The Emergence of Karaoke Trends: JOYSOUND's Surprising Rise in Popularity with 'Hakatanoshio'

A New Era in Karaoke with JOYSOUND

In a stunning turn of events, JOYSOUND, a business communication karaoke service provided by USEN & U-NEXT Group's EXSING Inc., has seen its sound logo "Hakatanoshio" make a remarkable entry into the karaoke daily rankings. As of June 7, 2026, this catchy jingle debuted at fourth place, alongside established hits like "Zankoku na Tenshi no Shoumei". This phenomenal success highlights a significant shift in how people engage with karaoke; song counts on JOYSOUND currently exceed 440,000 as of June 2026. The rise of corporate sound logos in the rankings marks an unprecedented moment in karaoke history.

The 'Ultimate Time Performance' Phenomenon

Focusing on maximizing enjoyment within limited timeframes, the Z-generation has embraced the concept of "taipa" or time performance, much like the previously popular focus on cost performance. This mindset has transformed traditional karaoke experiences, bringing about a heightened appreciation for quick, fulfilling entertainment options.

The massive popularity of "Hakatanoshio" is rooted in just how well its brief sound clip aligns with modern demands for quick results. Users are drawn to the familiar phrasing, and the surge of exhilaration from spontaneous singing invigorates their experience. In addition, karaoke scoring features further enhance its gamification, resulting in numerous social media posts showcasing consecutive performances of "Hakatanoshio" on user timelines. JOYSOUND has successfully injected a fresh and dynamic approach into the industry, catering to a lifestyle that favors succinct entertainment.

'Sabikara': The New Karaoke Standard

Born from the modern desire to maximize satisfaction efficiently, the concept of "Sabikara" has emerged, which focuses solely on singing the catchy choruses of songs. This new format effectively addresses the common complaint of not getting enough microphone time in large karaoke settings, allowing for rapid transitions through songs in less than one minute, making it perfect for today's fast-paced entertainment seekers. JOYSOUND already lists about 1,000 tracks for Sabikara, with many classic songs from the Showa and Heisei eras leading the charts, showcasing a dramatic change in how karaoke can be enjoyed effortlessly.

An analysis of the Sabikara charts reveals a collection of iconic tracks highlighting the immediate impact of their choruses. Topping the list is aiko's "Kabutomushi", complimented by Heisei era classics such as Porno Graffitti's "Saudaji". Retro hits like Seiko Matsuda's "Aoi Sangoshou" also feature prominently. However, contemporary sensations like Kenshi Yonezu's "IRIS OUT" and Mrs. GREEN APPLE's "Lilac" make their mark as well. Notably, the anime theme "Kakumeidouchuu - On The Way" by Aina the End has impressively ranked second. This quick pace offered by Sabikara allows participants to enjoy karaoke without the full commitment of longer songs, creating an accessible karaoke culture that transcends generations.

Transitioning from 'Memorable Advertising' to 'Singable Entertainment'

The success of "Hakatanoshio" arises from JOYSOUND's groundbreaking initiative, the "Sound Logo Karaoke Award", which places sound logos at the forefront of a new karaoke movement. This concept of "Momentary Entertainment" celebrates the essence of brand identity through engagement, having amassed over 200 million yen in advertising equivalence during its launch in February.

Once mere auditory branding, these sound logos have transformed into an interactive form of entertainment that reshapes consumer experience. Users now enjoy an “active experience” that builds a unique bridge between brands and audiences. JOYSOUND's initiative extends beyond large corporations, inviting smaller businesses and organizations to create their sound logos, giving employees and consumers new methods of communication.

Following overwhelming interest, the Sound Logo Karaoke Award 2027 is now accepting entries, with expanded opportunities for participants, including enhanced awards and recognition. Selected sound logos will be transformed into karaoke format by JOYSOUND and progressively released nationwide.

JOYSOUND is pushing the boundaries of entertainment and branding, inviting everyone to look forward to their future developments, enriching the karaoke landscape.

Note: 'Sabikara' is a registered trademark of EXSING Inc.