#Japan #Tokyo #Sukiya #Fumiya Takahashi #Cheese-in-Hamburger

Sukiya Launches Exciting New Commercial

On October 10, 2025, Sukiya, one of Japan’s leading beef bowl chain restaurants, released a new TV commercial featuring popular actor Fumiya Takahashi. The ad promotes Sukiya's latest dish, the Cheese-in-Hamburger Curry, which has quickly become a favorite among customers. The campaign is themed around the phrase “Break it and be surprised!”—a nod to the dish's delightful presentation and flavor.

The Cheese-in-Hamburger Curry is a luxurious dish that combines a thick, juicy hamburger topped with gooey melted cheese and a hint of garlic in a white sauce, all served over a flavorful curry. It launched on October 7, 2025, and has already caught the attention of culinary enthusiasts and curry aficionados alike.

In the new commercial, viewers can watch Fumiya Takahashi savoring the Cheese-in-Hamburger Curry at a Sukiya restaurant during the serene autumn twilight. The scene opens with him expressing astonishment at the burger's heft as he measures it with his fingers. With palpable excitement, he breaks open the hamburger, and cheese oozes out, showcasing the rich layers of flavor embedded in the dish. The ad captures his delight as he takes a big bite – admiringly saying, “This is too luxurious!” alongside an invitation to viewers to experience the same joy.

Additionally, to celebrate this new launch, Sukiya has announced a Twitter campaign where followers can win meal vouchers. Participants can enter by following their official account and reposting the campaign announcement. The campaign runs from October 10 to October 14, offering a chance for 50 lucky winners to receive ¥1,000 meal vouchers.

About the Commercial

Title: “Break it and be surprised!”

Starring: Fumiya Takahashi

Broadcast Start Date: October 10, 2025

Regions: Nationwide

Watch the Commercials:

• - 15-second version
• - 30-second version
• - Special Campaign Page

The Cheese-in-Hamburger Curry combines mozzarella and red cheddar cheeses in a hamburger that sits atop a generous serving of Sukiya’s renowned curry. The burger itself features a hearty blend of beef and pork, creating a juicy and satisfying meal. The addition of the garlic-infused white sauce elevates the dish, enriching the flavors of both the hamburger and curry.

Pricing for the Cheese-in-Hamburger Curry starts at a reasonable ¥890, making it an accessible luxury for many.

Fumiya Takahashi Profile

Fumiya Takahashi was born on March 12, 2001, in Saitama, Japan. He made his acting debut in 2019 with “Kamen Rider Zero-One.” Since then, he has also appeared in numerous TV shows such as “Saiai,” “Kimi no Hana ni Naru,” and “Ferma no Ryori.” In 2023, he won the New Actor Award at the 47th Japan Academy Awards for his role in “Koukando Uso Nikki.” Looking forward, he has several significant roles lined up, including a leading part in the drama “Densetsu no Atama Sho” and the films “Kimi to Sekai ga Owaru ni,” “Karakai Jouzu no Takagi-san,” and more scheduled for release in 2026. Takahashi continues to captivate audiences with his charm and talent as he builds an impressive career in acting.

In summary, Sukiya's latest TV commercial not only highlights the culinary delight of their Cheese-in-Hamburger Curry, but also effectively engages with audiences through a beloved celebrity, enhancing the overall appeal of its new product.