Tsuyoshi Kusanagi Appears at Launch Event for GREEN DA・KA・RA 'Oyako Higasa Daisakusen!' & New CM
Suntory Beverage & Food held an event to announce a new CM for 'GREEN DA・KA・RA' featuring Tsuyoshi Kusanagi and a new initiative, 'Oyako Higasa Daisakusen!,' which promotes the use of parasols by parents and children to combat extreme heat.
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- 📰 Published: April 29, 2026 at 00:00
- 🔍 Collected: April 28, 2026 at 15:31
- 🤖 AI Analyzed: April 28, 2026 at 16:02 (30 min after Collected)
Suntory Beverage & Food Ltd. held the 'Suntory GREEN DA・KA・RA New CM & Oyako Higasa Daisakusen! Announcement Event' on Monday, April 27. The event introduced the new GREEN DA・KA・RA commercial, which will begin airing nationwide on Friday, May 1, and unveiled a new initiative called 'Oyako Higasa Daisakusen!' (Parent-Child Parasol Great Mission) to encourage families to use sun umbrellas.
At the event, the company explained its 2026 activity policy for the brand and premiered the new CM. Guest Tsuyoshi Kusanagi, who plays 'Yasashiman' (Kind Man) in the commercial, spoke about the highlights of the CM, behind-the-scenes stories, and places he wants to visit this summer. Additionally, reflecting the social background where record-breaking heatwaves are limiting outdoor opportunities for families, the 'Oyako Higasa Daisakusen!' initiative was announced. This project will be deployed at six leisure facilities nationwide. The presentation also touched on previous heatstroke prevention activities such as the 'Children's Temperature' awareness campaign and explained the background and goals of the new parasol initiative. Representatives from the partner leisure facilities also appeared to share their enthusiasm.
■Announcement of the New Initiative 'Oyako Higasa Daisakusen!'
Regarding the planning intent:
Mr. Minafuku, Director of the Brand Marketing Department, spoke about the current summer conditions and the brand's activity policy. In 2025, the average temperature from June to August was 2.36°C higher than usual, the highest since records began. Heatstroke-related ambulance transports exceeded 100,000 for the first time. With another scorching summer predicted for 2026, enjoying summer has become difficult. Since its 2012 launch, GREEN DA・KA・RA has focused on heatstroke prevention as a hydration drink. This year, to make summer something to enjoy rather than just endure, the brand is strengthening its advocacy for using parasols as a new habit.
Regarding the implementation:
Ms. Inagaki, Manager of the Brand Marketing Department, explained that while hydration is key, 'escaping the heat' is equally important. They proposed parasols as 'portable shade.' Approximately 10,000 original parasols for parents and children will be provided for free rental or distribution at six leisure facilities nationwide starting April 28 for four months. The goal is to create a new habit for a comfortable summer.
Representative Quote:
Masaki Monma, Director of Yagiyama Zoological Park Fujisaki no Mori:
'Our park is a moderate size where children can see popular animals like polar bears, lions, and red pandas. Last year we celebrated our 60th anniversary. Summers in Sendai have become much hotter than before. While we guide guests to air-conditioned areas and use mist sprayers, the number of visitors in summer has been decreasing. We hope this initiative will help people visit without worrying about the heat. We also have summer-specific events like giving "edible Tanabata decorations" to monkeys, so please come and see them with your parasols.'
At the event, the company explained its 2026 activity policy for the brand and premiered the new CM. Guest Tsuyoshi Kusanagi, who plays 'Yasashiman' (Kind Man) in the commercial, spoke about the highlights of the CM, behind-the-scenes stories, and places he wants to visit this summer. Additionally, reflecting the social background where record-breaking heatwaves are limiting outdoor opportunities for families, the 'Oyako Higasa Daisakusen!' initiative was announced. This project will be deployed at six leisure facilities nationwide. The presentation also touched on previous heatstroke prevention activities such as the 'Children's Temperature' awareness campaign and explained the background and goals of the new parasol initiative. Representatives from the partner leisure facilities also appeared to share their enthusiasm.
■Announcement of the New Initiative 'Oyako Higasa Daisakusen!'
Regarding the planning intent:
Mr. Minafuku, Director of the Brand Marketing Department, spoke about the current summer conditions and the brand's activity policy. In 2025, the average temperature from June to August was 2.36°C higher than usual, the highest since records began. Heatstroke-related ambulance transports exceeded 100,000 for the first time. With another scorching summer predicted for 2026, enjoying summer has become difficult. Since its 2012 launch, GREEN DA・KA・RA has focused on heatstroke prevention as a hydration drink. This year, to make summer something to enjoy rather than just endure, the brand is strengthening its advocacy for using parasols as a new habit.
Regarding the implementation:
Ms. Inagaki, Manager of the Brand Marketing Department, explained that while hydration is key, 'escaping the heat' is equally important. They proposed parasols as 'portable shade.' Approximately 10,000 original parasols for parents and children will be provided for free rental or distribution at six leisure facilities nationwide starting April 28 for four months. The goal is to create a new habit for a comfortable summer.
Representative Quote:
Masaki Monma, Director of Yagiyama Zoological Park Fujisaki no Mori:
'Our park is a moderate size where children can see popular animals like polar bears, lions, and red pandas. Last year we celebrated our 60th anniversary. Summers in Sendai have become much hotter than before. While we guide guests to air-conditioned areas and use mist sprayers, the number of visitors in summer has been decreasing. We hope this initiative will help people visit without worrying about the heat. We also have summer-specific events like giving "edible Tanabata decorations" to monkeys, so please come and see them with your parasols.'