[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 Historic CM Collection [2026] (21–30)
SANWA SHURUI iichiko “Racewalking” Edition
Three men are racing along a lush, green trekking course, moving through a wonderfully refreshing setting.
Partway through, a pet dog joins in, and a gentle, mellow melody plays over the scene of a relaxing day’s workout.
The three men and the dog take a break; beside them are the usual bottle and a glass filled with ice—creating a perfect, irresistibly thirst-inducing situation beautifully captured in this commercial.
Sanwa Shurui iichiko “Namaqualand, South Africa” Version
This is the “Namaqualand” edition that aired in 2000.
When you think of Africa, you might picture a blazing sun and wilderness, but Namaqualand is famous for its breathtaking 360-degree vistas of flower fields.
It’s even nicknamed the Miracle Garden and the Garden of the Gods.
At the end, an iichiko bottle quietly appears among the riot of blossoms—a surreal touch.
The background music, Desert Rose, is a perfect choice for this commercial.
It’s a piano-led ballad, with refined strings that resonate without being overbearing, adding a lovely accent, and the beautiful sibling harmonies really stand out.
[Iichiko Commercials] Popular and Historic CM Compilation [2026] (31–40)
Sanwa Shurui iichiko “Active Life” version
In the 2022 commercial titled “Active Life,” people and animals living actively make an appearance: a bird gliding leisurely through the sky, a horse galloping across the grasslands, someone devoted to soccer in the rain, and a surfer riding the waves.
Both the people and the animals are fully, actively living out their lives.
The commercial can be seen as praising these actively living beings under the theme “We love active life,” celebrating how wonderful they are.
The message it conveys may be that an active life isn’t just about doing things with movement, but about each individual living their own life with their own story—and that this, in itself, is what leads to an active life.
Sanwa Shurui iichiko “Iceland” Edition
In this series of commercials, set against magnificent overseas nature and perfectly accompanied by Billy BanBan’s “Ima wa, Kono Mama,” here is the “Iceland” edition that aired in 2001.
Iceland is said to have so many famous waterfalls that the country is practically synonymous with them, and this ad also features a huge, overwhelming waterfall.
And at the end, iichiko appears being doused by the falls like a monk in training.
Sanwa Shurui iichiko “Wanaka” version
This is a commercial filmed in Wanaka, New Zealand, in 2014.
Two skiers glide across expansive mountain ranges and a vast silver-white world so grand it can’t be contained by the frame.
Set to Billy BanBan’s “Kore ga Koi to Iu nara,” they move on through a sky of blue and a field of pure white.
The wistful song and the skiing create a strangely surreal yet oddly fitting scene that continues until the familiar chorus comes in, closing with a shot of a bottle standing in the snow—showing the same cool sophistication as ever.
Sanwa Shurui iichiko “Meditation” version
In the 2008 iichiko commercial titled “Meditation,” the familiar Koji Matoba appears in traditional Japanese attire.
Like a period drama, the main scene shows Matoba meditating.
There are no lines in the first half of the commercial, which conversely highlights Fuyumi Sakamoto’s background song, ‘Mata Kimi ni Koishiteru.’ Although Matoba is merely sitting, his presence conveys strength and conviction.
Sanwa Shurui iichiko Hita All-Koji “Waterfall” Version
This is a commercial video from 2013 for iichiko’s Hita Zen Koji version, known as the “Napoleon of the Downtown.” It opens with a fantastical waterfall, beautifully spraying mist, and as the camera slowly zooms in, it begins with Koji Matoba intensely practicing waterfall meditation—an image with full impact.
The song is a cover by Fuyumi Sakamoto of “Kataomoi de Ii,” originally released by Golden Bomber in 2014.
It’s a visual work that showcases the appeal of this CM series: what first seems like a mismatch mysteriously grows on you as you watch.