Sayuri Matsumura Plays an Enthusiastic Kureha Employee in Her First Commercial After Childbirth!? TV Ads for New Brands "Rakucho" and "iremo" Released!
Kureha is retiring its 34-year-old "Kichinto-san" brand and launching two new ones: "Rakucho" for easy cooking and "iremo" for storage. This renewal aims to break from the traditional housewife image to target all genders and ages. The launch is accompanied by a new TV commercial starting April 4, 2026, starring actress Sayuri Matsumura in her first ad appearance since giving birth.
📋 Article Processing Timeline
- 📰 Published: April 3, 2026 at 18:00
## New Brands Born from Kureha!
The "Kichinto-san series," beloved for 34 years since 1992, is graduating along with its character! Breaking away from the previous "for housewives" image, it evolves into a brand that is easy for anyone to use, regardless of gender or age, making daily chores easier. The newly born brands are "Rakucho," which makes cooking easy, and "iremo," which is just right for storing and organizing food and daily necessities. The packaging has also undergone a major renewal with a design that blends into daily life! Please check them out at your local store or online!
Rakucho Brand Site: https://kurelife.jp/products/rakucho/
iremo Brand Site: https://kurelife.jp/products/iremo/
## Sayuri Matsumura Enthusiastically Plays a Kureha Employee!?
Ms. Matsumura plays a passionate Kureha "product development manager" who is behind the new brands. The highlight is the unique dialogue where she enthusiastically explains the origin of the brand names to a group of distinctive executives and junior employees. Just when you think she's captivated the executives with her well-known "sly cuteness," she also shows her face as a "hardworking senior" dedicated to her job, allowing you to fully enjoy Ms. Matsumura's multifaceted charm. Please pay attention to her ever-changing expressions and the witty exchanges!
## CM Story
**【Rakucho】**
In a boardroom filled with a serious atmosphere, Ms. Matsumura from the product development department presents the new brand "Rakucho." When an executive sharply questions the origin of the brand name, she answers with a straight gaze, "Because 'cho' is cute ♡." As the stern-faced executives are taken aback by the unexpected answer, she follows up with a series of cute poses in rhythm, chanting "Rakutcho ♪ Rakutcho ♪"! The surreal contrast between her "sly cuteness" and the executives is a must-see.
**【iremo】**
A junior employee in the office asks Ms. Matsumura about the origin of "iremo." She explains, using words from her native Kansai dialect, "Because it's something you put things in (iremon), so it's iremo!" but her junior, who doesn't understand the dialect, is completely lost. Frustrated that they are not on the same wavelength, Ms. Matsumura finally exclaims with a troubled face, "Why don't you get it!?" Please enjoy the miscommunication between the hardworking senior trying her best to teach and the bewildered junior.
## Comment from Sayuri Matsumura
In this commercial, I had a lot of fun playing a "Kureha employee" who pours her passion into developing the new brand. "Rakucho" makes cooking "cho-raku" (super easy), and "iremo" can hold this and that, from food to daily items. I myself live a hectic life every day, so I want to make cooking and cleaning super cute and fun with the help of these convenient items that can be used in various cooking and daily situations ♡
## Performer Profile
**Sayuri Matsumura**
Actress, model, and talent. She was active as a first-generation member of Nogizaka46 and is affectionately known as "Sayurin" or "Sayuringo." While loved for her unique "slyly cute" character, her "responsible" side shown on variety shows in recent years has also been gaining attention. She announced the birth of her child in March 2026 and will fully resume her activities from March of the same year.
## Product Overview
**● Rakucho**
The household goods brand "Rakucho" was born with the common concept of "easy and beautiful cooking for everyone." The origin of the brand name "Rakucho" is, as it suggests, making cooking "Cho" (super) + "Raku" (easy). We deliver kitchen items that make even cooking beginners feel positive, thinking, "Maybe I'll try using this today."
The "Kichinto-san series," beloved for 34 years since 1992, is graduating along with its character! Breaking away from the previous "for housewives" image, it evolves into a brand that is easy for anyone to use, regardless of gender or age, making daily chores easier. The newly born brands are "Rakucho," which makes cooking easy, and "iremo," which is just right for storing and organizing food and daily necessities. The packaging has also undergone a major renewal with a design that blends into daily life! Please check them out at your local store or online!
Rakucho Brand Site: https://kurelife.jp/products/rakucho/
iremo Brand Site: https://kurelife.jp/products/iremo/
## Sayuri Matsumura Enthusiastically Plays a Kureha Employee!?
Ms. Matsumura plays a passionate Kureha "product development manager" who is behind the new brands. The highlight is the unique dialogue where she enthusiastically explains the origin of the brand names to a group of distinctive executives and junior employees. Just when you think she's captivated the executives with her well-known "sly cuteness," she also shows her face as a "hardworking senior" dedicated to her job, allowing you to fully enjoy Ms. Matsumura's multifaceted charm. Please pay attention to her ever-changing expressions and the witty exchanges!
## CM Story
**【Rakucho】**
In a boardroom filled with a serious atmosphere, Ms. Matsumura from the product development department presents the new brand "Rakucho." When an executive sharply questions the origin of the brand name, she answers with a straight gaze, "Because 'cho' is cute ♡." As the stern-faced executives are taken aback by the unexpected answer, she follows up with a series of cute poses in rhythm, chanting "Rakutcho ♪ Rakutcho ♪"! The surreal contrast between her "sly cuteness" and the executives is a must-see.
**【iremo】**
A junior employee in the office asks Ms. Matsumura about the origin of "iremo." She explains, using words from her native Kansai dialect, "Because it's something you put things in (iremon), so it's iremo!" but her junior, who doesn't understand the dialect, is completely lost. Frustrated that they are not on the same wavelength, Ms. Matsumura finally exclaims with a troubled face, "Why don't you get it!?" Please enjoy the miscommunication between the hardworking senior trying her best to teach and the bewildered junior.
## Comment from Sayuri Matsumura
In this commercial, I had a lot of fun playing a "Kureha employee" who pours her passion into developing the new brand. "Rakucho" makes cooking "cho-raku" (super easy), and "iremo" can hold this and that, from food to daily items. I myself live a hectic life every day, so I want to make cooking and cleaning super cute and fun with the help of these convenient items that can be used in various cooking and daily situations ♡
## Performer Profile
**Sayuri Matsumura**
Actress, model, and talent. She was active as a first-generation member of Nogizaka46 and is affectionately known as "Sayurin" or "Sayuringo." While loved for her unique "slyly cute" character, her "responsible" side shown on variety shows in recent years has also been gaining attention. She announced the birth of her child in March 2026 and will fully resume her activities from March of the same year.
## Product Overview
**● Rakucho**
The household goods brand "Rakucho" was born with the common concept of "easy and beautiful cooking for everyone." The origin of the brand name "Rakucho" is, as it suggests, making cooking "Cho" (super) + "Raku" (easy). We deliver kitchen items that make even cooking beginners feel positive, thinking, "Maybe I'll try using this today."
FAQ
What are Kureha's new brands?
There are two: 'Rakucho', which makes cooking easier, and 'iremo', which is convenient for storing food and daily goods.
Why did they renew the brand?
To move away from the traditional 'for housewives' image and create a brand that is easy for everyone to use, regardless of gender or age.
Who is starring in the commercial?
Actress Sayuri Matsumura. It is her first commercial appearance after giving birth, and she plays the role of a Kureha product developer.