Kaoru Mitsumune Introduces the Charms of Her Birthplace, Matsuyama; APA Hotel <Matsuyamashi Ekimae> Opening CM to Broadcast from July 1

APA Hotel Co., Ltd. (Headquarters: 3-2-3 Akasaka, Minato-ku, Tokyo; President: Fumiko Motoya), which operates one of Japan's largest hotel chains, will begin broadcasting new commercials "APA's Charms" and "Local Charms" from July 1, 2026, to coincide with the opening of APA Hotel <Matsuyamashi Ekimae> on July 28, 2026. The commercials will feature Kaoru Mitsumune, an actor born in Matsuyama City, Ehime Prefecture.

APA Hotel <Matsuyamashi Ekimae> Official HP: https://www.apahotel.com/hotel/chushikoku/ehime/matsuyamashi-ekimae/

In these commercials, Mitsumune, who was born in Matsuyama City, Ehime Prefecture, introduces the charms of her hometown, Matsuyama, and the comfortable services unique to APA Hotel. Through Mitsumune's natural expressions, the commercials convey the appeal of APA Hotel <Matsuyamashi Ekimae>, which will newly open on July 28, 2026.

In the "Local Charms" commercial, Mitsumune visits representative spots in Matsuyama, such as Matsuyama Castle, the Ehime Prefectural Government Main Building, and the mandarin orange faucet, as if retracing her childhood memories in Matsuyama. Furthermore, to express Mitsumune's sensibilities as an artist, an original directorial technique is employed, where her eyes are likened to a camera lens and her ears to a shutter. The commercial depicts her imprinting the townscapes and scenery of Matsuyama onto her memory, as if taking photos of landscapes she wants to cherish.

In the "APA's Charms" commercial, conveniences and comforts unique to APA Hotel, such as "1-Second Check-in" and "Choice of Two Types of Pillows," are introduced. Through Mitsumune's relaxed expression while staying at the hotel, a comfortable stay experience is conveyed. Additionally, the orange outfit Mitsumune wears in the commercial is inspired by APA Hotel's brand color and mandarin oranges, a representative specialty product of Ehime. Please also pay attention to the directorial elements symbolizing the connection between the hotel and the region.

New Commercial Broadcast Information

To accompany the release of the commercials, making-of footage and an interview with Kaoru Mitsumune will also be released. Please see below for details.

Title 1: "APA Hotel <Matsuyamashi Ekimae> OPEN Local Charms" (15 seconds)

Title 2: "APA Hotel <Matsuyamashi Ekimae> OPEN APA's Charms" (15 seconds)

Broadcast Period: July 1, 2026 - September 30, 2026

Broadcast Area: TV commercials (program sponsorships) are scheduled to be broadcast nationwide, primarily in the Ehime region. They will also be distributed on the official website, YouTube, OTT, etc.

CM Footage:

Making-of Footage:

【Comment from Kaoru Mitsumune】

I was very happy to be able to appear in a commercial for the well-known APA Hotel. I have many fond memories with my family in Ehime Prefecture, my birthplace, and it is deeply moving to be able to visit again like this. Many of the filming locations were places I visited with my family when I was little, so I was able to approach the shoot with nostalgic and calm feelings.

My routine when staying at an APA Hotel is to take a bath as soon as possible and then relax in my room until bedtime. I particularly trust the feel of the shampoo and conditioner, and I also like that I can enjoy various video content on the in-room TV, so I don't get bored and can spend my time comfortably until I fall asleep.

I hope that many people will use APA Hotel <Matsuyamashi Ekimae> and create many memories while experiencing the charms of Matsuyama and Ehime.

【Kaoru Mitsumune Profile】

Born April 26, 1993 (33 years old), born in Matsuyama City, Ehime Prefecture. Active as a painter and actor. Began her entertainment career as a model in 2011 and started drawing ballpoint pen drawings self-taught around the same time. In recent years, she has been active using a wide range of materials including pencils, watercolors, and oil paints. Her art collection "Semi-ningen" (Genkosha) was published on January 15, 2026. A solo exhibition commemorating the publication was also held at the Ginza Vanilla Gallery.

【APA Hotel <Matsuyamashi Ekimae>】

Scheduled to open on July 28, 2026 (Tuesday). It will be the first newly built APA Hotel in Shikoku and the second hotel in Ehime Prefecture, following APA Hotel <Matsuyama Joshinishi>. Located a 3-minute walk from Iyotetsu "Matsuyamashi Ekimae" Station, it offers good access to tourist attractions such as Matsuyama Castle and Dogo Onsen. It is also conveniently located for access to Matsuyama Airport, making it an ideal base for sightseeing and business, allowing guests to fully enjoy the charms of Matsuyama. The hotel will have 11 floors above ground with a total of 213 rooms, including 36 connecting rooms (72 rooms) that can be accessed from adjacent rooms via an interior door without going into the hallway, 20 "Cozy Rooms" with sofas, and 3 "Deluxe Twin Rooms," catering to diverse accommodation needs.

Inside the hotel, large LCD TVs (50 inches or larger, 65 inches for Deluxe Twin Rooms) are installed, and the "APA Room Theater (VOD)" offering unlimited viewing of over 200 movies and anime titles is provided free of charge. In addition, facilities that support a comfortable stay are introduced, such as "Cloud fit Grand" with storage space under the bed, and two types of original pillows, "PRIDE FIT" and "ADJUST FIT."

Access: Approximately a 3-minute walk from the North Exit of Iyotetsu "Matsuyamashi Station," approximately a 20-minute walk from JR "Matsuyama Station." Approximately 24 minutes by limousine bus from Matsuyama Airport, approximately 30 minutes by car from Matsuyama IC.

https://www.apahotel.com/hotel/chushikoku/ehime/matsuyamashi-ekimae/

【APA Group】

Operates 363 hotels with 85,909 rooms domestically and 55 hotels with 5,614 rooms overseas under its own brand. Having achieved the goals of the 5-year plan "AIM5 ~ APA Innovative Movement" launched in April 2022 ahead of schedule, a new mid-term 5-year plan "AIM5-II" was launched in April 2026. The goal is to reach 100,000 rooms under its own domestic brand by the end of March 2031, and to promote platform business and multi-branding in the hotel sector, as well as strengthening North American business and exploring next strategic areas for overseas operations.

APA Group Release Materials

d18265-865-99ec90bca7186561d7455e9e83a0da6c.pdf

APA Hotel <Matsuyamashi Ekimae>

https://www.apahotel.com/hotel/chushikoku/ehime/matsuyamashi-ekimae/

Tel. 0570-057-811

With "APA Direct," the lowest price with no comparison.

https://www.apahotel.com/

APA Hotel Official App "APA App"

https://apahotel.com/qr_app/