The I Am Ayu Tour is the third tour of Asia by Japanese singer-songwriter Ayumi Hamasaki. It began in Shanghai on November 1, 2024. Hamasaki announced a second chapter of the tour, Asia Tour 2025 A: I am Ayu Ep. II, on January 27, 2025. Official promotion dedicated the tour to Hamasaki's twenty-fifth anniversary since debut, as well as to fans who "love her songs beyond any language barriers".
Running for over two hours, the setlist for her 2024 concerts consisted of a combination of classic hits across Hamasaki's career, as well as interlude performances from her dance troupe and string orchestra. For the final date in Tokyo, the show was adjusted for a new year countdown. In 2025, the tour was advertised to have a different setlist per country, taking into account the "history, culture, and context" of each region.
Background and development
The tour was the first in sixteen years that included overseas locations, the singer holding concerts across four cities in China in addition to the two dates in Japan during the first leg of the tour.[1] A previous attempt at international concerts, Asia Tour 2021-2022 A: 23rd Monster, was impacted by the COVID-19 pandemic; it held its final dates in December 2022, at Aichi's Nippon Gaishi Hall.[2][3] Hamasaki continued to tour in Japan until her announcement of Asia Tour 2024 A: I am Ayu in August 2024, confirming a kick-off date of November 1 in Shanghai—less than a month after her previous tour, Team Ayu Limited: Thank U Tour 2024, ended.
Ticket sales were met with great demand, and pre-order queues reached up to over 100,000.[4] Fans were covered by the media for buying swathes of advertisement space to greet the singer upon her arrival; in Shanghai, Hamasaki also broke the record for the highest attendance to a concert held at the Mercedes-Benz Arena.[5][6] During a guest appearance on 2024 FNS Music Festival, Hamasaki said of the tour concept: "I want to showcase some of the beautiful things my own country has to offer, but also show understanding and appreciation for the countries I’ve been given the opportunity to perform in. That was a big focus during rehearsals."[7] This direction was continued in the second chapter of the tour, Hamasaki commenting on her creative process regarding multiple setlists: "We're making the final adjustments to the setlists and theme, so we can perform a one and only show in each location... (Considering the) history and culture of each region, the background, what the people who live there value and love, and how they live their lives."[8]
Concert details
Asia Tour 2024: I Am Ayu
The five tour dates in China utilized a circular stage design, with two extension catwalks on opposite ends. The main stage consisted of two platforms, the inner and outer rings separated by orchestra pits. The lighting focus remained on the central stage until songs using the extension catwalks were being performed.
A performance of "M" in Shanghai (2.11.24)
The concerts commenced with the lifting of a red curtain from around the main stage, revealing Hamasaki alongside her orchestra and dance troupe; the singer then began a performance of a rearranged "I Am...". During the song, her dancers slowly walked around the outer ring of the stage, and plumes of smoke were released near the song's end. At the final chorus, a cross spotlight highlighted Hamasaki until the transition into "Rule".
Various outfits used throughout Ayumi Hamasaki's Asia Tour 2024
The setlist was split into separate acts by interludes, the show alternating between orchestral and dance performances. In total, Hamasaki had eight costume changes between acts.[9] In particular, the singer highlighted a white layered dress designed by Keita Maruyama, who has previously worked with Hamasaki for "Green" (2008), "Mirrorcle World" (2008), and "Ohia no Ki" (2020), as well as conceptualizing the opening outfit for the singer's Countdown Live 2022-2023 A: Remember You concert.[10][11] Describing the dress as "dreamlike", Hamasaki also confessed that her biggest worry about the concert was the 50 metre-long attached veil: "The most nerve-wracking part of this Asia tour will be wearing this veil and crossing the stage from one end to the other... Please look forward to seeing that yourselves."[12] The dress was used for the performances of "M" and "Appears", Hamasaki changing into a bedazzled blazer and long skirt combination for the next act of "Aurora", "Surreal", and "Love Song".
In total, the concerts lasted over two hours, featuring a three song encore. Commentators noted upon the singer speaking to the audience in both Japanese and English; during the final performance, Hamasaki sang the last chorus of "My All" in Mandarin Chinese, encouraging the audience to sing along to close out the concert.[13]
Critics complimented the tour's "best selection" setlist, commentary highlighting the use of traditional instruments for track rearrangements, and the inclusion of Chinese performing arts throughout.[14]The First Times wrote: "Hamasaki showed great respect for traditional Chinese performance art. (...) This (concert) felt worthy of Ayumi Hamasaki", while Oricon News lauded the chosen stage outfits featuring "gorgeous dresses" and "dramatic" standout designs.[9][15]
On October 2, 2024—Hamasaki's 46th birthday—it was announced that the singer would hold her 22nd New Year's Eve show at Yoyogi National Gymnasium. Two concerts were announced for December 30 and 31. While the show was considered to be a part of Asia Tour 2024 A: I am Ayu, it featured an altered setlist and a new stage design.[22]
On December 6 it was announced that the concert on December 31 would be streamed exclusively through Abema as a pay-per-viewwebcast. An on-demand version of the livestream was available until January 5, 2025.[23]
The encore of Countdown Live 2024-2025 (30.12.24)
Set list
This set list was taken from the show in Tokyo on December 31, 2024. It does not represent all shows throughout the tour.[24]
↑ "濱崎步小巨蛋第2天！披金色戰甲環繞四面台寵粉 甜喊「台北我想你」"[Ayumi Hamasaki's second day at Taipei Arena! She's surrounded by golden armor and sweetly calls out to her fans, 'Taipei, I miss you.']. Mnews (in Traditional Chinese). August 2, 2025. Retrieved August 2, 2025.
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