Blab Music
Handcraft Entertainment and Takasago International Forge Global J-Pop Sensory Partnership
A new alliance is turning the scent of Japanese pop into a global sensation. Handcraft Entertainment and Takasago International Corporation USA have joined forces to expand the reach of “Global J‑Pop” by weaving fragrances, flavors and related consumer products into the fabric of the genre.
The partnership builds on Handcraft’s ongoing work with Global J‑Pop—a brand the company has positioned as a fresh genre of Japanese music and culture aimed at worldwide audiences. Takasago, one of Japan’s largest fragrance and flavor houses with operations in 27 countries, brings decades of expertise in crafting sensory experiences for global brands and artists.
Under the agreement, the two firms will co‑create products tied to artists, releases, live events and cultural moments. The collaboration will also include experiential activations and brand partnerships designed to deepen audience connection. The first venture will see a fragrance developed alongside Japanese singer Mia Takarabe, who recently teamed with global DJ Steve Aoki on the single “Heartless.” Handcraft’s release of that track was described as a major milestone for the company.
“This is about building something entirely new at the intersection of music, culture, and sensory innovation,” said Michael Africk, CEO of Handcraft Entertainment. “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’s senior vice president and general manager, Joseph Lattarulo, added that the partnership reflects the growing global demand for Japanese culture across entertainment, fashion, food and lifestyle. “Global J‑Pop represents an exciting new chapter for how Japanese culture can connect with audiences around the world,” he said. “We are excited to partner with Handcraft to create products and experiences that will shape the world of Global J‑Pop.”
Handcraft Entertainment was founded by Michael Africk, a former singer, songwriter and record producer who has worked extensively in the Japanese music market. Africk’s résumé includes producing and writing for Japanese artists such as Mai Kuraki and managing a number of chart‑topper releases. The company’s focus on Global J‑Pop has positioned it as a key player in the international promotion of Japanese pop music.
Takasago International Corporation, established in 1920, specializes in the research, development and manufacturing of flavors, fragrances and aroma ingredients. The company has a long history of supplying sensory ingredients to major food, beverage and cosmetic brands worldwide. According to its Wikipedia entry, Takasago ranked eighth overall in the Global Top Food Flavours and Fragrances Companies list published by FoodTalks in 2021.
The partnership is part of a broader trend of cross‑industry collaboration that seeks to engage fans through multiple sensory channels. By linking music releases and live performances with tangible products, Handcraft and Takasago aim to create immersive experiences that extend beyond audio and visual media.
While the exact timeline for the first fragrance launch has not been disclosed, the companies have indicated that the project will be tied to Mia Takarabe’s brand and the “Heartless” single. Handcraft also plans to develop original content and media around the creation of these products, inviting fans to participate in the design process and increasing engagement on social‑media platforms.
The partnership signals a strategic move by both companies to leverage their respective strengths—Handcraft’s artist development and global music distribution, and Takasago’s expertise in sensory product creation—to tap into the growing international appetite for Japanese pop culture.
Industry observers note that the collaboration could set a precedent for future alliances between music labels and sensory‑product manufacturers, potentially opening new revenue streams and marketing opportunities for artists and brands alike.
At present, the partnership remains in the planning stage, with no public release dates announced. Both companies have confirmed that the initiative will focus on Global J‑Pop and that the first product will be a fragrance linked to Mia Takarabe. Further developments, including additional artist collaborations and broader consumer product lines, are expected to follow as the partnership progresses.
The collaboration between Handcraft Entertainment and Takasago International represents a novel approach to expanding the cultural footprint of Japanese pop music, blending auditory and olfactory experiences to engage global audiences in new ways.
The partnership builds on Handcraft’s ongoing work with Global J‑Pop—a brand the company has positioned as a fresh genre of Japanese music and culture aimed at worldwide audiences. Takasago, one of Japan’s largest fragrance and flavor houses with operations in 27 countries, brings decades of expertise in crafting sensory experiences for global brands and artists.
Under the agreement, the two firms will co‑create products tied to artists, releases, live events and cultural moments. The collaboration will also include experiential activations and brand partnerships designed to deepen audience connection. The first venture will see a fragrance developed alongside Japanese singer Mia Takarabe, who recently teamed with global DJ Steve Aoki on the single “Heartless.” Handcraft’s release of that track was described as a major milestone for the company.
“This is about building something entirely new at the intersection of music, culture, and sensory innovation,” said Michael Africk, CEO of Handcraft Entertainment. “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’s senior vice president and general manager, Joseph Lattarulo, added that the partnership reflects the growing global demand for Japanese culture across entertainment, fashion, food and lifestyle. “Global J‑Pop represents an exciting new chapter for how Japanese culture can connect with audiences around the world,” he said. “We are excited to partner with Handcraft to create products and experiences that will shape the world of Global J‑Pop.”
Handcraft Entertainment was founded by Michael Africk, a former singer, songwriter and record producer who has worked extensively in the Japanese music market. Africk’s résumé includes producing and writing for Japanese artists such as Mai Kuraki and managing a number of chart‑topper releases. The company’s focus on Global J‑Pop has positioned it as a key player in the international promotion of Japanese pop music.
Takasago International Corporation, established in 1920, specializes in the research, development and manufacturing of flavors, fragrances and aroma ingredients. The company has a long history of supplying sensory ingredients to major food, beverage and cosmetic brands worldwide. According to its Wikipedia entry, Takasago ranked eighth overall in the Global Top Food Flavours and Fragrances Companies list published by FoodTalks in 2021.
The partnership is part of a broader trend of cross‑industry collaboration that seeks to engage fans through multiple sensory channels. By linking music releases and live performances with tangible products, Handcraft and Takasago aim to create immersive experiences that extend beyond audio and visual media.
While the exact timeline for the first fragrance launch has not been disclosed, the companies have indicated that the project will be tied to Mia Takarabe’s brand and the “Heartless” single. Handcraft also plans to develop original content and media around the creation of these products, inviting fans to participate in the design process and increasing engagement on social‑media platforms.
The partnership signals a strategic move by both companies to leverage their respective strengths—Handcraft’s artist development and global music distribution, and Takasago’s expertise in sensory product creation—to tap into the growing international appetite for Japanese pop culture.
Industry observers note that the collaboration could set a precedent for future alliances between music labels and sensory‑product manufacturers, potentially opening new revenue streams and marketing opportunities for artists and brands alike.
At present, the partnership remains in the planning stage, with no public release dates announced. Both companies have confirmed that the initiative will focus on Global J‑Pop and that the first product will be a fragrance linked to Mia Takarabe. Further developments, including additional artist collaborations and broader consumer product lines, are expected to follow as the partnership progresses.
The collaboration between Handcraft Entertainment and Takasago International represents a novel approach to expanding the cultural footprint of Japanese pop music, blending auditory and olfactory experiences to engage global audiences in new ways.
