"Reiwa Diva" Nonoka to Digitally Release NHK 'Minna no Uta' New Song 'Aisarete Payapaya'A · FULL TRANSLATION
- Nonoka (Nonoka Murakata) sings a new NHK 'Minna no Uta' song
- 'Aisarete Payapaya' confirmed for digital release
- A June/July 2026 new song for NHK 'Minna no Uta'
- A child-star IP extends into the digital music market
A children's song confirmed for digital release looks minor, yet it reflects Japan's content industry calculating around "national-level child-star IP." Nonoka Murakata, this "Reiwa diva," carries cross-generation goodwill; binding her to NHK's half-century 'Minna no Uta' brand reconnects the traditional category of children's songs to the streaming-age monetization channel.
Commercially, 'Minna no Uta' has long been the authoritative platform for Japanese children's songs, with stable exposure and a positive image; digital release breaks the limits of TV time slots, letting parent-child families replay and long-tail-listen on streaming platforms. For the label, it is a low-risk way to test and extend the digital potential of children's songs through a high-trust existing IP.
For Taiwan's children's content and music industries, the lesson is practical: children's songs are no sunset category—paired with a nationally recognized child-star IP and a stable exposure platform, then released via streaming, they can become a cross-generation, sustainable content asset.
Nippon Columbia Co., Ltd. announced that 'Aisarete Payapaya,' the new June/July 2026 song for NHK's 'Minna no Uta' sung by Nonoka (Nonoka Murakata), who turned 8 on May 31, 2026, has been confirmed for digital release.
The work continues a lineage of many children's songs, performed by Nonoka Murakata, known as the "Reiwa diva." Through the tie-up with NHK's 'Minna no Uta'—a flagship program long serving as an authoritative platform for Japanese children's songs—the new song gains stable, positive exposure.
Digital release breaks the limits of TV broadcast slots, letting parent-child families replay it on streaming platforms. Nippon Columbia aims to extend the children's-song category's digital-era market potential by combining a nationally recognized child-star IP with a stable exposure platform.