[Oita Mugi Shochu Nikaido] A collection of nostalgic past commercials
Nikaido is a shochu made in Oita Prefecture using 100% barley.
Nikaido’s commercials have been airing since 1987, with a new one released every year.
They hardly ever show product introductions or drinking scenes; instead, they’re characterized by artistic visuals that strikingly capture nature, townscapes, and everyday scenery from various regions.
What’s even more iconic—so much so that it defines “a Nikaido commercial”—is the narration with its unique atmosphere.
Evoking nostalgia and speaking straight to the heart, these commercials have built a devoted following since they first began airing.
In this article, we’ll catalog Nikaido’s commercials and introduce their distinctive worldview.
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- Jazz commercial songs. Popular commercial songs.
[Oita Mugi Shochu Nikaido] Compilation of Nostalgic Historical Commercials (1–10)
Nikaido Shuzo Oita Barley Shochu Nikaido “Time Alone – Journey” Version
This “Time Alone/Travel” installment also features moody visuals and superb copy, crafted to resonate only with adults who’ve gathered a fair amount of life experience.
You ride the train, have a drink while you’re on the move, wander through unfamiliar towns, eat at old-school diners… There’s nothing flashy about it, but this kind of solo trip, free and set apart from daily life, is bound to stir up all the travel itch and wistful melancholy in the viewer.
Watch it while savoring the richness of a pastime reserved for grown-ups.
Nikaido Shuzo Oita Barley Shochu Nikaido ‘Into the Depths of Dreams’ Version
The “Into the Depths of a Dream” segment makes you feel as if you’ve wandered into a world of mysterious tales.
The CM song that further enhances this uncanny atmosphere was created by Nobuyuki Nakatani, known for producing numerous commercial songs.
A woman practicing ballet, a woman dressed in a white bridal kimono, and a woman putting on makeup appear, each expressing different lives.
Everyone has their own hometown, and perhaps when something happens, returning there will offer clues for life…
The story evokes just such a feeling.
Nikaido Shuzo Oita Barley Shochu Nikaido “People Reading Books”
The 2019 spot “People Who Read Books.” Nikaido’s commercials are often nostalgic, but this one has a bright tone in both music and visuals.
In modern times, we live in an online society where even personal comments on social media can become news.
In that context, having time alone to quietly immerse yourself in the world of a book and feel your heart leap might be surprisingly precious.
The locations featured in the footage include Minato-machi in Moji Ward, Fukuoka, the former Osaka Shosen building, and Suzaki Park.
[Oita Mugi Shochu Nikaido] A Compilation of Nostalgia-Inducing Historic Commercials (11–20)
Nikaido Shuzo Oita Barley Shochu Nikaido ‘Crystals of Memory’ Edition
The 2020 “Crystals of Memory” edition, with its wistful music and tender, melancholy narration, likely evokes nostalgic memories for everyone.
Sounds and scents are deeply tied to memory and can suddenly trigger recollections, can’t they? Though it’s a commercial, it feels luxuriously like listening to a poetry reading.
It makes you want to sip a drink under a crescent moon and reminisce about the good old days.
The footage features locations such as the Miike Coal Mine and Nata Coast in Fukuoka Prefecture, as well as Takashi Matsuura’s studio at the former Kuno Residence.
Nikaido Shuzo Oita Barley Shochu Nikaido “Traveler’s Train Window” Version
This is the 1999 Oita Mugi Shochu Nikaido commercial titled “Traveler’s Train Window.” It only lasts a few dozen seconds, but it’s a wonderful ad that lets you journey on an old, nostalgic wooden-floored train.
Through the train window, which runs cutting through deep greenery, all you can see is a sea of green.
And in the final scene, a man and woman dressed in white walk along a track where the sleepers have been removed, leaving it abandoned.
Despite being a series of fragmentary images, it feels very romantic.
Nikaido Shuzo Oita Barley Shochu Nikaido ‘My Path’ Version
The “My Way” version released in 1992.
Nikaido’s commercials often feature expressions that evoke “life,” and this one literally takes life itself as its theme.
As we live, we touch, feel, and encounter many things.
That kind of story is packed into the narrated words.
Trains and tracks that suggest a journey, a man and woman’s parting—scenes that anyone can relate to in life are depicted here.
The footage includes Yusubaru Station in Fukuoka Prefecture and the section between Higashi-Fukuma and Togo stations on the JR Kagoshima Main Line.
Nikaido Shuzo Oita Barley Shochu Nikaido “Twilight Memories” Edition
While feeling a tender affection for the version of myself who knew nothing, I carry the life I’ve walked so far on my back and move forward… Every Nikaido Oita Mugi Shochu commercial truly puts me in a nostalgic mood.
The “Twilight Memories” installment aired in 2011.
The visuals feel like turning the pages of an old diary one by one, and even though the scenery should be unfamiliar, I can’t help but think, “How nostalgic.” If you were to meet your past self, what words would you say? It’s a commercial that really sparks the imagination in many ways.
