[2023.06.26] Toyo Keizai - Yuzuru Hanyu and the "Choco Pie phenomenon"

[yuzurujenn]

*Machine translation. Inaccuracies exist*

 

 

2023.06.26

 

Source: https://toyokeizai.net/articles/-/679694

Archived: https://web.archive.org/web/20230626021515/https://toyokeizai.net/articles/-/679694

 

 

The connection between Yuzuru Hanyu and Lotte seen in the "Chocolate Pie phenomenon"
The "ideal relationship" continues even after the advertising contract has ended

 

On March 30, 2023, following a comment made by Yuzuru Hanyu at a press conference, the word "Chocolate Pie" became a trending topic on Twitter. Some of the posts included photos of Choco Pie with Hanyu's official merchandise. 2023 marks the 40th anniversary of the release of Choco Pie, and a product renewal was also carried out in March. On the left is an acrylic bottle holder that was given away as a prize with the purchase of "Xylitol Gum" in 2018, when Lotte and Yuzuru Hanyu had an advertising contract (Photo: Editorial Department)

 

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"This snack I got as a gift from someone in Sendai is so delicious!!!" On May 26, figure skater Nobunari Oda (36) posted this message on Twitter along with a photo of a confection called Coelacanth Monaka.

 

That day was the opening of the Fantasy on Ice ice show in Chiba, Makuhari. When Oda referred to "someone from Sendai," skating fans knew right away who he meant—Yuzuru Hanyu (28).

 

The day before, another artist participating in the same show had introduced the monaka on Instagram Stories. Thanks to these posts, many fans, especially Hanyu's, rushed to purchase Coelacanth Monaka.

 

During the Sendai performance held from June 2 to 4, the Sendai store of Maison Coelacanth that sells the monaka and the temporary shop set up in Sendai Station's mall were bustling. The online shop continued to be out of stock (late June).

 

This is just one example of what could be called the "Hanyu effect." For years, fans have been buying accessories, clothing, and character goods that Hanyu mentions or uses.

 

Among them, the response to snacks has been especially noticeable. In early May, a pudding Hanyu ate on a TV program became a big seller. And at the end of March, Lotte’s Choco Pie became a hot topic.

 

It all started with a comment at a press conference.

 

"Something tasty, well, like Choco Pie. It's been a while since I ate something sweet..."

 

The comment was made after the opening night of the Stars on Ice Japan Tour 2023 in Osaka on March 30. During the press conference, when asked about his current condition after the big shows in February and March, Hanyu casually mentioned this.

 

Although it seemed like a trivial remark, it had a huge impact because it came from Hanyu himself. Shortly after the report, the word "Choco Pie" flooded social media, with fans sharing their thoughts and quotes. In just a short time, a massive number of tweets were posted, and "Choco Pie" became a trending topic on Twitter.

 

Within about two days, "Choco Pie" had been tweeted over 10,000 times, and the topic continued to trend.

 

Among those who tweeted, some mentioned they went out to buy Choco Pie, others shared their experiences of actually eating it, while some posted photos of the Choco Pie or pictures combining the Choco Pie with Hanyu-related merchandise.

 

On April 4, shortly after this, came "Happiness Day" (しあわせの日). Lotte celebrated the 40th anniversary of Choco Pie’s release, and to mark the occasion of April 4th being officially recognized as "Round Happiness Choco Pie Day," they launched a giveaway campaign where participants could win a "Golden Choco Pie" coated entirely in gold leaf. This also drew a reaction from Hanyu's fans.

 

As an Olympic gold medalist with back-to-back wins in Sochi and Pyeongchang, Hanyu has a strong association with gold. The timing of his comment about Choco Pie and the "Golden Choco Pie" promotion happened to coincide, so the two were naturally connected in fans' minds.

 

Lotte and Yuzuru Hanyu's "Eight-Year Bond"

 

There is a long-standing relationship between Lotte, the major confectionery company behind Choco Pie, and Yuzuru Hanyu. In 2014, Hanyu signed an advertising contract with the company and appeared in commercials for products like "Xylitol Gum" and the chocolate brand "Ghana." Although the contract has ended, many fans still associate Hanyu with Lotte products.

