[iichiko Commercials] Popular and All-Time Commercials Collection [2026]
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.
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[iichiko Commercials] Popular and Historical Commercial Compilation [2026] (11–20)
Sanwa Shurui iichiko Hita All Koji “Hita Ishizaka Stone-Paved Road” Edition
A song by Fuyumi Sakamoto, a female singer who pursued a career as an enka vocalist while working as an office employee and is now a grand figure in the genre, known to a wide range of listeners.
This track is known as a cover of the brotherly folk duo Billy BanBan, and like the original, it has been used in a commercial for Iichiko, an Oita-made barley shochu.
Unlike Billy BanBan’s version, which is ethereal and spacious, this arrangement feels more intimate and close, revealing the song’s charm from a different angle.
Also, having it sung by a woman changes the nuance of the lyrics—it’s a number you’ll want to compare with the original.
iichiko by Sanwa Shurui: “Depth of Transparency” (commercial/spot)
This is the first installment of the memorable iichiko commercial series, aired in 1986.
It doesn’t feature the now-familiar, beautifully shot overseas location footage, and the narration isn’t by Hidenari Kawakita—the art director who created the iichiko commercials—but by a professional voice actor, giving it a different atmosphere from today’s spots.
The BGM, “Flor de Lua,” is sung by Amália Rodrigues, the Portuguese diva who rose to fame as the Queen of Fado.
She shone brightest from the 1940s to the 1970s, the golden age of fado, and even after her passing continues to influence many singers, including Mariza.
Sanwa Shurui iichiko “Danube” Version
Speaking of iichiko commercials, the music of Billy BanBan and Susumu Sugawara is inseparable from them, isn’t it? In fact, they weren’t involved from the very beginning—the first time their music was used in a commercial was the “Danube” version released in 1987.
Set in the Danube Delta, known as the largest delta in Europe, the first half unfolds at a relaxed pace, showing what appears to be a point-of-view shot of scenery as if seen from a ship or boat, which makes it easy to immerse yourself in the world of the commercial.
The narration says, “A touch of being moderately old-fashioned is nice, isn’t it?” but this visual sensibility hasn’t faded even today.
Sanwa Shurui iichiko Story Ep. 2: ‘Wildflowers Head to the Sea’
Here is the second installment in the commercial series that brings to life iichiko’s station posters, of which more than 500 have been created to date.
This spot, which depicts a parent–child story, also drew attention for having a script written by Masayuki Kusumi, known for Kodoku no Gurume (The Solitary Gourmet).
The BGM is Kito Kawaranai Iro by Sasanomaly, a familiar presence in this series of commercials.
Its lyrics, which convey a warmth and gentleness like a straightforward, earnest love, are especially appealing.
Sanwa Shurui iichiko story ep.3: “The Shape and Whereabouts of Three Sounds”
This commercial is the third installment in a series that visualizes the iichiko posters that have been displayed in stations since 1984.
This time, it’s a piece depicting the bond between band members, and for anyone who’s been in a band, it’s the kind of story that really stirs the heart.
The background music is “Encore,” written specifically for this commercial by Sasanomaly.
Many people are sure to be moved by its dream-themed lyrics!
Sanwa Shurui NEO Sisters’ Daily Life: “What’s Your Favorite Ratio?”, “So Refreshing!”, and “The Definition of Cute”
This is a commercial for iichiko NEO, a product sold for making highballs.
Titled “The Daily Life of the NEO Sisters” after the product name, the series of commercials showcases conversations between two sisters.
The characters are an older sister who is cautious and composed, and a younger sister who is energetic and full of drive.
Their exchanges feel so pleasant that you could watch them endlessly.
The song used in this commercial is a calm, exotically flavored piece by Jib Moran, included on the 2020 album Piazza Italia.
[Iichiko Commercials] Popular and Historic CM Collection [2026] (21–30)
Sanwa Shurui iichiko “Win Great Prizes with an ‘ii Highball’!” Edition
This is a commercial that promotes the delicious taste of iichiko highballs, and also introduces a limited-time campaign where you can win great prizes by lottery.
In a nod to its nickname “Napoleon of the downtown,” Napoleon himself appears and breezily talks about how good iichiko tastes and how attractive the campaign is.
The content conveys a sense of excitement about what prizes you might win and what flavors await you.
