“PG” is a group of 14 primary and middle school artists, seven boys and seven girls, who made their major debut in the summer of 2024, just four months after a TikTok performance featuring fox masks went viral. Centered around dance and vocals, the group continues to engage in a wide range of activities that highlight the unique personalities of all 14 members. Natsuko Fukuzoe, who oversees PG at Avex Management Inc. (AMG), belongs to the company’s recently established “New Culture Group.” She has been involved with the group since its launch, contributing to its mission as a division dedicated to bringing new talent into the spotlight. In this article, we explore the New Culture Group’s approach to creating next-generation IP, while also tracing Fukuzoe’s career to date.
From the Frontlines of Entertainment to Early Childhood Education:
Realizing the “Power of Music and Dance” Through Both Experiences
"I’ve always loved dance and hip-hop"
After joining Avex as a new graduate, Fukuzoe worked in departments such as operations and copyright management. In her third year, she moved to the label “rhythm zone”, where she handled promotion before later taking on production duties. She worked closely with Kumi Koda during an especially demanding period of the artist’s career, and eventually transitioned into a manager role, continuing to support Koda’s activities.
"Later, as I returned to work after pregnancy, childbirth, and parental leave, I launched a company in 2015 that provides music education programs for young children, centered on dance, while also resuming my work in promotion."
The programs offered Avex’s original music and dance materials created by professional artists. Instruction was provided by mothers who had previously been active on the front lines as backup dancers for Avex artists.
"Among mothers of my generation who had worked as dancers, many found it difficult to travel with artists or take on jobs that extended into weekday evenings due to childcare and household responsibilities. Since daytime hours on weekdays were a time when mother-dancers could work without strain, the development of children’s programs began quite naturally."
Although Fukuzoe herself must have been in the midst of the most demanding phase of raising her own children at the time, she speaks of it matter-of-factly.
"I was so glad that I could put my own parenting experience to use. Creating music and dance content for families like mine was incredibly fulfilling to do."
Her energetic days, facing children head-on both at home and at work, had already begun during this period. Many of the experiences she gained then continue to support her work to this day.
"One was the opportunity to absorb various educational philosophies through the educators who supervised the preschool programs. A neuroscientist once told me that “children learn best through fun, and that when something isn’t fun, the hippocampus in the brain actually shrinks,” making learning more difficult. With that in mind, we prioritized making programs that children genuinely enjoyed. I continue to feel the importance of having fun every single day as I work with elementary and middle school artists."
She also feels that it was precisely because music and dance allow communication without words that the programs were able to resonate joyfully with young children. This experience further strengthened her belief that music and dance can transcend borders.
Watching the children, Fukuzoe reaffirmed her belief that "music and dance are fun no matter if you’re good at them or not."
"In programs where parents also participate, there are occasionally fathers who are very good dancers, and others who aren’t as confident. But what they all have in common is that they end up smiling together with their children."
Being good at something is not the only measure of value. In expressive fields such as music and dance, there is no single correct answer. Having shifted her focus from working alongside top-tier artists to engaging directly with children, Fukuzoe came to deeply appreciate the potential and power of music and dance.
No Right Answers in the World of Entertainment:
Trust Yourself and Move Forward
Fukuzoe then embarked on the creation of new IP, driven by her belief in the “power of music and dance.” She participated in the launch of the “New Culture Group” within AMG, setting a new course with the goal of bringing young talent into the spotlight.
"There are two pillars of management: one is maximizing the value of existing artists, and the other is creating globally recognized IP from scratch. The New Culture Group was established as a department specializing in the latter. Our mission is to develop IP from the ground up, starting with the agency function itself as the 0° point, in order to expand it 360°."
The debut of “PG,” a group launched from the New Culture Group, took place in 2024. Fukuzoe reflects on the period:
"Avex’s “avex Youth” organization brings together talented young people from all over Japan. It is an exceptional pool of talent, young individuals who continue to work tirelessly toward their dreams, supported through intensive, ongoing training. We first took the time to personally meet with these “avex Youth” members. From among them, we approached elementary and middle school students with particularly high skill levels and quickly launched a summer training camp."
When the account we started during summer vacation went viral, it led directly to their debut in November. While it is customary in the industry to set aside several years for development after member selection, this group debuted just a few months after its formation, an unusually fast timeline.
"Many of the members began dancing at the age of two or three, and even though some are only twelve now, they already have eight to ten years of dance experience. On the vocal side, members who placed in the nationwide “KIRACHALLE” audition also joined. By drawing on each member’s individual strengths, we aim to create performances of truly high quality, ones that go beyond being simply “cute” or “good.” That is something we refuse to compromise on."
Of course, looking back on the year since their debut, the growth of each member is striking.
