Nichirei "Honkaku Itame Cha-han®" 25th Anniversary! Tokyo Metro Ginza Line and Marunouchi Line Simultaneous Train Jack Campaign Featuring Special "Honkaku Itame Cha-han®" Themed Trains to Experience 25 Years of History and Evolution
Nichirei Foods is launching a campaign to celebrate the 25th anniversary of its frozen fried rice product, "Honkaku Itame Cha-han®," by operating specially designed trains on the Tokyo Metro Ginza Line and Marunouchi Line from April 13 to April 27, 2026. The product has achieved 25 consecutive years as the top-selling frozen fried rice and was No.1 in overall frozen food purchase amount in 2025. The Ginza Line trains will feature yellow, reminiscent of the product's egg, while the Marunouchi Line trains will use Nichirei's brand red. Interiors will display a 25-year history timeline, product details, and renewal progress. This campaign aims to increase awareness of the product, which was renewed in spring 2026 with a 10% volume increase.
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- 📰 Published: April 13, 2026 at 14:00
- 🔍 Collected: April 13, 2026 at 16:35 (2h 35m after Published)
- 🤖 AI Analyzed: April 13, 2026 at 20:00 (3h 24m after Collected)
Nichirei Foods Co., Ltd. will launch a special train campaign on the Tokyo Metro Ginza Line and Marunouchi Line from April 13, 2026, to April 27, 2026, to commemorate the 25th anniversary of its "Honkaku Itame Cha-han®" product. The campaign aims to celebrate the product's achievement of being the No.1 selling frozen fried rice for 25 consecutive years (March 2001 - February 2026, according to Intage SRI/SRI+ data) and the No.1 in purchase amount across all frozen foods in 2025 (January - December 2025, according to Intage SCI data). One train on each line will be decorated with "Honkaku Itame Cha-han®" designs. The Ginza Line's yellow color is associated with the egg in the product, which was renewed this spring with a 10% volume increase. The Marunouchi Line's red color is consistent with Nichirei's brand color. The train interiors will feature a timeline of the product's 25-year history, swing pop advertisements, audio guides detailing the cooking process (not actual manufacturing sounds), and bellows print ads that show a microwave rotating when viewed from different angles. Advertising content includes 4 types of hanging posters, 10 types of window-top posters, 3 types of door-side posters, 3 types of stickers, and additional floor and seat-side ads on the Marunouchi Line. Bellows print is an inkjet technology that changes images based on viewing angle, suitable for large formats.