Kameda Seika Announces New CM and Official Song Featuring Kohmi Hirose for Happy Turn's 50th Anniversary

Kameda Seika Co., Ltd. (Headquarters: Niigata City, Niigata Prefecture; President & CEO: Masaki Takagi) will release a new TV commercial for "Happy Turn," which celebrates its 50th anniversary in 2026, starting Monday, May 18, 2026. In this new TV commercial, Kohmi Hirose will sing the 50th-anniversary official song for Happy Turn, "Happy Turn de to you." The commercial depicts how everyone naturally smiles when they eat Happy Turn. It delivers the brand's wish for "happiness (Happy) to return (Turn) to customers" and the excitement unique to this milestone year, accompanied by Ms. Hirose's bright and soaring voice. We will celebrate the 50th anniversary of Happy Turn, one of Kameda Seika's most beloved long-selling products, with the wonderful singing of Kohmi Hirose. ■ What does "Happy Turns" mean? "Happy Turn" is a long-selling brand that brings small joys to everyday life. As its name suggests, the product itself is a symbol of "happiness," and it has cultivated a communication value of spreading happiness by sharing small joys with others. We will continue to create happy experiences with the wish that "happiness will return to our customers." ■ Recording Episode During the recording of the official song "Happy Turn de to you," Ms. Hirose worked closely with the director to ensure the words "Happy Turn" were delivered clearly, checking the bounce and tempo of the words. It was impressive to see her repeatedly and carefully confirming the nuances of her singing style, not just aiming for brightness, but to naturally convey the friendliness of "Happy Turn" and the fun that comes from gathering around the snack. In her comments after the recording, she expressed genuine joy at being able to appear in the commercial for the 50th anniversary of "Happy Turn," a snack she personally loves, and she was seen enjoying singing throughout the session. ■ New CM Overview Title: Happy Turn's Song 50th Anniversary ver. 30 sec Broadcast Start Date: Monday, May 18, 2026 Broadcast Area: Nationwide Title: Happy Turn's Song 50th Anniversary ver. 15 sec Broadcast Start Date: Monday, May 18, 2026 Broadcast Area: Nationwide ■ Interview with Kohmi Hirose Q: What do you like about Happy Turn? First of all, the name is the best, isn't it? No one suffers, no one gets hurt. Using the universal English words "Happy Turn"—whoever came up with that is amazing. "Happy" "Turns." And then, of course, it's the taste. It's sweet and salty, right? It comforts you when you're sad and cheers you on when you're happy. In any moment of life's joys and sorrows, eating a "Happy Turn" will comfort you. This seasoning must not be off by even 1%. I absolutely love the taste. Q: What do Happy Turn and you have in common? They come out with various different versions so you don't get tired of them, right? You can feel the "love." In the sense that they propose new ways to enjoy, I feel there's something in common with music and "love." Q: Do you have a memory of "happy turning" back to you? Isn't being asked to sing the 50th-anniversary CM song the ultimate? The ultimate "happy" "turned" back to me, and in a good way, I'm just like, "Thank you, Happy Turn!" I mean, it's my favorite snack! If you keep telling people you love something, it's not often you get asked, "Would you sing the CM song?" So I'm just so happy! Q: What thoughts did you put into the CM song "Happy Turn de to you"? I've been desperately saying happy, happy. I sang it with energy and pop, just like I sing "Romance no Kamisama." ■ Product Overview 1. Product Name: 96g Happy Turn 2. Price (excl. tax) / (incl. tax): Open price (Reference retail price around 230 yen) 3. Sales Area / Sales Channel: Supermarkets nationwide 1. Product Name: 53g Powder 250% Happy Turn 2. Price (excl. tax) / (incl. tax): Open price (Reference retail price around 120 yen) 3. Sales Area / Sales Channel: Convenience stores nationwide 1. Product Name: 73g Happy Turn Spice 2. Price (excl. tax) / (incl. tax): Open price (Reference retail price around 230 yen) 3. Sales Area / Sales Channel: Supermarkets nationwide ■ Happy Turn 50th Anniversary "Happy Turn" is a long-selling brand launched in 1976 that brings small joys to everyday life. It was named amidst the recession caused by the first oil shock, with the wish that "happiness (Happy) would return (Turn) to customers." It challenged the mainstream soy sauce and salt flavors of the time with a "Western-style sweet and savory taste," creating new value with its unique production method for what later became known as "Happy Powder" and its candy-like individual packaging. Loved across generations for its one-of-a-kind sweet and savory taste, it will celebrate its 50th anniversary in 2026. ■ May 29th is "HAPPY TURN's Day" May 29th is registered with the Japan Anniversary Association as "Happiness Day" from the Japanese wordplay of "ko (5) fuku (29)" for happiness. Kameda Seika Co., Ltd. has established May 29th as "HAPPY TURN's Day" with the desire to deliver happiness to as many people as possible. It's a day to eat and be happy, or to share with someone and return the happiness. We will deliver happy projects across the country to make it a day where happiness turns for everyone through Happy Turn.