Meguro Ren, a member of the popular Japanese group Snow Man, has stepped into the spotlight as the new face of Kikkoman Shoyu's latest commercial. The advertisement, titled 'Shibonama wo Omou Otoko Toujou-hen', showcases Meguro as a salaryman with an unmatched affection for Kikkoman's 'Shibonama' fresh soy sauce. Officially unveiled on March 19, 2025, the commercial was shared on Kikkoman's YouTube channel and brand website, garnering immediate attention from fans and soy sauce enthusiasts alike.
In the lighthearted and engaging commercial, Meguro finds himself visualizing a delicious dinner made with his beloved 'Shibonama' while riding a bus home. His imagination leads him to almost miss his stop due to his daydreams, showcasing the deep love he has for the product. As the scene transitions to him savoring sushi dipped in 'Shibonama', the ad captures his joyful expression as he exclaims, 'Maji de umai!'—which translates to 'Seriously delicious!'—after tasting the sushi.
Meguro, during a candid post-filming interview, shared insights about his personal culinary experiences, particularly focusing on the sea urchin dish he prepares during New Year's celebrations. "I always eat seafood during New Year's," he recounted. "I do the prep myself, just grilling it, and it’s become a tradition with Raoul from my group. He waits while I painstakingly clean the shells, but it's an enjoyable process."
The commercial emphasizes the freshness of 'Shibonama', which was revitalized earlier in February 2025. Meguro’s portrayal is that of a relatable figure, reflecting the joy and excitement that comes with good food, especially when paired with a product that holds personal relevance to him. He expressed a sense of destiny tying him to 'Shibonama', as both it and his debut in the entertainment industry took place nearly simultaneously in 2010. 'Shibonama' was launched in September 2010, just a month before I started my career in October,' he shared, alluding to the serendipitous timing.
The commercial not only highlights Meguro's charisma and comedic timing but also aims to enhance the brand's visibility and connection with consumers. The humorous moment of him almost missing the bus due to daydreaming about a delectable dinner resonates with many, reminding viewers of the joys of mealtime.
As part of the marketing strategy, Kikkoman plans to disseminate the commercial across the nation starting April 4, 2025, reaching a wide audience eager to see how Meguro showcases his passion for cooking and the products they love best. Complementing the launch, a special making-of video has also been released on YouTube, giving fans a behind-the-scenes look at the filming process and more personal anecdotes from Meguro.
Meguro's affection for cooking extends beyond occasional preparations. His favorite method involves cutting nagaimo (Japanese yam), lightly grilling it, and topping it off with butter and 'Shibonama'. This, he says, is a staple in his kitchen, a dish he frequently makes. Meguro’s statements reveal an authentic connection to 'Shibonama', emphasizing its place in his daily culinary life, affirming that not a day goes by without using the condiment.
The alignment of Meguro with Kikkoman signifies a broader trend in marketing, where brands seek to connect with audiences through relatable endorsements from beloved personalities. The enthusiasm Meguro brings to the table, paired with a product that's integral to his lifestyle, creates a compelling narrative that audiences are likely to engage with, linking their own experiences with the brand.
The commercial will enhance Kikkoman's brand image, showcasing the foundational value of this iconic sauce in Japanese kitchens and homes. With Meguro Ren at the helm, Kikkoman hopes to attract a younger audience while maintaining its longstanding reputation as a staple condiment for delicious meals. The lighthearted portrayal of the joys associated with preparing and savoring meals, combined with a star who holds a genuine love for the product, is expected to resonate deeply with viewers.
