Kanesue Airs First TV Commercial in its 124-Year History! Unveils New Brand Slogan, Brand Logo, and Staff Uniforms in Major Rebranding. New TV Commercial "Let's Go to Kanesue" Featuring Tokai Native Yu Miyazaki Starts Airing on Wednesday, April 1
Kanesue, a community-based supermarket centered in the Tokai region, is undergoing a large-scale rebranding that includes updated logos, slogans, and staff uniforms. As part of this initiative, the company will begin airing its first-ever TV commercial since its founding 124 years ago, featuring actress Yu Miyazaki and a new theme song by Ms.OOJA.
📋 Article Processing Timeline
- 📰 Published: March 31, 2026 at 20:00
- 🔍 Collected: April 1, 2026 at 13:39 (17h 39m after Published)
- 🤖 AI Analyzed: April 17, 2026 at 05:14 (375h 35m after Collected)
Kanesue Group (Headquarters: Ichinomiya City, Aichi Prefecture; President: Yoshihiro Ushida), which operates the community-based supermarket "Kanesue" centered in the Tokai region, will implement a large-scale rebranding, including the production of Kanesue's first TV commercial since its founding in 1902, as well as updating the brand slogan, brand logo, and staff uniforms.
The TV commercial featuring actor Yu Miyazaki from the Tokai region as the CM character will air from Wednesday, April 1, 2026.
■Rebranding based on thoughts since founding! Updating the logo and uniforms to become a "Wellness First" supermarket
Kanesue was founded in 1902 in Ichinomiya City, Aichi Prefecture, as a small shop selling groceries with the desire to "deliver better products cheaper." Currently, it operates about 100 stores in Aichi Prefecture, as well as Mie, Gifu, Shizuoka, and Shiga Prefectures.
Now, in response to the changing needs of consumers along with the times, we have adopted a new brand slogan, "EVERYDAY WELLNESS SUPERMARKET," and aim to be a wellness-first supermarket that enriches our customers' lives. We do not only deliver products at great prices, but also create customer-oriented stores that lead to time savings with a comfortable shopping flow.
Also, while utilizing the previous logo, we updated it to a logo with improved visibility to match the times. Furthermore, we have newly prepared a wide variety of uniforms that can be chosen to match individual styles, from young people to seniors, and plan to introduce them sequentially at each store.
■New TV CM "The Password is 'Let's go to Kanesue'" Released! Miyazaki appeals to Kanesue blending into daily life
In the commercial, three situations are depicted where Yu Miyazaki casually says "Let's go to Kanesue" in moments of everyday life. The beginning starts with a scene where she slightly takes her eyes off the food she is stir-frying while cooking and burns it. She looks troubled when she opens the refrigerator and finds no ingredients, but switches her mindset with "Let's go to Kanesue." Furthermore, Miyazaki stuffs her cheeks with the last snack at a girls' gathering. When a friend says, "Ah! I haven't eaten any yet~!", Miyazaki laughs happily and says, "Let's go to Kanesue." On her way home from work at dusk, she hangs up the phone with a bouncy voice, "Thank you! Excuse me!" Humming a tune on the riverbank, she murmurs, "What should I eat~", and heads to Kanesue in high spirits with the password "Let's go to Kanesue."
Please pay attention to Kanesue's presence that is close to every scene of life, and Miyazaki's various expressions that match each scene.
■TV CM Overview
Title: "Let's go to Kanesue" edition
TV CM Broadcast Start: Wednesday, April 1, 2026
Cast: Yu Miyazaki
Broadcast Area: Tokai region
Video URL: https://youtu.be/wxagEOaaxzM
■Filming Interview
We asked Miyazaki after the shooting about her feelings for her hometown, behind-the-scenes stories of the shooting, and her private habits.
〇 Appointed as CM Character! What is the appeal of "Kanesue" told by Miyazaki from Mie?
When asked about her appointment as the CM character, she expressed her affinity for Kanesue, a local company, saying, "I'm from Mie Prefecture, so I think my family and relatives will be happy." Regarding the highlights of the commercial, she showed confidence, saying, "I say 'Let's go to Kanesue' when I run out of something or when I'm happy, but I think I was able to appeal that it's a supermarket close to everyday life." She also mentioned an unreleased cut included in the making-of video as her favorite scene, reflecting with a smile, "There is a funny scene where I do a guts pose on the riverbank because I was happy, and an older man passes by me on a bicycle."
