Lovely commercial jingle

[iichiko Commercials] Popular and All-Time Commercials Collection [2026]

Editor-in-Chief, RAG MUSICHane Keisuke
Editor-in-chief of RAG MUSIC. JFC-certified fact-checker. After working in a music studio and handling wedding sound, joined the RAG MUSIC editorial team in 2016. Experienced with a variety of instruments: marching band in elementary school, clarinet in junior high school wind ensemble, and drums in a band from high school onward. Drawing on my own musical activities and the experience gained through my work, I produce daily articles, including various song introductions, features on music festivals around the country, and live reports. In music, I enjoy not only rock from Japan and abroad but, lately, a wide range of J-pop as well.

Iichiko, an authentic shochu known for its catchphrase “The Napoleon of Downtown,” is a popular shochu you can find at convenience stores and supermarkets.

It’s a long-selling product that has been loved for many years, and in fact, TV commercials have been airing since 1986.

There are several series, including ones featuring landscapes from around the world and others with period-drama-style direction, and all of them evoke a sense of nostalgia when you watch them.

In this article, we’ll introduce those past commercials along with the music used in each.

Of course, we’ve also included the latest commercial, so be sure to check it out.

[iichiko Commercials] Popular and Historic Ads Compilation [2026] (51–60)

Sanwa Shurui iichiko: “Downtown Napoleon” Dictionary — ‘Insanely Tasty Snack Theater’ Edition

iichiko “The Dictionary of the Napoleon of Downtown” Super-Delicious Snack Theater Edition

This commercial features “Napoleon of Downtown,” the catchphrase and character for iichiko, who introduces tasty snacks that pair well with iichiko highballs.

Because the highball is clean and refreshing, the focus is on bold, punchy snacks, conveying the desire for viewers to enjoy that pairing.

The background music that further highlights the world where this ‘Napoleon’ is speaking is the Radetzky March, a classic at ceremonies.

From the very beginning, the composition conveys a lively atmosphere, and its bright tone naturally brings out positive feelings.

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Sanwa Shurui iichiko “Good Tea-ko: Letters and Rhythm” Version

Good tea, characters and rhythm

This commercial introduces a recipe for making a green tea highball using iichiko, titled “Ii-chako: Letters and Rhythm.” As the title suggests, it’s very rhythmic and pleasing to listen to! The white background is striking, giving the commercial a fresh, breezy feel.

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Sanwa Shurui iichiko “Downtown Napoleon” Dictionary: “Ultimate Tea Highball” / “iichiko Coffee” / “Spicy Highball”

iichiko “Dictionary of the Downtown Napoleon” — The Ultimate Ocha-wari Edition

iichiko “The Downtown Napoleon Dictionary” iichi Coffee Edition

iichiko “The Downtown Napoleon Dictionary” Spicy Highball Edition

This is a series of commercials featuring a Napoleon character, inspired by iichiko’s catchphrase, “Napoleon of the Downtown.” In addition to showcasing iichiko’s appeal, the ads also share arrangement recipes and more, making them commercials that devoted iichiko fans will especially want to watch closely.

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Sanwa Shurui iichiko Downtown Highball “Nothing Happens: The Butcher’s Croquette” / “Nothing Happens: By the Seashore”

iichiko Downtown Highball: The Croquettes from the Butcher Where Nothing Happens

iichiko Downtown Highball: Nothing Happens at the Seaside (Edition)

These are animated commercials titled “Nothing Happens: The Butcher’s Croquette” and “Nothing Happens: By the Seaside,” depicting people simply enjoying iichiko Highball—like eating croquettes from a butcher shop or chatting with friends by the ocean.

Time seems to flow slowly, creating a wonderfully soothing feeling.

Many viewers may find themselves wishing to take it easy and spend their time just like the people in these ads.

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SANWA SHURUI iichiko “Family” Version

iichiko 2021 Family Edition

The 2021 “Family” version features many cows and people dressed as cowboys.

It shows cowboys on horseback and dogs herding cows, including both adults and calves.

The theme of this commercial is “We are family.” The narration also conveys the idea that having family allows us to overcome any difficulty.

The background music, “Futari Monogatari,” is Billy BanBan’s first new song in five years since 2016.

In this piece as well, Susumu Sugawara’s crystal-clear voice stands out; his distinctive vocals are soothing yet tinged with shadow and sensuality.

If you’re looking for something healing, be sure to check it out.

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