HQ Launches TV Commercial Campaign for "Shokuji Hojo HQ" in Five Major Japanese Metropolitan Areas
Following the expansion of tax-free limits for meal subsidies, HQ has launched its first TV commercial campaign for its card-based "Shokuji Hojo HQ" benefit service across five major metropolitan regions in Japan.
📋 Article Processing Timeline
- 📰 Published: May 25, 2026 at 20:00
- 🔍 Collected: May 25, 2026 at 11:31
- 🤖 AI Analyzed: May 25, 2026 at 11:40 (8 min after Collected)
HQ Inc. (Headquarters: Chiyoda-ku, Tokyo; CEO: Shoji Sakamoto) announced that as of Monday, May 25, 2026, it has begun airing TV commercials for "Shokuji Hojo HQ," a service that turns the entire city into a staff cafeteria with a single card, across five major metropolitan areas: Kanto, Kansai, Chukyo, Fukuoka, and Hiroshima.
In response to the normalization of inflation, a tax reform implemented in April 2026 significantly increased the tax-free limit for meal subsidies from 3,500 yen to 7,500 yen per month for the first time in 42 years.
Against this backdrop, "Meal Subsidy Welfare" is gaining significant attention as a strategy to increase employees' effective take-home pay while managing corporate costs, as well as an effective means for strengthening recruitment and retention. To communicate the benefits of this tax reform and the value of "Shokuji Hojo HQ" to more companies, the firm decided to run its first-ever TV advertising campaign in these five regions.
■ TV Commercial Overview
Start Date: Monday, May 25, 2026
Broadcast Areas: Kanto, Kansai, Chukyo, Fukuoka Prefecture, Hiroshima Prefecture
■ About "Shokuji Hojo HQ"
"Shokuji Hojo HQ" is a card-based welfare service that turns the city into a company cafeteria using just one card.
By simply paying with the dedicated "HQ Card," companies provide a 50% non-taxable subsidy for employees' meal costs. It can be used widely at various locations nationwide, including restaurants and convenience stores.
In response to the normalization of inflation, a tax reform implemented in April 2026 significantly increased the tax-free limit for meal subsidies from 3,500 yen to 7,500 yen per month for the first time in 42 years.
Against this backdrop, "Meal Subsidy Welfare" is gaining significant attention as a strategy to increase employees' effective take-home pay while managing corporate costs, as well as an effective means for strengthening recruitment and retention. To communicate the benefits of this tax reform and the value of "Shokuji Hojo HQ" to more companies, the firm decided to run its first-ever TV advertising campaign in these five regions.
■ TV Commercial Overview
Start Date: Monday, May 25, 2026
Broadcast Areas: Kanto, Kansai, Chukyo, Fukuoka Prefecture, Hiroshima Prefecture
■ About "Shokuji Hojo HQ"
"Shokuji Hojo HQ" is a card-based welfare service that turns the city into a company cafeteria using just one card.
By simply paying with the dedicated "HQ Card," companies provide a 50% non-taxable subsidy for employees' meal costs. It can be used widely at various locations nationwide, including restaurants and convenience stores.
FAQ
「食事補助HQ」のサービス概要は？
カード1枚で全国の飲食店やコンビニ等で利用できる福利厚生サービスです。専用の「HQカード」で決済することで、企業が社員の食事代を非課税で半額補助します。
今回のTVCM放映の目的は？
2026年4月の税制改正で食事補助の非課税限度額が月額3,500円から7,500円に拡充されたことを背景に、サービスの価値をより多くの企業へ届けるためです。
TVCMが放映されるエリアは？
関東エリア、関西エリア、中京エリア、福岡県、広島県の5大都市圏です。
税制改正によるメリットは？
食事補助の非課税限度額が42年ぶりに大幅拡充されたことで、企業のコスト負担を抑えつつ、社員の実質的な手取りを増やす施策として活用しやすくなりました。
株式会社HQが展開する事業は？
従業員体験（EX）を最大化するプラットフォームとして、カード型福利厚生「食事補助HQ」や「カフェテリアHQ」、本格法人コーチング「コーチングHQ」などを提供しています。