However, showing that growth does not mean asking audiences to embrace their imperfections. Fukuzoe remains firmly committed to delivering content of the highest quality.
With her sights set high, she continues to push forward toward her goals. Reflecting on her career, it seems she has always moved ahead with strong conviction. When asked what drives her, she answers, “believing in myself,” and shares an episode from her time managing Kumi Koda.
"When Koda appeared on a music program wearing a sexy outfit, we received numerous inquiries. I was around 27 or 28 at the time, and I believed that it wasn’t about being sexually provocative, but about expressing a strong, cool kind of sexiness from a woman’s perspective, that was the kind of sexiness I stood by. We continued moving forward because we believed in the value of what we were creating."
In the world of music, there is no single correct answer: no guaranteed hit, and no version of “cool” that appeals to everyone.
“Because there is no right answer, I think the only thing you can do is believe in yourself and in the abilities of the artists you work with.”
The Importance of Supporting the Healthy
Development of Mind and Body
Fukuzoe’s strongest belief today is in the “future” of each PG member. While dedicating herself daily to unlocking their potential, she also remains closely attuned to each individual’s everyday “present.”
"They’re still in a growth phase, so their bodies are changing quickly. Costumes stop fitting in no time—some of the clothes we prepared at the start of summer camp are already too tight by the end (laughs). Another worry is catching the common colds or flu that go around at school. I always carry a thermometer in my bag."
In her private life, Fukuzoe supports the growth of her own child, who is about to enter junior high. At work, she similarly accompanies PG’s elementary and middle school members on their development. She laughs as she says that she pays attention to diet and health in both roles. For the PG members, who are in a sensitive and crucial period of personal development, she hopes not only for growth in artistic skills, but also, as a foundation, “healthy development of mind and body” and “a character that is loved by others.”
Meals are carefully prepared with nutrition and additives in mind, while encouraging the members not to be picky eaters or eat too much deep-fried food.
"As artists, they need bodies that can handle live performances singing and dancing for two and a half hours, so we treat running, physical training, and stretching with the mindset of an athlete."
And, of course, they also learn the manners and etiquette needed for everyday life in society.
"We place great importance on basic manners: “greeting people properly,” “leaving the dressing room cleaner than when we entered,” and “never forgetting to be grateful.” From an SDGs perspective, we carry reusable water bottles instead of plastic ones, and after all 14 members finish their lunch, we separate the boxes into lids, containers, and food waste, stacking them neatly to minimize trash. Because our members are from a generation that learns about the SDGs in school, these practices come naturally."
Personal growth forms the essential foundation for shining as an artist. As the 14 members go about their daily routines, they do so with a sense that each small effort and thoughtful habit accumulates, contributing to their growth in the future.
Chasing Their Own Vision of “Cool”:
A Platform Where Talents Cross Paths
The 14 young artists performing under the name PG describe themselves not as a “group,” but as a dance and vocal “company.”
"Our premise is that all 14 members will develop their talents across different fields. Some have already begun working as actors or models, while others are pursuing songwriting and composition. Rather than a traditional group, we see PG as a platform where diverse talents intersect and culture emerges."
Beyond full-group activities, some members pursue solo paths, while others form flexible units in various combinations. By freely and organically connecting both within and beyond the PG framework, they actively enhance the value of the company as a talent-driven platform.
"We want to create flexible opportunities where each individual can say, “this is me,” and shine even more, places where everyone can fully express what defines them."
As members grow, their interests and ambitions may become even more diverse. Yet PG continues to respect what each member believes is cool, wholeheartedly supporting their desire to trust themselves and move forward. That, Fukuzoe feels, is the very essence of Avex.
Finally, when asked about the future vision of this New Culture Group, Fukuzoe points to “creating IP that will be loved across diverse regions and fields on a global stage,” and stresses the importance of “never compromising on creativity.”
At the heart of this vision, she believes, lies the depth of love and commitment that the staff have for the members.
"For example, rather than outsourcing our social media strategy, our in-house planning team at AMG handles everything with genuine care and passion. They understand each member’s individuality and think, “With this member, this content would be interesting—how about a video like this?” This kind of understanding doesn’t happen overnight. It’s only possible because the team has supported the members with dedication since before their debut. The staff’s love for the members shows even through social media, and it is through the accumulation of these efforts that the members’ best qualities reach the world."
Trusting in the love they hold for their IP, the New Culture Group continues to move forward. Because they are a team that remains closely connected to each individual during their formative years, it’s thrilling to imagine that over the next three to five years, they may create entertainment unlike anything the world has seen before.
Already-debuted PG members have blossomed with unique personalities, and we can only anticipate encountering their talents in the future with even greater impact.
Avex Management Inc.
Natsuko Fukuzoe