[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 CM] Popular Commercials and Historical Ads Summary [2026] (41–50)
Sanwa Shurui iichiko “Venice” Version
The 1989 “Venice” commercial is set in Venice, Italy, the city known as the City of Water.
The ad features scenes of Venice filmed from the canals that run through the city.
Hidden within those scenes is an iichiko bottle, quietly tucked away… The spot captures the city’s beautiful evening moods: neon-lit nightscapes and gondolas gliding through the sunset.
In the final scene, an iichiko bottle is thrown into one of Venice’s canals.
It’s a commercial that lets you feel the romance of life in a city where water is an ever-present companion.
[iichiko Commercials] Popular and Historic Ads Compilation [2026] (51–60)
SANWA SHURUI iichiko “Texas Cowboys” (commercial)
The 2012 version of the commercial is the “Texas Cowboy” edition set in Texas.
It strikingly and stylishly portrays cowboys herding cattle with a wild flair.
The background music is “Love Is Like a Prayer,” also well-known from Fuyumi Sakamoto’s rendition.
While lyricist Goro Matsui uses words that are easy for anyone to understand, as mentioned at the outset, the song conveys a grand worldview that goes beyond a simple love song.
Billy BanBan’s version is characteristically refined with a restrained touch, and it’s fun to compare it with Sakamoto’s vocal version to hear the differences!
Sanwa Shurui iichiko “Portugal” Edition
Set against the seas of Portugal, which dominated regions around the world during the Age of Discovery and reigned as a maritime empire, this video impresses with a clever move: weaving in illustrations of carracks, the ships that flourished in that very era.
It’s also amazing how casually it slips in iichiko’s illustration, creating a mood as if it were something favored in Portugal during the Age of Discovery.
The sensibility of Shuuya Kawakita, who oversaw iichiko’s product planning and commercials, truly shines.
Combined with the narration, “There was a time like that long ago,” and the wistful melody of Billy BanBan’s song ‘Ososugita Kisetsu’ (Too Late a Season), it all feels deeply nostalgic.
Sanwa Shurui iichiko “Ibiza” version
Iichiko’s commercials, renowned for their beautiful imagery that lingers in viewers’ hearts, have been running since 1986.
If you remember the early spots, Billy BanBan’s “Toki wa Ima, Kimi no Naka” will likely bring nostalgic scenes to mind.
The one featured here is a 1988 commercial set on Ibiza, one of Europe’s premier resort destinations.
As you take in the crystal-clear sea and blue sky, you might wonder where the Iichiko element comes in—only to see, in a bold twist, a bottle of Iichiko sinking into the ocean.
The overall world, including the music, leans toward a melancholic mood, yet you can’t help but feel it’s quintessentially a commercial from the late 1980s, when Japan was brimming with energy and vitality.
Sanwa Shurui NEO Sisters’ Daily Life: “Plus-Minus Zero?” Version
This commercial introduces the appeal of iichiko NEO, an authentic shochu from the iichiko brand made for highballs, through the story of two sisters.
It shows the sisters working out, and conveys that even at such times, iichiko NEO lets you enjoy a highball with zero carbs.
The song that further highlights the sisters’ relaxed everyday life is “Night Out.” Built on a beat with a dance-music feel and layered with brass-like tones, the overlapping sounds create a sense of both sparkle and lightness.
Sanwa Shurui iichiko “Corsica” Version
It’s a commercial created in a truly luxurious setting: the beautiful nature and scenery of Corsica, an island in the Mediterranean, and scenes of horses running gracefully.
Hearing the final line, “I walked and walked, and here I am,” I couldn’t help but narrow my eyes with nostalgia.
Speaking of Corsica, it’s known as the birthplace of Napoleon, and the idea of a doll seemingly modeled after him walking along the seashore is brilliant.
I imagine many people didn’t realize what the commercial was advertising until the very last scene.
By the way, the hauntingly melancholic song featured in the CM is “Ososugita Kisetsu” (The Season Came Too Late) by Billy BanBan.
Sanwa Shurui iichiko: “Downtown Napoleon” Dictionary — ‘Insanely Tasty 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.