 

The fact that Choco Pie has attracted so much attention this time around seems to have been unexpected even for Lotte itself. We spoke to a person in charge of advertising planning at Lotte about this.

 

"When Choco Pie became a trending topic due to Hanyu's comment, it quickly became a hot topic within the company. It was so sudden that both the person in charge of Choco Pie and those of us involved in advertising were surprised and said, 'Huh!?' We are very happy that Hanyu mentioned our product name. At the same time, it reminded us of the magnitude of the reaction from fans." (The following comment was made by a Lotte advertising planning representative)

 

It should be noted that before the Stars on Ice event, Lotte did not send any gifts or initiate any communication with Hanyu.

 

Chocolates and 'Hokaron' Sent to Skate Competitions

 

Yuzuru Hanyu previously served as the advertising character for products such as Xylitol Gum and Ghana chocolate. Was there any talk of Hanyu’s fondness for Choco Pie during his time with the company?

 

"Choco Pie was never mentioned specifically, but I heard that Hanyu was very happy when we sent him a box of sweets during the commercial shoot at the time of the contract. The staff said he showed a wonderful expression of joy."

 

Lotte, which owns the professional baseball team "Chiba Lotte Marines," has a strong internal culture of supporting sports. In figure skating, they have supported the Japan Skating Federation since 2006 and are currently in their fifth term from 2022.

 

In addition to Hanyu, Lotte has had advertising contracts with other figure skaters, including Shizuka Arakawa, Fumie Suguri, and Mao Asada, providing support for them as well.

 

Lotte has also contributed to events hosted by the Japan Skating Federation, often providing their products as refreshments. Among the sweets, the "Almond Chocolate" is particularly popular with athletes. Small-sized products like these are praised for their convenience and practicality.

 

Lotte also provides "Hokaron" portable body warmers. Since ice rinks are cold, these are popular not only among skaters but also among the staff. The request for such items as a gift has also come up. Through these gifts, Lotte products have become familiar to skaters and those involved in the sport.

 

Hanyu’s contract with Lotte lasted for eight years, from 2014. In recent years, this has been one of the longest advertising contracts Lotte has had. Over this long period, the image of "Lotte = Yuzuru Hanyu" has likely become deeply ingrained in the fans’ minds.

 

"It is often said that sweets are a category where the connection between product brands and company names is weak. However, Hanyu's presence has helped to spread awareness that xylitol is Lotte and Ghana is Lotte. I think he has contributed to linking Lotte's product brand with the company brand."

 

Yuzuru Hanyu Aims for Greater Heights even in CM Shoots

 

During the contract period, Hanyu was said to approach CM shoots with serious dedication.

 

"People who were present during the shoots shared stories about how his expression would completely change once he entered the rink. Even when the staff said 'We’ve gotten a great shot,' Hanyu himself wasn’t satisfied and would say, 'I can do better,' constantly aiming for greater heights. Seeing that attitude, we, the employees, became even bigger fans of Hanyu."

 

After the Beijing Olympics, on February 27, 2022, Lotte published a corporate advertisement titled "What Hanyu Taught Us" in the Yomiuri Shimbun newspaper. The black-and-white photos differed across six regional editions, including the Tokyo and Osaka headquarters.

 

The common tagline was "What Hanyu Taught Us." and "WE RESPECT YOU." Additionally, phrases such as "A person who speaks in their own words cannot be ignored. (Western Japan Edition)" and "Only those with courage can jump high. (Osaka Edition)" or "Being loved is the strongest thing. (Chubu Edition)" were added to the corners of the page.

 

"When we expressed our gratitude to Hanyu for our long-standing relationship, he said, "I was happy to see that Lotte was supporting me as an athlete through the advertisements "What Hanyu taught me" and "GUM FOR THE GAME" in 2019." It would be great if we had the opportunity to work together again."

 

Hanyu's "Choco Pie" comment, which stirred excitement on social media, and the fan reactions it garnered, seemed to reflect the ideal relationship between an advertising company and its character, reminiscent of their previous partnership.