[Parenting Support] Nishimatsuya commercial: from cute ads to heartwarming ones
Nishimatsuya is a great ally for families raising children, offering affordable baby clothes, kids’ apparel, and other essentials.
It’s a store you often see around town, and if you watch TV, you’ve probably noticed their memorable commercials featuring the tagline “Supporting Child-Rearing, Nishimatsuya.”
In addition to the cute commercials with the rabbit character, Nishimatsuya’s heartwarming ads that cheer on those working hard at parenting are also very popular.
In this article, we’ll introduce a collection of Nishimatsuya commercials.
If there’s a commercial you’ve seen before that caught your attention, be sure to look for it here.
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[Parenting Support] Nishimatsuya commercials: from cute to heartwarming (1–10)
Nishimatsuya Elfindoll “Rhythm Synchro: Summer Sky” Version / “Seaside Wipe” Version
This is a commercial introducing summer clothing from Elfindoll, a private brand of Nishimatsuya.
It shows children wearing various designs and smiling, and it’s the kind of video that makes you smile just by watching it.
Nishimatsuya 2023 Grand Founding Festival Sale “Recording/Birthday 2” Version
In this commercial announcing Nishimatsuya’s Founding Festival, the event is presented as the birthday of their mascot character, Mimi-chan.
Set in a recording studio, the ad features a deadpan exchange where the recording engineer asks, “How old is Mimi-chan now?” and Mimi-chan replies, “67.” The engineer then suddenly switches to polite speech, creating a surreal, humorous moment.
Nishimatsuya 2025 New Year’s Sale: “Recorded, From the Heart” Edition
This commercial promotes the New Year’s first sale with the familiar rhythm of the phrase “Nishimatsuya supports child-rearing.” It features Mimi-chan, the beloved mascot character, singing, and she looks absolutely adorable in this new spot as well.
[Parenting Support] Nishimatsuya Commercials: From Adorable to Heartwarming (11–20)
Nishimatsuya New Year’s Sale “Record/Lower the Price” Version
A unique commercial featuring Mimi-chan, Nishimatsuya’s character, during a CM recording session.
It’s a New Year sale ad, and playing on the idea of lower prices, the recording engineer tells her to “go lower,” asking her to drop the pitch.
Mimi-chan’s earnest effort to follow the direction is absolutely adorable.
Nishimatsuya “2024 Grand Founding Festival: Recording – The Secret to Youth at 68” version
In a commercial announcing Nishimatsuya’s Founding Festival, the age of the mascot character Mimi-chan is revealed! The ad is set up as if it’s showing a recording session, and when the recording engineer asks, “How old are you now?”, Mimi-chan shocks us by singing her reply: “I’ve turned 68.” It’s a commercial with a subtly surreal sense of humor, where the deadpan, amusing developments quietly unfold.
Nishimatsuya “Midsummer Apparel: Fruit Bus Stop” Edition
This is a commercial introducing the summer lineup from Elfindoll, NISHIMATSUYA’s private brand.
While NISHIMATSUYA is often associated with clothing and goods for babies and toddlers, they also offer products for elementary school-aged children, as shown in the commercial.
The filming location was the famous “Fruit Bus Stops” in Nagasaki Prefecture, where the bus stops are shaped like various fruits such as strawberries and melons!
Nishimatsuya “Rhythm Sync” Version / “Backyard Game” Version
In this commercial from Nishimatsuya, a store where you can find everything from children’s clothing to everyday goods all in one place, they showcase clothing from their private brand, Elfindoll.
With adorable patterns available at very affordable prices, it’s likely very appealing for those raising energetic little kids.
It’s a feel-good ad that brings a smile as you watch the cheerful wooden baskets playing.