Tori Matsuzaka Charms in Custom Kimono, Showcasing the Authentic Clay Pot Experience: Tiger's Flagship 'Donabe Gohoubidaki JRT-A100' Rice Cooker New Commercial 'From Authentic Earth' Airs May 21, 2026

Tiger Corporation (CEO: Yoshisato Kikuchi, Headquarters: Kadoma City, Osaka), a global leader in heat control technology, will pre-release the new commercial for its 20th-anniversary clay pot rice cooker model, "Donabe Gohoubidaki JRT-A100," on the web starting Thursday, May 21. Following this, it will air nationally as a TV commercial from Sunday, June 21.

In the new CM titled "From Authentic Earth," actor Tori Matsuzaka returns for his second year as the image character for Tiger rice cookers. Tiger chose him because they resonate with his attitude of constantly striving for ideals while earning major accolades for his genuine acting abilities. Last year, Matsuzaka conveyed the message "rice cooked in a clay pot is delicious" directly to living rooms through his hearty eating. This year, the commercial delves into the essence of "why rice cooked in a clay pot is delicious," having him quietly yet deeply savor the commitment to an authentic clay pot. Viewers should pay attention to Matsuzaka's expressions as he deeply relishes the supreme rice cooked in a pot born from the earth.

Tiger's clay pot rice cookers mark their 20th anniversary this year, having been the first in the industry to adopt an authentic clay pot made of traditional "Banko ware" as the inner pot. By creating a synergistic effect with the double-layer IH structure "300°C W Layer IH*," it generates overwhelming high heat that only a true clay pot can achieve. This overturned the conventional wisdom of rice cookers and realized the highest temperature in Tiger's history: approximately 300°C*. It cooks the ultimate bowl of rice with deep sweetness and perfectly defined grains, guided by the intense heat of the clay pot, its gentle bubbling, and the ideal heat convection and control perfected over a 20-year history of clay pot making.

This is a culmination reached by continuously working with clay pots alongside artisans who inherit the techniques of traditional "Banko ware." Please watch the new CM, which is fitting for the 20th-anniversary model that pursues deliciousness with Tiger Corporation's finest clay pot and craftsmanship.

* On the JRT-A100 model, approx. 300 degrees. When cooking 4 cups of "White Rice" on "Firm" setting with "High" heat control. Temperature measured at the outer bottom of the inner pot. (Tiger's in-house research)

■ New CM Overview
Title: "From Authentic Earth" Edition
Cast: Tori Matsuzaka
Broadcast Area: Nationwide (Japan)
Broadcast Start: Scheduled from late June 2026
* CM videos will be released on Tiger's official website, YouTube, SNS, digital ads, etc., starting Thursday, May 21, 2026.
URL: https://www.tiger-corporation.com/ja/jpn/product/rice-cooker/jrt-a

■ CM Concept & Highlights
The "Takitate" clay pot rice cooker series celebrates its 20th anniversary. Artisan skills are firmly utilized in these clay pot rice cookers that continue to evolve today. Therefore, this year's commercial story is designed to re-emphasize that "the clay inner pot is made from authentic earth." When Tori Matsuzaka, the image character for two consecutive years, presents the "clay inner pot," the actual process of artisans making the pot is shown. Matsuzaka then takes his time to taste the "sweetness of the rice," which can only be achieved with such an authentic clay pot, in a traditional Japanese house setting. He was asked to eat it with the image of clay pot rice served at a high-end Ryotei restaurant. Like last year, the commercial concludes with the strong message, "For clay pots, it's Tiger."
The house where the filming took place is a tangible cultural property, and the traditional Japanese clothing Matsuzaka wore was custom-made. Please pay attention to the meticulous visual creation that thoroughly embodies the concept keyword "Authentic."

■ Filming Episodes
● Filming began in a dignified atmosphere, with Matsuzaka dressed in a custom kimono.
Matsuzaka arrived on set in a custom-tailored outfit made specifically for this shoot. The filming took place in a tasteful Japanese house, and began in a quiet, dignified atmosphere. When the director signaled the scene to eat the rice, there were moments where he naturally smiled. Even after the cut, he was seen bringing his bowl closer to check the aroma of the freshly cooked rice, revealing his true face as a "huge rice lover."

● Surprised by the "20th Anniversary of Clay Pot Rice Cookers." He re-experienced the deliciousness of rice cooked in a pot made from earth.
Because the shoot required repeated scenes of taking large bites of white rice, staff prepared side dishes and salt as palate cleansers, but there was a moment where he deliberately didn't reach for them. It was impressive to see how much he felt the deliciousness, boldly declaring, "White rice alone is a complete dish."

● He said, "It felt like a complete dish was made just with rice," as he couldn't stop using his chopsticks during the tasting scenes.
Although there were many eating scenes, there were times he kept eating even after the director called cut. He was particularly moved by the texture and umami, saying, "You feel so satisfied with just the rice that it feels like a complete dish is ready." Furthermore, when asked "What would you like to eat with it" (Note: text is truncated in original)