’s vibrant entertainment industry.
The timing of this latest interview is particularly poignant, as it precedes the highly anticipated one-night-only special live event, "Women in Music – EQUAL STAGE," presented by Billboard Japan and Spotify on June 9. This marks the second appearance for ATARASHII GAKKO!, comprising SUZUKA, MIZYU, RIN, and KANON, in Billboard Japan’s Women in Music interview series. Now eleven years into their journey, the group continues to embody their core concept of "going beyond (hamidashi) through individuality and freedom." In their candid conversation with writer Rio Hirai, they delved into their unique philosophy of standing out in a crowded industry, the profound bonds that connect them as a unit, and their artistic intentions for the upcoming "EQUAL STAGE" event.
A Decade of Evolution and Global Ambition
Reflecting on the group’s decade-long career and their transition into their eleventh year, SUZUKA noted the significance of reaching double digits. "Coming off our tenth anniversary and stepping into year eleven, hitting double digits felt like the right moment for a fresh start," she explained. "We’ve been doing all kinds of shows with the idea of going back to basics while also expressing a more forward-charging version of ourselves, one with an eye on the future." This forward-looking approach is evident in their packed international schedule for the latter half of 2026. Upcoming performances include Lollapalooza in Berlin in July, followed by anniversary celebrations in the Czech Republic and London. In September, they are set to perform in Seattle, and December will see them embark on a tour across Latin America, with stops planned in Chile, Brazil, and Mexico. This extensive global touring schedule underscores their growing international appeal and their commitment to reaching diverse audiences.
For KANON, the principle of living fully in the present remains a cornerstone of their philosophy. "That hasn’t changed at all," she affirmed. "We always say, ‘As long as the four of us are living fully in the present together, that’s our seishun (youth).’ Every day, I’m giving everything I have to the here and now." This commitment to seizing the moment is a recurring theme that appears to fuel their creative output and stage presence.
Memorable Milestones and Conceptual Performances
The first half of 2026 has been rich with memorable experiences for ATARASHII GAKKO!. RIN recounted a particularly conceptual solo show in April, following their hall tour. "After finishing our hall tour, we put on a solo show in April built around the theme of an entrance ceremony," she shared. "It was a highly conceptual show – we used red-and-white curtains, set up a large lectern, welcomed in the audience with applause – a staging and setlist designed to bring back the feeling of those school entrance ceremonies that anyone who went to school in Japan has a deep connection to. It became a really meaningful show for us where we dug deeper into what ATARASHII GAKKO! is all about." This performance highlights their ability to weave cultural touchstones into their artistic expression, creating resonant experiences for their audience.
MIZYU emphasized the collective value of each day, regardless of its specific events. "Every single day has been memorable. The shows, of course, but also the days of creation leading up to them, and the days after when we take in the audience’s reactions," she stated. "We also heavily focused on producing new music in the first half of the year, so each day has felt truly precious." SUZUKA echoed this sentiment, reinforcing the idea that every moment contributes to their ongoing narrative.
Bridging Cultural Divides Through Performance
When performing abroad for audiences who may not understand Japanese, ATARASHII GAKKO! leverages the universal language of performance. RIN explained their strategy: "Even if there’s a language barrier, we have performance as our weapon. So we use facial expressions and big movements to convey ‘this is what we’re saying right now’ and ‘this is what joy looks like,’ bringing the same energy we give in Japan, just with everything dialed up." She added, "Wearing sailor-type school uniforms is second nature to us by now, but overseas audiences see it as something iconic, so after that it’s just a matter of pouring in everything we’ve got. I always take the stage believing that if you give it everything, it will always come through."
SUZUKA highlighted specific examples of how familiar Japanese gestures resonate powerfully with international audiences. "Like our ‘attention, bow!’ routine, which is totally familiar in Japan," she said. "When we do it in other countries, just that one gesture gets a huge roar of applause. Japanese audiences will do it along with us like it’s nothing, but that cultural difference is what creates so many moments of surprise and delight overseas." These moments underscore the group’s ability to connect with diverse audiences through shared energy and iconic visual cues.
The Philosophy of "Hamidashi": Pushing Boundaries Within Frameworks
The concept of "hamidashi," or "going beyond the norm," is central to ATARASHII GAKKO!’s identity. SUZUKA clarified the nuance of this philosophy: "The concept is hamidashi, not ‘marudashi’ (anything goes). The latter means breaking rules, violating the school code. Hamidashi is about how much freedom and individuality you can find within the rules that exist." She elaborated, "When you shift your perspective, you’ll find there’s plenty of room for adventure just by pushing to the limit of what the rules allow. It works because the four of us are intuitively tuned to each other."
