[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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[Oita Mugi Shochu Nikaido] A Collection of Nostalgia-Inducing Historic Commercials (21–30)
Nikaido Shuzo Oita Barley Shochu Nikaido ‘Strait of the Sea’ Version
The 2000 commercial titled “Strait of the Sea.” In this CM, a series of fragmented memories flows by in the form of various landscapes and scenes.
The hurried climb up a spiral staircase and a woman wistfully seeing off a ship leave a lasting impression.
Perhaps these are scenes of youth spent together, or of parting chosen for the sake of a dream.
There’s a touch of melancholy, but as the narration suggests, unforgettable nostalgic memories possess a mysterious power to move the human heart.
The footage was filmed in Kitakyushu, Fukuoka Prefecture.
Nikaido Shuzo Oita Barley Shochu Nikaido “Nature” Edition
The “Nature” segment released in 1987.
The juxtaposition of natural scenery with traffic jams strikes a deep chord with people living in the present.
The narration saying “Take it slower” seems to have the power to soothe weary hearts.
The voiceover also suggests someone is eager to see you, making you feel that when the busyness of daily life wears you down, it might be necessary to visit family or friends back home, forget the everyday grind, and have a good talk.
The footage features Yufuin in Yufu City, Oita Prefecture, as well as Oike, also located in Yufu City.
[Oita Mugi Shochu Nikaido] A Compilation of Nostalgic Past Commercials (31–40)
Nikaido Shuzo Oita Barley Shochu Nikaido ‘Taking Shelter from the Rain’ Version
The 2001 “Taking Shelter from the Rain” installment.
Rain itself is something that evokes memories, isn’t it? As the commercial says, many people are likely swept into a sea of memories when they see rain.
In any case, most of those are memories of the past—feelings that we can’t do anything about even when we recall them.
When the rain stops, we return to everyday life.
Yet the tightening ache in the chest is real, and that’s what makes it all the more heartrending.
This footage features locations such as the Nogami Yaeko Literature Memorial Museum and the Nioza Historical Road in Oita Prefecture.
Nikaido Shuzo Oita Barley Shochu Nikaido “A Special Moment in Life” Edition
It’s a lighthearted commercial that makes you want to set off on a journey—or makes your current way of living feel like a “journey” itself.
Quoting a verse by Hiroshi Osada, a poet from Fukushima City in Fukushima Prefecture, its refreshing tone may feel a bit different from the usual Nikaido commercials, which often carry a strong sense of nostalgia.
Watching it gives you a spring in your step and puts you in a cheerful mood.
You can’t help but think, “I want to walk through scenery like this; I want to follow this journey.”
Nikaido Shuzo Oita Mugi Shochu Nikaido “Bunshi” Edition
The “Bunshi (Man of Letters)” version released in 1993.
It’s a commercial that conveys a certain way of a man’s life, and it features a photo of the writer Ango Sakaguchi, known for major works such as My View of Japanese Culture, The Theory of Decadence, and The Idiot.
It seems to align the image of a man walking a path unlike anyone else with Nikaido’s conviction of being 100% barley.
In the footage, in addition to Ango Sakaguchi’s photo, locations such as the area around Shibuya Station in the Showa era and Sunasenrigahama at Mount Aso in Kumamoto Prefecture are used.
Nikaido Shuzo Oita Barley Shochu Nikaido ‘Fragments of Letters’ Edition
The 2007 spot titled “Fragments of Letters.” It’s a commercial that draws you in with a narration and poignant visuals, saying that people’s feelings can’t be expressed with just “yes” or “no.” Even if in the end things are sorted into either “yes” or “no,” there are countless feelings in between that only that person knows.
If we could know those, perhaps we wouldn’t miss each other—but putting all of that into letters and words is no easy task.
The visuals feature locations such as the former Ito Den’emon Residence and the former Matsuki Shoyu shop in Fukuoka Prefecture.
Nikaido Shuzo Oita Mugi Shochu Nikaido “Tree Climbing” Version
This is the Oita Mugi Shochu Nikaido commercial “Tree Climbing,” which aired in 1997.
A black-haired woman, wearing a white blouse and a white gathered skirt, climbs a tree.
The story shows her drinking Nikaido while gazing at the scenery from up in the tree.
The BGM features an accordion, and the tagline is “Welcome back to the home of your heart.” It’s a commercial that evokes nostalgia for the good old days.