[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 “Poets’ Island” Version
This is the Oita Mugi Shochu Nikaido commercial, “Poet’s Island.” The piano BGM and the man’s gentle, reflective narration leave a strong impression.
A small lighthouse stands by the sea.
A single small chair sits on the beach.
Symbolic items are arranged effectively.
The tagline is, “The waves we saw yesterday will someday return here.” The motifs of the waves that ebb and flow and the lighthouse feel wistful and somehow nostalgic.
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.”
[Oita Mugi Shochu Nikaido] A Compilation of Nostalgic Past Commercials (31–40)
Nikaido Shuzo Oita Barley Shochu Nikaido ‘Labyrinth of Time’ Edition
The “Maze of Time” version released in 1998.
This footage was filmed around Shinchi Town in Yamaguchi Prefecture.
It’s the perfect commercial to evoke the word “nostalgia”! I’m sure those who watched it were reminded of the places where they spent their childhood.
A hometown you cherish—something you look back on fondly, sometimes with regret, and lean on in tough times.
Some hometowns stay the same, while others change due to urban development, but the memories of the hometown we carry within us somehow never fade.
Nikaido Shuzo Oita Barley Shochu Nikaido ‘Winds of Solitude’ Edition
This commercial features the painter Yoshiza Onidori.
In a large studio, he runs his brush across an equally large canvas… If anything embodies the phrase “a picture-perfect scene,” this must be it.
The narration saying he’s painting “for you” is also deeply moving.
The footage conveys both the importance and the difficulty of devoting yourself to something—and continuing to do it over time.
It may resonate especially with people whose hobby is making things or creating art.
Nikaido Shuzo Oita Barley Shochu Nikaido “Father” Commercial
This is the 2002 Oita Mugi Shochu Nikaido commercial, “Father.” It portrays the dignified image of a Showa-era father using only his back.
The tagline reads, “The father I don’t know and the me my father doesn’t know pass each other halfway up the hill.” The story follows a boy grown into a man reminiscing about his father, with retro items—such as a bowler hat, a pendulum clock, a low chabudai table, and a vacuum tube radio—evoking a sense of nostalgia.
Nikaido Shuzo Oita Barley Shochu Nikaido “The Days I Longed for the Sky” Version
This commercial features a ferryboat that served for many years in Misumi, Uki City, Kumamoto Prefecture.
A small boat that watched over many human dramas.
For the people who live here, it must have been indispensable.
It carried students on their way to school, people heading to work, and brides on their wedding journeys…
and with each of them, you can glimpse their stories and everyday lives.
The contrast with today—when it’s easy to travel far by car or airplane—is striking.
It kind of makes you want to relax and be gently rocked by a boat, doesn’t it?
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.