AWICH, the ‘Queen of Japanese Hip-Hop’ is redefining the genre
How the rapper is using her crown to encourage and empower other Japanese female artists
AWICH, the "Queen of Japanese hip-hop."
Lauren Nakao Winn
Words by Jovita Tedja
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.”
Despite flying into New York the night before her HITC performance, in the midst of her Japan tour, AWICH delivered a high-energy set that electrified the crowd. Most of her songs are raw and powerful, weaving her life stories with unfiltered honesty. Some of her tracks, such as "RASEN in OKINAWA," intertwine bold rap verses with elements of Japanese culture, traditions, and history. AWICH’s songs not only tell her personal stories, but also paint vivid pictures of Japan’s rich cultural tapestry.
AWICH reveals that the inspiration for her work stems directly from her everyday experiences. Keeping her thoughts authentic and raw, she explains, “I keep memos of phrases and ideas that come into my mind throughout the day, and when I go into the studio, I don’t really go through them, but I start with the ones that stick to me the most, and I just keep on adding to it—and we have a song.”
My personal favorite from her set from HITC was her opening performance of "GILA GILA," a track from her 2022 album QUEENDOM. While AWICH performs in Japanese and English, she’s also fluent in Guapanese, or the art of “money talk.” Much like "GILA GILA," many of her tracks chronicle her relentless hustle and grind to reach the pinnacle of success. While many rappers boast without backing it up, AWICH's accomplishments speak volumes: chart-topping hits, sold-out stadium tours in Japan, and headlining performances that showcase her undeniable talent and determination.
Another standout track in AWICH's discography is "Bad Bitch 美学," from her 2023 album United Queens, a powerful anthem featuring other prominent Japanese female artists. This hard-hitting song celebrates female empowerment and liberation, reclaiming the Japanese hip-hop scene for women. In the Japanese music industry, particularly in the hip-hop scene, women have long faced discrimination, just as their American counterparts have. AWICH's success story has been a beacon of change, redefining the Japanese hip-hop industry for female artists. United Queens features several female Japanese artists, highlighting their talent. In addition, the tracks are uplifting and explicit, breaking the Japanese cultural norm of women having to be quiet, polite, and passive.
“I just want to show (these other women) that you can do whatever you want, and be the best. Because, it was definitely not easy—back (when I first started), we can’t even imagine women being the headliners of a festival. I feel like if I was a man with the same exact skillset, with the same type of things to say, it would have been way faster for me to get to the top,” AWICH opens up candidly, before adding,“The boys don’t listen to women! So it took me a long time to gain the same respect that men received. Now that I’m here, I’m showing the girls that it’s possible. Put that in your options!”
AWICH uses her platform to encourage and empower other women, especially Japanese women in music.
Lauren Nakao Winn
While AWICH is celebrated as Japan's "bad bitch" icon, her journey has been far from easy. Fortunately, she has an incredible supporter by her side: her daughter, Toyomi.
“My daughter is my best friend. I tell her everything, I consult with her all my questions about life, people, friends, family—I would just ask her anything. We would chat about it, and she would always give me the encouragement to go on in life,” she says with heartfelt sincerity.
AWICH is a captivating storyteller with a wealth of vivid life tales, and I could have listened to her for hours. Yet, as our interview drew to a close, I sought one final, quintessential piece of AWICH wisdom. She offered a lesson in Guapanese.
“Money is a magnifier. Some people would say that money is the root of all evil, but to me, money is something that, if it was given to you, the personality you possess will be magnified,” she explains. “Be a kind person. Because, if you’re a kind person at heart, if you were given money, you’d give love back. And every day, I’m always trying to give the love I receive back too. That’s my Guapanese.”
AWICH recently performed at the Head in the Clouds 2024 festival.
Lauren Nakao Winn
Published on July 16, 2024
Words by Jovita Tedja
Jovita Tedja is a K-pop journalist with a skill set that extends to set design and concert photography. Originating from Indonesia, she is currently pursuing her studies in mechanical engineering at the University of Pennsylvania, while maintaining a presence in both New York City and Philadelphia for her work in the K-pop industry. She has collaborated with many renowned K-pop artists, including Suga of BTS, ENHYPEN, CIX, P1Harmony, Dreamcatcher, LUNA of f(x), and ONEUS.
Photography by Lauren Nakao Winn
Lauren Winn is a pop culture whackjob who works in fashion. She is a sucker for genre-meshed aesthetics, a textbook workaholic, a bonafide digital media queen, and the sum of many rotating hyperfixations. If you want to get on her good side, greet her with a LaCroix or follow her on insta @laurennakaowinn.