#Japan #Tokyo #House Foods #Kokumaro Curry #Ayako Imoto

Celebrating 30 Years of Kokumaro Curry

Kokumaro Curry, known for its rich and delicious flavors, is celebrating its 30th anniversary this year with the announcement of a brand new TV commercial featuring the popular character, Ayako Imoto. This marks the first new commercial for the Kokumaro brand in 12 years, as the previous campaign ended in 2014. This new TVCM titled "Ayako Imoto Commentary" is set to air nationwide in Japan starting March 1, 2026.

To mark this milestone, House Foods Co., Ltd., the parent company behind Kokumaro Curry, has committed to evolving the flavor profile of their beloved product line. In February 2026, they will undertake a major renewal of their curry sauce, enhancing its smoothness and balancing rich flavors to provide consumers with an even more delightful culinary experience. This initiative aims to ensure that Kokumaro Curry remains a top choice for families across Japan.

The story behind the new TV commercial centers around Ayako Imoto's upbeat and relatable personality, as she engages viewers through enjoyable and humorous commentary while preparing the curry. The creators aim to vividly illustrate the deep, smooth taste of Kokumaro Curry, demonstrating its unique richness through compelling visuals. Imoto’s self-commentary not only entertains but also emphasizes the expectations and excitement families share around meal preparation.

Highlights of the New TV Commercial

In the new commercial, viewers will see Imoto skillfully performing a live commentary in a kitchen setting, crafting a delicious curry. The segment features delicious imagery that captures the two types of curry roux blending together to create a mouthwatering dish. The warm, family-centric atmosphere serves to underline the comforting nature of Kokumaro Curry, making it a centerpiece for home dining.

Imoto’s dynamism lends itself significantly to the commercial. Throughout the 15-second clip, she uses a range of expressions and tones, following directorial feedback like “make this line more cheerful” or “soften the tone here.” These linguistic nuances contribute to the authenticity and liveliness of the final product, leaving the production team both delighted and indecisive about which captivating takes to include.

Behind the Scenes: A Fun Filming Experience

The filming process was filled with a sense of joy and camaraderie as Imoto consistently delivered outstanding performances. Matching her various lines with the right expressions called for multiple takes, with the director guiding her with directions that challenged her creativity, ensuring to produce a multitude of variations.

Imoto’s comfort with the camera shines through as she portrayed not just the enthusiastic commentator, but also the nurturing mother preparing meals for her family at home. Careful attention was paid to how she mixed and presented the curry, collaborating with the director to find the most visually appealing motions to convey deliciousness. During family dining scenes, they aimed to capture authentic reactions from the three family members enjoying the meal together, repeating takes until each moment felt genuine.

Ayako Imoto: A Multi-talented Star

Born in Tottori Prefecture in 1986, Ayako Imoto rose to fame in 2007 as a contestant on the popular Japanese television show "Itte Q!" with her daredevil spirit and cheerful demeanor. She has since expanded her talents, taking part in radio programs, acting in drama and stage productions, and even authoring essays.

Imoto expressed her delight in working on the project, sharing how she felt fortunate to enjoy so much delicious curry during filming. She discovered new facets of her talent while utilizing different tones and expressions for the commentary.

As the launch date approaches, the anticipation grows not only for the new commercial but also for the enhanced flavors of Kokumaro Curry that consumers can enjoy. The updated product line will be available nationwide from February 9, 2026, including various flavor options like sweet, medium hot, and hot variants, providing consumers with choices to suit different tastes.

For more details, visit the official Kokumaro Curry brand site here.