Kyusai Refreshes Corporate CM 'Hajimete o, Itsu Made mo' on 60th Anniversary - It's Never Too Late to Begin Something New

Kyusai Co., Ltd. (Headquarters: Chuo Ward, Fukuoka City; President and CEO: Junro Ishikawa) has refreshed its corporate CM titled 'Hajimete o, Itsu Made mo' (English: 'First Experiences, Forever') to mark its 60th anniversary and launched it today, July 14, 2026 (Tuesday), on its official YouTube channel.

This CM expresses Kyusai's concept of 'well-aging'—positively embracing the aging process and living a mentally rich life. The refresh was inspired by the results of an internal survey revealing that while motivations and forms of challenges change with life stages, approximately 90% of people who took on a 'first-time experience' reported feeling positive changes. Based on these findings, Kyusai reaffirms its commitment to advancing and promoting well-aging, aiming to create a society where everyone can continue challenging themselves at any age.

<Video URL> https://youtu.be/5eINT2JvqK8

(Publication Date: July 14, 2026 (Tuesday); Published on: Kyusai Official YouTube Channel)

Message Behind the CM and Key Visual

The 'first experience' Kyusai supports is more than just a new activity. It refers to that first step taken after overcoming self-doubt such as 'It's too late to start learning now' or 'I might be too old for this.'

The new corporate CM portrays individuals facing life transitions or physical concerns, yet still taking that first step toward a new beginning. It also incorporates footage submitted by the public during the 'CM Video Submission Campaign' held in February this year, highlighting the diverse nature of first-time challenges.

Kyusai is a 'Well-Aging Company' that, under its mission 'to advance and promote physical and mental well-aging and realize a world where people can age positively,' supports individuals in aligning their body and mind so they can take that first step without hesitation when they think, 'I want to give it a try.'

'It's never too late to begin something new.'

This message in the key visual reflects Kyusai's commitment to walking alongside people, empowering them to remain challengers at any stage of life.

Background: Internal Survey Findings

In January this year, Kyusai conducted an internal survey on motivation to challenge new things. The results showed that reasons for hesitating to act and triggers for starting vary by life stage. However, about 90% of those who overcame their hesitation and took action reported experiencing positive changes—a trend consistent across all age groups. These insights prompted the refresh of the corporate CM.

① Reasons for Hesitation and Triggers for Action Vary by Age

For people in their 40s, 'lack of time' was the top reason for not taking action, while for those aged 55 and above, 'concerns about physical strength and health' ranked highest. Reasons for hesitation vary depending on age and life circumstances.

Triggers for action also differ by age and environment. In their 40s, many are encouraged by family or partners, while in their 50s, more people choose to act based on their own initiative. Among those in their 60s, the presence of family and others once again becomes a motivating factor.

② Positive Changes After Taking Action Are Consistent Across Ages

While reasons for hesitation and triggers for action vary by generation, the outcome is consistent: approximately 90% of those who actually took the leap reported feeling positive changes, regardless of age.

<Survey Overview>

Survey Period: January 19–20, 2026

Target: 600 men and women aged 40–69 across Japan

Method: Internet research

* When using the content or data from this survey, please credit it as 'Kyusai Survey.'

Company Overview

Founded in Fukuoka City, Fukuoka Prefecture, in 1965, Kyusai celebrated its 60th anniversary in October 2025. The company has contributed to people's physical and mental health and the extension of healthy lifespans through products such as 'The Kale,' a green juice made from kale, as well as other healthcare and skincare products.

Since 2022, Kyusai has adopted the mission 'to advance and promote physical and mental well-aging and realize a world where people can age positively,' positioning itself as a 'Well-Aging Company' in its corporate activities.

Going forward, Kyusai will continue to support people in taking that first step in life through products and services that nurture both body and mind.

https://corporate.kyusai.co.jp/