2024 was a breakthrough year for J-pop in the Korean music scene. Following a busy 2023, when the success of hits like “NIGHT DANCER” by imase and “Idol” by YOASOBI brought the Atlantis that is Japanese music to the surface, 2024 proved to be the pivotal moment when it fully cemented itself as a part of the Korean mainstream. This momentum was largely driven by a series of dynamic concerts throughout the year. Three of the most iconic in the country were the first-ever J-pop-centric music festival WONDERLIVET 2024, YOASOBI’s two-day concert that drew in over 25,000 attendees, and an unforgettable show from Fujii Kaze. By becoming the first Japanese artist to perform at the Gocheok Sky Dome, he demonstrated in so many ways that J-pop is now on a brilliant trajectory in the skies over Korea.

What was intriguing, however, was the mixed reaction from Japanese music superfans toward his concert at the arena. Plenty of them commented about how they struggled to find Fujii fans even within their own circles. This could very well be due to the fact that, while he’s categorized as Japanese music, his promotional approach and his sound don’t conform to the norms of the genre. It begs the questions: Why does Fujii Kaze feel relatively unusual compared to what Korean J-pop fans are used to, and what kind of fanbase does he have that he can perform at Gocheok Dome, a stadium generally reserved for a select few global stars? To find the answers, we have to explore what makes the artist special by digging deeper into his career.

Though widely known now, Fujii Kaze initially gained traction as a musician on YouTube. After first uploading a video of himself playing piano in 2010, he progressively showcased more and more of his versatility and potential to the world, covering the music and vocals of songs across a wide range of genres and languages. As he continued to make himself known through his ever-growing channel before going pro, he also gained experience by appearing at numerous events. He continued to boldly buck convention even after signing with a major label, performing his first JAZZ&PIANO one-man tour to sold-out crowds before he even released a single original album.

Yet even at that stage, questions remained about whether he could take root in the mainstream with music beyond cover versions. But all the uncertainty proved to be unwarranted when he released his debut single, “Nan-Nan.” Blending elements of R&B, hip hop, and pop with his signature piano skills, he also sings the song in a unique mix of Okayama dialect and English, showcasing a raw talent that earned him universal commercial and critical acclaim. He received a lot of comparisons to Hikaru Utada, who herself has been a pioneer when it comes to Black music and its influence in Japan. Considering the major focal point of her success has been her ability to overcome the limitations of Japanese regionality, people came to the conclusion that the high polish of Fujii Kaze’s work allowed him to transcend the nation’s borders and appeal on a global scale, too.

Signs of his rising status overseas began to appear as early as July 2022. While 70,000 fans were in attendance at his two-day LOVE ALL SERVE ALL STADIUM LIVE performance that October to celebrate the release of the artist’s second album and once again proving his popularity with his generation, the song “Shinunoga E-Wa” off his first album, HELP EVER HURT NEVER, began to spread like wildfire on TikTok. This unexpected surge in popularity saw the song reach number one on Spotify charts in 23 different countries. As it broke into the list of the most-played Japanese tracks abroad in 2022 and surpassed 200 million streams, it became clear that the song had become an unanticipated global hit.

While Fujii Kaze’s music had already been proven to have strong potential with pop listeners, the success of “Shinunoga E-Wa” was a surprise, showing it was too good to simply stand in the shadow of the singles. Initially sparked by TikTok users in Thailand, the craze quickly spread across Asia to countries like Bhutan, Vietnam, and Malaysia, inevitably reaching Korea and the United States. On the surface, this follows consumption patterns typical of modern media, where users discover a song through short-form content then listen to it on streaming platforms. But Fujii’s viral success is a standout case: Unlike many runaway hits, his music tends to foster a fandom that wants to connect directly with the artist himself. When looking deeper, it becomes clear that his music’s intrinsic qualities, his personal charm, and his strategic use of social media are the ingredients to the secret sauce that lies at the heart of his popularity.

Before taking this deeper dive, I too was somewhat puzzled as to what made “Shinunoga E-Wa” such a viral hit. Obviously it’s a well-crafted track—one that rests on the artist’s knack for pop, with a catchy melody and rhythm that grab you from the very first time you hear it. But still, of all his songs, what is it about this one? The answer lies in its lyrics that invite listeners to make use of themselves. With lines like, “I choose you over three meals a day / If I had to keep being separated from you like this / I’d rather die / I’d rather die,” the song’s straightforward way of expressing universal feelings made it the perfect tool for fans to talk affectionately about anyone and anything they hold dear.

In fact, consider that the song’s breakthrough moment came when people were making videos pairing its lyrics with the objects of their affections. Moreover, for Korean audiences, accustomed to the direct and emotional lyrics in songs with titles like “Never Let You Go” or “Like Being Shot By a Bullet,” the words resonated even more deeply. Unlike the kind of metaphor-laden lyrics more typical of Japanese songs, Fujii Kaze proudly bypassed this hurdle to J-pop and drew in Korean users wandering about social media in search of music that matches their tastes.

It’s also worth noting how adept he is at using social media as a means of communication. At a time when the idea of promoting over social media was just starting to gain traction in Japan, Fujii Kaze was already posting videos of him introducing himself, explaining his music, and more, eagerly putting out content to engage with fans. Most notably, when “Shinunoga E-Wa” began taking the world by storm, he immediately posted a video of him performing it live at Budokan, and was quick to express his gratitude on X (formerly Twitter). And the fact that all these interactions were in English is key. By overcoming language barriers, he shed the J-pop label and positioned himself as having the potential to be an international pop star. We’re now witnessing how he’s able to attract a wider segment of the public by avoiding the cliches of other music out of Japan to target people who aren’t looking for a different variety of the nation’s music but something entirely different to get into altogether.

By eschewing the typical approaches to breaking into the global market that often rely on tie-ins with streaming platforms, Fujii Kaze is redefining how Japanese music reaches the rest of the world. As listeners immerse themselves in his music, they will inevitably come upon the singer’s deeper message. Through his music, he suggests seeking a “higher self” who is able to find love that’s free of ego, selfishness, jealousy, and other negative feelings. To Fujii, every one of his fans and everyone in his audience is part of a singular whole, deserving of love and happiness at all times. Whether he’s describing his Asian tour as an opportunity to broaden his sense of home, covering the NewJeans song “Ditto,” or combining the Korean folk song “Doraji Taryeong” with his song “Matsuri,” he’s practicing what he preaches about your higher self and being in the moment to cherish what’s immediately present.

As seen above, simply labeling Fujii Kaze’s songs “Japanese music” is an oversimplification that does his body of work a disservice. From his relatable, popular music, to his easygoing, honest way of communicating in a way that targets a global audience, and the way he emphasizes the importance of feeling and living for the moment rather than what’s already past or what’s to come, it all contributes to his view that people should consider the bigger picture in their lives. The more you learn about the singer, the clearer it becomes that he’s not just riding the J-pop wave. Just as he urges listeners not to ignore the fleeting brilliance of youth in his song “Seishun Sick,” Fujii Kaze has become a pop icon and international sensation, shining an intense and radiant light on the here and now. Even if he were to disappear in a blinding flash of light tomorrow, no one could ever say he didn’t shine brilliantly today.