Meet f5ve, the hyperpop queens turning up the J-pop world
The quintet chat about working with BloodPop on their latest album 'SEQUENCE 01', speaking up against beauty standards and their brilliant social media game
While many idol groups strive for perfection, uniformity and the illusion of flawless performances, Japan’s f5ve (pronounced fi-vee) isn’t here to stick with conventions.
Instead, the quintet—composed of SAYAKA, KAEDE, RURI, MIYUU and RUI—own up to their chaos and out-of-the-box sense of humour. Just one look at their social media channels is proof of that. In one video, they perform in front of a delivery driver to thank him for their pizza order. Another post simply reads, “Everyone Get Japanese NOW!!!!!!!!!!!!!”
This unfiltered brand of comedy is refreshing in the world of pop. Simply, these ladies feel like people you might have been mutuals with on platforms like Tumblr and MySpace back in the 2010s. They aren’t afraid to play with memes or poke fun of themselves. As the kids say today, f5ve’s social media game is “deeply unserious.”
“We love having fun and showing that side of us helps people get to know our personalities better. Especially on social media, it allows fans to feel closer to us,” KAEDE told me recently.
f5ve first debuted in 2022, and members SAYAKA, KAEDE, RURI and MIYUU were previously part of another girl group called Happiness. f5ve’s goal is to bring J-pop to a global audience, and the release of their debut studio album SEQUENCE 01 marks a new era for the group. The project blends the cheerful and nostalgic sounds of J-pop, with nods to the dance and hyperpop genres most recently heard on projects like Charli XCX’s brat. f5ve also tapped well-known producers to help them on the project. BloodPop, who has worked with artists including Ariana Grande and Lady Gaga, co-produced and co-wrote the entirety of SEQUENCE 01.
“The theme of this album is like a dream-filled amusement park that guides you into different fantasy worlds. It’s our first album, and it truly reflects who we are, free from genres or limitations,” SAYAKA says.
“We hope this album becomes a safe space where people can forget about time, gravity and the pressures of the real world, even just for a moment.”
f5ve chatted with me recently about putting out their debut studio album SEQUENCE 01, working with BloodPop, and how they hope their unique sense of humour can help bring confidence and power to their fans.
NOTE: This interview was conducted virtually, and I was so endeared by all the emojis used in each of these ladies’ answers.
This conversation was edited and condensed for length and clarity.
Congratulations on the release of SEQUENCE 01! How would you describe the themes and goals of your latest project?
KAEDE: Thank you! Our main theme is “transforming negative energy into something positive through music.” Since f5ve is a “dream agency,” each song shows a different version of ourselves, expressing different dreams. That’s the overall concept we wanted to convey.
Personally, my goals for this album were to let more people discover f5ve and to have our music heard by many people around the world. So, I’m very happy that we’ve been receiving reactions from all over the world! I truly believe that this album marks the real beginning for us, and I feel like we’ve had a great start. 😌
RUI: This album is like my treasure ...♪*ﾟWe've been preparing for three years. If I had to say it in one sentence, “It feels like a dream time travel◝☆.” We made this album with that feeling, to help you believe fully in your dreams and live your life ( ʘ̥ ʘ̥)
MIYUU: I think an album is like a business card for an artist. It shows who you are, what you believe in, and where you’re going. Releasing SEQUENCE 01 has been a dream for us, so now that it’s finally real, I’m just trying to take it all in and appreciate every second of it.
For me personally, I wanted this album to show what f5ve is capable of. We didn’t want to be stuck in just one style or concept. There are bold, confident tracks, but also softer, more introspective ones. Through all of it, we wanted to stay true to who we are and show what “f5ve-ness” really means.
RURI: This album is something we’re truly proud of—it feels like a calling card that represents who we are. With this release, it feels as though we’re standing at the starting line once again, ready for a new beginning.
What was it like to work with producer BloodPop on this album? What were some of the biggest lessons and takeaways you have gained from his process?
MIYUU: During the process of making this album, we really got close to BloodPop. He tried very hard to get to know each of us—not just as an artist, but as a human. Like, he’d talk about anime with a member who loves anime (he actually likes anime too!), share movie recommendations with ones that are into films, and even gave coffee as a gift to coffee-lovers in the group.
It felt like he really cared about our personalities and wanted to help us bring out our individuality in the music. One of the songs in the album, “Real Girl”, actually came from a conversation between us and him! One of my favourite moments was listening to his fresh demos together and having real discussions. He’d ask things like, “Do you like it? Should we add more of this sound?”
He really paid attention to how we reacted. That kind of creative exchange was super valuable for me.
You also worked with A.G. Cook and Count Baldor. Is there anyone else you’d like to work with in the future?
MIYUU: I’m a huge fan of YOASOBI from Japan! I love their playful sound and how their melodies really stick with me. It’s exactly the kind of J-pop I grew up loving. If we ever get a chance to work with them, I’d be so curious to see how they will “cook” our sound. It would be such a fun collaboration!
What were your inspirations while making this project?
RUI: I used to share songs with BloodPop by [artists] like Perfume, Kyary Pamyu Pamyu, as well as vocaloid tracks! I think f5ve’s music is where hyperpop from all around the world—both Japanese and international—comes together through BloodPop’s vision. ♪*ﾟ
f5ve’s music is genreless, but as a big hyperpop fan, I’m really happy that people see us as part of that scene!
How did your collaboration with Kesha on “Sugar Free Venom” come about?
KAEDE: From the time we started recording, we had already been talking about wanting to have a featured artist on this track. At that point, we hadn’t decided who, but our producer BloodPop chose the artist he felt will fit best. One day, he suddenly messaged us saying, “I’m recording with Kesha right now!”
