Japanese singer songwriter, Chiaki Mayumura, made her return to SXSW 2025 as part of the Tokyo Calling X CEIPA MUSIC WAY PROJECT showcase. Following her time as part of an idol group Star-Bright★REX, Mayumura pivoted to a solo career and has focused on releasing music that transcends genres. Opening her set with a track that uniquely blended hip-hip and J-pop, the singer commanded attention from the 10:30PM Downtown Austin crowd. For her next group of songs, she flexed her singing and rapping abilities on top of upbeat, electronic beats. No stranger to the SXSW stage, Mayumura showed no signs of nervousness and had total command of the stage. Wanting to show off more of her talents, she brought out her iconic acoustic guitar for a “SXSW Special Medley,” which showcased the entirety of her vocal range during its demanding highs and lows.
Playing on the wild American crowd energy, she literally “surfed” the crowd on top of an inflatable bed. The entire time, she continued to sing and even yelled “NO!” when her stage crew attempted to lead her floatie back on stage. She and her inflatable were eventually carried back safely, and she wrapped her set with an unforgettable ending.
Shortly after her performance, she greeted fans at a small merchandise booth. At SXSW concerts, attendees have the unique opportunity to have one-on-one conversations with performers. Her infectious energy won over the crowd as attendees waited patiently to congratulate the singer on an impressive set. In-between her busy schedule, she spoke to Asia Blooming about her experience playing at SXSW and how she intends to continue spreading her music worldwide.
How is SXSW so far?
Mayumura: This is my second time attending, but there are new encounters with new people this time. Because within this event, you get to know people from diverse backgrounds in one place. I’m surprised how people, who aren’t coming only for me, discovered me out of curiosity. Everyone is so friendly and open here.
What was different between SXSW 2025 and SXSW 2024?
Mayumura: The last time the venue was at Elysium, and it was a packed indoor area. Performing at an outdoor venue is a new, fun experience!
What conversations have you had with the people who saw you perform?
Mayumura: A good experience I had was that I was able to communicate a lot with others and find future opportunities. I received business cards from potential partners, collaborations, people I look up to, and future projects—like from anime companies. I didn’t just receive business cards this time; there were more people reaching out and taking photos with me. The amount of people was different from last year too.
Can you tell me about the dress you decided to wear? In Japan, your outfits lean more on the cuter side, but your current outfit leans more on the cooler side.
Mayumura: My preference is actually the outfit I’m wearing today. The reason is because it’s more acceptable in the US. Asian women tend to be perceived as younger than they are, so I wanted to express a more mature energy and to be able to perform in that same vein.
How did you get involved with SXSW?
Mayumura: Tokyo Calling is a well-known event back in Japan that happens every September. I attended that several times and the event itself is hosted by Mr. Sugawara from my label. Since we have the SXSW version of Tokyo Calling here, there were discussions between the label and management to have me perform here. I also have a strong interest in performing outside Japan too.
What did you learn this time from performing at SXSW that you’ll take back to Japan?
Mayumura: Most of the time, I perform as a soloist and not within a festival. This was an opportunity that helped me gain confidence in myself, like how to get the right amount of attention when participating in mixed group festival events. I’d like to take that confidence back and be able to show the same presence in such events in Japan.
