"NEW ART GUILD" was established to carry on the legacy of the late Shigeru Arai, also known as the artist NAGNAGNAG. This article introduces Mr. Arai's achievements and future activities, along with comments from the six founding members: MEDICOM TOY, GORO, Pied Piper, Kaleidoscope, spamper, and 4KDO10.

On June 6, 2024, at 6:06:06, an announcement titled "Notice of the Establishment of NEW ART GUILD" was posted on social media. The founding members are MEDICOM TOY, GORO, Pied Piper, Kaleidoscope, spamper, and 4KDO10.

NEW ART DUILD
MEDICOM TOY / GORO / Pied Piper Kaleidoscope / spamper / 4KDO10
New Art Guild is an organization established by those who walked alongside Shigeru Arai during his lifetime. With the intention of continuing his legacy and preserving his wishes, the organization aims to complete unfinished works, eliminate counterfeit works circulating in the market, and authenticate Arai’s pieces while safeguarding his dignity.

New Art Guild is an organization established by those who walked alongside Shigeru Arai during his lifetime. With the intention of continuing his legacy and preserving his wishes, the organization aims to complete unfinished works, eliminate counterfeit works circulating in the market, and authenticate Arai’s pieces while safeguarding his dignity.

New Art Guild是由在新井茂先生生前曾与之同行过的人们 成立的组织。该组织旨在继承他的意愿，秉承他的初衷，致力 于完成他尚未完成的作品，清除市面上的假冒品，并对其作品 进行鉴定，以维护新井茂先生的尊严。

On November 3, 2023, Shigeru Arai, known as the artist NAGNAGNAG, passed away at his home in Tokyo due to a myocardial infarction. He was only 51 years old.
Mr. Arai worked without revealing his identity and rarely appeared in the media. However, his long involvement in creative work endowed him with exceptional talent in sculpting, painting, and production.

On August 15, 2008, Mr. Arai released his first original sofubi figure, "Boryoku Genjin," under the name "NAGNAGNAG." He subsequently created sofubi figures such as "NAGBALL" and "NZOMBIE." Many of his works featured handmade costumes and hair.
In November 2008, he collaborated with the New York-based fashion brand MISHKA on both the art and packaging for "Boryoku Genjin." In December of the same year, he began a collaboration with Los Angeles-based artist Coop. In 2009, he produced two short stop-motion films themed around "Boryoku Genjin."
Since 2010, Mr. Arai had sporadically participated in New York Comic Con events. In 2013, an article about "NAGBALL" was published in The New York Times.

"Sofubi" is short for soft vinyl figure, manufactured by injecting molten soft polyvinyl chloride into a mold, applying heat, and forming a hollow figure.

In Japan, toys and dolls made of celluloid (a synthetic resin primarily made from nitrocellulose and camphor) were manufactured and exported in large quantities to the United States from the Taisho to Showa eras (1950s). After the end of World War II, during the five years from 1947 to 1952 when private trade resumed, a "MADE IN OCCUPIED JAPAN" stamp was mandatory on exports such as ceramics, clothing, cameras, and toys. These items are now highly sought after by collectors, primarily in North America, due to their rarity.

Celluloid products were durable and flexible, but extremely flammable. In the United States, "Japanese celluloid was found to be ignitable and dangerous," leading to the enactment of the Flammable Materials Act in 1955. This prevented exports, and celluloid toys gradually transitioned to soft vinyl toys (early domestic sofubi toys include Masudaya Saito Trading's "Milk-Drinking Doll").

In 1966, sofubi monster figures released by Marusan Shoten to coincide with the TV broadcast of "Ultra Q" and "Ultraman" became popular among children, spearheading the first monster boom (1966-1968). During the second monster boom (1971-1974), Bullmark's sofubi monster figures, which inherited Marusan's molds, were a huge hit, leading to the proliferation of many unlicensed similar products.

Sofubi figures, once all the rage, saw their popularity wane in the late 1970s due to soaring raw material costs from the first oil shock in 1973 and the end of the monster boom. However, from the 1980s onwards, they began to gain value as antiques. In 1990, driven by a retro boom,復刻版 (reissue) sofubi figures were released by various companies. A growing number of collectors found a unique charm in the simplified sculpting and painting techniques used in their production.

