Local commercials from Shizuoka Prefecture: from regional chains to souvenir ads.
Across Japan, there are local commercials that only air within their respective prefectures.
You can probably think of several commercials you’ve been familiar with since childhood, right?
In recent years, there are many local CM enthusiasts as well, and YouTube has numerous uploads of local commercials from all over the country.
Among these highly popular local commercials, this article will focus on those from Shizuoka Prefecture!
We’ve gathered everything from uniquely directed spots to ones with unforgettable jingles, so please enjoy.
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Local commercials from Shizuoka Prefecture: from regional chains to souvenir ads (21–30)
Ichikawaen Tea, 1991
When you think of Shizuoka Prefecture, it’s famous for tea, with many different manufacturers throughout the region.
Among them, Ichikawaen Tea has become well loved, thanks in part to its commercials.
This video includes the catchphrase that Ichikawaen is known for—“Gokkun! Oishii Ichikawaen” (“Gulp! Delicious Ichikawaen”).
The animation has a soft, picture-book-like feel, accompanied by light, airy sounds, and it depicts Shizuoka’s natural scenery and the smiles of children.
The overall lightness and softness convey a sense of wanting people to enjoy tea casually.
Hatoya
Hatoya Hotel, headquartered in Ito City, Shizuoka Prefecture, became known nationwide thanks to a commercial that began airing in 1961.
This ad uses a light, catchy song to showcase the appeal of Hatoya while evoking the hotel’s history.
The visuals clearly present the exterior, interior, and the people who work there, and the song layered over them heightens the sense of fun.
Lyrics like “If you’re going to Ito, go to Hatoya” have been beloved for many years, conveying a warmth that reflects the hotel’s wish to support the joy of travel.
Maruroku Kamaboko
A commercial for Maruroku Kamaboko from Maruroku Shokuhin Co., Ltd., a surimi products company in Shizuoka Prefecture.
It begins with a man in black-rimmed glasses curling up like the “circle” (maru) in Maruroku’s logo, then energetically jumping to form a character resembling the “roku.” Even this opening alone packs a punch, but the skit-like gags that follow are just as memorable.
Instead of taking the empty seat next to someone, he sits on the person’s lap; he forgets his glasses are on top of his head and complains that he can’t see well, and so on.
The man in the commercial is actor Minoru Uezu, who has been appearing in Maruroku’s commercials since the 1980s.
Yamada of school uniforms
Yamada School Uniforms sells products centered on uniforms for students in Shizuoka Prefecture.
As footage shows boys’ and girls’ uniforms lined up in sequence, a supple female vocal rings out.
Set to a melody that evokes nostalgia, the lyrics depict dreams and hopes, conjuring images of students filled with aspiration.
In the final part of the song, a phrase repeating the company name is used, making the commercial more impactful.
It’s a local TV spot that brings to mind nostalgic scenes of the town and school.
Hamanako Driving School
Hamanako Driving School conducts driver training in Shizuoka Prefecture while also operating a variety of other businesses.
This is a local commercial depicting conversations between students enrolling at the driving school and their instructors.
Yukihiro Takiguchi plays a passionate instructor, and his fervent pep talks to the students convey an image of devoted, enthusiastic teaching.
A key point is the catchy phrase “Hama IN,” used to describe “enrolling at Hamanako Driving School.” The commercial overflows with a bright, fun atmosphere that helps ease the anxieties of students about to attend driving school.
Yamazaki’s simmered beans, 2005
Yamazaki Co., Ltd., based in Haibara District, Shizuoka Prefecture, has a history of over 130 years and is fondly known in Shizuoka as “Yamazaki of simmered beans.” Among the company’s iconic simmered-bean commercials, this particular spot aired in 2005.
Its distinctive atmosphere—like a performance of a pop enka number on a small platform—leaves a strong impression, and the sparse crowd around the stage adds a humorous touch.
The lyrics clearly promote the simmered beans, straightforwardly expressing the desire for people to try them first.
Super Tagoshige
A commercial for Supermarket Tagoshige, which has many stores in Shizuoka City, Yaizu City, and other areas.
In this clay-animation-style ad, Tagoshige Man—formed by the store manager and representatives from each department—defeats a monster that disrupts people’s daily lives.
The spot ends with a recruitment notice for new graduates, inviting those who want to become part of the team that supports people’s lives.
The song playing in the background is the supermarket’s original tune, sung by Yoko Seri, a vocalist known for numerous commercial jingles.
This song has been used in Tagoshige’s commercials for many years.