SHOW-WA / MATSURI:
The Dream They Refused to Abandon,
Songs of Revival

Bringing Showa-era kayōkyoku and pop into the present—out of more than 3,000 applicants, 12 finalists emerged and were divided into two six-member male vocal groups, SHOW-WA and MATSURI. Under the production of Yasushi Akimoto, they have carried the charm of traditional Japanese popular songs into the modern age, delivering their performances across Japan. At the end of 2025, as “SHOW-WA & MATSURI,” they went on to receive the New Artist Award at THE JAPAN RECORD AWARDS.We spoke with Shinjiro Terada and Jun Aoyama of SHOW-WA, Wataru Suzuki and Yuuki Yanagida of MATSURI, and Daisuke Ishii, General Manager of Avex Clan Inc., who has walked alongside them, about their far-from-smooth journey so far and their aspirations for the future.

Chasing the Dream Once More — Where the Challengers and Their Supporters Aim to Go

The origin of SHOW-WA and MATSURI lies in the 2023 audition project, “Don’t Give Up on Your Dreams! Male Group Audition”. Applications were limited to those aged 25 and over, and as the title suggests, many participants were artists who had continued pursuing their dreams while also experiencing setbacks. The current members, whose average age is now 37, each arrived here after taking on various challenges in their respective fields.

Terada "Some members had previous experience as singers and are making a comeback, while others are stepping into the music world from completely different fields. But everyone gathered here with passionate feelings inside—this being their ‘last chance’ or a ‘second challenge.’"

Terada, who serves as leader of SHOW-WA, had been active for over 15 years as a culinary researcher.

Terada "Before I made my name as a culinary researcher, there was a time when I aspired to pursue music. But back then, I chose to give up on that dream midway. The last stage I decided would be my final one was 20 years ago, when I stood as a backup dancer for EXILE at ‘a-nation.’ Now in my 40s, being able to appear once again at ‘a-nation 2025’ as a member of SHOW-WA was deeply moving."

Aoyama "My entire life had been devoted to soccer—I’d only ever been a soccer player. I jumped into this world because I wanted to challenge myself in something completely different. But I’ve realized that the feeling of wanting to contribute to victory and show that to supporters in soccer is essentially the same as what I now try to deliver through singing and dancing."

Suzuki "I originally worked as a nurse, but during the audition, I thought that if I poured everything into this, my life might change. So I quit my job quite early on. I truly put my life on the line for this."

Following the audition, the two groups competed for their major debut in a special project on Fuji Television’s “POKAPOKA”. SHOW-WA won and secured their debut, while MATSURI lost that opportunity. However, after gathering more than 20,000 petition signatures, MATSURI ultimately achieved their debut as well.

Yanagida "I had previously debuted once as a singer, so this is my second debut with MATSURI. The first time, I overestimated my own abilities and wasn’t grateful enough to others. This time, however, I carry the feelings of everyone who met us in person and signed their names in support. I feel nothing but gratitude. During the petition campaign, it was an incredibly tough time for the staff as well. In the intense summer heat, both members and staff traveled around the country together. We truly shared both hardships and joys, and our bond deepened."

Ishii "I originally joined Avex as a part-time employee and was part of the promotions team. I had many opportunities to interact directly with fans, and the perspective of ‘how can we make them happy?’ has always been a core policy for me. It’s not only about what the artist sends out, but how it reaches the fans and how they receive it. That mindset is central to my work. With that background, I joined this project. Rather than simply participating on-site, I became involved from the foundation—considering what benchmarks the artists should hold and what they should aim for."

Trust with Staff
A Relationship of Mutual Contribution

The word “challenge” constantly follows the activities of SHOW-WA and MATSURI. As the 12 members take on new challenges, their trust with the staff who walk beside them grows stronger with each step.

How do the members see Ishii’s presence?

Yanagida "Our journey with Ishii began at a time when SHOW-WA had secured their major debut, and we in MATSURI had to discuss and decide our own direction. Each member had slightly different goals, and there were many conflicts. It was a period when becoming one as six felt difficult. Together with Ishii, we found our guiding principles. He’s someone who always leads us toward where we need to go—a reassuring presence."

Aoyama "Many of us in SHOW-WA had no prior experience in entertainment, and there are so many things we don’t know about surviving in this world. Ishii doesn’t give us answers—he gives us hints. He values that we ultimately find the answers ourselves. While preserving what makes us unique, he gently guides us back whenever we’re about to stray off course."

Ishii "I’m very conscious that each member’s individuality is paramount. The two groups may seem similar, but they’re different, and each member within them is unique. Keeping that in mind, they are capable of thinking to the fullest about what the group currently lacks and what must change, and then making it happen themselves. In that sense, it’s actually we staff who place great trust in the members."

Ishii also emphasizes his strong trust in the internal connections within Avex.

Ishii "The cross-departmental collaboration—between the live production division, the label division, and others—is incredibly supportive. It’s a major strength that we’ve built a team that proactively moves across departmental lines. Rather than us saying ‘please do this,’ staff members themselves say, ‘let’s do this.’ The members then discuss directly and work together to create something better. Through these experiences, the members learn specialized knowledge and understand the perspectives of staff in various positions. I feel we’ve built an environment where artists actively cooperate with the team and seek to give back."