In the 2000s, independent manufacturers began producing original monster sofubi figures and those based on monsters depicted in vintage paper materials that had never been realized in three dimensions.

NAGNAGNAG was one such artist. His activities, including collaborations with overseas artists shortly after his debut, guerrilla-style information releases on his official website, and the creation of a massive 6-foot-tall "Boryoku Genjin," profoundly shocked people. (Furthermore, the name NAGNAGNAG and the logo design itself strongly evoke elements of subculture, particularly PUNK/NEW WAVE).

His unique sculpting and painting, as well as his ability to dynamically disrupt scenes, can be considered part of NAGNAGNAG's artistic expression. Tatsuhiko Akashi, President and CEO of MEDICOM TOY, who was close to Mr. Arai, stated, "He may not have realized it himself, but he was doing Banksy-like things before Banksy in the 2010s."
(*1) Banksy
Real name and date of birth unknown. An anonymous artist based in the UK. He mysteriously leaves satirical works on walls, roads, and even subway cars worldwide, often themed around social issues.

The announcement of NEW ART GUILD's establishment on June 6, 2024, at 6:06:06, with its sixes, was a deliberate choice by the members, who believed that Mr. Arai, who released his first original sofubi "Boryoku Genjin" on August 15th (Japan's End of War Memorial Day), would surely have planned something for this timing. (Mr. Arai also favored the phrase "MADE IN OCCUPIED JAPAN" during his lifetime).

Since Mr. Arai's passing, counterfeit NAGNAGNAG works have been appearing at auctions, and many collectors are likely concerned about his unreleased or conceptualized pieces.

Under the declaration, "NEW ART GUILD will work to eliminate counterfeit works circulating in the market and authenticate Mr. Arai's pieces, thereby safeguarding his dignity," the organization will continue his unfinished work. Below, the six founding members share their memories of Shigeru Arai and their thoughts on NEW ART GUILD.

【MEDICOM TOY】
Instagram
Established in 1996, MEDICOM TOY operates under the concept of "creating what we want." They plan and manufacture character figures across a wide range of genres. Since releasing "BE@RBRICK" in 2001, they have collaborated with numerous artists, brands, companies, and characters both domestically and internationally. Their relationship with NAGNAGNAG began with the "SECRET / SECRET Back" BE@RBRICK released in BE@RBRICK SERIES 32 in June 2016, followed by the 6-foot-tall "FOUR EYES," the Toho monster series, and many other releases.
＜Response by Tatsuhiko Akashi, President and CEO＞

1) Memories of Shigeru Arai (NAGNAGNAG)
I believe we first met at a club in Nishi-Azabu.
He approached me and said, "You know who I am, right?"
He was wearing a Fred Perry polo shirt and rode a lime green VESPA.
We've known each other for over ten years, so I have countless memorable anecdotes. He was the type to always prioritize his own sensibilities, regardless of the situation. This often made him enemies, but on the other hand, it also attracted many fervent followers, myself included.

2) Please tell us about the NAGNAGNAG works you have been involved with, and highlight one particularly memorable piece with its reason.
They are all so memorable that it's hard to pick just one, but the collaboration with Tara McPherson was particularly striking. The process of finalizing the details between the two artists was quite challenging, but I believe we created a great piece.
(*2) Tara McPherson
An artist born in San Francisco, USA, in 1976. Her published works include "Lonely Heart," "Lost Constellations," "Bunny In The Moon," and "Wandering Luminations." Her art has also appeared on the cover of the Academy Award-winning film "Juno," the Emmy Award-winning HBO series "Succession," and the Eisner Award-winning anthology "Popgun 3." Official website: https://www.taramcpherson.com/

3) The impact of NAGNAGNAG on the art world
From a very early stage, I observed with interest how artists in contemporary art were inspired by him and experimented with various approaches. I believe this was due to a strong resonance with NAGNAGNAG's public image and stance. However, he seemed to present only his own values in response to any offer, and was only interested in those who could synchronize with them.
His work, and indeed his stance as an artist, inspired many imitators. However, in the field he explored, I have never seen, nor do I expect to see, an artist surpass him.

