Advertisers retreated from Johnny's talent and the agency retired its own name

Johnny & Associates was Japan's most powerful talent agency, its idols the face of campaigns across the country. On 7 September 2023 its president acknowledged for the first time that the late founder Johnny Kitagawa had sexually abused boys and young men, apologised, and resigned, after an independent investigation found abuse spanning six decades. The admission followed a BBC documentary in March 2023 that prompted more victims to come forward.

The brand exodus came within days. Asahi Group Holdings said it would no longer air ads featuring three of its stars, and Japan Airlines and Nippon Life Insurance stopped using Johnny's talent too. On 2 October 2023 the company announced it would end its talent business, change its name and create a new firm to manage its performers, focusing instead on compensation.