Global-facing J-pop group f5ve (pronounced “fi-vee”) may be riding the new wave bringing Japanese music to the world, but the rising five-piece are anything but rookies.
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05/06/2025The members each have at least a decade of experience working in the music industry: Sayaka, Kaede, Ruri and Miyuu (ages 28-29) were in LDH Entertainment groups E-girls and Happiness, while 21-year-old Rui is still currently a member of iScream, under the same label. Recently, though, they’ve been taking stock of where there’s room to grow, from English fluency to the basics of recording and performing with a mic. (In J-pop groups, it’s normal to have dancers who don’t sing.)
That’s because, unlike their other projects, f5ve’s expressed mission is to make “Japanese pop music for an international audience,” which also means challenging stereotypes about what sounds the island nation produces. “I think people abroad think J-pop is all anime songs,” Kaede tells Billboard in English from a conference room in Tokyo. “Of course, we have a lot of anime songs,” she adds, “but not just those. We have cool songs; we have different genres of J-pop.”
Their debut album, SEQUENCE 1, helmed by executive producer BloodPop (Justin Bieber’s “Sorry,” Lady Gaga & Ariana Grande’s “Rain on Me”), makes good on the goal of subverting expectations and bending genres to their will. Tokyo rave beats (“Underground,”) intergalactic hyperpop (“UFO,” co-produced by A. G. Cook,) and sleek runway stompers (“Television”) supplement high-energy, anime-theme-ready J-pop (“リア女 (Real Girl),” “Jump.”) Meanwhile, the music video for bass-heavy trap banger “Sugar Free Venom,” featuring Kesha, self-referentially nods to their previous life as members of E-girls — while simultaneously paying tribute to Beyoncé and The Pussycat Dolls.
They’re likewise meeting global fans where they are — namely, social media, on which f5ve unseriously ask artists for collabs and sport “flop era” tees. “Some people say our account seems unofficial,” Miyuu says, speaking about the brand of cheeky, chronically online posting that their socials engage in. “There’s no other group that has done it like this before. I think that’s what makes people so interested in us.”
Ahead of the release of SEQUENCE 1, out now, f5ve opened up about “fresh” experiences in the studio and their master plan to connect with listeners all over the world.
Billboard: How did you react when your agency approached you about being in a global group?
Kaede: We couldn’t believe it, because we have been doing this job for over 10 years. We built our careers in Japan, but we felt like we could expand more to the world.
Was there anything that scared you about the new group?
Miyuu: At first, honestly, I was scared. All the members were the same, I think. Kaede, Sayaka and I — in our previous group, we had never tried vocals. This group was the first time I tried to sing.
When did you start working on SEQUENCE 01, and what was the process like?
Kaede: We’ve been working on this album for about two years. So now it feels like… finally. When we were in the studio with BloodPop, we discussed what music we like and listen to. Then he created music from that conversation. He actually loves Japanese anime — us too. While we were talking about our favorite anime, he said, “Why don’t we try to make a song that has anime themes?” That’s how “リア女 (Real Girl)” was born. It was a fresh experience for us, because it was very different from how Japanese people create music.
How does that usually go?
Kaede: Producers bring us the [completed demo].
So this way, it was more collaborative?
Kaede: Yes. He always includes our ideas for f5ve’s music.
What are some of your favorite anime series? Which did you take inspiration from?
Miyuu: Oshi no Ko and its theme, “Idol” by Yaosobi. We texted him so many.
Rui: My favorite anime are My Hero Academia, Tokyo Ghoul and Kakegurui.
Is there any advice that BloodPop gave you while recording that stuck out to you?
Rui: There isn’t one comment from him, but when we were in the studio with him, [he asked which version of demos we prefer.] It’s so fresh for me. We can have our own opinion and tell him about what we think.
Kaede: When we were recording, BloodPop and our creative director said to me, “More b–chy, more slay,” because my personality and my voice are so energetic.
Are there other ways you feel like your on-stage personas differ from who you are in real life?
Kaede: I’m a totally different person. On stage, I have confidence and I can be more…slayish?
Miyuu: It’s kind of the same for me. Off stage, I’m not outgoing, and I can be pretty shy. But when I perform, it’s like “Look at me, look at me.” [Laughs]
One of f5ve’s goals is to “eradicate self-doubt,” but we all have moments of insecurity. How do you overcome that yourselves?
Rui: We have a lot of practice being on stage and shooting. f5ve is the best team, so I always trust the members, trust the staff and trust myself. And I can be natural, be positive.
Kaede: We compliment each other before we go on stage, always.
Miyuu: “You look so cute. You look so pretty. You look so gorgeous.”
Rui: “Beauty! Sexy!”
What compliment would you give to the person sitting next to you right now?
Kaede: Miyuu is our number one face expression queen.
Miyuu: Sayaka is one of the smallest members, but the way she performs and her aura make you feel otherwise.
