Pay Attention to Imada's Performance, Delivering a Long Line of "Zuuuuutto!" in One Breath! Nichirei's "Honkaku Itame Chahan®" New TV Commercial Released

Nichirei Foods (President: Masahiko Takenaga, hereinafter "Nichirei Foods") will sequentially broadcast its new TV commercial for "Honkaku Itame Chahan®," titled "25 Years Zuuuutto! No. 1 in Sales," featuring Mio Imada, nationwide starting Saturday, April 11, 2026. In conjunction with the new commercial, the "Mio Imada x 'Honkaku Itame Chahan®' 25th Anniversary Campaign" will also be implemented.

■Highlights of the Commercial

Mio Imada, who has been appearing as the face of the brand since 2024, is featured.

"Honkaku Itame Chahan®" was born 25 years ago in 2001. After researching professional cooking techniques, it was well-received as the first "fluffy fried" fried rice in the household frozen fried rice market. Subsequently, in 2010, cumulative sales exceeded 300 million servings, and in 2015, the unique "three-stage frying method" was introduced to achieve "super fluffy" deliciousness. It has grown into a product that sells more than one unit per second (*), truly becoming synonymous with "frozen food" in Japan.

"Honkaku Itame Chahan®" has continued to evolve, delivering the "this is it, this taste!" that makes you want to eat it again and again.

In the new commercial, along with visuals representing each era, we re-experience with Ms. Imada the achievement of being "Zuuuutto! No. 1 in sales for 25 years." A highlight is the scene where Ms. Imada delivers the long line "Zuuuutto!" in one breath to emphasize the impression of "25 years zuuuutto."

*Calculated from Intage SRI+ estimated sales volume (number of units) from March 2021 to February 2026

■New TV Commercial Overview

Title: "25 Years Zuuuutto! No. 1 in Sales" (30 seconds / 15 seconds)

Broadcast Date: From Saturday, April 11, 2026

Broadcast Area: Nationwide (excluding some regions)

Special Website URL: https://www.nichireifoods.co.jp/brand/honkakuitame/

YouTube URL: https://youtu.be/ClmpZNOvPx4 (30 seconds)

                           https://youtu.be/cfHv9wCJ6RM (15 seconds)

                           https://youtu.be/sOSfHl60XJA (Making-of)

■CM Cuts

■Filming Episode

Starting the shoot with a smile, despite being surprised by the "long and difficult lines"

Ms. Imada, who has appeared in Nichirei Foods' TV commercials before, conveying deliciousness with her bright smile, appeared in the studio with an even more enthusiastic expression for this commercial, which promotes "Honkaku Itame Chahan®" as being "No. 1 in sales for 25 years." During the pre-shoot meeting, when the director explained, "The lines are long and difficult this time," she showed a surprised expression, saying, "Eh!?" but immediately responded with a smile, "I'll do my best!" and began the shoot.

 

Feeling nostalgic for items that evoke a sense of the times, saying "How nostalgic~"

In the production, which traces 25 years of history by passing through four eras from the time of its launch to the present, Ms. Imada was particularly interested in the room designed to evoke 2001. In the room lined with appliances that evoke the era, such as a TV with a built-in VCR and a CD player, what caught her eye was a small file collecting photos from a print sticker machine. Ms. Imada looked at the photos with a warm smile, saying, "These doodles are so nostalgic~ (laughs)," recalling memories from her childhood.

 

An amusing scene where she takes another bite of fried rice even after getting the OK

In the scene where she eats "Honkaku Itame Chahan®," Ms. Imada approached the shoot with an even brighter expression. She scooped up the fluffy fried rice with a spoon, savored it, and expressed its deliciousness with a full smile, closing her eyes and saying, "Mmm~." The people around her praised her, saying, "It looks truly delicious!" Ms. Imada continued to taste the fried rice little by little with each take, but perhaps it wasn't quite enough, as she took another bite after getting the OK, and an amusing scene of her chuckling was also observed.

 

Easily clearing the long line of "Zuuuutto" spoken in one breath

As the camera passed through each era, tracing 25 years of history, Ms. Imada easily handled the lines, which were over 10 seconds long, by regulating her breathing while continuously saying "Zuuuutto" in one breath, smoothly getting the OK take. In a scene where she said, "Chiiin! Important announcement!" with variations in her lines, she laughed and said, "I even say 'Chiiin!' myself (laughs)," but in the actual take, she delivered a heartfelt "Chiiin!" and the director praised her, saying, "Wonderful!"

