Hints for Cool Japan's Success Seen in JKT48's Surge ~Special Interview with Yasushi Akimoto~

Formed in 2011 as AKB48's first overseas sister group, JKT48—the "idols you can meet in person"—rapidly ascended to stardom. By faithfully replicating the AKB48 format in Indonesia—complete with a dedicated theater, general elections, and handshake events—JKT48 has become a national phenomenon. We explore the clues to Cool Japan's success within JKT48's trajectory.

The joint concert brought together 82 members: 15 from AKB48 and 67 from JKT48.

Special Interview with Yasushi Akimoto

JKT48 has carved a new chapter in Indonesian pop culture. We spoke with Yasushi Akimoto, the legendary creator and its founder, about the journey and the overseas expansion of Japanese content.

"When people gather and create a buzz, something new emerges."

──What led to the AKB48 Group's first overseas expansion in Indonesia?

It wasn't decided from the start. Among several countries that approached us, our current operational partner was particularly enthusiastic in their invitation. Indonesia's power, with a population of 250 million, and the fact that 70% of its people are under 40, made it a country of young people that was fascinating. I sensed it would become the center of Asia. However, we weren't fixated on any specific country. We were confident that if we built a theater and put on a show with 16 members singing and dancing, people would gather there overseas too. I'm a creator, not a marketer, so I don't research the local culture or people beforehand. I only think about what might draw people in, what might generate excitement. When people gather and create a buzz, something new emerges. That's what I focus on.

"Interesting things, things you've never seen before, still hold power."

—Still, it's a remarkable success. You're credited with bringing idol culture to Indonesia.

I think the existing fanbase for AKB48 online played a huge role. Like focusing sunlight with a magnifying glass to start a fire that spreads, they became the trigger for the spread. In the past, if you opened a restaurant deep in the mountains, it would take time to become widely known. Now, interesting information spreads instantly across the world via SNS and such. But the most important thing is that interesting things, things you've never seen before, still have power. I never thought about creating idols or importing idol culture because it didn't exist. What I wanted to test overseas was this: if 16 girls gathered to sing and dance, surely people would take an interest. And indeed, people did gather there. Furthermore, the local staff worked incredibly hard, selling CDs, securing each commercial appearance one by one, and through these efforts, it spread with a sense of speed.

"What's happening with JKT48 is truly Cool Japan."

—Haruka Nakagawa, who transferred from AKB48, is having a huge local breakthrough, isn't she?

The AKB48 Group is fan-produced. It's like being carried on a mikoshi (portable shrine) by the fans, and where it will go next is unpredictable. That unpredictability is also part of its appeal. Haruka Nakagawa blended into Indonesia with childlike innocence. Her outgoing personality and broken Indonesian created a cultural gap that earned her overwhelming popularity. This was an evolution brought to JKT48 by Haruka Nakagawa's presence, entirely by chance, not premeditated.

Haruka Nakagawa is making people in Indonesia fall in love with Japan. Meanwhile, there are members like Gaida Farisha who deeply love Japanese culture and passionately study the language. Nakagawa serves as an ambassador connecting Japan and Jakarta. Or when AKB collaborates with JKT in Indonesia, striving to make their live performances a success. What's happening with JKT is pure Cool Japan. We used to admire Western music, movies, and fashion, which made us want their cars and audio gear. Korea succeeded so well in Southeast Asia because they exposed their soft power first. The popularity of K-POP and dramas drove sales of cosmetics, PCs, and TVs. Getting people to think "JKT is great" and to admire Japanese culture through JKT becomes Cool Japan and Visit Japan. I believe that holds immense significance.

What is JKT48's value for clients? Until now, culture was only about importing and exporting. JKT48 is both part of the AKB48 group and an Indonesian group – a unique fusion of two cultures. Precisely because it's not a finished product, we can evolve together. How to find this interesting and what value to add as content is entirely up to those who use it. Personally, I welcome any utilization, whether by companies or the government.

