#Japan #Tokyo #Calbee #Pilaf Alien #Jaga Record

Calbee's Jaga Record Unveils Upcoming Single 'CHIPS'

Calbee, Inc., headquartered in Chiyoda, Tokyo, has partnered with Hakuhodo Kettle and Blowout to launch a unique music label called Jaga Record. This initiative aims to create captivating music inspired by the sounds made while enjoying Calbee’s products. The label commenced operations in April 2025, revealing its third single, 'CHIPS', featuring the talented hip-hop artist known as Pilaf Alien. This new track cleverly incorporates sounds from eating Calbee's beloved Pizza Potato snack. Released in late 2025, this quirky production promises to explore innovative musical possibilities that emerge from edible soundtracks.

The Journey to 'CHIPS'

Calbee Future Labo, established in 2023, leverages diverse designs and iconic character intellectual properties. By creating merchandise, games, and even NFTs, this initiative led to an impressive 80% increase in licensed products over one year. The evolution continued with the launch of Jaga Record, focusing on the various sounds made while consuming food products, referred to as 'tabeoto'. The concept was to create an exciting musical experience that connects eating and music. The first two singles included 'DAHA', composed by the creator group niKu, and 'Ru-Ru-Ru!' by producer Amala with the artist Ruru.

'CHIPS' takes a fresh perspective by using the 'tabeoto' from Pizza Potato, combining Pilaf Alien's edgy sound with the snack's distinct crunch. Known for being the youngest male hip-hop artist to perform at Nippon Budokan, Pilaf Alien’s innovative sound and energetic flare will undoubtedly captivate audiences and invite them to experience a new fusion of food and music.

About Pilaf Alien

Pilaf Alien, acknowledged for his humorous and catchy lyrics as well as a unique rhythmic flow, has carved out a niche in the MC battle scene. His daring visuals—cap and sunglasses—have earned him a devoted fanbase, particularly among younger audiences. Transitioning from a self-described 'net rapper' to a full-fledged artist, Pilaf Alien is set to release his first album, 'Dream Taxi', in January 2025, with his inaugural solo concert following in March. His previous hits include 'knock knock' and 'Pira-Pe', leaving fans eagerly anticipating his collaboration with VTuber Peanuts-kun.

The Concept of Jaga Record

Jaga Record is Calbee's first music label, birthed under the tagline, 'Creating music with delicious sounds.' The label aims to produce unique tracks that blend the crisp, lively sounds of Calbee snacks like potato chips and Kappa Ebi Sen, bringing together a variety of artists. The allure of producing music using these sounds opens new gateways for creativity, allowing everyone to join in creating enjoyable soundscapes.

Introducing the Jaga Record Award 2025

Aligned with the grand release of 'CHIPS', Calbee and TuneCore Japan are hosting the Jaga Record Award 2025. This competition invites music creators to submit tracks based on the enticing sounds of Calbee products. Those who craft pop-focused music utilizing these 'tabeoto' sounds will be recognized, as this contest aims to push the boundaries of what can be achieved through the synergy of food and music.

This ground-breaking opportunity will not only reward creativity but also spotlight the fun and engagement that arise when taking everyday experiences to a new artistic level.

To participate, individuals are encouraged to submit their compositions to the contest at: Jaga Record Award 2025 by November 25, 2025.

Conclusion

Calbee is transforming the landscape of music and snacking, merging two ends of the cultural spectrum to create a delightful audio-taste experience. With Pilaf Alien's 'CHIPS' and the accompanying Jaga Record Award, Calbee continues to push creative boundaries, inspiring both artists and consumers to explore the boundless connection between eating and enjoying music.