Imuraya's New CM 'Whichever You Choose, It's the Right Answer' Featuring Hiroshi Tamaki's Triple Transformation to Promote 'Three Types of Azuki Bar' Starts June 22

Imuraya Co., Ltd. (Headquarters: Tsu City, Mie Prefecture; President and CEO: Yasushi Iwamoto) has produced a new commercial for its long-selling 'Azuki Bar' series, which has been beloved for over 50 years. The new CM, titled 'Whichever You Choose, It's the Right Answer,' will begin airing on TV, TVer, and YouTube starting Monday, June 22, 2026. Actor Hiroshi Tamaki stars as the campaign ambassador, showcasing the unique charm of the 'Azuki Bar' lineup.

CM Message: "Which azuki treat will you pick this summer?" "Whichever you choose, it's the right answer! Three types of Azuki Bar."

The Imuraya 'Azuki Bar' series includes not only the classic 'Azuki Bar,' a timeless favorite, but also 'Azuki Bar Milk,' where sweet red bean is wrapped in creamy milk ice, and 'Azuki Bar Matcha,' featuring rich matcha-flavored ice. All three have been staple offerings since 2006.

Each product is crafted with Imuraya's deep dedication to premium azuki beans, resulting in high-quality, distinctive treats. This new CM was created to share the unique appeal of these beloved products with a wider audience.

In the commercial, Hiroshi Tamaki transforms into three distinct characters, each representing one of the flavors, wearing specially designed costumes. He appears in a classic 'azuki-colored' shirt, an elegant 'milk-colored' tuxedo-inspired outfit, and a traditional 'matcha-green' kimono, each reflecting the essence of the respective flavor. Viewers are encouraged to enjoy Tamaki's dynamic transformations and energetic presentation of the three products.

CM Overview:

Title: 'Whichever You Choose, It's the Right Answer' (15 seconds)

Broadcast Regions:

〈TVCM〉 Hokkaido, Aomori, Iwate, Miyagi, Fukushima, Niigata, Kanto region (Tokyo, Kanagawa, Chiba, Saitama, Gunma, Tochigi, Ibaraki), Nagano, Shizuoka, Chukyo region (Aichi, Gifu, Mie), Toyama, Ishikawa, Fukui, Kinki region (Osaka, Kyoto, Hyogo, Shiga, Nara, Wakayama), Hiroshima, Tottori, Shimane, Okayama, Ehime, Kochi, Fukuoka, Nagasaki, Kumamoto, Kagoshima, Okinawa

〈TVer & YouTube〉 Nationwide

Broadcast Period:

〈TVCM, TVer, YouTube〉 June 22 (Mon), 2026 – July 12 (Sun), 2026

【Available on Imuraya's Official YouTube Channel】

・'Whichever You Choose, It's the Right Answer' (15 seconds) – Campaign Version

https://youtu.be/thERxyakreY

・'Whichever You Choose, It's the Right Answer' (15 seconds) – Non-Campaign Version

https://youtu.be/F_-T2rthd_Q

A behind-the-scenes making-of video featuring filming footage and interviews will also be released on the same day!

This marks Hiroshi Tamaki's first appearance in a commercial for the 'Azuki Bar' series. To commemorate his debut, a special making-of video will be released, featuring exclusive content such as 'behind-the-scenes of the CM shoot' and 'Hiroshi Tamaki's personal anecdotes.' Don't miss this unique glimpse into the production.

＜Special Interview Highlights＞

① Which of the three products is your favorite?

② What did you think about the texture and firmness of the Azuki Bar?

③ What kind of Azuki Bar recipe would you like to create at home?

④ What does the 'Azuki Bar' mean to you personally?

⑤ What are your thoughts after completing your first 'Azuki Bar' CM shoot?

Watch the video here: https://youtu.be/WsErlNLe1fs

Talent Profile:

Hiroshi Tamaki

Born January 14, 1980, in Aichi Prefecture.

Made his acting debut in 1998 and has since starred in numerous acclaimed films and series. He is also active as a voice actor, narrator, music video director, and photographer. Recent works include the film 'Yukikaze,' Netflix series 'Ikusagami,' 'Golden Kamuy' series, and 'Silent Service' series.

Upcoming film releases include 'Kingdom: The Clash of Souls' on July 17, 2026, and 'To the One Who Is Farthest Away' on October 9, 2026.

About the Imuraya 'Azuki Bar' Series:

The 'Azuki Bar' was first launched in 1973, inspired by the idea of 'freezing zenzai (sweet red bean soup) into an ice treat.' It has since become a long-selling classic. Made with only four simple ingredients—azuki beans, sugar, glucose syrup, and salt—it delivers the natural, authentic flavor of high-quality red beans.

The Milk and Matcha flavors were introduced as permanent lineup items in 2006. For nearly 20 years, the 'Azuki Bar' series has offered these three beloved flavors.

July 1 is 'Imuraya Azuki Bar Day'

Azuki beans have long been considered auspicious and nutritious, traditionally eaten on the 1st and 15th of each month in Japan.

With the arrival of summer, Imuraya established July 1 as 'Imuraya Azuki Bar Day' to encourage people to enjoy the nutrient-rich Azuki Bar and stay energized through the hot season. (Officially recognized by the Japan Anniversary Association on July 31, 2007.)

Related Websites:

Imuraya 'Azuki Bar' Series: https://www.imuraya.co.jp/goods/ice/c-azuki/

Imuraya 'Azuki Bar' Brand Site: https://imuraya-cp.jp/azuki-bar/

Imuraya 'Important Person & Azuki Bar' Campaign: https://imuraya-cp.jp/2026_box_azuki/

Imuraya Azuki Bar Day: https://www.imuraya.co.jp/outline/azukibar-day/