When Superstar Comforts Become a Public Issue: The Sony Music Toilet Paper Saga
Sony Music Entertainment is facing an unusual PR challenge, sparked by a viral complaint from Japanese musician Ayase. The artist, known for his work with the duo Yoasobi, publicly criticized the quality of toilet paper at Sony Music’s headquarters, igniting a conversation that quickly spread across social media.
Ayase’s Unexpected Critique
On February 17, 2026, Ayase took to X (formerly Twitter) to express his dissatisfaction, stating the toilet paper was so rough it “tore my anus to shreds.” The bluntness of the tweet immediately captured attention, resonating with users and prompting widespread sharing. Ayase is a musician, singer, songwriter and record producer, best known as a Vocaloid producer and songwriter for Yoasobi, and previously a member of the rock band Davinci.
The post quickly gained traction, with screenshots and translations circulating online. The incident highlights a growing trend of artists using social media to voice concerns, even about seemingly mundane issues.
A Chorus of Agreement: Beyond Ayase
Ayase wasn’t alone in his assessment. Masafumi Gotoh, frontman of the band ASIAN KUNG-FU GENERATION, chimed in, comparing the toilet paper to sandpaper and requesting a switch to double-ply. This support from a fellow artist amplified the message and underscored the issue’s validity.
The Broader Implications: Employee Wellbeing and Brand Perception
While seemingly trivial, the “toilet paper gate” incident raises questions about employee wellbeing within large corporations. Providing basic comforts, even something as simple as quality toilet paper, can be seen as a reflection of a company’s respect for its employees and visitors.
The viral nature of the complaint also demonstrates the power of social media to shape brand perception. In the age of instant communication, companies are increasingly accountable for every detail of the experience they offer, even those traditionally considered behind-the-scenes.
The Rise of Artist Activism on Social Media
Ayase’s direct approach is part of a larger trend of artists leveraging social media to speak out on issues they care about. This can range from political statements to critiques of industry practices, and now, apparently, bathroom amenities. This direct engagement with fans fosters a sense of authenticity and can build stronger connections.
FAQ
Q: Who is Ayase?
A: Ayase is a Japanese musician, singer, songwriter, and record producer, best known for his work with Yoasobi.
Q: What did Ayase complain about?
A: Ayase complained about the low quality of the toilet paper at Sony Music’s headquarters.
Q: Did anyone else comment on the issue?
A: Yes, Masafumi Gotoh of ASIAN KUNG-FU GENERATION compared the toilet paper to sandpaper.
Q: Is this incident likely to impact Sony Music’s reputation?
A: It’s possible. The incident highlights the importance of attention to detail and employee wellbeing, and the power of social media to shape public perception.
Pro Tip: Companies should regularly solicit feedback from employees and visitors to identify areas for improvement, no matter how little they may seem.
What are your thoughts on this unusual situation? Share your opinions in the comments below!
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