When asked about Kanesue's charm, she praised the ease of shopping, saying, "The aisles are wide, so not only can you go alone, but I think you can go with your family and loved ones." Furthermore, she spoke of her enthusiasm for the commercial, saying, "I want to appeal that it's a supermarket close to the household."
〇 What is Miyazaki's essential item? Chocolate and...?
When asked about things she can't do without in her private life, she confessed her love for chocolate, saying, "When something happy happens, I want to go to the supermarket saying 'Let's go buy chocolate'." She continued, "Recently I like Dubai chocolate, and it's sold at supermarkets, so I was surprised that I could buy it in such familiar places." When asked about essential items at the work site, she revealed a stoic side to filming, blushing slightly, "It's an anti-swelling item (laughs). It's realistic, but I carry around a massage device that rubs hard."
In connection with the new lifestyle season, when asked what she wants to try in the future, she showed a surprising side different from her usual image, "I want to try dancing and rapping. I like watching audition programs and think they are cool, so I want to do both."
Making-of video: https://youtu.be/a-k5UogDU2s
Interview video: https://youtu.be/bDdWg45jbzo
■CM Song
The CM song is "Happy & Lucky," newly written by Ms.OOJA, who is from the Tokai region.
We also received comments from Ms.OOJA.
"I kind of feel cheerful when I go to the supermarket.
If it's my favorite supermarket, all the more so, like wanting to hum.
Traveling to an unknown country or going to a luxurious restaurant is wonderful, but
actually, happiness overflows in a small everyday life, and I'm awesome for being able to feel such happiness! Mufufufu ♡ Happy & Lucky! I wrote this song hoping people would hum it while going to the supermarket.
It matches the worldview of the commercial, and I would be happy if everyone who watches it feels happy."
〇 CM Song Lyrics
Shopping at the usual supermarket
The recipe I've been curious about for a long time
Let's make sweets this weekend
Let's invite that girl to tea
Happy & Lucky
If you chant the magic words
I'm glad I am me
There are many wonderful people in the world, but
Even without comparing to someone else
This time of living as me
I feel happier than anything else
■CM Song Overview
Title: "Happy & Lucky"
Digital Release Date: Wednesday, May 13, 2026
Lyrics: Ms.OOJA, Soundbreakers
Composition: Soundbreakers, Ms.OOJA
<Profile>
Yu Miyazaki
Born in 2000, from Mie Prefecture. Debuted as an actress in the 2019 drama "Takane and Hana".
Her recent major appearances include the dramas "Know the Meaning of Passing Away!" and "Lion's Hideout", and the movies "The Disease Leading to the Death Penalty" and "True Identity". She played the heroine drummer, Akane Saijo, in the Netflix series "Glass Heart" released in the summer of 2025, which became a sudden hot topic. The drama "Bad Choice, Good Love" in which she stars for the first time is currently streaming on ABEMA. She will also appear in the April 2026 Sunday theater "GIFT".
Ms.OOJA
From Mie. Major debut from Universal Sigma in 2011.
In addition to original songs such as the representative song "Be...", cover songs are also immensely popular and loved across generations. Here in the Tokai region, she is also familiar with the commercial song for Atsuta Jingu Kaikan. She celebrates her 15th anniversary this year, and is awaiting an Osaka-jo Hall performance in the fall.
◼︎Kanesue Overview
Company Name: Kanesue Co., Ltd.
Head Office Location: 140-1 Nakabayashi, Ujinaga, Yamato-cho, Ichinomiya-shi, Aichi 491-0923
Representative: President Yoshihiro Ushida
Established: 1951
Business Content: Management of supermarket chains "saving Japan through food."
* Specializing in the Tokai area, developing community-based stores. As a developer, we independently develop commercial facilities and supply products related to all aspects of the daily lives of local residents.
* Developing products under the concept of "Only delicious and good things." We procure and develop various products to provide safe and secure food.