Although rap music has long established itself as a major force in global pop music, it’s difficult for a rap song to become a hit in the U.S. unless it’s in English (American English). I think this is self-evident when you look at the strategies of K-pop. While there are many Korean artists who practice and skillfully master American English, thriving within the “Asian” framework of rap music, there are also “Asian” artists who infuse their sound and lyrics with local meaning, crafting hip-hop with a distinctly local flavor. Thailand’s JUU4E is a prime example of this.
JUU4E is a rapper who is respected as an OG in the Thai hip-hop scene and has established a unique position for himself. On his 2019 debut album *New Luk Thung*, produced by Young-G of stillichimiya and OMK, he fused Thailand’s eclectic ghetto folk genre, Luk Thung, with hip-hop, creating a masterpiece that is both cutting-edge hip-hop and cutting-edge Luk Thung. On her follow-up album, *Baka Sekai*, she presented a unique sound infused with psychedelic elements and deliberate “Asian” influences—such as the southern Thai dance art form Ron Gen and Japanese folk songs—to depict the chaotic world amidst the COVID-19 pandemic.
*Iz*, which carries on this tradition, is a dance album brimming with a sense of liberation—celebrating the return of parties as we move past the pandemic. The first six tracks on the album were originally released as a digital EP in 2023; they blend up-tempo Jersey club, drum ’n’ bass, and drill—combined with loops of the khene, a traditional Thai instrument, local references like “one-cup sake,” and lyrics rooted in a Buddhist worldview. The album alternates between the urge to dance and a sense of questioning one’s own place in the world. Although the context is different, it evokes a similar feeling to David Byrne and Brian Eno’s *My Life in the Bush of Ghosts*. The seven tracks in the second half are making their debut here, but—just like the first half—they’re filled with tracks brimming with a sense of liberation and unique lyrical worlds, including a dope alternate version of “Thonburi Don,” originally featured on the previous album *Baka Sekai*, and “Thailand Smokes,” which celebrates ganja—which has finally been legalized in Thailand—over a drill beat. Six tracks in the first half, seven in the second—that’s a total of 13 (Ju-san) tracks! According to Ju-san, this album embodies the joy of everyone coming together again after overcoming the pandemic. That’s absolutely right. Crank it up and let’s get the party started again!

Produced by JUU4E & Young-G
Mastering: Takuto Kuratani
Cover art: Shinsuke Takagi (Soi48/OMK)

＝Product Specifications＝
+ Standard jewel case + obi strip
+ 24-page booklet included (featuring liner notes and translated lyrics)
+ Liner notes: Young-G (stillichimiya／OMK)