Machine translation, inaccuracies exist 2026.09.16 Source: https://spohabi.com/column/730 Archive: https://web.archive.org/save/https://spohabi.com/column/730 Yuzuru Hanyu's new commercial will premiere on 'ZIP!' on September 17th! "Otodoke Cheetah-kun," a product of the Sendai-based company "Kohsoku," is promoting it on X [Figure Skating] Kohsoku Co., Ltd., a trading company specializing in food packaging based in Sendai City, Miyagi Prefecture, has produced a new TV commercial featuring figure skater Yuzuru Hanyu, also from Sendai City, to commemorate its upcoming 60th anniversary. The company's official X (formerly Twitter) account, "Otodoke Cheetah-kun," announced on September 16th that the new commercial will be unveiled nationwide on the Nippon Television Network's information program "ZIP!" (broadcast on September 17th). The commercial itself was pre-recorded, but it will be aired within the framework of a live broadcast program. Full-scale broadcasting is scheduled to begin on September 18th, and fans are saying that "recording on the morning of the 17th is a must." 1. The background of Kousoku Co., Ltd. and the new commercial Kohsoku Co., Ltd. is a specialized trading company for food packaging, headquartered in Miyagino-ku, Sendai City. Since its establishment on February 12, 1966, the company has steadily grown and will celebrate its 60th anniversary in 2026. The company began airing television commercials around 2023, its 57th year in business, and this collaboration with Hanyu marks the next major promotional campaign. The fact that Yuzuru Hanyu, who has been active on the world stage while based in his hometown of Sendai, was chosen as the face of this momentous 60th anniversary reflects the company's corporate stance of valuing its ties with the local community. As of September 1, 2026, transit advertising has already begun within JR Sendai Station, strengthening local PR in conjunction with television commercials. 2. The meaning behind the tagline "Towards the next dream." The catchphrase symbolizing the new commercial is “Towards the next dream.” With “dream” as its central theme, the concept links KOHSOKU CORPORATION’s management philosophy—“To always hold dreams and aspirations, and pursue their realization while walking the true path of business with dignity and pride”—with Hanyu’s unwavering commitment to taking on new challenges that he has demonstrated throughout his career. It conveys a strong determination to “continue moving toward our dreams, with Sendai as our shared starting point.” Together with the tagline “Take on challenges we can be proud of in the future,” featured on the company’s 60th-anniversary special website, it expresses the company’s resolve to achieve even greater growth and progress. 3. Nationwide advance screening on "ZIP!" and announcement of "Otodoke Cheetah-kun" The official X account "Otodoke Cheetah-kun" announced on September 16th that the new commercial would be shown nationwide in advance during the Nippon Television program "ZIP!", which airs from 5:50 AM to 9:00 AM on Thursday, September 17th. This is a preview ahead of the official broadcast starting on the 18th. However, no detailed announcement has been made regarding the exact time slot within the program in which it will air; it is expected to be broadcast sometime between 5:50 and 9:00. Furthermore, a note is included stating that "the commercial may not be broadcast due to unforeseen circumstances," so it's important to note that it's not guaranteed. Nevertheless, the reaction from fans to this sudden good news has been tremendous, and there is a surge of activity on social media urging people to "set recordings for every broadcast slot so you don't miss it." 4. Regular broadcasting begins in 29 prefectures from September 18th. Following its initial release on "ZIP!", the new commercial will begin regular broadcasting on September 18th. It will be shown in a total of 29 prefectures: Hokkaido, Aomori, Iwate, Akita, Miyagi, Yamagata, Niigata, Nagano, Ishikawa, Tokyo, Saitama, Chiba, Kanagawa, Ibaraki, Tochigi, Gunma, Shizuoka, Aichi, Gifu, Mie, Osaka, Kyoto, Shiga, Hyogo, Nara, Wakayama, Hiroshima, Ehime, and Fukuoka. It's important to note that this isn't a nationwide broadcast; Okinawa, most of Kyushu, and many areas in Shikoku and the Chugoku region will be outside the broadcast area. 5. A message of support from our hometown, Sendai, to the next generation pursuing their dreams. This CM and transit advertising project is being launched starting from Sendai, Hanyu's hometown. The theme, "Continue moving toward our dreams, with Sendai as our shared starting point," not only connects the company's 60-year history with Hanyu's career, but also serves as a warm message of encouragement to children in Tohoku and other broadcasting areas, urging them to "chase their dreams." 6. Yuzuru Hanyu's career and the significance of this selection. Yuzuru Hanyu, a native of Sendai City, Miyagi Prefecture, is a top Japanese athlete who achieved the remarkable feat of winning consecutive gold medals in men's figure skating at the 2014 Sochi Olympics and the 2018 Pyeongchang Olympics. After announcing his retirement from competitive skating in 2022, he transitioned to becoming a professional skater and has further expanded his activities to include producing ice shows. Even after reaching the pinnacle of his career as a competitor, Hanyu's way of life, continuing to challenge himself on a new stage as a professional, perfectly aligns with the message of "Towards the next dream" and the company's philosophy, making him the perfect choice as an ambassador to commemorate the 60th anniversary. 7. Reactions on social media Following the "Otodoke Cheetah-kun" post, numerous posts recommended recording the morning broadcast of "ZIP!" on the 17th on social media. Furthermore, there has been an outpouring of joy over the fact that a leading company in Sendai has chosen local hero Hanyu for their campaign, and comments expressing anticipation for the full broadcast to begin on the 18th. 8. Frequently Asked Questions Q. When can we see the new commercial for Kohsoku Co., Ltd. featuring Yuzuru Hanyu? A nationwide preview is scheduled to air during Nippon Television's "ZIP!" from 5:50 to 9:00 (specific broadcast time is yet to be determined). Following that, the show will begin airing in 29 prefectures starting September 18th. Q. Is it certain that the commercial will be broadcast during "ZIP!"? A. The official announcement states that "commercials may not be broadcast due to circumstances," so there is a possibility that they may not air depending on the program's schedule. Q. Please tell me which regions will be able to watch the broadcast starting on the 18th. A. This includes 29 prefectures, such as Hokkaido, all prefectures in Tohoku, Kanto, Hokuriku, Tokai, Kansai, Hiroshima, Ehime, and Fukuoka. Parts of the Chugoku region, Shikoku, most of Kyushu, and Okinawa Prefecture are not included in the broadcast area. Q. What is the catchphrase for the new commercial and what does it mean? A. The tagline is "Towards the next dream." This concept links the management philosophy of Kousoku Co., Ltd. with Yuzuru Hanyu's attitude of constantly striving for greater heights. Q. What kind of company is Kohsoku Co., Ltd.? A. We are a trading company specializing in food packaging, headquartered in Miyagino-ku, Sendai City, Miyagi Prefecture. Established in 1966, we are a long-established company that will celebrate its 60th anniversary in 2026. 9. Summary To commemorate its 60th anniversary in 2026, Kohsoku Co., Ltd. has released a new commercial featuring Yuzuru Hanyu, who is from Sendai. The commercial's tagline, "Towards the next dream," reflects both the company's journey so far and Hanyu's history of courageous challenges. According to the official X account for "Otodoke Cheetah-kun," the show will premiere nationwide on the morning of September 17th on "ZIP!", and will then air sequentially in 29 prefectures starting on the 18th. The broadcast time on "ZIP!" is yet to be determined, and there is a possibility that it may not be broadcast due to changes in the program content, so if you want to be sure to watch it, we recommend recording the entire program from 5:50 to 9:00.
