In a delightful announcement in Tokyo, Snow Man's Ryohei Abe was appointed as the new brand character for Fujiya's beloved Home Pie, a treat that has been a childhood favorite for many since its debut 57 years ago. On March 21, 2025, at a vibrant presentation event, Abe introduced a new commercial titled "Fujiya Home Pie Oishii Himitsu" (Fujiya Home Pie, The Delicious Secret) that is set to air nationwide on April 1, 2025.
As part of the celebrations, Abe was gifted an enormous Big Home Pie, a unique creation that includes an astonishing 700 packs of Home Pie, a significant increase from the usual offering of 19 packs per box. Upon receiving it, Abe's reaction was one of amazement, exclaiming, "It's huge!" and later humorously likening it to a pillow. The impact of the pie's weight was palpable to him, leading Abe to reflect, "This weight carries with it 57 years of history and the love it has garnered over time."
During the presentation, Abe excitedly calculated that within the Big Home Pie, there are a staggering 1,400 pieces and a combined total of approximately 1,960,000 layers. This number resonates deeply with fans, as the distinct flavor and texture of Home Pie have earned it a cherished place in the hearts of many. Renowned for its buttery aroma and crunchy texture, Home Pie utilizes a unique fermentation dough made with natural spring water from Mt. Fuji.
As he discussed the new marketing campaign accompanying his role as brand character, Abe was asked whom he would like to share a Home Pie with and what message he would convey. He indicated he would love to send a Home Pie to his bandmate Shota Watanabe. Reflecting on their friendship, Abe noted, "Shota is always really excited whenever we have sweets in the dressing room because he’s my snack buddy." He also expressed hope that he could attach a simple note saying "Otsukaresama" (Thank you for your hard work) as they both strive to excel in their respective drama projects.
In the spirit of sharing, fans can anticipate the upcoming launch of a new product called "Home Pie (Almond Cookie)" that will also debut on April 1, 2025, coinciding with Abe's commercial release. This new variant combines almond cookie bearers with Home Pie's classic buttery layers, promising a delightful new texture that Abe enthusiastically endorsed during the event. He stated, "With the addition of almonds, the texture changes from a crunch to a delightful crackle, making it something everyone can love, an adults-inclined flavor while still being fun for all ages!"
As part of the celebration, Fujiya announced a promotional campaign running from April 1 to May 31, 2025, for customers to participate in. Customers who spend over 300 yen on eligible products will enter a lottery for the chance to win exclusive prizes, including a decorative “Honetype Komonoire” featuring Abe’s portrait and a Home Pie original design QUO Card valued at 2,000 yen. This initiative is designed to engage fans and celebrate the beloved brand even further.
Abe also shared a light-hearted moment during the event, recounting a recent instance where he felt particularly lucky when his bill at a convenience store came to 777 yen, humorously referring to it as a significant stroke of good fortune. He commented, "Such little lucky moments are very pleasing, right?" He continued by expressing that he aims to embody the charm and warmth of Home Pie, stating, "I want to be a beloved character just like Home Pie, a treat that everyone can enjoy together with their family and friends while savoring its deliciousness."
Overall, this exciting collaboration marks a significant chapter for both Ryohei Abe and Fujiya's Home Pie brand. Fans can expect not only engaging advertisements but also new products that revitalize their affection for this classic snack.
As the event concluded, Abe left the venue wearing a beaming smile and expressed his gratitude for being part of the iconic Home Pie legacy. With anticipation building for the commercial and new product launch, it's evident that this partnership is sure to bring the joy of Home Pie to new audiences.
In summary, as Fujiya’s Home Pie embarks on this new journey with Ryohei Abe, expectations soar high. The upcoming products alongside the launch of the new advertisement are set to make waves in the snack world, captivating hearts and taste buds alike.
