Rino Sashihara's "Tokubetsu Shite" Claims Lyricist Award as =LOVE Dazzles at Japan Record Awards

Rino Sashihara, producer of the idol group "=LOVE," shed tears of joy as their song "Tokubetsu Shite" (とくべチュ、して) won the Lyricist Award at the 67th Japan Record Awards. =LOVE captivated the audience by performing the award-winning song in stunning new costumes, a performance that garnered widespread praise from viewers.

News of the award quickly spread across social media. =LOVE's official account and member Kiala Saito posted messages expressing profound gratitude to Rino Sashihara and their dedicated fans. Saito specifically shared her emotions, stating, "Performing with Sashihara-san watching over us, my heart was deeply moved by the emotion." Her mention of the group's new costumes also sparked considerable excitement among fans.

Upon receiving the prestigious award, Rino Sashihara commented, "I'm filled with gratitude for Akimoto-san," sharing her immense joy and deep emotion as a producer. Even MC Shinichiro Azumi offered warm congratulations, saying, "Congratulations, Professor Sashihara."

Fans flooded social media with enthusiastic comments, including "Tokubetsu Shite was absolutely the best!💖," "The new costumes, the live performance, everything was perfect! Congratulations, truly!🥲!!!," and "=LOVE-chan is so amazing it's overwhelming...🥹🍓." Choreography videos on TikTok also garnered significant attention. Praise was directed at the song's inherent cuteness, the flawless execution of the performance, and the brilliant choreography by Sako Makita. The song's immense impact was further highlighted by an imaginative suggestion for a browser extension that would replace the phrase "特別指定" (tokubetsu shitei - special designation) with "とくべチュ、して？" (Tokubetsu shite?).

While a few skeptical opinions regarding Sashihara's award and the program's content were noted, overall, the performance of "Tokubetsu Shite" and its Lyricist Award win undoubtedly marked a memorable and "tokubetsu" (special) day for both =LOVE and Rino Sashihara.

The Context

The Japan Record Awards (日本レコード大賞) is one of Japan's most prestigious annual music award ceremonies, comparable to the Grammy Awards in the U.S., celebrating outstanding achievements in the Japanese music industry.

Rino Sashihara (指原莉乃) is a highly influential figure in Japanese entertainment. A former member of the hugely popular idol groups AKB48 and HKT48, she transitioned successfully into a producer role for idol groups such as =LOVE, ≠ME, and ≒JOY. She is also a popular TV personality and a talented lyricist.

=LOVE (イコールラブ, pronounced "Equal Love") is a Japanese idol group produced by Rino Sashihara. They debuted in 2017 and are known for their catchy songs and energetic performances.

The song title "Tokubetsu Shite" (とくべチュ、して) is a playful and cute phonetic rendering of "特別にして" (tokubetsu ni shite), meaning "make it special for me," or potentially a pun on "特別指定" (tokubetsu shitei, meaning "special designation" or "special assignment"). The "チュ" (chu) adds a charming, slightly childlike or affectionate tone, often associated with cuteness in Japanese culture. The lyricist award recognizes the quality of the lyrics penned by Sashihara for this song.

Akimoto-san (秋元さん) refers to Yasushi Akimoto, the legendary producer and lyricist behind the AKB48 Group and Sakamichi Series (Nogizaka46, Keyakizaka46, Hinatazaka46). Sashihara's gratitude acknowledges his significant influence and mentorship in her career.

Shinichiro Azumi (安住紳一郎) is a highly respected and popular announcer for TBS Television, known for hosting many prominent shows and events, including the Japan Record Awards, where he served as MC.