Driven by What They Love:
Bringing New Entertainment to the World —
Avex’s New Employees of 2026
Share Their Challenges and Aspirations

In 2026, a new generation of graduates joined Avex, bringing with them a passion for music and anime. What have they discovered since entering the entertainment industry, and what kind of future do they envision? We brought together four new employees working in different fields—music promotion, digital marketing, music development, and anime streaming—to discuss what makes their work rewarding and the potential they see in Japanese entertainment.

Turning Passion into a Career:
Why They Chose Avex

"Music has helped me through difficult times, so now I want to use music to help someone else." These are the words of Airi Nishiyama, who works in artist media promotion at Avex Music Creative Inc. (AMC).

Nishiyama "I've always been interested in mental health and self-love, and I wanted to do work that could make a difference in someone's life. Music has helped me through so many moments in my own life, so I wanted to be on the side that brings music to others. During my job search, I met Avex employees who were free-spirited, full of individuality, and shared a similar outlook to mine. I felt that this was a place where I could work hard while staying true to myself."

For Sumin Han, who also works at AMC and is responsible for coordinating with social media platforms, a love for Japanese entertainment was likewise the starting point of her journey to Avex.

Han "I've always loved Japanese music, anime, and virtual culture, but I never originally planned to make a career out of them. When I started writing application essays during my job search, though, I realized that I couldn't really put what I wanted to do into words unless it was something I genuinely loved. That's when I decided to turn my passion into my career. Avex is home to artists I've long admired, such as Kumi Koda, m-flo, and Shinichi Osawa, and I wanted to be part of creating a major hit myself."

Kai Bowering, who works at Avex Music Publishing Inc. (AMP), was drawn to the music industry through his own experience of making music over many years.

Bowering "I thought working in the music industry would be the best way to keep enjoying and making the music I love over the long term. I chose Avex because I felt it was a company where each employee's voice could be heard. Now I'm involved in songwriting sessions with international songwriters, and I really enjoy being part of the music-making process for a wide range of artists."

Meanwhile, Hana Uchida, who works at Avex Pictures Inc. (API) and is involved in operating the anime streaming service Anime Times, traces her motivation back to a formative experience during her university years.

Uchida "At university, I directed an English-language play, and when we won a competition, some audience members were so moved that they were in tears. That experience made me want to do work where something I created could move people's hearts. I've always loved anime in particular, and I wanted to bring those works to as many people as possible. Avex is a company that can develop and deliver content in so many different ways, taking a 360-degree approach. That means there are countless ways to reach audiences. I felt that even as my ambitions grow and evolve, I'd be able to pursue them within the company."

A Workplace Where Relationships
Matter and the Desire to Try New Things Is Valued

Having entered the industry they had long admired, the four soon found themselves entrusted with greater responsibilities than they had imagined. At the same time, working at Avex opened their eyes to the importance of the steady, behind-the-scenes work that supports the glamorous world of entertainment.

Nishiyama "I joined Avex thinking, 'I'm going to do something big and exciting!' And in my promotion role, even as a new graduate, I've been given responsibility for working with a wide range of media, including television, radio, and magazines. But I've learned that what matters most is doing the work in front of you consistently and earning people's trust."

Nishiyama's role involves pitching Avex artists to media outlets and securing opportunities for them to appear on television, radio, and in publications. Her work depends on building relationships of trust with people outside the company.

Nishiyama "These days, even when I'm watching TV, I find myself thinking about all the people who must have worked hard to make a single performance happen. When something I'd booked was broadcast for the first time, it was genuinely moving."

Bowering was similarly surprised to discover just how much work goes into bringing entertainment to audiences.

Bowering "When I walk around the office, I see so many different people doing so many different kinds of work. I was amazed by how many people are involved before a piece of entertainment reaches its audience. I grew up in a predominantly English-speaking environment, so writing business emails in Japanese and using formal Japanese expressions have been completely new learning experiences for me. My senior colleagues at AMP have been taking the time to teach me, and I feel like I'm growing as a person as well."

Uchida also points to the relationships she has built with those around her as one of the most pleasant surprises since joining Avex.

Uchida "Before joining, I assumed that results would always come before everything else. But in reality, people place a great deal of importance on relationships, and they respect my desire to try new things."

At the same time, she has experienced moments that have made her realize just how much greater her responsibilities are compared with her student days.

Uchida "Our work involves so many people that even a small action on my part can affect others much more than I realize. I made a mistake once, and since then, I've made a point of keeping everyone informed, sharing updates, and asking for advice, even about the smallest things."

Communication and speed are equally important in Han's role.

Han "Things change incredibly quickly in the world of social media, so if you're too slow to act, you can miss a valuable promotional opportunity. My role is to connect the platforms with people inside the company, and I've learned how important it is to take initiative and make sure information and tasks flow smoothly among everyone involved. Being able to observe how my senior colleagues approach their work up close has also been a great learning experience."

Bringing Truly Exciting Entertainment to the World,
Beyond Conventional Ideas of "Japaneseness"

Having gone from enjoying entertainment as fans to delivering it to audiences themselves, all four say their perspectives on Japanese culture have changed. As the conversation turned to global expansion, they began discussing Japan's unique strengths and the possibilities that lie beyond them.

Nishiyama "After joining Avex, I went to a Japanese idol concert and was amazed by the fans' passion. They don't just love their favorite artists. They actively share what makes them special with others and work to grow the fandom. The fans themselves are helping shape the culture. I felt like I finally understood why Japanese idol culture has grown so much."

