There is no denying that the Western world is inundated with K-pop right now, which means many music lovers miss out on other countries’ music, including J-Pop. While J-pop groups rarely travel outside Japan and the Asian continent, for that matter, the genre itself has been active in that part of the world for over 60 years, yes, you heard me, 60 years. Started in the 1950s, when Japan’s post-war generation started embracing Western pop and rock. Inspired by artists like Elvis Presley and The Beatles, Japanese musicians began making a sound that married global influences with homegrown sounds. 

By the 1970s, the genre found a new rhythm in the rise of idol groups. Bright, charismatic performers like Pink Lady became a full-fledged phenomenon. Music became a spectacle, and with youth culture, J-pop thrived. 

The 1980s ushered in what many regard as J-Pop’s golden era. Artists such as Seiko Matsuda, Akina Nakamori, and Tatsuro Yamashita topped the charts. In the 1990s, J-Pop crossed borders. Global attention surged with breakout stars like Hikaru Utada and Namie Amuro, and behind the scenes, a new wave of producers began reshaping the sound of pop.

The 2000s brought a digital awakening. As CDs gave way to downloads and streaming, artists like Ayumi Hamasaki and Kumi Koda harnessed online platforms to reach fans directly. This era welcomed a wave of subgenres and sound experimentation, expanding what J-Pop could be and how it could be experienced. Since 2010, the genre has only grown more daring. Acts like Perfume and Babymetal challenged expectations and earned international acclaim. J-Pop, once a cultural import, has become a global influence. While J-pop groups are yet to expand their tours beyond Japan and the Asian continent, we can still enjoy J-pop with those who have decided to visit Europe. And one of those groups is BE:FIRST, whom we had the pleasure to see in London.

BE:FIRST was formed through THE FIRST, a televised audition programme. On November 3, 2021, they made their official debut with the single Gifted. This release shot to the top of the Billboard Japan Hot 100 and amassed over 14 million streams in its first week, ranking third in Oricon’s history behind BTS and LiSA. In 2022, BE:FIRST collaborated with Jonas Blue for a Japanese version of Don’t Wake Me Up, followed by the release of their debut studio album BE:1. The album debuted at number one on Billboard Japan and was certified Gold, paving the way for their first national tour, BE:1 2022–2023.

Between 2022 and 2023, the group continued to dominate digital charts with multiple number-one singles, including Bye-Good-Bye, Scream, Boom Boom Back, and Mainstream. With these hits, BE:FIRST broke multiple Oricon records, including becoming the first artist to achieve digital “double crowns” (simultaneous number one in downloads and streams) seven times, more than any artist in Oricon history.

Mainstream arena tour, running from November 2023 to February 2024 across nine cities was so in demand that they added four dome shows in Tokyo and Osaka in spring 2024, demonstrating their status as one of Japan’s leading pop acts; and now, with their performance in London, I am not surprised at all. They brought that incredible youth energy to the stage that the old me truly appreciated. But let’s start from the beginning…

While there are seven members in the group, only six came as Ryoki was unwell to join the tour. While some fans were sad about the fact that they were not able to see the group in full, the sextet pulled it off regardless. 

Taking place at O2 Kentish Town, BE:FIRST started their show with a big bang, performing Mainstream from their 2023 release of the same title. It was, in my opinion, the perfect way to begin their one-and-a-half-hour set: confident and full of energy. Without missing a beat, they moved smoothly into Spacecraft, one of the title tracks from their double A-side CD single Spacecraft / Sailing, released this past February. A powerful track in rhythm and arrangement, it showed their vocal strength and tight choreography. 

Brave Generation – from their 2022 full-length album BE:1 – is a dark yet uplifting track that has become one of their defining songs, full of heart. I love how the lyrics speak to a generation searching for purpose and colour beyond a “corrupted” present and fading hope. Despite setbacks, confusion, and emotional detours, the song embraces imperfect impulses and the courage to keep moving forward. And this is what today’s generation needs the most: encouragement! 

Boom Boom Back brought a fresh old-school vibe with a pop-meets-hip-hop sound that really caught the eye live – still singing, still dancing, and hitting the high notes well. Their synergy had a distinct throwback feel, like Backstreet Boys meets The Black Eyed Peas, especially with the synchronised dancing at the end. Milli Billi kept that amazing rhythm going, its BPH-style arrangement making it impossible not to move. The moment they danced just to the beat – no vocals – brought flashes of B.A.P’s Hurricane to mind, executing every move with control. Grow Up followed with a beautiful delivery; it was all performance, no MC breaks, and I loved it – just pure solid music. When the first ment finally came – “What do you think of our songs?” – it was warm and personal. Then came Softly, a slower number performed by four members onstage with mics, creating a gorgeous atmosphere and great mood. S.O.S brought things back up with a groovy, almost funky beat and sharper choreography. The rap unit track Spin followed, though one member was absent from this tour; still, the energy never dipped, and the rest of the group rejoined by the end of the song. 

Masterplan delivered another powerful beat – this group’s rappers are seriously strong. If J-pop sometimes lacks the aggressive edge to rival K-pop in performance power, BE:FIRST certainly didn’t. Their stage arrangement and charisma carried the entire track. Scream felt more like a J-rock track – huge energy, strong vocals, and a performance that made you feel like you were witnessing something explosive. Don’t Wake Me Up brought a jumpy, club-ready vibe that had me pour my drink – accidentally – on the floor. The youth spirit here was so VISIBLE! During the following ment, they shouted, “Step up the gear!”, and they really did. 

Shining One came in next, despite being a song from 2022, it is still one of their strongest live songs. Wild energy, fast choreography, and soaring high notes all landed perfectly. Sailing then offered a J-pop-flavoured ride full of vibrant spirit, it felt like something from late ’90s or early 2000s Japanese pop, but refreshed with BE:FIRST’s current-day performance charm. 

The group performed just two more songs, but I couldn’t catch the titles as I was dancing too hard to notice. BE:FIRST delivered pure energy and endless reasons to move, proving they’re more than ready to lead the next generation of J-pop on a global stage.

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Written by Maggie Gogler

Featured image © Maggie Zhu for View of the Arts

_{View of the Arts is an online publication dedicated to films, music, and the arts, with a strong focus on the Asian entertainment industry. With rich content already available to our readers, we aim to expand our reach and grow alongside our audience by delving deeper into emerging platforms such as K-pop and Asian music more broadly. At the same time, we remain committed to exploring the vibrant and ever-evolving global landscape of film, music, and the arts, celebrating the immense talent and creativity that define these industries worldwide.}