A roundup of JR Central commercials. The direction that conveys the allure of travel is captivating, and the music is also a highlight!
In addition to the Tokaido Shinkansen connecting Tokyo and Osaka, JR Central operates conventional railway lines in the Tokai region.
Many of you have probably used the Tokaido Shinkansen at some point, haven’t you?
JR Central’s commercials, many of which feature the Shinkansen, are actively broadcast.
In this article, we’ll introduce all of JR Central’s commercials that have aired so far.
The highlights are the commercials that capture the joy of travel, and we encourage you to pay attention to the music as you watch.
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JR Central commercial roundup: Captivating direction that conveys the charm of travel, with music worth noting! (21–30)
JR Central: Yes, let’s go to Kyoto. Autumn 2024 ‘Uji’ edition.
“Let’s go to Kyoto in autumn.” This commercial, featuring famous autumn foliage spots in Uji, is part of JR Tokai’s “Let’s go to Kyoto” campaign.
Alongside an introduction to Uji—which in the Heian period was a retreat for aristocrats—the ad presents a series of beautiful, luxurious scenes.
Perhaps many viewers found themselves interested in visiting Kyoto in the fall after watching this commercial.
JR Central “X’mas EXPRESS ’89”Riho Makise
This is a now-legendary commercial overflowing with the charm of Riho Makise, who was 17 at the time.
I think it was around this period that drama-style commercials started becoming more common.
This ad is part of JR Central’s Tokaido Shinkansen series that ran from 1989 to 1992, and later featured Rina Takahashi and Takami Yoshimoto, gaining great popularity.
Above all, Tatsuro Yamashita’s “Christmas Eve” was an incredibly effective BGM—just hearing the song brings this commercial to mind for many people.
The phrase “XX Express” also became a standard expression thanks to this CM.
JR Central: Off to Nara — “Nishinokyo and the Heijo Palace Site” EditionRyohei Suzuki
This is a commercial that showcases the many charms of Nara—its history, culture, and more—through Ryohei Suzuki’s journey around the region.
Travel ads often emphasize smiling faces, but Ryohei Suzuki also shows serious expressions during his trip, which effectively highlights the weight of Nara’s long, layered history.
JR Central: Off to Nara – Kofuku-ji Temple EditionRyohei Suzuki
The commercial for “Iza Iza Nara,” JR Central’s tourism campaign for Nara Prefecture.
This time, it focuses on the area around Nara Park, including Kofuku-ji Temple.
It’s memorable to see Ryohei Suzuki fully enjoying Nara—viewing Buddhist statues, eating traditional Japanese sweets while looking out over gardens, and savoring Nara’s surprisingly abundant spice curries.
The beautiful cinematography is wonderful, so be sure to check it out!
JR Central: Yes, let’s go to Kyoto. Early Summer 2023 “Kuyashōnin” Edition
This is a commercial from JR Central’s “Yes, Kyoto, Let’s Go” campaign encouraging tourism to Kyoto.
This time it introduces the statue of the priest Kūya, aiming to spark curiosity about its distinctive appearance and turn that into a reason to travel.
Tourism campaigns are often associated with showcasing scenery, but the unique setup of presenting the statue against a black background takes the opposite approach and really grabs attention.
JR Central: That’s it, let’s go to Kyoto. Autumn 2023 “Nanzen-ji” EditionNarration: Tasuku Emoto
When it comes to sightseeing in Kyoto, autumn—with its beautiful fall foliage—is a particularly popular season.
This commercial spotlights Nanzen-ji, one of the most famous places for autumn colors, to showcase the charm of Kyoto in fall.
It presents a striking scene where, upon stepping outside the building, a stunning panorama of autumn leaves unfolds, while the narration powerfully conveys that every corner of Kyoto is beautiful in autumn.
The familiar phrase, “Yes, let’s go to Kyoto,” really elevates the desire to visit Kyoto in the fall.
JR Central: “To Everyone We Want to See” (Version)Kento Kaku
The 2023 Christmas season JR Central commercial, “To Everyone You Want to See.” It begins with Kento Kaku boarding the Shinkansen as snow flutters down, and is packed with moving everyday reunion scenes of people meeting the ones they want to see at Christmas and year’s end.
The CM song is “Ai ni Ikou” (Let’s Go See Each Other) sung by UA, and this track really tugs at the heartstrings.