Sayaka: Rui is a true idol. She has perfect expressions and is always on point on stage.
Rui: Ruri has… face card. Always beautiful. I’m also addicted to Ruri’s powerful voice. And she is so kind.
Ruri: Kaede is the sunshine of the group. She’s always talking to people, always communicating.
In the music video for “Magic Clock,” there were child dancers who played younger versions of you. Some of you have been in the entertainment industry since you were around their age, so did you have any advice for them?
Rui: They were so nervous during the music video shoot, so we were always by their side. [We told them,] “You are so cute, your dancing is so amazing. Please have confidence.” We gained power from them. I think that situation was my dream come true. I was so happy.
Why was it a dream come true?
Rui: I was a student at [Japanese entertainment training school] EXPG starting at a young age, and during that time, I looked up to E-girls and all the LDH groups.
Besides Kesha, who features on “Sugar-Free Venom,” which artists do you hope to collaborate with in the future?
Rui: I want to collaborate with Addison Rae someday. I love her music videos and her vibes. I’m a huge fan.
Sayaka: I want to collaborate with Tyla.
Miyuu: I love Doja Cat. [Her music embodies] woman empowerment, which is why it matches us.
Kaede: I want to collaborate with Justin Bieber. I’ve been a huge fan of his since I was a junior high school student. He was my first celebrity crush. [Laughs.] I love his voice, I love his music.
Ruri: Taylor Swift. I recently listened to The Tortured Poets Department, and that got me into her.
You also worked with producers like A. G. Cook and Count Baldor on SEQUENCE 01. Who would you love to have write or produce a song for f5ve in the future?
Rui: Of course, I want to create more music with BloodPop, but I want to collaborate with Zedd.
Kaede: I want to collaborate with ASOBISYSTEM in Japan. We saw ATARASHII GAKKO!’s show in LA, so I hope ASOBISYSTEM or Nakata Yasutaka creates our music with ATARASHII GAKKO!
The video for “Underground” had Dekotora trucks and Para Para. What other elements of Japanese culture do you want to share with the world?
Kaede: Natsumatsuri is a summer festival in Japan, and when I was a kid, I practiced and played traditional drums in the festival. So, one day, I want to show you my drum skills in our songs. I can surprise people abroad with that.
Rui: I want to wear a kimono or yukata in a music video or a live show.
The J-pop industry used to be pretty much exclusively interested in the Japanese market, but now we’re starting to see that open up. Why do you think that is?
Miyuu: Lately, I’ve been feeling that the international reception of J-pop is starting to shift. In the past, there weren’t many chances for people to get exposed to J-pop, so the Japanese music industry mainly focused on the domestic market, as you said. But I believe digital culture has played a huge role in introducing J-pop to a global audience.
How does f5ve plan to reach that audience?
Rui: Being natural and being ourselves. Just having fun with our music, loving our music. And each other.
Miyuu: Social media is a very important tool for us. It’s a space where we can really connect with our fans and make them feel close to us. We react to a lot of comments, responding to what fans are curious about. Some people say our account seems unofficial, in the best way. And there’s no other group that has done it like this before. I think that’s what makes people so interested in us.
Since you brought up social media, who is the most online in f5ve?
Miyuu: Rui’s always on her phone, taking selfies.
Kaede: During lunch, during dinner…
Rui: I love searching for TikTok trends.
Is anyone never on their phone, and has no idea what these trends are?
Kaede: Ruri. She could live without her phone.
What did you learn about yourself while making this album?
Kaede: I’ve learned from BloodPop and A. G. Cook that work is not just work. They said not to forget to bring a playful mind to it, enjoy the moment and put yourself into creation.
Sayaka: In my previous group, I was a performer, so I never had a chance to sing. While recording, I discovered what I can express to the world with my voice. I found my new power.
What is still on your bucket list as a group?
Kaede: I want to attend Billboard Women in Music, because recently I saw JENNIE and aespa attend. One day, we want to go and represent Japan.
Rui: I love anime, and our members like anime too, so one day we want to have an anime theme song.
Miyuu: I want to make a role-playing game where we each create our own weapon.
What would everyone’s weapon be?
Rui: Noodle slasher! I eat noodles every day.
Kaede: My big voice.
Miyuu: Lipstick sword, because I love makeup.
Sayaka: Bomb. [Members laugh.] I always say something awkward in conversations and it’s like a bomb.
Ruri: My long hair, like a whip.
Any other bucket list items?
Ruri: Attending Coachella.
Sayaka: I want to meet fans all over the world.
Is there a world tour in the works?
Kaede: There isn’t a date decided yet, but we’re planning.
Rui: Soon!
Kaede: Yes, coming soon.
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Finally We wish PressBee provided you with enough information of ( f5ve on Working With BloodPop and Coming Together as a Global Group: ‘We Felt Like We Could Expand More to the World’ )
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