Singapore’s TSUKIYAKI did not just debut an EP in 2025 — they staged an elaborate lie that made the internet believe they were still looking for bandmates.
Even though the “J-Rock-ish” band was ready to start releasing music and playing shows at the beginning of the year, there was one problem: they had no one to play to. Founder and frontman YY Toh, 25, had a small following from his solo material under the moniker Fuan, but realistically, few people knew about the new group.
So, TSUKIYAKI got creative. They rolled out a series of videos on social media, seemingly documenting YY’s journey to form a band and debut a J-Rock record by June. While the first video dropped in March, the band had already been formed almost six months earlier. The campaign was a calculated bluff designed to capture attention.
STREAM KVLT sat down with YY and bassist-cum-marketing whiz Eden Loke, 24, who revealed the story behind their “lie”, the DIY process behind their debut EP, and what they hope will set TSUKIYAKI apart in the long run.
How a Communications Major Turned Hype Into a Campaign
In late 2024, YY scouted the members of TSUKIYAKI through mutual connections and online music forums. Today, the lineup is YY on vocals, Eden on bass, Tongis K on rhythm guitar, and Jonathan Sim on drums.
During the EP’s production, Justine Mark (lead guitar) and Ryan Lim (drums) were also involved. However, they had to take a step back from the band shortly after due to personal commitments.
By October 2024, the core group began jamming together, though it was not until 2025 that plans for an official debut solidified.
Eden, with a background in communications, spearheaded the “Day X of making a viral J-Rock album by June 2025” campaign.
“We needed a clear timeline to keep ourselves accountable,” she explained. “Otherwise, between work and school, it would never happen. And we needed a hook that would keep people interested over time.”
She had seen similar storytelling formats work for other creators and wanted to adapt it for TSUKIYAKI. “If new viewers stumble onto the campaign mid-way, they will see it’s an ongoing series and check out the other videos.”
From the start, the band knew they would eventually have to reveal the bluff with a playful “sike” moment once the EP was ready.
What began as an attention-grabber quickly turned into a small but real movement. Some curious social media trawlers eventually converted and ended up following the band’s journey like a Netflix series, awaiting the big reveal.
TSUKIYAKI’s Secret Weapon: A Project Manager Frontman
With the marketing plan in place, it was easier for YY, as the unofficial project manager of the group, to finally get everyone onboard and start working towards completing the EP.
Laughing as she remembered how YY approached the project, Eden said, “The next thing I knew he sent across a long Telegram message where he was like, ‘Hey guys, we’re going to have a kickoff meeting to set some goals. When are you guys free?’”
“And the tone that he had used was completely different from how we were previously conversing as friends. I thought: Okay, this is serious. He was going into work mode — his corporate split personality was coming out.”
At the meeting, YY presented the band with a full timeline, from Q1 to Q4, and assigned roles such as admin, finance, and branding to the members.
When asked if the measures he has taken to move the project forward was successful, YY expressed that he is “very pleased” with what they have managed to accomplish overall.
“Frankly, my motivation has never been anything grand. It was always just wanting to hear my favourite song while I’m on the MRT or the bus. And I’d love for that favourite song to be ours.”
“Having everyone together creating something we believe in — that’s the most important part for me,” he said.
From Bedroom Studio to Punchy Campaign
With all the administrative matters and logistics hashed out, it was time to record the EP. According to YY, it was produced at his house, on a simple home setup consisting of basic “plug-and-play” interfaces.
“For some of the members, it was their first time in a recording studio setting, so it was a learning experience for us all. We still managed to get the sound that we wanted even though we were working with basic equipment.”
The marketing campaign, meanwhile, gave the band the organic growth they had hoped for.
“We had fans who joined us for the ride,” YY said. “People showed up to support us and said, ‘This is something that I’m really aligned with. I love this sound. Please put out more of it.’ And those are the things that really drive us and keep us going.”
In a moment of candour, YY shared that being in front of the camera for the campaign was among the biggest hurdles he had to overcome, “I had to record most of the videos myself, and it was such a struggle, actually.”
“I had to remember what to say, and keep in mind how I convey my messages in a specific tone. And obviously, when there’s a camera in your face, it’s not that easy to express yourself,” he remarked on his inexperience, even though he had Eden behind him writing the scripts and giving him feedback on his performance.
The bassist quipped, “I think it’s quite evident that YY hates the camera, but I really appreciate the fact that he can put that aside and work on what needs to be done for the growth of the band.”
TSUKIYAKI’s Sound Is J-Rock — But Not Quite
On their ‘J-Rock-ish’ identity, YY and Eden said they draw inspiration from acts such as ONE OK ROCK, Yoasobi, and Yorushika, adapting the sound with English lyrics for Singaporean audiences.
“All of the songs are written by YY, who’s very influenced by J-Rock. But we say we’re ‘J-Rock-ish’ because we each add our own spin,” Eden explained.
When most people think of J-Rock, she noted, they imagine jazz-inflected polyrhythms or heavy riffs. “But YY’s writing is easy-listening, with refreshing sound design and attention to detail.”
That blend of influences comes through most clearly on their EP’s closing track ‘The Archer’, which samples dialogue from the Canadian indie game 1000xRESIST that YY was playing while writing
“I was so inspired by it, and I thought it would be so nice if I could have a sample of one of the voice actresses on the song, just for a small portion,” YY recalled.
“I DM’ed the game’s Instagram page on a whim. Later, they responded and, surprisingly enough, gave us the go-ahead to use it on the track! It was crazy because they were winning multiple awards during that time, and for them to grant us the permission to use the sample was huge.”
Little touches like this help TSUKIYAKI stand apart from generic J-Rock cover bands, offering listeners a distinct sonic experience.
Ultimately, the band wants to capture the coming-of-age struggles of their generation. “Our songs are about love, life, and figuring yourself out in young adulthood,” Eden said.
As far as they are concerned, the marketing campaign was not just a gimmick. It was a bet on themselves. And so far, it appears to be paying off.
But beyond the hype and strategy, what matters most to them is the music itself. “Truth is, we just want to make something that’s ours,” YY added.
“We want to be known as simply TSUKIYAKI — not as the band covering someone else.”
Catch TSUKIYAKI live at “J stands for …” on Saturday, 25 October 2025, 7pm (Doors at 6:30pm), at Sunroom Studios (63 Hillview Avenue, #10-19, Singapore 669569).
The band will be playing alongside fellow J-influenced acts 再会の音, whelmed, and T-score. Follow @tsukiyakiofficial on Instagram for further details.
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