[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 “2014 Koji Project” EditionGolden Bomber
In the “Koji Project” ad aired in 2014, the members of Golden Bomber appear.
Dressed in traditional Japanese attire, they step into view one by one as the camera moves.
It’s a refreshing change from their usual boisterous vibe, with each member wearing a serious expression.
At the end, Sho Kiryuin smiles, and the products born from the Koji Project are revealed.
The song playing in the commercial, “Kataomoi de Ii” (Unrequited Love Is Fine), was released as the B-side to their 15th single, “Rola no Kizudarake” (Rola Covered in Scars).
The lyrics portray a slightly vulnerable male figure—a common theme in Golden Bomber’s lyrical world—which many listeners may find relatable.
[iichiko Commercials] Popular and Historic Ads Compilation [2026] (51–60)
Sanwa Shurui iichiko ‘Downtown Napoleon’ dictionary: “Aroma Revolution” edition
Focusing on iichiko’s catchphrase, “The Napoleon of Downtown,” this commercial features Napoleon introducing a way to enjoy it even more deliciously.
He gently suggests that before drinking iichiko, close your eyes and slowly savor the aroma to bring out a richer taste.
The background music, which evokes the era when such a Napoleon might have lived, is Ziv Moran’s “Fantastico.” With its strongly acoustic feel, the lightness of the sound conveys a hint of folk-music atmosphere, further highlighting the sense of fun.
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 “Good Tea-ko: Letters and Rhythm” Version
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.
Sanwa Shurui iichiko “Downtown Napoleon” Dictionary: “Ultimate Tea Highball” / “iichiko Coffee” / “Spicy Highball”
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.
Sanwa Shurui iichiko Downtown Highball “Nothing Happens: The Butcher’s Croquette” / “Nothing Happens: By the Seashore”
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.
iichiko by Sanwa Shurui, “Aegean Sea” version
In the 1993 “Aegean Sea” edition, a day on the beautiful Aegean unfolds.
From the slightly pale morning sea, to the sun rising and the water gleaming a vivid blue, and finally the sea bathed in the colors of sunset, the scenes are so beautiful they soothe the heart.
Along the way, shots of someone reading a book and a large ship cruising across the Aegean convey an unhurried flow of time.
The commercial’s BGM is Billy BanBan’s signature song, released in 1972 and a major hit; with this song, they appeared in that year’s 23rd NHK Kōhaku Uta Gassen.
The younger brother, Susumu Sugawara, once had mixed feelings because the song was written by an external lyricist and composer, but as an unfading masterpiece, it has naturally been covered by many artists—as well as by the duo themselves—and continues to be sung across generations.