 

Striking a pose with a carefully crafted beautiful "N mark"

In the final scene, she made an "N" mark with both hands, inspired by the Nichirei logo, and struck a pose towards the camera. Ms. Imada created the "N" mark by joining three fingers and carefully checked the angle while looking at the monitor. When the camera started rolling for the actual take, a beautiful "N" mark was completed with a smile, along with the line, "Frozen food is Nichirei!" Ms. Imada completed all the filming to great applause.

 

Making-of Video URL: https://youtu.be/sOSfHl60XJA

■Interview with Mio Imada

――Please tell us your thoughts on appearing in the new commercial for Nichirei's "Honkaku Itame Chahan®," which has been "No. 1 in sales for 25 years."

Ms. Imada: "I was very happy to appear in the commercial, thinking that being No. 1 in sales for 25 years is amazing corporate effort, and it's because they've continued that effort. I think it's a commercial that looks back on those 25 years of history. In the 2001 scene, there were 'Purikura' (photo sticker booth) albums, and also CD and DVD players, and various other things... I was also a 'Purikura' generation, so I was filming while thinking, 'These doodles are nostalgic~ (laughs).' It made me feel a bit nostalgic."

*"Purikura®" (or "Print Club®") is a registered trademark of Sega Corporation and refers to a "print sticker machine."

 

――This commercial conveys "25 years, zuuuutto! No. 1 in sales!" Ms. Imada, who turned 29 in March 2026, do you have anything you've continued or kept in mind for a "long period" like 25 or 29 years?

Ms. Imada: "I've always continued to soak thoroughly in the bathtub during bath time. Every day. I continue to take a proper bath regardless of summer. For me, it's a time to relax, a moment to switch off, and I really love that time, so I've continued it. If the next day I have to wake up early and go to bed late, I also want to get some sleep (laughs), so the time varies and isn't fixed, but I always try to get in for at least '5 minutes.' I sit on the edge (of the bathtub) or go back and forth, and when I have a long bath, I stay in until I'm satisfied (laughs)."

 

――"Honkaku Itame Chahan®" has been No. 1 for 25 years since its launch in 2001. Please share your childhood memories or episodes from 25 years ago when "Honkaku Itame Chahan®" first appeared.

Ms. Imada: "(When I was 3-4 years old in 2001), my memories aren't that vivid, but my sister was born around that time, and I felt like I 'had to be a big sister.' I wonder if I bathed myself back then... My mother sometimes tells me memories of helping with the bath. Also, I loved my kindergarten teacher so much that I started thinking, 'I want to be a kindergarten teacher when I grow up,' I have those kinds of memories. (What was theきっかけ (trigger) that led you to aim for the entertainment industry from wanting to be a kindergarten teacher?) The trigger for entering was a scout, but as I gained more and more experience, I started to feel more like 'I want to work in this world.'"

 

――In the commercial, each era (2001, 2010, 2015) was symbolically represented. Which era's world view was your favorite, Ms. Imada?

Also, if you have any memories or symbolic episodes from that time, please share them.

Ms. Imada: "(When I was 3-4 years old in 2001) my memories aren't that strong, but 2010 and 2015 were definitely my junior high and high school years, so there are many memorable things like 'Purikura' (*) and stopping by after school. I wonder why we took 'Purikura' so many times a day (laughs). It was normal to take 4-5 pictures a day with the same friends (laughs), so it made me feel very nostalgic."

*"Purikura®" (or "Print Club®") is a registered trademark of Sega Corporation and refers to a "print sticker machine."

 

――This commercial is scheduled to air in April 2026, which is the season for new beginnings.

Please give a message to everyone starting a "new life," such as new employees and new students.

Ms. Imada: "When I moved to Tokyo, frozen fried rice and many other delicious foods really helped me. A new life has many fun things, but I think there are also many moments when things don't go as planned, so I hope everyone will eat frozen foods and Nichirei's fried rice and feel like, 'I can do my best again tomorrow.'"

 

――Please give a message to the viewers who will be watching the commercial.

Ms. Imada: "The new commercial series for Nichirei Foods' 'Honkaku Itame Chahan®' is starting. Since its first appearance in 2001, it has been No. 1 in sales for 25 years. Fried rice is Nichirei! Please enjoy 'Honkaku Itame Chahan®' everyone!"

 

Interview Video URL: https://youtu.be/OUm6IgqtOfo

■"Mio Imada x Nichirei 'Honkaku Itame Chahan®' 25th Anniversary Campaign" Overview

■Performer Profile

Special Website: https://www.nichireifoods.co.jp/brand/honkakuitame/