First Love is Never Returned drop ‘WHAT’S UP?’ alongside cinemative MV — watch

Japanese indie pop band First Love is Never Returned kick off 2026 with the release of their new single 'WHAT’S UP?', arriving alongside its official music video. The track marks the group’s first release of the year and comes with the announcement of their first-ever two-man tour, signalling a new chapter for the Hokkaido-based five-piece.

Led by vocalist Kazuki Ishida, who studied vocals in New York, First Love is Never Returned are known for blending R&B-influenced grooves with pop and indie sensibilities to form a genre-crossing sound anchored by Ishida’s clear yet emotionally expressive voice. The band continued to build momentum throughout 2025 following a new label partnership, appearances at major festivals including SWEET LOVE SHOWER, and sold-out one-man shows across Tokyo, Osaka, and Sapporo.

Their latest single 'WHAT’S UP?' carries special significance as it marks the first time guitarist and chorus member Arata Yamamoto has written and composed a title track. Drawing from his affinity for loop-based music, the song reflects the repetitive rhythms of everyday life, weaving alternative and pop influences into its structure.

The accompanying music video mirrors this concept visually. Produced by fellow Hokkaido native Yosuke Yamaguchi of Koe Inc. and directed by rising filmmaker Kengo Hanada, the MV captures daily routines and emotional cycles through a fresh, cinematic lens.

Reflecting on the release, the band describe 'WHAT’S UP?' as their first new song following a short break, shaped by their everyday lives in Sapporo, where they continue balancing regular jobs with making music. They also shared their excitement about the upcoming two-man tour, highlighting their love for the chemistry that comes from sharing the stage with other artists and inviting fans to experience that energy alongside them.

With 'WHAT’S UP?' and their first two-man tour, First Love is Never Returned position 2026 as a meaningful new beginning, reaffirming their commitment to growth, connection, and the journey ahead.