[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 Ads Compilation [2026] (51–60)
Sanwa Shurui iichiko ‘Yulia Path’ version
The 1990 “Julier Pass” segment is set on the Julier Pass, a mountain pass in Switzerland.
It’s said that the name Julier comes from Shakespeare’s play Julius Caesar.
We look out from the train window at the fertile lands of the Julier Pass, but outside it’s pouring rain.
Even in those rainy scenes, you can clearly see the lush green beauty of the Julier Pass.
It makes you feel that no matter the weather, there are times when it’s good to go with the flow.
At the end of the commercial, a bottle of iichiko is placed by the train window.
Sipping iichiko while swaying along with the train and taking in the beautiful scenery must be something special.
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.
Sanwa Shurui iichiko Story Ep.1 “The Scenery When I’m With You”
Here is the first installment in the commercial series that visualizes the world of Iichiko’s station posters: the “Scenery With You” episode.
It’s said to depict meeting, parting, and reuniting with someone important, and it’s crafted in a way that really tugs at your heart.
It feels like a fully fledged theatrical anime, making it incredibly compelling to watch.
The beautiful piano melody in the background is by Hideya Kojima.
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.
[Iichiko Commercials] Popular and Historic Commercials Summary [2026] (61–70)
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 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.