Singer-songwriter Eito (28), who rose to fame with his 2020 hit song “Perfume,” has taken on a new challenge by co-managing a beach house named “Yasaka” at Zushi Beach in Kanagawa Prefecture, alongside his ongoing music career. Five years after his breakout success, Eito, now deeply tanned, is turning heads as he calls out to beachgoers in front of the beach house.
From Solely Music to a Dual-Career Lifestyle
Eito now works as a co-owner of “Yasaka,” located on the sandy shores of Zushi Beach. “I originally worked part-time at a burger joint in Yokohama called PENNY’S DINER while doing music. After ‘Perfume’ became a hit, I stopped working there and lived off my music for about five years,” he recalled.
The shift back to a dual-career lifestyle stems from a long-standing friendship. “I’ve always stayed close with Naoto-san, the owner of the burger place. We’re like brothers. One day, he said, ‘Let’s start something together,’ and that’s how we began running the beach house last year as co-owners,” Eito explained.
The Deep Bond Behind the Creation of “Perfume”
Naoto Yuasa, Eito’s business partner, is more than just a collaborator. The now-iconic chorus line from “Perfume” referencing “Dolce & Gabbana cologne” was inspired by Yuasa, who was a fan of the fragrance at the time. Yuasa’s presence has been pivotal in Eito’s music journey.
Back in 2020, Yuasa was quoted in a magazine interview saying, “There are ups and downs in the music world, so I wanted to keep a place where he could always come back. I’ve made sure the store is always open for him.” Their current business venture is a natural extension of this long-standing trust and friendship.
Current Activities and Musical Engagement
Eito continues his music career while working at the beach house, sometimes even performing live with a donation box at the venue. Visitors have remarked that his beachside calls of “Would you like something to eat? We’ve got showers too!” sound oddly familiar—only to realize it’s the same voice behind “Perfume.”
In the summer of 2024, the beach house was rebranded as “BRIGHT ZUSHI by BLUE MOON” in collaboration with America’s top craft beer, BLUE MOON. Operating from June 28 to September 1, the project featured upscale offerings like a 2.5-hour all-you-can-drink BBQ for around $46 (¥7,000), positioning it as a luxury beach house and drawing significant attention.
From Viral Success to a Grounded Way of Life
Born in Kanagawa Prefecture, Eito debuted in 2019 with “Perfume,” a self-written and self-produced track. Though unknown at the time, the song gradually gained traction through platforms like TikTok and eventually hit over 100 million views on YouTube by September 2020.
The song was nominated for the “Buzzword of the Year” award and earned him a performance slot at the 71st NHK Kouhaku Uta Gassen on New Year’s Eve, making his story one of the rare success cases in recent years.
Today, Eito leads a more grounded life—serving customers on the beach under the sun while continuing to create music. Although he appears to have slimmed down slightly, reports note that his signature cheerful smile remains unchanged, suggesting he’s found contentment in his current path.
A New Model for Musicians in a Changing Industry
Eito’s journey presents a compelling model for artists who achieve major success but choose to maintain a sustainable and community-based lifestyle rather than chasing fame alone. By keeping a solid foundation while still nurturing his musical passion, he exemplifies a new approach to long-term artistic careers.
His current activities—engaging with local communities through the beach house while staying connected to music—represent a changing paradigm in the music industry and a broader perspective on how artists can live and create in diverse, fulfilling ways.