A lot of fans have told us that our music and style remind them of the 2010s, so being able to create a song with the icon of that era feels so surreal and incredibly special. We haven’t had the chance to meet her in person yet, so I really hope one day we can say how honoured we are in person and perform together!
I am also struck by the themes of your song “Underground”—where you touch on things such societal expectations, pressures and finding individuality in a fast paced world. Why is this message important to send to Japanese audiences in particular?
RUI: I think most people in Japan have moments where they feel overwhelmed by negative emotions or pressure in the air. As things like social media and cutting-edge technology continue to evolve, more and more people find it hard to be themselves, constantly comparing themselves to others. In this kind of era, I feel that “Underground” has a powerful impact—especially because it delivers its message in straightforward Japanese. That honesty is exactly what makes the words hit so deeply. And of course, we also made sure to pack in plenty of essence from Japan’s proud gal and ParaPara culture ◝☆ ♡
“Lettuce” is also a very playful track. Can you tell me about that one?
MIYUU: At first, just from the title, people might think “Lettuce” is kind of a silly or lighthearted song. But the lyrics talk about someone who seems grounded and strong on the outside. Still, even that kind of person can be surrounded by people who have a negative influence on them. So, the message of the song is kind of like, “That’s not okay, right?”
We even included the sound of real lettuce being chopped in the track, and the music video is super cute and pop. But underneath the playful, dreamy vibe, there’s a very real and honest feeling behind it.
A lot of people have said your group’s style and sound reminds them of the dance pop hits from the mid to early 2000s. Personally I see hints of Lady Gaga, Madonna. Are you particular fans of that era?
MIYUU: Yes, I’m a huge fan of that era!!!!
The early 2000s had this fun, over-the-top energy, maybe because people needed to escape and pop music was there. It was bold, emotional and full of colour. A lot of us in f5ve grew up with that sound, and some of us were even active in groups during that time. So, what we’re doing now isn’t just copying a style—it’s something that has already been a part of us.
J-pop has such a distinct identity. What do you think of the growing popularity of this genre around the world right now?
RURI: We’re excited to see J-pop gaining more recognition globally. It’s a genre with a unique identity, blending emotional melodies, powerful lyrics, and a sense of nostalgia that still feels new. Since we grew up listening to J-pop, it’s deeply rooted in who we are. That’s why being able to share it with the world through f5ve’s music feels incredibly meaningful. We hope more people around the world can connect with it the way we have.
What changes have you noticed in the idol industry over the years?
KAEDE: In Japan, I think there used to be a strong pressure to fit into one specific beauty standard. If you don’t match that mold—whether it’s your hair color, body shape, or even your outfit—you will often be seen as “different” in a negative way. But recently, I feel like many girl groups are embracing their own unique colours and respecting each member’s individuality.
Honestly, I was born and raised in Japan, so I had that mindset ingrained in me too. When I was in my previous group, I was even told that it’s better to be the version of myself that others expected, so I believed that.
But through working with f5ve and connecting with fans from around the world, I’ve received so much love for my visual style and personality—the things that I personally like about myself. That helped me realize that it’s okay to be my true self, and that I shouldn’t erase my own individuality just to please others. I know it’s impossible to be liked by everyone, but I want f5ve to be a group that our fans can proudly say they are hi-5 (f5ve’s fandom name) with confidence.
MIYUU: I think it’s become much easier to discover music and trends now, and that also means things change a lot faster. In my previous group, the trend at the time was all about perfection and unity, and showing individuality wasn’t really part of the image. But now music industry feels much more diverse and global. That shift reflects a modern worldwide value: that being true to yourself is more important than following a set style. With f5ve,I was encouraged to be who I am. We’re all different, but instead of hiding that, we embrace it. That individuality is a big part of our energy.
SAYAKA: In the past, it felt like we were expected to be perfectly “cute” or “cool” all the time. But now, it feels like we’ve entered a time where people appreciate individuality and diversity, where going beyond genres and being truly yourself is seen as beautiful.
You have voiced your support for LGBTQ+ rights and sung about beauty stereotypes. Why is that important for you?
KAEDE: We have many LGBTQ+ friends and fans, and we truly love them. For us, speaking up about these things doesn’t feel like something special—it feels completely natural. They’re always so kind and full of positive energy, and their support means so much to us. We genuinely want to support them in return, as much as we can!
I went through times when I tried to fit into Japan’s beauty standards, or when I was focused on being liked by others. I’ve struggled with finding and accepting my own individuality, too. Because I’ve had those experiences, I never want to put pressure on anyone who’s currently trying to figure themselves out, or who feels scared to express their uniqueness. More than anything, I hope people can confidently embrace what they love and be proud of it.
You are playful in your songs, but also on social media. How do you hope to use humour as a way to spread your message as f5ve?
KAEDE: A lot of our fans really enjoy f5ve’s sense of humour. They create their own images and videos using our music and freely share them. It makes us so happy to see that, and we feel like it also creates new opportunities for more people to discover us. Since humour can be interpreted in so many ways, it’s also fun for us to see how something we shared ends up being reimagined by others.
What are some of the goals you’d like to achieve down the line as f5ve?
RUI: We want to remove everyone’s negative feelings into positive energy through our music♬｡. And we want to travel around the world to meet everyone!!!!! I believe f5ve can be a positive hero and a close friend to everyone (⑅˘͈ ᵕ ˘͈ ) We are always on your side ·͜·ᰔ
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Follow f5ve on Instagram and YouTube. f5ve’s SEQUENCE 01 is out now via LDH Records
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