4) The establishment of NEW ART GUILD
NEW ART GUILD was the name I conceived for a private company I planned to start after retiring, focused on managing Shigeru Arai's legacy. Due to his sudden passing, the form of establishment changed, but I decided to move forward as a foundation with the support of six individuals who were close to Mr. Arai and understood his ideas and beliefs.

5) Future activities of NEW ART GUILD
NAGNAGNAG had a vast number of plans and ideas during his lifetime, and the members of NEW ART GUILD received fragments of these.
We aim to bring these concepts and the imagination he inspired to life and present them to everyone.

【GORO】
Instagram
A sofubi manufacturer. In January 2016, GORO released its first product, the fully combinable robot sofubi "Chogoken Rikidaiser 3." The accompanying parts allowed for various configurations. EXOHEAD served as the prototype sculptor, and NAGNAGNAG was the supervisor. Some of the color variations included one-off pieces painted by Mr. Arai. Subsequently, "Zanzin-Gun" and "Glass Laser" were released in the same series. Official website.http://www.rikidizer3.com/

1) Memories of Shigeru Arai (NAGNAGNAG)
Around 2014, Mr. Arai coincidentally moved into my neighborhood, and we became close, often going out for drinks and spending time together.
At that time, I was merely a collector of toys like sofubi, but he persistently urged me, "Why don't you create the sofubi you want?"
Despite numerous challenges, I decided to create sofubi, which led to the birth of GORO.

2) Regarding the "Chogoken Rikidaiser 3" series
The "Chogoken Rikidaiser 3" was born from the desire for a robot sofubi that combined the appeal of the Popy Popinica Chogokin I loved as a child with the ability to combine like the "Combine Box" or "Bolt-in Box" series. It took about six months of painstaking effort to devise the robot's shape and the interlocking mechanism for combination.
I commissioned the prototype to EXOHEAD, a sculptor I greatly admired. I am deeply grateful that they also handled the prototypes for subsequent works like "Zanzin-Gun" and "Glass Laser."
The process moved from prototype to wax mold and then to the metal mold. I am immensely grateful to the molding factory staff for their tremendous efforts. The joy and relief I felt upon receiving the test shots of the finished sofubi were unparalleled.
NAGNAGNAG possessed a transcendent sense of color, so I asked him to supervise the painting for GORO products. When NAGNAGNAG held and inspected the Rikidaiser 3 I had painted, the tension was immense. Any area he pointed out for correction invariably led to a significant improvement, proving his mastery. I am filled with gratitude for the various painting techniques he taught me.
As a collaboration between NAG and GORO, NAGNAGNAG offered to paint three sets of Rikidaiser 3 as one-off pieces. The first set was exceptionally well-made. However, perhaps due to the effort involved, this remained the only set, making it a truly unique piece.

3) The impact of NAGNAGNAG on the art world
I believe he was the pioneer who elevated sofubi into the art world!!
Although he had large, glove-like hands, his dexterity was remarkable, and his uncompromising pursuit of perfection deeply impressed me.
The numerous sculpting and coloring patterns that emerged from his work have captivated many and continue to influence them.

4) The establishment of NEW ART GUILD
I hope to assist with the productization of NAGNAGNAG-related items at MEDICOM TOY and with the authentication of counterfeit pieces.

5) A message to the fans of the "Chogoken Rikidaiser 3 Series"
I am truly grateful to everyone who has purchased and cherished the "Chogoken Rikidaiser 3 Series." I sincerely apologize to those who could not purchase the items due to the limited production runs.
Although we can no longer receive NAGNAGNAG's production guidance due to his passing, we will continue to produce the "Chogoken Rikidaiser 3 Series" with his teachings firmly in mind. Thank you for your continued support.
We plan to announce a new release this fall.
The title is "Double Lynch."

【Kaleidoscope】
Instagram
Kaleidoscope is a specialty store for out-of-print toys located in Oyama, Itabashi-ku, Tokyo. Known among collectors for its reliable knowledge and appraisal of vintage hero and monster sofubi figures, Chogokin, and Jumbo Machinders. Through friendships with Mr. Arai and GORO, they also sell the "Chogoken Rikidaiser 3" series. Mr. Arai's painted works are also displayed in the store.

