In the ever-evolving landscape of Japanese hip-hop, one name consistently rises above the game: AWICH. Dubbed the “Queen of Japanese Hip-Hop,” AWICH has captivated audiences with her powerful lyrics, distinct voice, and fearless approach to the genre—all while remaining unapologetically real with her audience.
Her journey from Okinawa to the pinnacle of Japan’s music scene showcases her resilience, talent, and unyielding spirit. Arriving on the scene in 2007, the 37-year-old has come a long way. Now signed under Universal Music Japan, she’s poised to take the world by storm.
Following her Coachella debut in April, she arrived in New York City to dominate the Head in the Clouds (HITC) 2024 stage. JoySauce caught up with AWICH after her bewitching HITC set to discuss her artistry, influences, and more.
AWICH first came onto the Japanese music scene in 2007.
Lauren Nakao Winn
On stage, AWICH exudes major badass energy, mesmerizing audiences with her fierce presence and commanding performance. And while she still maintains her cool and confident aura as I sit across from her in her dressing room, she also radiates warmth and friendliness, making her approachable and endearing. This contrast between her onstage persona and her offstage demeanor highlights the multifaceted nature of her charms, and also the nature of the diverse stories she has to share.
AWICH grew up on the culturally rich and naturally beautiful island of Okinawa, a heritage she proudly embraces and showcases in her music. However, her proximity to U.S. military bases on the island also exposed her to American culture, which has led her to discovery and love of hip-hop.
Having been “Americanized” in Okinawa, AWICH left Japan to pursue her studies in the United States. There, she not only earned a degree in entrepreneurship and marketing from the University of Indianapolis, but also found the love of her life—her late husband and the father of her daughter, Toyomi, who is now 16. While she was pregnant, her husband was incarcerated, and murdered shortly after his release.
“I’m still in love with him today,” AWICH declares on the HITC stage, revealing that New York is where her late husband was from.
AWICH made her American debut earlier this year at Coachella.
Lauren Nakao Winn
With her heart deeply intertwined with the country, making her American debut at Coachella and HITC marked a significant milestone in AWICH’s career. “I’m so thankful to connect with the American audience, and I feel proud of myself for not quitting, to finally be able to stand on this stage,” she shares.
As she steps onto the stage at these large-scale, international festivals, AWICH is aware that many in the audience may not know her. Despite her nickname as the “Queen of Japanese Hip-hop,” many may have never even been exposed to the genre. Therefore, she carefully curates her setlist to authentically represent both herself, and her genre.
“To be honest, we haven’t figured it out yet,” she laughs. “But, we’re figuring things out as we go.”
“For the Coachella set, it was a lot of just Japanese tracks, and I brought out all my friends—my rapper friends from Japan—so that the audience can kinda sense the feeling of Tokyo. Like, the streets of Tokyo, its fashion, its culture. I wanted to bring that to Coachella and the U.S.,” she explains.
On HITC, she continues, “This one is a longer set, so I could show them more of my Japanese hit songs, and also some of the English songs that I already released, so that they could kinda get the whole feeling of AWICH.”
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