In “Music of My Life,” artists from across the world guide No Manners through their latest music releases and reflect on the role music has played in their lives. In this installment, Japanese trio Number_i chats about their latest EP, the joy of music-making and first world tour preparations.
Weeks shy of their third anniversary as a group, Sho Hirano, Yuta Jinguji and Yuta Kishi, best known as Japan’s three-piece act Number_i, are stepping into a new chapter of their career. Hirano—who, like his bandmates, has been in the public spotlight for more than a decade as an all-around entertainer—jokes that talking about “a new era” sounds rather suited for a tech personality.
The release of REBON / BUGS LIFE / DIGITAL GIRL, Number_i’s first project since signing with Atlantic Records earlier this year, however, is by all accounts a watershed moment.
Building upon the experimental and exuberant sound that has brought them to the top of music charts, the trio embarks on this new era with a renewed declaration of intent. For good reason, their extended play opens up with “REBON,” a sequel to “BON,” off their first mini-album No.O-ring-, released in May 2024. With a mash-up of genres, digitized raps and lyrics teeming with confidence, “REBON” and the other five tracks on the EP are an apt introduction to Number_i and everything they’ve been up to, musically and otherwise, since the October 2023 announcement of the group’s formation.
The list is extensive. Following a January 2024 debut, the group has conquered the top of the music charts in their native Japan with addictive and pleasantly rambunctious music, time after time. Number_i’s first full album No.Ⅰ peaked at No.1 on the Billboard Japan album chart and reached No. 4 on Spotify’s Top Albums Debut Global chart. Additionally, the group has consistently topped the Billboard Japan Hot 100 with self-produced tracks like “GOAT,” “INZM,” and “3XL.”
Stateside, the trio has also begun to make headway with activities and milestones as major as a Coachella debut, a deal with talent management giant WME and, more recently, a ceremonial pitch at Dodger Stadium. Elsewhere, the group has shaped a public image deeply intertwined with the fashion and beauty industry. Among the trio’s personal endorsements are international powerhouses such as Louis Vuitton, YSL Beauty, AMIRI, Givenchy and Banana Republic.
On September 23, Number_i unveiled their new body of work, a 6-track EP soaked with Y2K visuals and digital-era sonic influences. Across a diverse tracklist spanning hard-hitting phonk and sultry R&B-leaning hip-hop, Hirano, Jinguji and Kishi ironically and wittily dive into themes like cyber society, love, everyday grind and the pursuit of success.
Ahead of their latest EP’s release, Number_i chatted with No Manners Magazine. Keep reading as the “DIGITAL GIRL” singers guide us through Number_i’s sonic identity, the joy of music-making and their first world tour’s preparations.
<1>
No Manners Magazine: Thank you so much for chatting with us! Let’s start with the basics: please introduce Number_i briefly. What’s the meaning of your team’s name?
YUTA KISHI (KC): Well, we’re in our late 20s… Ah, sorry, we’ve actually reached 30, my bad.
SHO HIRANO (SHO): Yeah, that’s right, we’ve hit 30.
KC: Sorry about that. Well, we’re a group of three silly guys around 30 years old.
SHO: Ah, but you mean the meaning behind Number_i, right? It’s not just about aiming to be number one, but we really like the concept of being [the] “only one.” The group name carries the wish for each member’s individuality to shine through as a group.
YUTA JINGUJI (JIN): Yes, that’s what’s packed into the name.
<2>
Where does each of the members’ interest in music stem from? What inspired you to pursue a music career?
SHO: Right, I actually might not know how we [as a group] got interested or the specific event that made us decide to pursue music, but I talk about mine all the time—I’ve been listening to hip-hop and international music ever since I was in first grade, so I’ve loved hip-hop since I was a little kid. That’s pretty much it. I feel like that remains my Bible to this day.
KC: I just casually listen to whatever songs I feel like playing in my daily life and if I find a good one, I add it to a playlist. So I feel like that love for music naturally grew out of my everyday routine. In terms of my roots and when I first decided to pursue it… well, I’ve just vaguely loved music for as long as I can remember. Back in the Walkman era, I used to just randomly put in CDs that my parents had around the house and listen to them like that.
JIN: My interest… my current interest comes from various places. I guess it’s pretty similar to KC. I just listen to songs I stumble upon from all over and think are good in my daily life. The exact trigger that made me aim for this path is super vague, to be honest. It just kind of resulted in me doing music now, but if you put it that way… ever since I was little, for birthday presents and stuff, rather than iPods or Walkmans, remember those super tiny MP3 players about this big [he gestures a small gap with his fingers]? I had one of those and ever since I was small, I’ve been putting music I liked onto it myself. So I guess all three of us have loved music since we were kids.
<3>
Number_i is entering a new career chapter with the release of REBON / BUGS LIFE/DIGITAL GIRL. What are you looking forward to the most in this new era?
SHO: Wait, that sounds like a question you’d ask Steve Jobs! Number_i in this “New Era”… Well, I guess… being able to partner with Warner and Atlantic like this, I’m really looking forward to seeing what kind of new audiences will get to hear our music. I really just hope there are people out there who will listen to it and enjoy it.
JIN: So many more people have become involved with our music now. I feel like we’ve gained a lot more “brainpower,” so to speak, and I’d love to take on all kinds of new challenges.
<4>
What can listeners expect from this new piece of work? How is it different from any of your previous EPs or albums?
