Lovely commercial jingle

[iichiko Commercials] Popular and All-Time Commercials Collection [2026]

Editor-in-Chief, RAG MUSICHane Keisuke
Editor-in-chief of RAG MUSIC. JFC-certified fact-checker. After working in a music studio and handling wedding sound, joined the RAG MUSIC editorial team in 2016. Experienced with a variety of instruments: marching band in elementary school, clarinet in junior high school wind ensemble, and drums in a band from high school onward. Drawing on my own musical activities and the experience gained through my work, I produce daily articles, including various song introductions, features on music festivals around the country, and live reports. In music, I enjoy not only rock from Japan and abroad but, lately, a wide range of J-pop as well.

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.

[iichiko Commercials] Popular and Historic Ads Compilation [2026] (51–60)

Sanwa Shurui iichiko: “Downtown Napoleon” Dictionary — ‘Insanely Tasty Snack Theater’ Edition

iichiko “The Dictionary of the Napoleon of Downtown” Super-Delicious 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.

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Sanwa Shurui iichiko “Portugal” Edition

iichiko TV commercial 1996 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.

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Sanwa Shurui iichiko “Ibiza” version

iichiko TV commercial 1988 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.

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Sanwa Shurui iichiko “Corsica” Version

iichiko TV commercial 1997 Corsica edition

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.

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[Iichiko Commercials] Popular and Historic Commercials Summary [2026] (61–70)

Sanwa Shurui iichiko “Saint Petersburg” Version

iichiko TV Commercial 2004: Saint Petersburg Edition

This commercial is the “Saint Petersburg” version that aired in 2004.

In the CM, you see the majestic canals from a perspective that makes it feel as if you’re riding on a boat.

The drawbridges that open, illuminated at night, are beautiful as well.

The background music, “Ima wa, Kono Mama” (For Now, Just Like This), was used in iichiko commercials for a long stretch from 2001 to 2005.

Alongside songs like “Toki wa Ima, Kimi no Naka” (The Time Is Now, Within You) and “Oso Sugita Kisetsu” (A Season Too Late), many people probably strongly associate this track with iichiko.

The lyrics by Mari Hayama take a woman’s perspective on parting, making it a deeply moving song.

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In conclusion

We’ve put together a comprehensive look at the classic iichiko shochu commercials and the songs featured in them. Since 1986, every ad has had visuals with a subtly calming touch, and the CM songs include many tracks that really resonate. As several new commercials are produced each year, keep an eye out for the upcoming iichiko ads as well!