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

House Foods Corporation has appointed Miki Fujimoto as the new brand character for its "Ripe Tomato Hayashi Rice Sauce," which celebrates its 30th anniversary in 2026, and will air the new TV commercial "Hayashi no Deban da!" (It's Hayashi's Turn!) nationwide from April 1, 2026 (Wednesday).

【From the new TV commercial "Ripe Tomato Hayashi Rice Sauce: Hayashi no Deban da!"】

CM Video: https://housefoods.jp/products/special/kanjuku/index.html

"Ripe Tomato Hayashi Rice Sauce," launched in 1996 and celebrating its 30th anniversary this year, 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, enjoyable for the whole family, from children to adults. In February 2026, it underwent a renewal that reduced the simmering time by 5 minutes, allowing it to be prepared quickly in just 10 minutes in a frying pan, while maintaining its delicious taste.

(*) Source: INTAGE SRI+ monthly data, Roux Hayashi market, Period: January 2024 - December 2025, Cumulative sales amount

We aim for more customers, especially those with busy daily lives, to pick up the "Ripe Tomato Hayashi Rice Sauce," which has evolved into an even more useful item, and establish Hayashi rice as a "staple menu." In particular, to cater to busy parenting households and promote it as a time-efficient meal, this TV commercial will convey the product's appeal as a dish that can be cooked in a "short time" and is "loved by children," through the interactions between the mother, played by Ms. Fujimoto, and her daughter.

Additionally, during the "Mother's Day" season, when Hayashi rice, including "Ripe Tomato Hayashi Rice Sauce," is often served, an recommended arrangement recipe, "Message Om-Hayashi," will also be introduced in the TV commercial.

【From the new TV commercial "Ripe Tomato Hayashi Rice Sauce: Hayashi no Deban da! (Mother's Day)"】

Arrangement recipe "Message Om-Hayashi" introduced in the TV commercial: https://housefoods.jp/recipe/rcp_00027512.html

"Ripe Tomato Hayashi Rice Sauce" New TV Commercial Story

The new TV commercial, with the message "Hayashi no Deban da!", depicts how "Ripe Tomato Hayashi Rice Sauce," which is made with a focus on the deliciousness of ripe tomatoes and enjoyed by everyone from children to adults, serves as a strong helper menu for busy parenting households.

The story begins with Ms. Fujimoto, playing a mother, rushing home. As she jogs back to her family, her daughter immediately runs up to her with a smile, saying, "I'm hungry!" Ms. Fujimoto, with a determined "Alright!", grabs the "Ripe Tomato Hayashi Rice Sauce" and starts preparing dinner. With Ms. Fujimoto's words, "Just 10 minutes of simmering! Done!", the Hayashi rice is complete. Her daughter is surprised by the speed, exclaiming, "So fast!" They quickly prepare the meal and gather around the table as a family. The commercial concludes with Ms. Fujimoto pumping her fist in delight at her daughter's joyful cry and expression of "Delicious!"

New TV Commercial Overview

Title: "Hayashi no Deban da!"

Cast: Miki Fujimoto

Broadcast Start: April 1, 2026

Broadcast Area: Nationwide

Title: "Hayashi no Deban da! (Mother's Day)"

Cast: Miki Fujimoto

Broadcast Start: April 27, 2026

Broadcast Area: Nationwide

From April to May 2026, the new TV commercial "Hayashi no Deban da!" will also be featured on digital media.

New TV Commercial Performer Profile

Born February 26, 1985, from Hokkaido. After her solo debut with the 1st single "Aenai Nagai Nichiyoubi" in March 2002, she has been active in music and as a TV personality, appearing in various events. She received the 9th Best Mother Award 2016 (Entertainment Category), Partner of the Year 2018, and the 36th Japan Jewelry Best Dresser Award Special Award (Best Partner Category). Her YouTube channel "Hello! Mikitty" has gained support from a wide range of generations for her authentic sharing of parenting, marital relationships, and life views.

＜Comment from Miki Fujimoto＞

In this TV commercial, I realistically portrayed a mother's desire to respond to her child's "I'm hungry!" even amidst a busy schedule.

As I myself am raising three children, I deeply empathized with the feeling of getting motivated with "Alright, it's Hayashi's turn!" when cooking, and I thoroughly enjoyed the filming.

When I was a child, Hayashi rice had a special, almost "reward-like" image, but as an adult, I was surprised at how easy it is to make. Moreover, "Ripe Tomato Hayashi Rice Sauce" only requires 10 minutes of simmering, which is incredibly helpful.

I often think mothers are superheroes; even when busy, they want to make proper meals. In such situations, having a dish that can be made quickly and that the whole family says is delicious is truly a blessing.

To all of you leading busy lives, I hope you'll try making Hayashi rice easily with "Ripe Tomato Hayashi Rice Sauce" and create happy family moments at your dining table.

Product Lineup

●Product Name / Net Weight / Price:

・Ripe Tomato Hayashi Rice Sauce / 92g / Manufacturer's Suggested Retail Price (excluding tax) 218 yen

・Ripe Tomato Hayashi Rice Sauce / 184g / Manufacturer's Suggested Retail Price (excluding tax) 417 yen

・Ripe Tomato Hayashi Rice Sauce Bolognese Hayashi / 140g / Open Price (Reference Retail Price excluding tax 391 yen)

・Ripe Tomato Hayashi Rice Sauce Fragrant Spicy Hayashi / 140g / Open Price (Reference Retail Price excluding tax 391 yen)

●Sales Area: Nationwide

・"Ripe Tomato Hayashi Rice Sauce" Brand Site

URL: https://housefoods.jp/products/special/kanjuku/index.html