A roundup of Sapporo Beer commercials. Pay attention to the taglines and direction, too!
Sapporo Breweries, a beer maker born in Hokkaido.
In addition to Black Label and Yebisu, its distinctive lineup—like Hokkaido-exclusive Sapporo Classic—is part of its appeal.
In this article, we’ll showcase all of the Sapporo Beer commercials produced to date.
The catchphrases and stories tailored to each product concept are highlights as well, and many of the ads are likely memorable.
Keeping those points in mind, take this opportunity to sit back and enjoy them.
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- A roundup of Sapporo Beer commercials. Pay attention to the taglines and direction, too!
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- [Nostalgic Commercials] A compilation of commercials that aired in the Showa era
- [Historic Collection] Popular Kirin Beer CM Songs and Commercial Tunes
- Catchy Showa-era commercial jingles. Introducing famous songs recently featured in commercials, too!
- Catchy Commercial Jingles and Ad Songs Featured on YouTube Shorts
- [February 2026] Summary of Trending Latest Commercial Songs
- Commercials by Coca-Cola Japan: A collection of ads for popular products like Coke and I LOHAS.
- Catchy commercial jingles. A roundup of those songs grabbing attention in ads!
- [From timeless classics to the latest hits] A roundup of catchy commercial songs
Sapporo Beer commercial roundup: pay attention to the taglines and direction too! (1–10)
When it shinesHitsuji Bungaku
It portrays the athletes running the Hakone Ekiden from the sash’s point of view while delivering powerful messages of support.
The key point is that it’s footage unique to the sash’s perspective, and the dynamic movement vividly conveys the athletes’ hard work.
Further highlighting this supportive stance depicted in the video is the song Hikarutoki by Hitsujibungaku.
Its distinctive blend of airy soundscapes and a strong, driving rhythm evokes the image of pushing forward toward one’s ideals.
Your SongSHE’S
The final installment of the three-month consecutive digital single releases following 2019’s “MASQUERADE” and “Letter,” “Your Song” was featured in an original commercial during the 97th Hakone Ekiden.
Built on SHE’S signature piano rock, its lyrics about setting out and embracing new days strike an emotional chord.
It’s a song that makes you believe in many possibilities, even as you grapple with daily struggles and memories from the past.
Its message gently encourages you, reminding you that it’s okay to take detours.
The last line of the chorus is especially beautiful, so be sure to listen for it.
ladybugTHE YELLOW MONKEY
Tentomushi is a 2018 digital release that was later included on the 2019 album 9999.
It was also used as a commercial song for Sapporo Honkaku Karakuchi, featuring Kazuya Yoshii himself.
Beyond the band’s tight ensemble, the three-dimensional, free-roaming guitar sound—especially in the intro—is insanely cool.
Pay attention to the lyrics with their mahjong references, too.
Combined with THE YELLOW MONKEY’s bewitching allure, the track overflows with a charm that pulls you deeper and deeper in.
Summary of Sapporo Beer commercials: pay attention to the taglines and direction too! (11–20)
Lost ManBUMP OF CHICKEN
Many of you are probably familiar with the Hakone Ekiden, a New Year’s tradition.
The song chosen for the commercial “Beyond the Hakone Ekiden: Osako” for the 95th Hakone Ekiden is Lost Man.
It’s a mid-tempo ballad with a warm melody, released in 2003 by the rock band BUMP OF CHICKEN.
It’s been said that vocalist Motoo Fujiwara took nine months to write the lyrics.
Despite its simple instrumentation, the track resounds with their one-of-a-kind band sound.
This song teaches you about striving forward, even while struggling and wrestling with doubts.
If you’re dedicating yourself to something and working hard, this gentle song is one you should definitely hear.
I Want You BackThe Jackson 5
This song was released in 1969 by the Jackson 5, the group famously known for having Michael Jackson as a member, and you can hear Michael’s voice at age 10 as the lead vocalist.
The following year, it reached No.
1 on the Billboard charts.
It was also inducted into the Grammy Hall of Fame in 1999, and it’s a song that is widely known around the world.
It has been covered by many artists and used in commercials.
Sinbad on the Shore
This commercial is based on Pink Lady’s classic 1977 hit, “Nagisa no Sindbad.” For those of a certain age who sang and danced to it, the song is surely nostalgic.
Southern All Stars, who debuted the following year, reportedly named their song “Katte ni Sindbad” as a nod to this title.
The lyrics resemble the sigh you let out after a sip of beer, making it a perfect fit for a beer commercial.
Only YouHirano Wataru
This song was originally released in 1955 by the American vocal group The Platters and became a million-seller.
It was also featured in the 1973 film American Graffiti, and since it’s a tune often heard in commercials in Japan, many people may be familiar with it.
This version is arranged and performed by Wataru Hirano, who has worked on many commercial jingles.
The vocalist has not been disclosed, but the arrangement has a refreshing feel that suits an outdoor barbecue.