1) Memories of Shigeru Arai (NAGNAGNAG)
Mr. Arai was also a collector of vintage toys, so he had visited our shop for a long time. However, our long conversations only began about two or three years ago. At that time, he mentioned he was active under the name "NAGNAGNAG." As I specialized in vintage items, I hadn't heard of it, but I did know about "Rikidaiser."
Following that, Mr. Arai began visiting our shop with GORO, and we started selling NAGNAGNAG/GORO products. Ironically, my complete lack of interest in anything other than vintage items seemed to offer a fresh perspective to Mr. Arai.

2) A particularly memorable NAGNAGNAG work you have been involved with
Having handled Rikidaiser and Zanzin-Gun, I became drawn to Mr. Arai's unique artistic sensibility. While it's difficult to choose just one, if I had to, it would be the Zanzin-Gun painted by Mr. Arai, which is displayed in our shop and was used in the product box photos.

3) The impact of NAGNAGNAG on the art world
As I mentioned earlier, at the time, I had no knowledge of the art world, so when Mr. Arai explained NAGNAGNAG's achievements directly, my response was usually just "Oh, really..." (laughs). Therefore, I had no idea of his role; I simply liked Shigeru Arai as a person who valued etiquette and integrity. However, I often heard from others that he could be quite disrespectful to people (laughs).

4) The establishment of NEW ART GUILD
After Mr. Arai's passing, these six individuals have consistently been at the core of all subsequent activities, so the establishment of New Art Guild feels almost inevitable now. GORO, who spent the most time with Mr. Arai; Pied Piper, the unique individual capable of embodying Mr. Arai's vision; spamper, whom Mr. Arai trusted the most; 4KDO10, who holds the deepest passion for Mr. Arai; and Akashi-san of MEDICOM TOY, who orchestrates everything with overwhelming execution power. Among such a group, the fact that I, who spent a relatively short but intense time with Mr. Arai, was invited to be a founding member feels entirely like Mr. Arai's will. I simply aim to play a part in eliminating what Shigeru Arai disliked and fulfilling what he would have wanted.

5) A message to the fans
Currently, counterfeit items are circulating, and actions that Shigeru Arai would not have wanted are rampant. When you encounter such situations, I humbly believe he would be pleased if you would ask yourselves, "Is this something Shigeru Arai would want or not want?" New Art Guild is structured so that it cannot act without the unanimous agreement of the six individuals Mr. Arai trusted the most. We kindly ask for your continued support in the continuation and development of Shigeru Arai / NAGNAGNAG's world.

【Pied Piper】
A sculptor. He was responsible for the prototype of "Godzilla (1995)," produced by NAGNAGNAG and released by MEDICOM TOY in February 2021. Since then, he has worked on the Toho series, including "Godzilla (2001)," "Godzilla (1995) Open Mouth," "Godzilla (2001) Open Mouth (ONE OFF) (EDITION 5)," "Godzilla (1995) 2nd Run," "Biollante (1st Run)," "Godzilla (1964) 1st Run," and "Godzilla (1995) Open Mouth 2nd Run." He has also worked on "Jirass," "Muna," "The Three Hundred Million Yen Robber," "Yoru no Hyōteki Sekiya Tricycle," "Misuzu Tricycle," and "Aota Akado Tricycle."

1) Memories of Shigeru Arai (NAGNAGNAG)
We met through a mutual acquaintance.
He was looking for a sculptor, and after discussing my expertise in monster sculpting, we hit it off talking about special effects and monster garage kits. He then asked if I would be interested in creating the prototype for "Godzilla (1995)," the first work in NAGNAGNAG's Toho series.

2) A particularly memorable NAGNAGNAG work you have been involved with
The 2001 version of Godzilla.
It's a Godzilla motif that both Mr. NAGNAGNAG and I particularly favored. After discussing what to do after the "Death Godzilla," we both agreed, "It has to be Godzilla, Mothra, and King Ghidorah: Giant Monsters All-Out Attack!" and decided to create it. I'll never forget when he said, "We've created a masterpiece," after I finished the prototype and it became a sofubi figure.
I was truly delighted.

