With M!LK’s “Little Brother” Idols Emerging One After Another, Is STARTO on High Alert!? Could This Affect NHK’s “Kohaku Uta Gassen”?

I didn’t pay him much attention when he first debuted, but

Until now, the Japanese male idol group scene has been the exclusive domain of the former Johnny’s Associates (now “STARTO ENTERTAINMENT”). It has produced nationally beloved groups like SMAP and Arashi, and today, acts such as Snow Man and SixTONES are active across various TV networks.

Now, the major talent agency “Stardust Promotion” is closing in on the stronghold of this powerhouse idol agency.

With a roster of top-tier actors including Takayuki Yamada (43), Yuya Yagira (36), Kento Yamazaki (32), Taiga Nakano (33),Keiko Kitagawa (40), and Takako Tokiwa (54)—it is well-known in the industry as “Dust.” Primarily an acting agency, it is an indispensable presence in TV dramas and movies.

Dust is currently riding a wave of momentum thanks to the massive breakthrough of the five-member idol group M!LK. In addition to Lienel—often referred to as their “little brothers”—the eight-member up-and-coming idol group iiONDO made their debut in August.

This development is reportedly causing some unease at STARTO. A record company insider says:

“M!LK is a group whose selling point is their comedic flair rather than being pure idols. When they debuted in 2015, Johnny’s didn’t even take notice. But that all changed with the massive hit ‘I Love You So Much I’m Going to Die!,’ released last October. They’re now on high alert.”

Shukan Bunshun reported that STARTO strongly objected to M!LK being selected for the Best Boys’ Idol Culture Artist Award at the “MUSIC AWARDS JAPAN 2026” (hereinafter MAJ), held this past June.Since Snow Man, SixTONES, timelesz, and Arashi were also nominated for the award, STARTO was said to have “suffered a humiliating defeat.”

“Bunshun reported that Keiko Julie Fujishima—former president of Johnny’s and currently CEO of SMILE-UP.—was furious. Her anger was also directed at NHK, which broadcast the MAJ live, and the situation has reportedly reached a point where it could affect the selection of artists for the New Year’s Eve ‘Kohaku Uta Gassen’ music show,” said a sports newspaper reporter covering television.

No Co-Starring

In the wake of the sexual abuse allegations involving the late Johnny Kitagawa, Mr. Julie resigned as president of the former Johnny’s Associates in September 2023, and in October of the same year, the company’s name was changed to SMILE-UP. Co., Ltd.In December of that same year, STARTO Co., Ltd. was established and took over management operations, but it is said that Ms. Julie has recently been gaining influence within STARTO. She has a history with NHK stemming from the sexual abuse scandal, during which she was grilled by the network and even became the subject of a special program.

“STARTO and NHK used to be on very friendly terms, but it seems there’s now a rift between them. It has been pointed out that if NHK were to give preferential treatment to the M!LK faction at this year’s Kohaku, it could affect the appearances of STARTO’s artists,” said a sports newspaper reporter.

NHK would likely want both sides to appear, but STARTO—which has long been a driving force in Japan’s idol scene—has its own pride. If M!LK is treated as “superior” in terms of song order or staging, things won’t go over well. Commercial broadcasters are just as “careful” in this regard.

“STARTO’s talents probably won’t be invited to a show centered on M!LK. The reverse is also true. It’s not that either agency is making specific requests; it’s the broadcaster’s way of reading the room. This kind of ‘no co-starring’ rule is common in the industry. Actors have ‘no co-starring’ rules too.They take care to avoid pairing them with actors they’ve had conflicts with in the past, or those with similar careers or standing,” said the music industry source mentioned earlier.

Whether it appears to be a cutthroat battle or a healthy competition, I hope that through this rivalry, the Japanese music scene will thrive and prove itself a worthy rival to South Korea.