Nikaido Shuzou Co., Japanese Pop Star JUNON Collab To Promote Shochu And Japanese Culture To New Audiences

LOS ANGELES (MARCH 24, 2025) - Nikaido Shuzou Co., Ltd. today announces their appointment of Japanese pop star, JUNON, of the band, BE:FIRST, as Brand Ambassador to the US, as Nikaido launches an ambitious campaign to spread the message of modern Japanese culture to the US and beyond, through the mediums of shochu, Japan’s national drink, and popular music.

Nikaido background: The Nikaido family pioneered the widespread popularity of 100% barley shochu beginning in 1974, paving the way for it to become Japan’s national drink. Shochu has since become Japan’s best-selling spirit, surpassing both sake and whiskey in popularity. Recent trend analysis outside of Japan points to shochu being on the cusp of a similar boom in consumption worldwide.

According to a report from market analysts Datassential, the awareness of, and interest in shochu in the US marketplace rose 40% from 2023-2024. This growth, particularly among a younger demographic, is mirrored by the surge in popularity of Japanese popular music. The Top 10 J-Pop acts earned 17.3 billion on-demand streams in 2022, up 17.8% on the previous year.

JUNON exploded onto the J-Pop scene in 2021, as part of the seven-member dance and vocal group BE:FIRST. Within a week of its release, the group’s official debut single "Gifted." had more than 14 M streams according to the Oricon charts, the industry-standard singles popularity chart for Japanese music. To date, the group has scored nine number one singles on the Japanese Hot 100 Chart. Each of the group’s first two studio albums, BE:1 and 2:BE, has hit number one on the major Japanese charts. 

Domestically, JUNON and BE:FIRST have performed in such venues as the Tokyo Dome and are embarking on their first world tour including stops in the United States.

Says Nikaido’s 8th generation president Yuichi Nikaido, “At Nikaido, we are on a mission to establish shochu as one of the world’s recognized spirits and to share its convivial, come-as-you-are culture globally. Music and shochu go naturally hand-in-hand. To bring this vision to life, we have chosen JUNON of BE:FIRST as our brand ambassador in the US market. This is a collaboration between challengers, united in their mission to bring Japanese culture to an audience worldwide.”

“BE:FIRST as part of BMSG, and Nikaido Shuzou may seem to be in different fields, but we share the same passion—going from Japan to the global stage,” commented JUNON. “When I realized that, it felt like finding a new companion on this journey. I’m really excited to have this opportunity to share Japanese culture in the U.S. and hope that it resonates with as many people as possible.”

JUNON’s first appearance as part of the campaign with Nikaido will be in the soon-to-be-released Nikaido brand film, along with a key visual poster featuring the artist that will be distributed to Izakaya carrying Nikaido on-premise. 

About Nikaido Shuzou Co., LTD.

The Nikaido family has been brewing and distilling in Oita prefecture, Kyushu, Japan, for eight generations. Founded in Hiji-Machi in 1866 as a nihon-shu brewery, it has remained in the ownership of the Nikaido family ever since. 

In 1949, NIKAIDO began to switch production from nihon-shu to shochu, drawing on the family’s generations of experience working with koji, the essential component in the making of nihon-shu and shochu.  

Since the 16th century, shochu has been made using rice koji. But in the early 1970s, Mr. Akira Nikaido, the 6th generation president of the Nikaido Shuzou, began to develop a novel method of making a 100% barley koji, with the aim of creating a shochu with a cleaner, more broadly palatable flavor profile. He predicted that this would make shochu more accessible to the drinking public, and lead to a growth in popularity of the spirit. When combined with vacuum distillation, the resulting liquid was a new, easier-drinking style that preserved delicate floral aromas and subtle vanilla, toasted coconut, and stone-fruit flavor notes. 

In 1974, the first 100% mugi (barley) shochu was released to an enthusiastic public. What was once a region-specific spirit soon became the national drink of Japan, and mugi shochu became the style for which Oita prefecture was known. Now 99.6% of Oita shochu is barley based.

In March 2024, Nikaido Oita Mugi Shochu and NIKAIDO Kitchom Oita Mugi Shochu were made available in the US market for the first time.

About JUNON

JUNON is a vocalist, performer, and model known for his distinctive high-tone voice and charismatic presence.

Despite having no prior experience in singing or dancing, he auditioned for “THE FIRST” and secured his place in BE:FIRST, one of Japan’s leading pop groups. His natural talent, relentless dedication, and unique artistry have since made him a standout figure in the industry.

Beyond music, JUNON has made his mark in the fashion world, appearing at major events for luxury brands, including GUCCI and VALENTINO. His love of soccer has also led him to contribute to Japan’s sports culture—he appeared in Japan’s “FIFA World Cup 2022 Complete Guide” and was responsible for the theme song of the 102nd All Japan High School Soccer Tournament.

With his versatility across music, fashion, and sports, JUNON continues to break boundaries and captivate audiences worldwide.

About BE:FIRST

BE:FIRST is a seven-member dance and vocal group signed under BMSG, the management agency and label founded by renowned Japanese rapper SKY-HI. Each member brings a distinct vocal, dance, and rap style, showcasing not only their individual talents but also their collective musical agility through songwriting and choreography. More than just performers, they are artists with unique identities, setting themselves apart in the J-Pop scene.

Since before their debut, BE:FIRST has dominated Japan’s music charts, consistently claiming No.1 spots across various rankings. Now, they are setting their sights beyond Japan, making their bold move from Tokyo to the world.

In December 2024, the group embarked on their first-ever dome tour, “BE:FIRST DOME TOUR 2024-2025 ‘2:BE’”, performing 9 shows across 4 major cities. Their momentum continues with the announcement of their first world tour, “BE:FIRST World Tour - Who is BE:FIRST?”, set to take them across 15 cities in the U.S., Asia, and Europe starting in April 2025.

With their unstoppable rise and global ambitions, BE:FIRST is poised to redefine what it means to be a J-Pop group on the world stage.