[Interview] BE:FIRST Discuss Their 1st English EP “WATCH ME,” U.S. Debut, & Expanding Globally

[Interview] BE:FIRST Discuss Their 1st English EP “WATCH ME,” U.S. Debut, & Expanding Globally

After establishing themselves as one of J-pop’s leading acts, the six-member Japanese boy group BE:FIRST is now targeting global audiences through their first all-English EP, “WATCH ME.”

J-Pop, back in the early 2000s, significantly influenced pop music across Asia, spanning fashion, dance, and beyond. The genre has since continued to gain attention, experiencing a resurgence among international fans.

Beyond South Korea, J-pop streaming on Korean music platform Genie Music rose 30% in the first half of the year compared to the same period in 2025. Today, some of the biggest pop artists are no longer centered solely in LA, reflecting how music continues to serve as a universal language that transcends borders and unites listeners through a shared passion.

Ahead of the release of their English EP “WATCH ME,” Pop Base spoke with BE:FIRST about their journey toward reaching a global audience, exploring new sounds, and staying true to their J-Pop roots. Through the interview, BE:FIRST shared that expanding their reach with an English EP does not mean moving away from their J-Pop identity. Their distinct sound remains at the core of who they are, blending different influences without being confined to a single genre.

“WATCH ME” is claimed as your first ever genuine “global” EP, set as your official U.S. debut. What does “success” for this specific EP look like to you, and how do you measure a release back home in Japan?

SHUNTO: We were able to release this EP with very big-name producers and writers, but this is all thanks to everyone’s efforts over the past five years. I just want the EP to be enjoyed by people all around the world. And we’re very, very happy and honored to be able to release these songs.

MANATO: It’s been an honor to actually be able to collaborate with the artists and producers that we have listened to before. Because of everyone’s efforts and cooperation, including our recent collaborations with Janet Jackson and SB19, we were able to collaborate with many other big names like Tommy Brown and ATL Jacob. We’re going to meet with local BESTY for the EP release, and I’m looking forward to it!

Breaking into the US market is something a lot of J-pop and K-pop acts have tried with very different results. What’s one assumption about “making it” in America turning out to be totally wrong once you were actually in the room?

LEO: Breaking into the US market is definitely challenging because of the language barrier. When we were in the songwriting camp, because of the language barrier, there had to be an interpreter present to connect the artist and the producers. So, it's a little challenging, but it’s also a very exciting experience. I think J-pop is starting to find its place in the [U.S.] market now.

What part of the Batman myths made you push for that title, and does the rest of the group agree when such ‘Batman’ thing is good fit for you?

LEO: I’m a big fan of American comics, so I’m a big fan of BATMAN; and BATMAN has two sides to him: being an entrepreneur but also being a superhero. And no matter what he does, he has one faith that he wants to treasure. That's kind of a very similar idea with BE:FIRST and [is reflected in] the lyrics of Bruce Wayne: "Even on the red carpet, I'm wearing baggy pants,”. So, I [just] want BE:FIRST to be BE:FIRST, even in different situations.

You guys have collaborated with Starrah, Taylor Ross, and ATL Jacob on this one, showcasing a real shift toward the Atlanta sound you’ve said you love. What was the biggest adjustment in the studio? Was it writing or recording versus your usual process with SKY-HI?

MANATO: The biggest difference between the Japanese co-writing camp and the U.S. co-writing camp was the process of creating albums and the speed at which the music was made. Normally, in Japan, when you write a song, there’s an artist [members], the creator, and the topliner, and usually there’s only one person for each role in the room. But when you do a co-writing camp in the States, there are so many topliners, for example, two or three in one room, and even the topliners can produce [songs]. That was quite a different and fresh [experience] for me because they all had very fresh and different ideas about how they wanted to create the song.

Is it difficult to switch from the usual J-pop sound to something more different this time around?

SOTA: There are two things that I really treasure. The first thing is treasuring the Japanese language within the lyrics. We put a lot of Japanese into the lyrics for “BRUCE WAYNE.” Because there are fewer people singing in Japanese compared to other markets, it’s important for BE:FIRST to continue doing that [singing in Japanese]. And even if you don’t understand the meaning, the rhythm, and all the vibes, it can still be interesting.

The second thing that BE:FIRST treasures is that we try to be as creative and high-quality as possible. But we also put a lot of effort and respect into the dance culture. So, we incorporate perspectives from all genders when creating music.

Now that “WATCH ME” is completed, does each of you have a favorite track on the EP, and what makes that one stand out to you personally, is it the writing, the sound, the memory of recording it, or the combination?

LEO: “Dead Eyes Everywhere.” I think the heavy sound in the intro is very, very interesting and makes everyone get into the song.

JUNON: I really like “WATCH ME” because, along with the choreography, every single element of BE:FIRST is captured in the song.

SHUNTO: “BRUCE WAYNE.”

SOTA: I really like “Cagliostro” because the sound itself has so much youth. It reminds me of my youth.

MANATO: I really like “Dead Eyes Everywhere.” I think I found my new voice within this song.

Listen to “WATCH ME” on Apple Music, Spotify, and YouTube Music.

— Yohana Belinda

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