This understanding of "hamidashi" extends to their approach to international performances. KANON noted, "When you step outside Japan, the rules are really completely different from country to country. Even with choreography, something totally fine in Japan can carry a slightly different meaning overseas. When that happens, we ask people locally and change the moves on the same day. There’s always been a spirit of wanting to respect the rules of each country in order to be accepted by people around the world." This demonstrates a thoughtful and adaptable approach to cultural engagement, ensuring their message is received respectfully across different contexts.
Embracing the Fear and Finding the Courage to Evolve
For those who find the idea of "going beyond the norm" daunting, ATARASHII GAKKO! offers words of encouragement and a framework for embracing change. SUZUKA acknowledged the inherent fear: "I understand the fear. There are moments when even we feel uncertain about how far we can go. But you can’t see new scenery without breaking something open first." She offered a perspective on failure: "I think the anxiety comes from being scared of failure, but I think you should just treat failure as the starting point. Failure is normal. Learn from it, take it as material pointing you toward success, and just be like, ‘Oh, I failed’ in a matter-of-fact way." Her advice is practical and empowering: "As long as you’re not dead, you’ll be okay. Go on the adventure, crash and burn, and get back up. And if you need something to help you get back up, reach for music, look up at the sky – find whatever heals and replenishes you in your own way."
MIZYU emphasized the personal nature of embracing individuality: "I think how you interpret ‘going beyond the norm’ is completely up to you. Wanting to do something different is one form of it. Just living each day as yourself, that also counts." She added, "You don’t have to feel pressured to be like that, and you don’t have to do it alone. Finding people to do it with might be a form of going beyond the norm, too. No pressure, just do it in the direction you want to, when you feel ready. That’s the important thing."
KANON encouraged self-acceptance: "Even something like being able to tell yourself ‘I like this’ about something you’d hold back from saying out loud because you’re worried about what people think – that counts too. I want everyone to always honor their own feelings."
RIN offered a broader perspective on collective courage: "‘Going beyond the norm’ can sound a bit aggressive, or like you have to charge ahead on your own, but that’s not necessarily the case. You can have someone to do it with, and sometimes just asking someone, ‘I’m thinking of ‘going beyond the norm,’ what do you think?’ is enough to feel more secure about it." She concluded, "You don’t have to do it right now, either. Everyone has their own pace in life, their own comfort zone. Do it when you want to, and if it’s not the right time, that’s fine too. I live with the belief that human beings are allowed to be far freer than they think."
Looking Ahead to "EQUAL STAGE" and the Power of Collaboration
The upcoming "Women in Music – EQUAL STAGE" event on June 9, featuring ATARASHII GAKKO!, Awich, Hitsujibungaku, and LANA, promises a diverse and dynamic showcase of female talent. RIN expressed her excitement for the lineup: "All women, all different generations, all completely different genres. We’ve performed with Awich a few times and she always empowers us. LANA is younger than us but carries such a powerful energy. And Hitsujibungaku are a duo now, and I imagine they have a whole different presence." She anticipates a significant impact on attendees: "I think it’ll be a day where even fans of one artist discover an entirely new genre. Someone who comes to see us might be struck by the strength of a female rapper or shaken by Hitsujibungaku’s crystalline voice. That kind of new discovery is what music is all about, so I’m really looking forward to seeing a wide range of people taking in the energy of Japanese female artists."
SUZUKA described the lineup’s unique duality: "The lineup has this quality of being both healing and provocative at the same time. If everyone in that room is open to all of it, the venue will absolutely come alive with a sense of unity. We’re just gonna be us, through and through."
MIZYU added her anticipation for performing at the SGC Hall Ariake, the venue for the event, having recently performed there for its opening in April. "We actually just did our own show at SGC Hall Ariake for its opening in April, so we know firsthand what a wonderful venue it is. I’m excited to go back and feel a completely different atmosphere in the same space." SUZUKA noted the potential historical significance of the event: "It might actually be the first time an all-women event has been held at SGC Hall. When I think about that, it feels even more significant."
KANON concluded by emphasizing the unifying power of music beyond gender: "Beyond the whole ‘women’ framing, what I’m really excited about is being able to explode with energy as human beings, as ATARASHII GAKKO!. This will be the first time these four acts perform together like this, and I can’t wait to see what kind of energy gets unleashed, and what kind of audience we’ll meet." The "Women in Music – EQUAL STAGE" event is poised to be a landmark occasion, celebrating the multifaceted contributions of women in music and fostering a vibrant exchange of artistic energy.
