The Asahi Shimbun Company has officially launched its brand campaign titled "Let's Create a New Tomorrow," featuring a short drama and corporate commercial (CM) starring actors Kohei Matsushita and Ai Mikami. The releases, which began on March 21, 2025, are designed to engage audiences as part of preparations for the company’s 150th anniversary in 2029.
This campaign embodies the Asahi Shimbun Group's new slogan, "If we connect, we can see. Shine a light on people, thoughts, and information, and connect. Person by person towards a future full of hope," introduced last year. The initiative aims not only to showcase the rich history of the publication but also to highlight ongoing social challenges through innovative storytelling.
The short drama, "Let's Create a New Tomorrow," consists of two episodes: the "Water Accident Map" and the "80% Society." In the "Water Accident Map" episode, Kohei Matsushita plays Daisuke Ezaki, a data journalist who analyzes vast amounts of data to address social issues. The storyline tackles the issue of water accidents, providing vital information about locations where incidents occur. This narrative is not only compelling but underscores the importance of data journalism in today’s media landscape.
According to police statistics from 2023, there were 1,667 reported water accidents, resulting in 743 deaths or disappearances, including 27 cases involving junior high school students or younger. This grim reality underscores the necessity for continued awareness and preventative measures, which the campaign addresses through its portrayal of journalism’s role in society.
In the second episode, "80% Society," Ai Mikami takes on the role of Ayame Haruta, a rookie reporter new to the Tokyo headquarters. This episode focuses on how Japanese society may grapple with a future where 80% of the current workforce will be retired, posing questions about labor shortages and community support.
Both Matsushita and Mikami emphasize the significance of their roles, drawing parallels between their work as actors and the vital mission of journalists. “The power to seek the truth is something that resonates with what we do as actors,” shared Matsushita. His experience portraying a character immersed in data-driven reporting offered him insights into the dedication required in the field of journalism.
Mikami echoed similar sentiments, remarking, “Being in the field and listening to people’s voices is the source of trust.” Her portrayal reflects an important aspect of journalism: actively seeking and valuing firsthand accounts from communities, thus building credibility and connection with the audience.
Directed by Kazuhito Nakae, the CM and short drama were filmed at the Asahi Shimbun headquarters, featuring actual employees and the modern workspace of a contemporary news organization. In this production, the storytelling strives to accurately represent the journalism process, from reporting to strategizing content delivery.
The corporate CM complements the short drama by highlighting various aspects of Asahi Shimbun's operations. It showcases not only the reporting staff but also highlights popular media content like the "Asahi Shimbun Podcast" and features colleagues involved in diverse projects, from data analysis to creative content production.
Viewers will notice the emphasis on community engagement during the campaign. The CM will be broadcast across television stations in the Tokyo metropolitan region and Kansai area, while digital advertising will further extend its reach. Additionally, you can spot the promotion through newspaper advertisements and station posters in key locations, including the Tokyo and Osaka headquarters, Tsukiji Market Station, Shinbashi Station, and JR Osaka Station.
The brand's website, introduced alongside the campaign, will serve as a hub for viewing the short drama, CM, and additional content related to the themes of both productions. Reports and articles linked to subjects like the "Water Accident Map" and the "80% Society" will enhance public understanding of these pressing social issues.
This initiative reflects Asahi Shimbun's commitment to not only report on the issues but to actively engage in solutions—especially through data journalism that people can trust and understand. The goal is to cultivate a well-informed audience that can navigate complex societal challenges with clarity and purpose.
As the campaign progresses, the company will share more episodes of the short drama and additional behind-the-scenes insights that showcase the collaborative spirit of its teams, all aimed at fostering a deeper connection with the audience. With these efforts, Asahi Shimbun not only aims to celebrate its storied past but also to step confidently into a promising future.