"Don't over-localize. Believe in yourselves."

──Is there a possibility JKT48 could break away from the AKB48 format and pursue its own unique path?

We haven't decided. I think there are many possibilities. The mistake our generation made was over-localizing to fit each country. We failed by over-marketing, thinking things like, "This country won't accept it unless it's like this." Also, while we aspired to go overseas, admiring the West, people don't necessarily want to do something Western together with Japan, and doing so doesn't make them think, "Japan is great."

But at some point, when we stopped overthinking and just created what we genuinely believed was interesting—like anime—the world recognized its value. Having realized this, I think believing in our own talents is what defines Cool Japan. In JKT's case, we certainly respect religion and customs, ensuring lyrics and costumes don't violate regulations, but we're moving forward without altering the core AKB format itself. The coming era will be vastly more complex than before. Creating manuals for the tens of thousands of possible scenarios is meaningless. Rather than trying to predict, what's needed now is the "reflexes" to handle things locally, on the spot.

"Cool Japan must not be 'limited-time only'"

──What is needed to take Japanese entertainment overseas from now on?

We truly live in a borderless era now. Ideas easily cross national borders. How well intangible ideas transcend borders will determine Cool Japan's success. While differences in language, religion, and other aspects exist between countries, I believe what we find joyful or sorrowful is universal to some extent. Cool Japan must not be "limited-time only." It's crucial to build on that initial "That's wonderful!" from overseas audiences, translate it into business, and sustain the momentum. A fleeting surge in popularity is meaningless.
Entertainment, by itself, doesn't inherently become business. Just gather people. For example, when showing a picture-story show to children, don't try to profit by charging admission. Instead, think about what the gathered audience will buy. It's crucial to think on two axes: how to take that "entry point" of entertainment and turn it into a sustainable business. I'm not a businessman, so I leave monetizing AKB48 or JKT48 to our partner, Dentsu Inc.

──Tell us about future overseas expansion.

After seeing the actual success and economic impact in Jakarta, we've received inquiries from the Philippines, Thailand, China, Malaysia... everywhere. After that, it's about fate, isn't it? The US and South America have also shown interest, and I believe it will definitely expand over the next year or two.

The first-generation audition saw 1,200 applicants, with 28 ultimately selected. Mr. Akimoto is in the center of the photo. The third-generation audition in March 2014 had approximately 10,600 applicants, with 32 selected. The audition program was broadcast on terrestrial TV station RCTI.

All songs are Indonesian translations of AKB48's original works. To date, they have released one album and eight singles.

Melody, who ranked first in the general election. She also serves as JKT48's captain. Her dream for the future is to become the Minister of Agriculture.

Haruka Nakagawa (second from right, on a local variety show), who transferred from AKB, is in high demand with local media.

Celebrating its third anniversary this year, the JKT48 Theater has become a popular spot in Jakarta, attracting over 200,000 visitors

Fans lining up to participate in handshake events. The 8th handshake event held in February 2015 drew over 15,000 attendees. The system, identical to AKB's, involves handshake tickets being enclosed with theatrical release CDs.

In the Japan-Indonesia co-produced program "YOKOSO JKT48," members introduce the charms of various regions across Japan.

The "AMI AWARDS" are considered the Indonesian equivalent of the Grammy Awards

【Unilever】
Digital promotion for "Cornetto" ice cream

【Ezaki Glico】
Appears in TV commercials and on product packaging

【Unicharm】
In-store promotions for "Charm Extra Dry"

【LAWSON】
Members broadcasting live radio from inside Lawson stores

【Indosat】
Promotion by Indonesian telecommunications giant Indosat

【SKY PerfecTV!】
"WAKUWAKU JAPAN" TV Commercial

【Honda (4-Wheel)】
At the Honda booth in the Indonesia Motor Show

【Honda (Motorcycles)】
Promotion including TV commercials for two models

【Bandai】
Collaborating with the locally popular "Aikatsu!"