This Summer Too! 'Hakata Mentaiko Ebi Senbei' 5 Million Boxes Sold Campaign Starts July 1st

Fumian Co., Ltd. (Headquarters: Fukuoka City, Fukuoka Prefecture; President & CEO: Hisashi Kawagoe) announced that its 'Hakata Mentaiko Ebi Senbei' has surpassed cumulative sales of 5 million boxes. Last year, the company proposed new ways to enjoy the product through brand collaborations, which were well-received by customers. To express gratitude for this progress and continued patronage, the company will hold the 'Hakata Mentaiko Ebi Senbei 5 Million Boxes Sold Summer Campaign' starting Wednesday, July 1, 2026. This campaign is designed to convey thanks to both existing fans and new customers. Furthermore, a new TV commercial featuring Fukuoka-born actress Ayaka Umeda will also begin airing on Wednesday, July 1st. About the Product: 'Hakata Mentaiko Ebi Senbei' is a rice cracker that harmonizes the aroma of shrimp with the spicy kick of mentaiko (spicy cod roe). It uses carefully selected domestic non-glutinous rice and is baked using a proprietary method to achieve a light, crispy texture, allowing enjoyment of both shrimp and mentaiko flavors. Prices (tax included): 14 pieces: 820 yen / 27 pieces: 1,339 yen / 42 pieces: 1,976 yen / 60 pieces: 2,926 yen. Available at: Hakata Fumian Hakata Station Ming Store, Hakata Fumian Hakata Station Deitos Store, Hakata Fumian Online Store, and others. Campaign Overview: To commemorate surpassing 5 million boxes sold, from July 1st, customers who purchase one or more eligible products and complete the enclosed survey will be entered into a lottery to win prizes for a total of 100 winners. Sales Period: Wednesday, July 1, 2026 – Wednesday, September 30, 2026. Entry Period: Wednesday, July 1, 2026 – Saturday, October 31, 2026. Entry Method: 1. Purchase one or more eligible products. 2. Fill in the required information on the survey postcard enclosed with the product and mail it. Alternatively, scan the QR code on the postcard to enter online. CM Overview: The commercial depicts the appeal of the product's flavor, the 'combination of mentaiko and shrimp,' through the theme of 'encounter.' By superimposing it on a dramatic 'moment of encounter,' it expresses the deliciousness of the product with humor and elegance. For the first time in a 'Hakata Mentaiko Ebi Senbei' commercial, Ayaka Umeda plays dual roles as 'Mentaiko' and 'Shrimp.' The commercial portrays a worldview where two ingredients meet and lead to one delicious flavor. Title: 'The Encounter of Mentaiko and Shrimp' (15 seconds). Broadcast Start: From Wednesday, July 1, 2026. Broadcast Area: Local within Fukuoka Prefecture. Profile of Ayaka Umeda: Born January 3, 1989, in Fukuoka Prefecture. Passed the 2nd AKB48 additional member audition in 2006. Later ranked 16th in the general election and became a senbatsu member. Served as captain of Team B. After activities with NMB48, graduated from the AKB group in 2016. Awakened to musicals through performances in the Broadway musical 'In the Heights' (2014) and 'The Wiz' (2015). Played the heroine Rika in 'Endless SHOCK' for three consecutive years from 2019, the longest tenure for that role. Appeared in 'Galaxy Express 999 THE MUSICAL' from April 2022, 'tick, tick...BOOM!' from October 2024, and 'Sister Act the Musical' from March 2026.