House Foods Appoints Miki Fujimoto as New Brand Character for "Ripe Tomato Hayashi Rice Sauce"! New TV Commercial to Air Nationwide from Wednesday, April 1, 2026

House Foods Corporation has appointed Miki Fujimoto as the new brand character for its "Ripe Tomato Hayashi Rice Sauce," which will celebrate its 30th anniversary in 2026. A new TV commercial titled "It's Hayashi's Turn!" will be broadcast nationwide starting Wednesday, April 1, 2026.

[From the new TV commercial "Ripe Tomato Hayashi Rice Sauce: It's Hayashi's Turn!"]

Commercial video: https://housefoods.jp/products/special/kanjuku/index.html

Launched in 1996 and celebrating its 30th anniversary this year, "Ripe Tomato Hayashi Rice Sauce" is the No. 1 selling brand (*) in the roux hayashi market. It is a hayashi rice sauce that focuses on the deliciousness of ripe tomatoes, which can be enjoyed by the whole family, from children to adults. In February 2026, the product was renewed to shorten the simmering time by 5 minutes, allowing it to be finished in just 10 minutes using a frying pan without compromising its taste. (*) Source: Intage Inc. SRI+ Monthly Data, Roux Hayashi Market, Period: January 2024 - December 2025, Cumulative Sales Amount

By evolving "Ripe Tomato Hayashi Rice Sauce" into an even more useful item, we aim to have more busy customers pick it up and establish Hayashi rice as a "standard menu" item. In particular, to support busy child-rearing households and promote it as a menu with excellent time performance (Tai-pa), this TV commercial firmly conveys the appeal of this product—that it can be cooked in a "short time" and is "loved by children"—through the interaction between a mother, played by Fujimoto, and her daughter.

Furthermore, for the "Mother's Day" season when Hayashi rice, including "Ripe Tomato Hayashi Rice Sauce," is highly likely to be served on dining tables, a recommended arrangement recipe for anniversaries, "Omuhayashi with a Message," will also be introduced in the TV commercial.