ASOBISYSTEM U.S.A. INC. is headquartered in Culver City, California, and will handle business development, partnerships, marketing, publicity and artist support across North America. ASOBISYSTEM calls the launch its biggest investment yet in North America, and a permanent base for the J-pop acts it has been sending on tour across the United States. The launch lands as Japan‘s music business pushes to grow overseas, after years anchored in one of the world’s richest domestic markets. The launch is part of a wider effort by Japanese music companies to build their own infrastructure in international markets. Avex, one of Japan’s biggest music companies, expanded into North America with a US arm spanning publishing, labels and venture investment.