3) The impact of NAGNAGNAG on the art world
I was impressed that he took the material of sofubi, which had a strong association with toys, and incorporated it as a medium for artistic expression by creating his own worldview and translating it into sofubi. While it may have started as simply making his own toys, I was astonished by the idea of ultimately bringing it into the art world.

4) The establishment of NEW ART GUILD
I was happy about the establishment of NEW ART GUILD because I felt it would be a great loss if NAGNAGNAG's works and products were no longer released. We have a lineup of future products that Mr. NAGNAGNAG and I discussed, and I want to bring them to fruition one by one, carrying on his spirit.

5) A message to the fans
I would be happy if you continue to look forward to them just as you always have.

【Spamper】
Instagram
NAGNAGNAG has collaborated with MISHKA, Coop, Frank Kozik, Tara McPherson, Johnny Ryan, and others. Mr. spamper has been in charge of planning, progress, and public relations for collaborations with these overseas artists and brands, as well as numerous other projects.

1) Memories of Shigeru Arai (NAGNAGNAG)
My first encounter with Shigeru Arai was in the spring of 2012 at an event venue. He suddenly approached me, asking, "Are you a collector? What country are you from?" This led to a conversation, and later, I was invited to dinner with GORO, and we exchanged phone numbers. Some time later, Mr. Arai called, saying, "Can you meet me right now? I have something to discuss," and we arranged to meet at a family restaurant. As soon as we met, he asked, "Do you know Tim Burton?" I replied, "Yes, but of course, I've never met him." The request was, "Tim Burton is visiting Japan for a film shoot, and I desperately want to get this toy to him. Can you help?" He then handed me "Boryoku Genjin" (a sofubi character created by Mr. Arai). Honestly, I didn't know what to do. As an ordinary salaryman at the time, I thought meeting someone as famous as director Tim Burton was impossible. After asking everyone I knew, I found someone who was attending Tim Burton's press conference, and I succeeded in delivering "Boryoku Genjin" to the director himself. This episode marked the beginning of a long relationship, and Mr. Arai and I became close friends.

2) A particularly memorable NAGNAGNAG work you have been involved with
I was generally in charge of planning, progress, and public relations for collaborations with overseas artists. I was also involved in many projects, including website management, commissioning illustrations, and producing the "Boryoku Genjin" manga.
The "Boryoku Genjin" manga is a work that left a particularly strong impression on me.

3) The impact of NAGNAGNAG on the art world
With his groundbreaking ideas and exceptional skills, Mr. Arai played a crucial role in connecting "independent sofubi," a subgenre, to the art world. His activities paved the way for numerous new sofubi creators, leading to the current sofubi scene.

4) The establishment of NEW ART GUILD
While preserving Mr. Arai's legacy, we will authenticate original works that Mr. Arai himself produced and painted, and issue certificates of authenticity from NEW ART GUILD. We will also realize the commercialization of works that Mr. Arai planned during his lifetime and build a database of original works on our website to deliver them to fans worldwide.

5) A message to the fans
The members of NEW ART GUILD deeply respect Mr. Arai's work and are committed to upholding the NAGNAGNAG concept. We aim to preserve the asset value of the works Mr. Arai created during his lifetime and promote "sofubi as art" as he envisioned. We ask for your support!

【4KDO10】
Instagram
Sofubi space & event planning. Since 2022, they have hosted the SOFVI EXHIBITION "4KDO10" with the aim of bridging carefully selected sofubi manufacturers worldwide and sofubi enthusiasts, allowing the charm and uniqueness of sofubi to shine on an artistic stage. In addition to the "Chogoken Rikidaiser 3" series, they have sold "Boryoku Genjin," "Jirass," "The Three Hundred Million Yen Robber," and "TRANSBOX (NAGNAGNAG x WANTO)" by NAGNAGNAG through lottery sales.

