MANILA - Japanese singer Nanao is taking an unconventional approach to the Philippine music market, pairing Tagalog lyrics with J-pop melodies in the hope of establishing a new genre called "JP-Pop."
After signing with a Philippine music label, the singer made her debut in late May and plans to release new songs about every two months as she seeks to build a following in the country.
The genre, dubbed "JP-Pop," combines the "J" of Japan with the "P" of Pinoy, a colloquial term for Filipino, while pairing the sound and spirit of J-pop with Tagalog lyrics.
At the launch event in Manila for her debut single, "Pito Pito," Nanao greeted the crowd in Tagalog. "Maraming salamat po" ("Thank you very much"), she called out, drawing applause from around 50 fans and showbiz reporters.
The upbeat dance track energized the audience, with some waving glow sticks. Music writer Ted Claudio gave a rave review of the performance saying, "She is the complete package. A good singer and a great dancer."
"Pito," meaning "seven" in Tagalog, is also a play on Nanao's name.
Before turning her attention to the Philippines, Nanao had already built a following in Japan. Her YouTube channel, featuring anime songs and other music performances, has attracted more than 100,000 subscribers.
Wanting to broaden her career, she spent several years preparing for her Philippine debut.
The Philippines was chosen partly because music producer Kenko Furukawa, who works at Nanao's agency, had previously spent about two and a half years in the country studying English and music while building contacts in the local music industry.
"I wanted Nanao to gain experience performing in front of different audiences, so I brought her to the Philippines around November 2023," Furukawa said.
"That's when I realized she had a natural feel for Tagalog pronunciation."
The Philippines has a population of about 110 million, roughly the same as Japan's, but with a much younger demographic. While the country's popular music market is expected to expand alongside economic growth, J-pop has been slower to gain a foothold than the hugely popular K-pop.
Furukawa believes J-pop has qualities that naturally appeal to Filipino audiences.
He points to the audience participation common at Japanese idol concerts, where fans chant along with performers and dance throughout the show.
"Filipinos enjoy a fun, lively atmosphere, and I think they'll respond well to this kind of concert experience," he said.
Nanao said she has already been pleasantly surprised by the response.
"It's been a pleasant surprise to see fans from Japan and the Philippines interacting on social media. I realized that if my performance is well-received in this country, it will go beyond personal success and could play a significant role in deepening cultural exchange between Japan and the Philippines," she said.
"I hope to work hard enough to one day perform at major venues in both countries."
