- Avex's new group Pasmal launches official fandom platform on b.stage
- b.stage operates 50+ platforms with 150+ artists and IPs in Japan, strengthening local fandom business foundation
- Korean fandom business expertise expands to Japanese major label — first collaboration with Avex
SEOUL, Korea - June 9, 2025 - Global fandom business solution b.stage has been selected as the official global fandom platform for Pasmal, a new group under Avex, one of Japan's largest entertainment companies. The partnership marks the first time b.stage's fandom business solution — built on operational experience across 50+ platforms in Japan — has been adopted by a Japanese major label, positioning the collaboration as a strategic milestone for b.stage's expansion in the Japanese market.
b.stage opened Pasmal's official fan community on May 30, followed by the launch of its real-time communication service 'POP' on June 6. From the very start of their debut, Pasmal will operate an integrated fandom hub that brings together content, community, and real-time fan interaction in one place.
Pasmal is a female duo composed of Natsu (15) and Yun (17). The group's debut has drawn significant attention as it marks the first producing project by Otsuka Ai, one of Japan's most celebrated singer-songwriters known for hit songs "Sakuranbo" and "Planetarium." The two members, both high school students from rural Japan, met through an audition and have been building a loyal following since last year by sharing their journey to Tokyo and debut preparation through TikTok under the name "Takada to Takahashi."
The group's name 'Pasmal' draws from the French expression pas mal ("not bad"), reflecting the message: "Even if it's not extraordinary, I want to give myself a circle for being able to say it was pretty good." Their debut single "Smile'n," written and composed by Otsuka Ai herself, was released on June 6, marking the beginning of Pasmal's full-scale activities and global fandom expansion.
Through this partnership, b.stage will provide comprehensive business support to help Pasmal grow into a global rookie act. As the first collaboration with an artist from Japan's leading entertainment company Avex, the partnership highlights b.stage's growing competitiveness and deepening local presence in the Japanese market. Centered around its Japan subsidiary, b.stage is actively expanding its partnerships with entertainment companies and IP holders across the country — currently operating 50+ platforms with 150+ artists and IPs in Japan alone, rapidly building out the local fandom business ecosystem.
"It is meaningful to see fandom business expertise proven in the Korean market naturally extend to artists under a Japanese major label," said Steve Seo, CEO of bemyfriends. "Pasmal is an artist who has built genuine bonds with fans even before debut, and we will provide the optimal fandom business environment so they can connect more closely with fans around the world through b.stage."
b.stage currently partners with 1,100+ artists and brand IPs worldwide, delivering its 'Fandom Business 360' model that seamlessly connects every solution needed for fandom business — including fan community, membership, commerce, and real-time communication. The company plans to continue expanding its fan-experience-centered platform foundation across Japan and other global markets.
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