The man who remixed Japan: How M-Flo rapper Verbal went from the Tokyo club scene to global CEO

Multi-hyphenates rarely achieve equal success across their different ventures. But not so for Verbal, a Tokyo-based rapper, music producer, saké promoter and fashion CEO who has worked with the likes of Nike, Off-White and Louis Vuitton and helped to disrupt Japanese pop music’s rigid conventions.  

To get a sense of his signature sound, listen to “Eko Eko”, a song released in June 2025 by his group, M-Flo. The track features Verbal and his groupmate, Taku Takahashi, alongside South Korean hip-hop artist Zico and Japanese vocalist Eill. They vocalise over a galloping beat, plaintive synths and guitar chords, switching between Japanese, Korean and English lyrics. 

The track – which features on the group’s 10th album, Superliminal – is typical of Verbal’s output. Genre-bending and language-crossing, it straddles cultures and musical styles. It is J-pop, K-pop, hip-hop, R&B and electronic dance music all in one. Verbal has been at it since 1999, when he and his M-Flo bandmates, Takahashi and singer Lisa, released “Been So Long”,  a song that fused R&B-style vocals, rap and electronic beats with Japanese and English lyrics. “In the late 1990s in Japan, hip-hop was hip-hop, R&B was R&B and rock was rock – you couldn’t leave your territory,” says Verbal. “We weren’t abiding by any of those rules. We didn’t even know that there were rules.” 

In addition to being a member of M-Flo, Verbal and other Japanese rappers and DJs formed the Teriyaki Boyz in the early 2000s, collaborating with talents such as Daft Punk, Pharrell Williams, Busta Rhymes and Kanye West. Even now, the hybrid sound that Verbal and his cohorts pioneered permeates the tunes of younger J-pop and K-pop musicians. And that’s only a fraction of Verbal’s recent creative output. 

When not in the studio, Verbal heads streetwear-inspired brand Ambush, which he co-founded with his partner, Yoon Ahn, the company’s creative director. What started in 2008 as a pop-art jewellery project has become a clothing, bag and accessories brand with five shops in Tokyo and Osaka. At the brand’s Shibuya office mood boards and racks of clothing samples crowd one room. Verbal shows us around, wearing a black Ambush MA-1 bomber jacket and matching turtleneck sweater with a prototype diamond-encrusted chainlink ring on his finger. He describes how he likes to obsess over details, whether it be for new Ambush releases or planning his upcoming music shows in Tokyo.   

Ambush took its first collection to Paris in 2015 and held its first runway show at Milan Fashion Week in 2022. It has collaborated with labels such as Nike, Uniqlo, Bulgari, Moët & Chandon and Undercover, and, in early 2020, it became part of the Milan-based New Guards Group, an early investor in Off-White. “We decided that we needed a global expansion partner that could help us with the retail and wholesale strategy,” says Verbal. 

Last year, amid restructurings at New Guards and its owner, Farfetch, Verbal and Ahn took back control of Ambush in a management buyout. Verbal describes the five years under New Guards as “a crash course in business, legal and finance”. He and Ahn also clarified their roles under the ownership, with Ahn serving as designer and Verbal in charge of the nuts and bolts. This includes looking at materials and liaising with factories and collaborators, while keeping an eye on trends. “As a brand, we feel so much stronger now,” he says. 

You would think that Verbal would be too busy to juggle more but in 2025 he launched Sōmatō, his small-batch saké brand. Verbal came across Takahashi Shuzo, a 141-year-old brewery in Misato, Akita prefecture, while helping an overseas fund look for distressed assets in Japan to invest in. After hearing from the brewery that it wanted to stay independent, he suggested the new saké brand, which it now produces for. “This is how you should talk to artisans around Japan: ‘We want to retain your legacy but also energise it,’” he says. “The mayor [of Misato] thanked us for bringing new life to the brewery.”

The saké project isn’t out of character for Verbal. A third-generation South Korean who was born and raised in Japan, he is a product of Tokyo’s international schools; he is fluent in English and Japanese, as well as in the musical language of US hip-hop and R&B. His ventures tend to draw on his unique status as an insider whose background means that he understands Japanese culture but isn’t constrained by it. “I think of myself as a cultural translator,” he says.