Mio Imada Appears in Yukata! Rare Childhood Photos Revealed as She Shares Her Wish to Preserve Beloved Fireworks Festivals for the Future — New TV CM for 'Kirin Harekaze,' the Beer That Protects Fireworks, Now Live

Kirin Brewery Company, Ltd. (President: Hideki Horiguchi) will begin rolling out nationwide from July 17 (Fri) its new TV commercial for 'Kirin Beer Harekaze' (hereinafter 'Harekaze'), starring Mio Imada, titled 'Memories of Fireworks.' Ahead of the broadcast, the 30-second TV CM and 60-second web CM versions will be released on YouTube starting July 13 (Mon).

In this CM, Fukuoka-born actress Mio Imada reflects on her childhood memories of attending fireworks festivals. The 'Nishinippon Ohori Fireworks Festival,' which has colored Fukuoka’s summers for over 50 years and has been cherished by many, was also a major annual highlight for Imada. Through memories of attending in yukata as a child, along with rare photos from that time, she expresses gratitude to the festival that sadly came to an end, conveying her desire to pass on fireworks festivals to the future.

'Harekaze' runs 'HarekazeACTION,' an initiative that uses a portion of sales to preserve and pass on Japanese cultural traditions like fireworks festivals that are currently at risk of disappearing. We invite you to enjoy the new CM 'Memories of Fireworks,' which shares how enjoying 'Harekaze'※1 can be a step toward preserving fireworks festivals for future generations, alongside Imada’s heartfelt memories.

※1: A portion of 'Harekaze' sales is used to support activities that protect fireworks festivals across Japan.

New TV CM 'Harekaze – Memories of Fireworks' 30 sec: https://youtu.be/ZRl1oVW5y6U

New Web CM 'Harekaze – Memories of Fireworks' 60 sec: https://youtu.be/9EYQw_U9wq4

Overview & Highlights

Mio Imada reflects on her fireworks festival memories with childhood photos, sharing her hopes for the future

At the start of the CM, Imada says, 'The fireworks at Ohori Park—I remember wearing a yukata, bringing my allowance, and scrambling to secure a good spot.' Her calm expression evokes nostalgic memories. Rare childhood photos are also shown, powerfully illustrating how fireworks festivals have long been a familiar summer memory for her since childhood.

She adds, 'I feel a deep sense of gratitude for these wonderful memories,' expressing her appreciation for the now-discontinued 'Nishinippon Ohori Fireworks Festival.' She also shares, 'I’m truly grateful to everyone involved,' and 'Fireworks festivals can’t continue without someone to carry them forward,' reflecting on the importance of preserving these events and honoring those who have supported them.

Through Imada’s personal memories, the CM portrays fireworks festivals as beloved summer traditions that have long been cherished by people and deserve to be passed on. It conveys how enjoying 'Harekaze' can contribute to preserving these vanishing traditions. This emotionally rich CM beautifully expresses the spirit of 'HarekazeACTION'—preserving Japan’s summer heritage for the future.

Interview Content

Reflecting on childhood fireworks memories and sharing thoughts on protecting festivals through 'Harekaze'

In the interview, Mio Imada speaks about the charm of fireworks festivals—the excitement of wearing a yukata and the unique festival atmosphere with food stalls. She also touches on the difficulty of sustaining festivals she once took for granted, commenting, 'Through HarekazeACTION, I’ve realized that fireworks festivals are something we all need to carry forward together.' She expresses her hope that enjoying 'Harekaze' can help everyone protect these summer traditions. Recalling how adults enjoying beer while watching fireworks left a strong impression on her as a child, she says that now, as an adult, enjoying 'Harekaze' while watching fireworks offers a new, deeper way to appreciate the experience.

Interview with Mio Imada

Q. What do you look forward to at fireworks festivals?

First, wearing a yukata—dressing up in a way you only get to at fireworks festivals—and the excitement of all the food stalls lined up!

Q. How do you feel about a portion of 'Harekaze' sales being used to support efforts to preserve fireworks festivals?

Honestly, I used to think fireworks festivals were just a given. Learning that continuing them is actually quite difficult made me feel really sad. Through 'HarekazeACTION,' I’ve come to realize that fireworks festivals are something we all need to sustain together. So, I hope we can all enjoy delicious beer and protect these summer traditions together.

Q. As you continue moving forward positively, what’s important for you to keep in mind?

I value enjoying things I love, like good beer and good food, and staying in a good mood while working hard—that’s one way to stay positive. Through various roles, facing my own emotions—joy, sadness, and more—is important, and I think that becomes part of my strength and helps me stay positive.

Q. How did it feel to reflect on your childhood memories?

It was a discovery to realize how many memories I have of fireworks festivals. I rarely get to talk while looking at photos from my childhood, so I’m truly grateful for this wonderful opportunity.

Q. What do you find appealing about enjoying fireworks festivals with 'Harekaze'?

As a child, I was deeply impressed by adults enjoying beer while watching fireworks. Now, as an adult, experiencing the joy of 'fireworks and beer' makes me think, 'So this is what being an adult is about.' Watching fireworks while drinking a beer that helps protect them might offer a whole new way to enjoy the festival, and perhaps change how we feel about it. I hope everyone enjoys fireworks festivals this year with a glass of 'Harekaze.'

New CM Overview

● Title & Length: New TV CM 'Harekaze – Memories of Fireworks' 30 sec

New Web CM 'Harekaze – Memories of Fireworks' 60 sec

● Broadcast Start Date: Rolling out from July 17, 2026 (Fri)

● Broadcast Area: Nationwide (excluding some regions)

● YouTube URL: 'Harekaze – Memories of Fireworks' 30 sec https://youtu.be/ZRl1oVW5y6U

'Harekaze – Memories of Fireworks' 60 sec https://youtu.be/9EYQw_U9wq4

● HP: https://www.kirin.co.jp/alcohol/beer/harekaze/

Cast Profile

Mio Imada

＜Profile＞

Born March 5, 1997, in Fukuoka Prefecture. Gained attention for her role in the drama 'Hana Nochi Hare: Boys Over Flowers Next Season.' In 2022, she won the Newcomer Actor Award at the 45th Japan Academy Film Prize for her role in 'Tokyo Revengers.' Recently starred in films 'My Happy Marriage' and 'AT THE BENCH,' and dramas 'Trillion Game,' 'Ichiban Suki na Hana,' and 'Hanasaki Mai ga Damattenai.' In 2025, she starred in NHK’s morning drama 'Anpan.'

Currently starring in TV Asahi’s drama series 'Crossroad: The Promise of Emergency Medicine.'

Upcoming film 'White Bird and Bat' releases on September 4, and the Japan-Korea co-produced drama 'Meri Beri Love' airs this fall.