MUMBAI — July 17, 2026 — In a groundbreaking move to merge music, culture, and sensory experiences, Handcraft Entertainment has announced a strategic partnership with Takasago International Corporation USA. The collaboration aims to develop bespoke fragrances, flavors, and consumer products that will physically define the smell, taste, and feel of “Global J-Pop.”
The term “Global J-Pop,” coined by Handcraft Entertainment, describes an emerging genre of Japanese music and culture specifically tailored for international audiences. By teaming up with Takasago—one of Japan’s largest and most respected fragrance and flavor companies—Handcraft is taking fan engagement beyond the auditory and visual realms, tapping into Takasago’s decades of expertise in sensory innovation for global brands.
Connecting Fans Through the Senses The partnership will focus on developing sensory products directly tied to Handcraft’s roster of artists, live experiences, and cultural moments. This expansion into consumer products and experiential activations aims to deepen the connection between international audiences and Japanese artists.
One of the flagship projects to launch from this collaboration will be an exclusive fragrance developed alongside Handcraft artist Mia Takarabe.
Takarabe recently made waves with the release of “Heartless,” a highly anticipated collaboration with global DJ and producer Steve Aoki. The track prompted SPIN Magazine to note that “the race to bring J-pop to a truly global audience has a new contender.” Now, fans will not only be able to hear her music but also experience her brand through a signature scent.
To further bridge the gap between artists and their fans, Handcraft and Takasago plan to produce original media content documenting the creative process behind these fragrances and flavors, driving engagement across social media platforms.
A New Era for Japanese Pop Culture Michael Africk, CEO of Handcraft Entertainment, emphasized the innovative nature of the partnership:
“This is about building something entirely new at the intersection of music, culture, and sensory innovation. We are building a new generation of globally competitive Japanese artists, products, and cultural experiences created for worldwide audiences while remaining authentically connected to Japanese identity and culture. Takasago is uniquely positioned to define that world with us.”
Takasago is equally optimistic about the potential of bringing Japanese sensory art to the forefront of global entertainment.
“Takasago has seen firsthand the growing global demand for Japanese culture across entertainment, fashion, food and lifestyle,” said Joseph Lattarulo, Senior Vice President & General Manager at Takasago. “‘Global’ J-Pop represents an exciting new chapter for how Japanese culture can connect with audiences around the world. We are excited to partner with Handcraft to create products and experiences that will shape the world of ‘Global’ J-Pop.”
About Handcraft Entertainment Founded by multi-platinum producer and entrepreneur Michael Africk, Handcraft Entertainment is a pioneering global entertainment company dedicated to expanding the reach of Japanese culture. Through a bicultural approach, the company develops artists, music, fashion, anime, and consumer products that merge Japanese cultural creativity with international storytelling, aiming to establish Japanese culture as a defining force in contemporary global entertainment.