Kuraray Group's New Corporate Commercial Series Featuring Comedy Duo "Chidori"

Our company will launch a new corporate advertising campaign featuring the comedy duo "Chidori" starting in April. This year, the Kuraray Group, celebrating its 100th anniversary, will roll out a new corporate advertising series under the catchphrase "Heartboiled Kuraray, the materials company that excites the world," to convey the appeal of our company. The first installment of the series, "Solve the Mystery of Kuraray," will air from Wednesday, April 1st.

This series depicts two agents investigating Kuraray from various angles, sometimes even conducting undercover operations, to uncover the reality of Kuraray, which excites the world. The agents are played by the two members of the comedy duo "Chidori," who, like our company, hail from Okayama Prefecture.

In conjunction with the release of the new commercial, a special website will also be launched. On this site, you can find more detailed information about Kuraray that cannot be fully conveyed in the commercial, as well as behind-the-scenes footage.

1. CM Overview

・Title

Kuraray Group Corporate CM "Heartboiled Kuraray, the materials company that excites the world"

EPISODE 0 "Solve the Mystery of Kuraray"

・CM Airing Start Date

Wednesday, April 1, 2026

・CM Story

The story depicts two agents, tasked with "uncovering the true identity of Kuraray," using every means at their disposal to investigate. They are pursued by helicopters and infiltrate laboratories and factories. As their investigation progresses, the fact that Kuraray is exciting people on a global stage becomes clear. For 100 years since its founding, Kuraray has continued to create "materials useful to society." The two agents' curiosity grows as they try to grasp its true nature.

Scheduled Airing

(1) Program Sponsorship (Nationwide) Airing starts Wednesday, April 1, 2026

TV Tokyo Network "Gaia no Yoake" Every Friday 22:00 - 22:54

(2) Spot CM

From Wednesday, April 1 to Thursday, April 30 in Kanto, Kansai, Hokkaido, Yamagata, Sendai, Niigata, Okayama, Kagawa, and Ehime regions.

(3) Online Distribution

From Wednesday, April 1, the full CM can be viewed on Kuraray's official YouTube channel.

CM Campaign Website

The CM campaign website (https://heartboiled.kuraray.com/) will be launched on Wednesday, April 1.

Production Staff

Production Company: Hakuhodo Inc., Hakuhodo Creative Vox Inc.

Executive Creative Director: Shin Nagashima

Creative Director: Yo Kojima

Art Director: Nana Sekiya

Copywriter: Toru Kimura

CM Planning Intent

Our company, founded as "Kurashiki Kinuori" in Kurashiki City, Okayama Prefecture in 1926, celebrates its 100th anniversary this year. Currently, the Kuraray Group's network spans 89 companies in 32 countries and regions worldwide. This series will not only depict the materials created by the Kuraray Group globally but also the employees dedicated to delivering these materials and the company's culture. This series scales up from conventional corporate advertising, delving into the reality of Kuraray on a global stage.

As the catchphrase for this series, we expressed "exciting the world with materials" and "approaching daily work with passion" as "Heart Boiled." We hope you enjoy the hard-boiled worldview, which is fitting for Chidori.

Creative Director's Comment

While the name Kuraray is known, many people don't know what kind of company it is, what kind of people work there, how they work, or that it's actually a global company, or that it's committed to sustainability. It's full of mysteries.

This project aims to introduce Kuraray to young people who are about to enter society and make them like the company, by casting Chidori, who are also from Okayama Prefecture like Kuraray, as agents to solve the mysteries of Kuraray, using an impactful spy movie-like expression.

Behind-the-Scenes of CM Production

① Chidori and Kuraray share a common origin: Okayama Prefecture. During breaks in filming, they shared memories of attending elementary school with school bags made of Kuraray's artificial leather "Clarino®." We are very much looking forward to creating new Kuraray commercials together with these two, who have such a connection.

② For the running scenes, a special treadmill was set up in the studio for filming. Their powerful acting, running repeatedly even during rehearsals, made the watching staff nervous.

2. Chidori Profile

Formed in July 2000 by Daigo and Nobu, who were classmates in high school in Okayama Prefecture.

Daigo (Left)

Date of Birth: March 25, 1980

Blood Type: B

Hometown: Kitagishima, Kasaoka City, Okayama Prefecture

Nobu (Right)

Date of Birth: December 30, 1979

Blood Type: A

Hometown: Ibara City, Okayama Prefecture

Overview of Kuraray Co., Ltd.

President: Hitoshi Kawahara

Head Office: Tokiwabashi Tower, 2-6-4 Otemachi, Chiyoda-ku, Tokyo

Business Activities: Manufacturing and sales of resins, chemicals, fiber products, etc.

Capital: 89 billion yen (as of end of December 2025)

Consolidated Employees: 12,117 (as of end of December 2025)

Consolidated Net Sales: 808.4 billion yen (FY2025)

Consolidated Operating Income: 58.9 billion yen (FY2025)