Another indispensable figure in discussing these two groups is producer Yasushi Akimoto.

The banner “Produced by Yasushi Akimoto” carries not only expectations but immense pressure. How do the members carry that weight?

Suzuki "Of course, we constantly feel the pressure. We strongly feel that we must not tarnish Akimoto-sensei’s name. At the same time, we feel reassured knowing that he is always supporting us from behind."

Yanagida "As we work to revive Showa-era songs, we do our utmost to interpret what Akimoto-sensei seeks and expresses, and to convey the charm of Showa music as fully as possible."

Aoyama "His lyrics really make us think. I always feel a message that says, ‘Grow through this song.’ Fulfilling that is our responsibility. It feels as though he presents us with the challenge of transforming that message into expression."

Ishii "At SHOW-WA’s debut, Akimoto-sensei told us, ‘Many people give up one step before the goal, but only those who reach out and grasp it accomplish things.’ I believe all 12 members have lived lives struggling to grasp that ‘one more step.’ We set missions that cannot be achieved easily—goals that require continued effort. We consciously uphold that atmosphere as this team’s policy."

The 12 Members’ Challenge and Growth
Reflected in Fans and Staff Alike

The SHOW-WA/MATSURI project is jointly managed by three companies: Avex Clan Inc., JAPAN MUSIC ENTERTAINMENT, and Y&N Brothers. The project began with the aim of creating IP for the senior market.

Ishii "This team was formed by bringing together the strengths of three companies. Y&N Brothers’ production power with Yasushi Akimoto as its creative brain, JAPAN MUSIC ENTERTAINMENT’s ability to elevate the talents of artists and actors, and our management expertise at Avex—all collaborating beyond company boundaries on equal footing. Each company considers what it can do for them and demonstrates its strengths. I believe it’s an extremely strong project."

Ishii believes that being surrounded by such passionate staff is largely due to the members’ own human qualities.

Ishii "They’re still in the midst of growth. Over the past two years, I believe they’ve experienced more live broadcasts than any other artists. They’ve handled over 200 live broadcasts per year—almost daily—each one carrying intense pressure. On top of that, they perform at events across the country every weekend. Even watching from the side, you can feel their daily growth."

Their time in the high-pressure environment of live broadcasting did not instantly transform them into finished artists. Rather, Ishii sees the value in the fact that they are still on the way toward completion.

Ishii "Because they are not yet completed artists, staff members think about what they can do, and we unite as one. Fans also come to watch their process of growth. There is value in being unfinished. They support the members’ growth as if watching over a son or an older brother."

More than stage perfection, it is the evolving relationship between fans and artists that defines the atmosphere surrounding SHOW-WA and MATSURI.

Ishii "Many people see themselves reflected in these members who continue challenging themselves without giving up, even after setbacks. I think that’s true for us staff as well. Watching them grow daily inspires admiration and respect. Since we can’t sing or dance ourselves (laughs), we feel proud that they stand on stage as our representatives."

At an average age of 37, SHOW-WA and MATSURI continue to show, through song and dance—and also as actors and talents—the brilliance of challengers who are still growing step by step. In their journey, many people across generations project their own lives.

Terada "We received the New Artist Award at THE JAPAN RECORD AWARDS, but in the past, it would have been unthinkable for someone our age to win a newcomer award. Because times have changed, I believe there’s a message that only we can deliver right now."

To Energize Japan
Continuing on Our Own Path

What future do they envision from here?

Yanagida "Young artists have their own way of shining and their own type of shows. For us, still struggling and challenging ourselves in our 30s and 40s, what we can do is continue fulfilling our dreams one by one without giving up. Showing that across Japan will help achieve this project’s big goal of energizing Japan."

Aoyama "This is the professional world, so there’s no end to improving our singing, dancing, and expressive abilities. We want to keep sharpening each other through friendly rivalry between SHOW-WA and MATSURI. When all 12 gather, we inspire one another, then return to our own places to work hard again. I want to cherish that healthy rivalry."

Suzuki "We hope to be a presence that stays close to people—those who gain energy and courage from us, those who are struggling, or those who want to try harder. Because we’ve lived ordinary working lives, we understand daily hardships. If engaging with SHOW-WA/MATSURI helps people reconnect with their precious feelings, that would make us happy. To achieve that, perhaps our biggest dream is simply to continue our activities for a long time."

Terada "We want to keep coming up with ideas together and challenge things other groups aren’t doing. For example, holding morning live shows for early-rising fans—getting everyone excited at 4 or 5 a.m. (laughs)."

As each member envisions their future, Ishii, who has supported them closely, shares his outlook:

Ishii "So many staff members are involved in this project. That’s why we want to strengthen as an organization as soon as possible. The members are, of course, putting in tremendous effort, and behind the scenes, staff are also building support systems with the same dedication. We want to properly deliver the process of growth we’ve built—and the scenery that lies beyond—to the fans who support us. At the same time, we hope to give back in a way that makes everyone involved feel, ‘I’m glad I was part of this.’"

Through Showa-era songs, SHOW-WA and MATSURI aim to energize Japan. Their unwavering belief in continuing to strive upward gives even greater resonance to their voices. As they exchange hearts with the many who continually support their journey, the challenge of these 12 members—and of Avex—will surely continue.