[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 Compilation of Nostalgic Past Commercials (31–40)
Nikaido Shuzo Oita Barley Shochu Nikaido “A Dream Returning” Edition
A doll swaying amid the scenery of memories.
If you live far from your hometown, this commercial will probably tug at your heartstrings all the more.
Riding a bicycle along the river, watching a single-car train disappear into the distance—those quintessential countryside scenes inevitably tighten my chest.
The tone of the narration is lovely too.
Poetic, but without any fantasy.
It’s a calming visual piece that gently strokes the nostalgia nestled in everyone’s heart.
Nikaido Shuzo Oita Barley Shochu Nikaido “Connecting Hearts – Spring & Summer” Edition
Spending irreplaceable time with people you can truly relax around is wonderful, isn’t it? The “Connecting Hearts – Spring/Summer” edition tickles the childlike spirit sleeping within adults.
In the forest, in a place that feels like a secret hideout, you pass the time while recalling movies you watched long ago.
In other words, that’s pretty much the best, isn’t it? There’s a special happiness in getting ready to welcome dear friends.
Wondering what to talk about, whether they’ll say this tastes delicious—thinking about those things is part of the fun.
I really admire this kind of lifestyle, this way of living.
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.
[Oita Mugi Shochu Nikaido] A Compilation of Nostalgic Historic Commercials (41–50)
Nikaido Shuzo Oita Barley Shochu Nikaido “Unknown Power” Episode
This is the Oita Mugi Shochu Nikaido commercial, “Unknown Power.” It aired around 2006.
Striking scenery, cities, and architecture.
Most of the footage was shot within Oita Prefecture.
With the tone of the viola and a calm, storytelling narration, it evokes a sense of nostalgia.
Even those who have never been to Oita may feel a bittersweet longing and a strange familiarity as they watch.
Nikaido Shuzo Oita Barley Shochu Nikaido “Water Journey” Version
The “Water’s Journey” segment released in 1988.
It’s a beautiful commercial, with various images of water, narration about becoming deliciously refined while flowing, and the sound of a flute.
It also made me feel that life has something similar to it.
In life, there are painful and difficult times, but thinking that we can shine all the more for overcoming them makes us want to keep going, doesn’t it? The footage features Kikuchi Gorge and Jion Falls in Kumamoto Prefecture, as well as the Shirakawa Spring in Shirakawa Village—now called Minamiaso Village.