1) Memories of Shigeru Arai (NAGNAGNAG)
Until I first met Mr. Arai, I was simply a fan of NAGNAGNAG. As a sofubi collector, I had known, understood, and admired the NAGNAGNAG brand for a long time. However, since it was difficult to obtain, my collection consisted of only one piece, "Boryoku Genjin."
On the day his new work was released, I went to the gallery with my sole collection, but he was absent. As I was about to leave, it started raining. Without an umbrella, I waited for the rain to stop at a nearby cafe, looking through the photos I had taken that day. I then realized I had forgotten to take some pictures and hurried back to the gallery. At the entrance, I saw him. I thought, "Lucky!" but at the same time, I felt a little nervous.
I took out my "Boryoku Genjin" and handed it to Mr. Arai, asking him to sign the sole. To my surprise, he examined it for a long time and said, with complete seriousness, "It's a fake!"
"What?"
I was so surprised, embarrassed, and tense that I couldn't speak. Seeing my expression, he patted my shoulder and said, "Just kidding." Then he noticed my camera and asked to see the photos I had taken.
"Did you take all these? Even the photos of Boryoku Genjin?"
"Yes, I took them all myself."
"Did you like today's work?"
"Of course! I love everything!"
"Which one do you like the most?"
"I like the red Boryoku Genjin," I replied. After that, Mr. Arai left without another word.
As I was leaving the gallery, he called me back, took out a business card from his wallet, and said, "Contact me at this number from now on."
It was a very cool business card with a Joker drawn in the center on a black background.
That evening, after returning home, I sent Mr. Arai a thank-you message. The reply was, "Are you free tomorrow? Want to grab a meal?"
And so, my story with Mr. NAGNAGNAG began. Looking back now, if the weather had been clear that day, this encounter might never have happened.

2) A particularly memorable NAGNAGNAG work you have been involved with
I would like to highlight the 6-foot-tall NAGNAGNAG "FOUR EYES."
The first time I saw this piece in person, I was simply overwhelmed by its incredibly strong presence.
After this piece arrived at my home, it stood in my room as if it were a living creature, making me occasionally feel like someone was behind me.
It was the first time I had collected such a large-sized piece, and my excitement never waned.
Later, when Mr. Arai visited my home, he spent a long time examining the piece meticulously, down to the smallest detail, with a completely different demeanor from his usual playful personality. I found him very captivating at that moment.
When I asked Mr. Arai what inspired him to create such a large "Boryoku Genjin," he replied:
"Actually, I wanted to create a 20-meter-tall Boryoku Genjin."

3) The role NAGNAGNAG played in the art world
In my impression, NAGNAGNAG's works completely transcend the concept of toys, making them more fitting within the realm of art than toys. The innovative styling and highly individualized painting that began with "Boryoku Genjin" were unprecedented.
NAGNAGNAG's works symbolize the most avant-garde design language and cutting-edge design thinking of our time, repeatedly breaking existing norms and redefining the rules of the game.
As a collector, I always kept an eye on NAGNAGNAG's new releases, and each time, I was met with surprise and shock. This is because NAGNAGNAG's works are not bound by any rules, and no matter how much they change, each new piece retains NAGNAGNAG's distinct characteristics. I believe this is extremely rare.

4) The establishment of NEW ART GUILD
The members of NEW ART GUILD participated in Mr. Arai's life and work from the closest possible position, so they understand what interested him and what he valued most.
I believe all fans expect us to continue creating new works centered around Mr. Arai's preferences and to carry on his philosophy and spirit.
The production and sale of counterfeit items are serious problems that disrupt normal market order and infringe upon the legal rights and interests of brands. If counterfeit items are further sold as genuine products, collectors' interests will be harmed, and it will have a severe negative impact on enthusiasm and trust in the brand.
NEW ART GUILD will make every effort to counter counterfeit items and maintain a healthy market order.

5) A message to the fans
I will never forget the sight of Mr. Arai, standing across the street, smiling like a child.
"Let's make (4KDO10) the best event in the world!"
Mr. Arai encouraged me with these words. While various stories and legends circulate about Mr. Arai, to me, he was always full of positive energy and guided me in a better direction.
Everyone, if you have the chance, please see Mr. Arai's work with your own eyes. I am sure it will be a precious memory you will never forget.