SHO: It’s the same in a way, but it’s different. It’s packed with that signature Number_i style, but it still feels fresh. While maintaining the overall tone and manner of what we’ve done so far, it still brings out our unique identity. What I really want people to look forward to is our live performances—we’ll be doing stage performances and production that completely immerse you in the world of these songs. So I hope everyone gets really excited for the live shows too.
JIN: I mean, the songs themselves already have such a strong world-building, right? This time, there might be a really strong sense of unity. It might actually be the strongest cohesive vibe we’ve had so far.
<5>
Were there any challenges or standout moments as you geared up for the release of your new EP?
JIN: I have this strong memory of being totally pressed for time. Like, suddenly… well, not suddenly, but around early summer, maybe June? “BUGS LIFE” was the only track finished, and we were like, “We haven’t done anything else yet!” We had so many meetings, making songs, getting together to create, and repeating that over and over… I remember it being really tough.
SHO: That was super tough.
JIN: But you know, we tend to let things sit for a bit and evaluate them later. Even if we think “This is great!” in the moment, sometimes when we listen to it the next morning, we’re like, “Wait, this isn’t working at all.” So I remember spending a lot of time on things like that.
KC: Yeah, we definitely did.
<6>
Number_i debuted in 2023. What has been the most rewarding aspect of working and creating new music together?
SHO: Um, for me, it might be when the music is released. That’s when I get the most like, “Hell yeah!” Even though there’s also a bit of nostalgia to it.
JIN: Yeah, that’s true.
SHO: I mean, I say this every time, and I’ve never actually had a child, but it feels like watching your own kid attend their coming-of-age ceremony for the first time. Like they’re stepping out into society. It’s a mix of feeling a little lonely, but also feeling super happy, like “Look how big you’ve grown.”
JIN: Plus, it’s about the reactions, right? From the people who genuinely listen to it when it comes out.
KC: Yes, you really feel that response, don’t you?
SHO: You definitely get that feeling when it’s out.
<7>
You’re currently one of Japan’s biggest pop acts. How does your Japanese heritage inform or influence Number_i’s sonic identity?
SHO: I don’t really think too much about [music] in terms of “as a Japanese person,” but I’m extremely conscious of it when it comes to our performances. With so many boy groups out there with six, seven, eight, or nine members, there’s really no point in us doing the exact same thing as other artists. Having just three members is pretty rare these days, right? It used to be common back in the day, though. So we’re really focused on what kind of performance we can put on as a trio, what kind of songs we should make, and creating visuals that make people abroad think, “Whoa, who are these Japanese guys?” every single time we step out in public.
JIN: Yeah, that’s right. You know, Asia as a whole is really hot right now, including K-pop and everything. So it’s about making sure we don’t overlap with those artists, in a good way.
<8>
Although you write and perform music in Japanese, you have also reached a massive international audience. How does it feel to connect with people from across the world and introduce them to Japan’s creative scene?
JIN: We don’t really know how far our music is actually reaching yet. So when we get to do our upcoming world tour, I want to feel that for myself—like, when our songs play, how many people will sing along, dance, and get into the groove with us? I really want to experience that as soon as possible. That’s definitely something I’m thinking about.
KC: Also, when I look at our MVs or YouTube videos, I see a flood of comments in English, and I also watch reaction videos posted by people from overseas.
SHO: That simply makes us really happy.
<9>
Beyond music, Number_i has built a reputation as fashion-savvy individuals thanks to their associations with fashion brands. Has that reputation influenced your music or the group’s concept in any way?
SHO: I mean, this goes for music videos too, but music and MVs are definitely a package deal. People always watch them together. Plus, adding visual information definitely makes a much stronger impact. So when it comes to fashion for MVs, we select things super carefully and have them bring in a ton of options. We’re really particular about it. I mean, music and fashion are pretty much the same thing.
KC: They’re deeply intertwined, right? Totally intertwined. Especially in the US, right? Like, “This was trending back then, so that’s why they wore these clothes.”
SHO: We really incorporate that into our MVs a lot. [We think] “This track has a vibe from this era, so let’s go with the fashion from that era.”
KC: We thoroughly bring that into the concept.
<10>
Number_i is embarking on a tour after the release of REBON / BUGS LIFE / DIGITAL GIRL. How are you preparing for the tour and the last months of 2026?
SHO: We’ve done everything we can for the release, so the rest is mostly work for the people behind the scenes, like VFX. We’re just going to give 100% of our focus to the tour from here on out. We’re going all in on the tour and just burning ourselves out completely.
KC: Giving everything to the tour, right. 2025 is wood, 2026 is fire, and 2027 is ash.
SHO: Wood as in timber. Then charcoal, right? A touch of melancholy. Well, that’s just how much we want to burn ourselves out.
<11>
Please share a message for your fans and the people supporting your music worldwide.
SHO: Thank you as always for all your support. I truly believe from the bottom of my heart that the reason we’re able to express ourselves so freely like this is all thanks to everyone who always listens to us and watches us. And for those who are watching this and discovering Number_i for the first time, please don’t think of us as suspicious guys! We’re simply three silly guys in a group who just want to share the joyful time of “music is fun” regardless of language. I’d be really happy if you could feel close to us and give our music a listen.
KC: Yes! We’re really looking forward to it. The live tour, the world tour… please look forward to it!
Discover Number_i’s music and follow them on their official social media channels: OFFICIAL WEBSITE | YOUTUBE | INSTAGRAM | TIKTOK | X
