Seiko's Next-Generation Nurturing Activity "Jiku®" Sports New Commercial Released, Depicting Children's Smiles and Moments of Challenge: "That One Second Lasts a Lifetime"

Seiko Group Corporation (Representative Director, Chairman, Group CEO, and Group CCO Shinji Hattori, Headquarters: Chuo-ku, Tokyo, hereinafter "Seiko") has produced a new corporate commercial to encourage more people to empathize with its next-generation nurturing activity, "Jiku®." We are pleased to announce that a song by singer MISIA, who is a Seiko Group Ambassador, has been adopted for the commercial.

Seiko is developing the next-generation nurturing activity "Jiku®" with the aim of helping children and young people, who will lead the next generation, learn the importance of "time" and develop their ability to think for themselves, in line with the group's purpose of "creating a future full of smiles." Until now, with the concept of "learning about time and creating the future," we have provided exciting hands-on programs in various fields such as "time/watches," "sports," "music," and "environment." The newly produced corporate commercial focuses on the time children spend engaging in "sports" and depicts the world of "Jiku®" through photographs taken at past track and field and swimming programs. This commercial is available on the "Jiku®" page of our corporate website and is scheduled to be broadcast on terrestrial television and at event venues sponsored by Seiko in the future.

**Exciting moments foster people.**

New commercials focusing on the fleeting expressions of children working hard: Jiku® "Track and Field Edition" and "Swimming Edition."

This commercial uses photographs from the "Jiku®" program that capture children fully challenging themselves, brimming with excitement and smiles, focusing on their fleeting expressions as they work hard. The desks and chairs placed on the track and field grounds and poolside symbolize that sports venues are also "places of learning" where children can think, feel, and grow independently. On the notebook on the desk, photos overlap as if turning pages, carefully depicting each moment of the children's growth. Through "Jiku®," Seiko expresses its desire for each child to experience "the real thing" and walk their own path towards the future.

**Overview of the New Corporate Commercial**

* Title: Jiku® Sports "Track and Field Edition" * Jiku® Sports "Swimming Edition" * Release Period: Spring 2026 * Featured Song: MISIA "Taiyo no Parade" * Video URLs: * <Track and Field Edition> 30 seconds: https://youtu.be/GUWdG9SDbLU * 15 seconds: https://youtu.be/-wjrw0tIDvM * <Swimming Edition> 30 seconds: https://youtu.be/-WIRfmoJLiQ * 15 seconds: https://youtu.be/ZTTiszxME8E

**MISIA's New Song "Taiyo no Parade" Adopted**

MISIA's new song "Taiyo no Parade" has been adopted for this commercial. Seiko wants to support every child's step and encourage their moments of growth through "Jiku®." The message of "Taiyo no Parade," which gently illuminates the power to move forward, deeply aligns with this sentiment, leading to the adoption of this song. MISIA's clear and powerful voice envelops the sparkle of each moment, coloring the entire commercial gently yet powerfully.

* © Rhythmedia

<MISIA>

Debuted in 1998. A national singer with numerous hit songs such as "Everything" and "Ai no Katachi."

She performed the Japanese national anthem solo at the opening ceremony of the Tokyo Olympics. At the Osaka-Kansai Expo, she held a special live performance as part of the "official ceremony and events" program for Japan Day, the national day of Japan.

She is also actively involved in social contribution activities, having supported children in Japan and provided educational assistance to children in Africa for many years, for which she has served as an ambassador at international conferences.

Currently, she is holding a nationwide tour "STARTS presents MISIA Hoshizora no Live XIII GRAND HORIZON."

https://hoshizora.misiasp.com/xiii/

**Programs to Learn from "Jiku®" Sports**

The "Jiku®" sports program offers opportunities to learn the joy of physical activity and the importance of taking on challenges through practical training with active and legendary athletes who have achieved global success. Furthermore, it provides experiences using measurement equipment used in world competitions, allowing participants to feel the moment records are set up close. Through these experiences, the program allows participants to learn the value of "time" in sports while interacting with athletes and measurement equipment.

"Seiko Sports Academy Track and Field Edition in World Athletics Tokyo 2025"

Seiko is off