F5ve have released their otherworldly new single 'UFO' today (October 17). Ahead of the song's release, the Japanese girl group spoke to NME about the story behind the new single, their remarkable social media presence and how they're bringing Japan's unique subcultures to the world.
'UFO' comes shortly after F5ve – originally known as SG5 – hit the big time with their May 2024 single 'Lettuce', a quirky but scathing diss track to a former lover that's since become a viral sensation on TikTok. Over a video call from Tokyo, the girl group told NME that 'UFO' tells the story of a girl who is exceptionally skilled at claw machines, which were popularized in Japan during the '70s and have since become mainstays at arcades around the world. “The people watching her start thinking, 'Oh, she's so good, she must be an alien,'” Kaede said. “It's a really fun and unique story.”
The futuristic music video for 'UFO' was filmed in Akihabara – which member Miyuu describes as the “starting ground” of Japan's idol scene – and finds the girl group performing inside a gacha ball, each of them caked in pale makeup and eerie all- white contact lenses. They soon arrive on earth disguised as humans, but their unnaturally large pupils, awkward movements and fascination with claw machines soon give them away as extraterrestrial beings.
“In the US, the word 'UFO' makes people think of aliens, but in Japan, it brings to mind things like claw machines and gacha games,” Miyuu said of their alien-like appearance in the music video, explaining that “it's a playful word association that blends both Japanese and English” which takes inspiration from UFO-related connotations in each language.
Despite being a global-facing act, F5ve unanimously agree on the importance of showing Japanese culture in its truest form in their music and visuals. “I believe it's going to spark a revolution,” said Rui, the youngest of the group. “We really love and have a lot of confidence in our music and our activities, and we are proud of who we are. We want to bring Japan to the world.”
Take their July single 'Underground', an energetic dance anthem about escaping from societal expectations. Its music video begins with scenes from Tokyo's busy subway network, with salarymen filing in and out of high-speed trains on their daily commutes. Tired of the monotony on the surface, they escape into the vibrant underground rave scene where they find their place in a sea of colorful outfits and neon lightsticks.
“I believe that we stand out because we're able to really incorporate Japanese culture [in our music] and represent it in an authentic way,” said Sayaka, referencing the 'Underground' and 'UFO' visuals. “I think something unique about us is that we are globally transmitting Japanese culture, which we don't think any other group is doing right now.”
Meanwhile, Kaede shared that the girl group “take pride” in their Japanese roots. “We want to spread the best aspects of J-pop and Japanese culture to the world, and no girl group has really done that before. As representatives of Japan, we want to share our culture and show the real side of who we are to other countries.”
For decades, the Japanese music industry has been viewed as unusually insular. While a number of acts, especially in recent years, have managed to break through and find global success – such as YOASOBI, XG and ATARASHII GAKKO!, among others – few approach their careers with international audiences in mind, at least not the way their K-pop counterparts do. While those that do, Kaede added, rarely place Japanese culture at the forefront of their craft.
“This might be something culturally embedded in Japanese people, but I think we aren't as confident in representing our culture and aren't aware of how much people overseas are interested in it,” she explained. “And I know [some artists] might think that whenever they do something for overseas fans, the content has to be catered to them; the songs have to be in English, they have to do things that are already popular overseas.”
While chasing global trends might be a safer shot at success, F5ve are reluctant to do so at the expense of their identity. “I think [following trends] ends up diluting the Japanese cultural aspect,” said Kaede. Instead, they trust that their music will find the right audience while the rest of the world catches up. “[We are] transmitting Japanese culture as it is [and] I think it has hit audiences that have always been interested in Japanese culture and music.”
A huge part of being an international facing group, F5ve shared, is the way they interact with fans on social media. While not every member of the act is fluent in English just yet, they have made it a point to bond with their audience, quickly picking up on popular internet slang and memes. This, in turn, has helped them gain a reputation for being one of the most authentic (and chronically online) J-pop acts around – and it's one they've embraced whole-heartedly.
“The reactions from overseas fans are really unique, and they always bring a lot of energy with their support,” Kaede shared with an excited laugh. “What stands out to me is how they comment things like 'Slay mother', 'Queen', 'Face economy, face card' to compliment us. Like, I have a bob now, so they said things like 'Your bob is fire! Your bob is bobbing!' to compliment my hairstyle. I find it so inspiring how they express it in such a creative way.”
Ruri even joked about how the unfettered way they use social media – “Our account has less official information than other groups, and we comment on a lot of fans' posts,” she points out – has fans confused on whether the accounts really belong to the girl group. “Sometimes they don't think it's an official account,” she said.
Social media savvy aside, Ruri believes that much of F5ve's bond with their fans (called hi-5) is being “true to ourselves”. She explained: “Even while we are doing these unique things, we love music and performing. So being honest, having confidence and expressing how much fun we are having. I think that translates directly to fans and creates a strong bond, which I hope will continue to grow.”
Although F5ve remained tight-lipped about what's to come for them, Rui shared her desire to release a catchy anime-inspired track down the line. “And we want to sing about Japanese drinking culture,” she added, to which the rest of the group exclaimed: “We love to drink!”
“We can't say much yet, but if I could give a little hint, maybe 2025, there will be a big release from F5ve. We have many songs recorded, so please look forward to it,” said Ruri. Wearing a bright smile, Kaede boldly declared: “2025 might be the year of F5ve.”
“We have a lot that we want to accomplish with the songs that we currently have. And so we hope that the fans and everyone can look forward to our activities next year and everything that we want to show to the world!”
