JUNON, a member of the acclaimed J-Pop group BE:FIRST, recently completed a successful world tour that included stops across the United States. This tour allowed him to engage with new audiences while promoting Japanese culture, particularly through the introduction of shochu, Japan’s national spirit. The tour highlighted the band’s growing international presence, following their collaborations with K-pop group ATEEZ and their albums, BE:1 and 2:BE, both of which reached number one on the Billboard Japan Hot 100 chart.
Connecting Cultures through Music and Drink
During his time in Los Angeles, JUNON reflected on the differences between Japanese and American audiences. He noted that while Japanese fans focus on the music and lyrics, American audiences enjoy participating in the experience, singing along and creating a communal atmosphere. “There is a difference between how Japanese audiences and American audiences enjoy music,” JUNON explained. “Japanese people focus on the music and lyrics, and American audiences enjoy the music together.”
As BE:FIRST’s reputation expands, so does the pressure on JUNON to present himself effectively to larger audiences. “The stages got bigger, the audiences got bigger. The importance of how I present myself to the audience has changed,” he said. His passion for music, which was cultivated from a young age listening to influential bands like Tube, continues to drive his artistic expression.
Beyond music, JUNON is eager to share aspects of Japanese culture, particularly shochu. This distilled spirit, made from grains and vegetables like sweet potato and barley, is gaining traction globally. Unlike sake and Japanese whisky, shochu has remained relatively unknown in the U.S., but it is poised for growth. “I love Japan a lot, so I want to be a way to share the Japanese culture with the world,” he stated, expressing his desire to serve as an ambassador for this beloved drink.
Promoting Shochu in the U.S. Market
Nikaido, a nearly 160-year-old family-owned company known for its 100% barley shochu, has begun paving the way for this spirit in the Western market. In 2025, Nikaido became the official shochu of Major League Baseball’s Los Angeles Dodgers. Fans can enjoy the spirit at Dodger Stadium in various forms, including a custom cocktail called the Nikaido Home Run, which blends shochu, green tea, and lemonade.
As part of this initiative, JUNON serves as Nikaido’s U.S. brand ambassador. His responsibilities include introducing shochu to new audiences and highlighting its unique qualities. He described the ideal time to drink shochu as “always. Anytime!” emphasizing its versatility and appeal.
During a recent event at Dodger Stadium, JUNON had the opportunity to deliver the ceremonial first pitch, further solidifying his role as a cultural ambassador. Fans gathered to see him, and as he stepped onto the mound, the stadium’s public address announcer introduced him to the crowd. “We’re honored to welcome a special guest, all the way from Japan – JUNON.” His confident presence resonated with the audience, showcasing the potential for cross-cultural connections through music and food.
As JUNON continues to navigate his rising career, he remains committed to fostering a deeper understanding of Japanese culture in the U.S. Through his music and brand ambassador role, he hopes to inspire a greater appreciation for shochu and the vibrant traditions of Japan.