Bowering "In Japan, there are incredibly dedicated fans whose support for artists can't be measured by streaming numbers alone. They're interested not just in the music, but in the artists themselves. I think it's important to understand that unique culture and figure out how to bridge the gap between Japan and overseas audiences."

Han "Japan has strong markets for both physical and digital music, and I'm also surprised by the wide range of ages represented at live shows. It's fascinating that Japan has such a solid domestic market and an environment where artists with all kinds of individual styles can thrive. Even from my perspective as someone from South Korea, I think Japanese music stands out for the distinct individuality of each artist."

Uchida "Japanese anime is often produced through a production committee system, where multiple companies invest in a project and bring their respective strengths together to create a single work. I think that collaborative approach is one of Japan's unique strengths. However, as the streaming market continues to expand, it's difficult to create something truly new if we only follow the formulas of past hits or cater to platform preferences. I believe it's important for creators to make works they genuinely find exciting."

So how should Japan bring its distinctive culture to audiences around the world?

As the discussion shifted toward international expansion, a shared perspective emerged from their comments: bringing Japanese culture to the world doesn't necessarily mean emphasizing recognizable elements of "Japaneseness."

Nishiyama "When I was living in Canada, I had the impression that Japanese entertainment attracting attention overseas was often anime or music with similarities to K-pop. But there are also artists like XG who are challenging existing conventions. Rather than forcing Japanese entertainment to fit a particular mold, I think it would be exciting to believe in the strengths of the culture that comes from Japan and establish a new direction for J-pop."

Bowering "I don't think we need to deliberately emphasize Japanese elements, such as incorporating traditional Japanese sounds, just to gain acceptance overseas. K-pop artists aren't necessarily popular because they put their Korean identity front and center. I think people support them simply because they're cool. There's nothing wrong with creating something that's genuinely cool and having it just happen to come from Japan."

Building on Avex's Strengths Through
Teamwork and Strong Bonds

What potential does Avex have to create new forms of entertainment? Uchida points to the company's ability to turn new ideas into reality quickly and its environment that encourages employees to take on new challenges.

Uchida "At Avex, we're relatively close to the people who make decisions, which makes it easier to take on new challenges. If it takes too long to turn an idea into reality, another company might get there first. That's why I hope Avex will continue to be a company that strives to pioneer new possibilities across different genres."

Meanwhile, Han sees tremendous potential in the assets Avex has built up over the years.

Han "One of Avex's strengths is its ability to bring together different businesses across the group, such as combining music and anime. I also think our vast catalog of music from the past is a real treasure. There's potential to bring those songs back in new ways, and many people who worked on them at the time are still with the company. The knowledge and experience accumulated over the years are incredibly valuable assets."

Uchida "There are also many senior colleagues on my team who have experienced everything from launching a business to helping it grow, which is really reassuring. I think it's important for younger employees like us to learn from their experience and carry that knowledge forward."

Avex's future may well depend on making the most of both its years of accumulated expertise and a culture that encourages new challenges.

Nishiyama shares a memorable comment that captures something of this company culture.

Nishiyama "Sometimes people outside the company tell us, 'That's so Avex. Don't ever lose what makes you who you are.' I think they might be referring to how quickly we take action and how genuinely we enjoy both music and our work. I want us to hold on to that energy and enthusiasm."

When it comes to connections within the company, the four also seem to find tremendous support in their fellow new hires.

Han "For example, when I'm thinking about social media strategies for Japanese female idols, I'll ask Uchida for advice because she knows so much about them. Each of us has our own area of expertise, so we regularly share information and ideas with one another."

Uchida "It makes me happy when something I know as a fan can help a fellow new hire with their work. We're all doing completely different jobs, so just hearing about what everyone else is working on is inspiring."

Nishiyama "Lately, our work has started to overlap a little more, too. Sometimes I find myself thinking, 'My fellow new hire is putting their heart and soul into working with this artist, so I need to make sure I do a great job securing media opportunities for them.'"

Bowering "We see each other during lunch breaks and encourage one another to keep doing our best. Of course, there's a part of us that doesn't want to fall behind, but more than anything, I think we're supporting each other."

Working Toward the Day They Create Something
That Has Never Existed Before

Finally, we asked the four what challenges they hope to take on at Avex in the future and what goals they have set for themselves.

Bowering "First, I want to earn people's trust as a new employee. From there, I'd like to find ways to make the things I want to do a reality. There are still so many people at Avex I haven't met yet, so I'm looking forward to getting to know more people across the company."

Han "I also want to become someone people can confidently entrust with their work. Looking further ahead, I'd love to work with artists I admire and be involved in discovering new talent. Someday, I want to create a new project of my own."

Uchida "I want to bring anime to as many people as possible. Rather than simply distributing anime titles, I want to explore new approaches that draw on my own ideas to help them reach even wider audiences. Right now, I'm learning from the perspectives and ways of thinking of my senior colleagues so that I can make that happen."

Nishiyama "Having joined Avex, I definitely want to do something big and exciting. I believe this is a company where I can make that happen. I also want to find more ways to bring my experience of growing up overseas and my own values into my work."

Although all four have big dreams, they believe the first step toward achieving them lies in steadily doing the work in front of them and building trust along the way. When asked how she felt about the discussion, Nishiyama smiled and said, "It made me realize that I'm not the only one making mistakes. I hope we can all keep working hard together and continue working alongside one another for many years to come."

Driven by what they love and supported by their colleagues, these four are determined to bring new entertainment to the world. Rather than being constrained by conventional thinking or established formulas for success, they want to share creations they genuinely believe are exciting. What new possibilities will their passion and determination bring to Avex in the years ahead? Their futures are full of promise.