#Japan #Tokyo #Brandear #Risa Nakamura #Brand is Dramatic

Brandear's New TV Commercial Featuring Risa Nakamura

Brandear, a second-hand fashion resale service operated by Circluxe Co., Ltd., based in Minato, Tokyo, has recently undertaken a major rebranding initiative. This step aims to enhance the customer experience and expand the business scope. As part of this rebranding, the company has launched a new TV commercial campaign featuring actress Risa Nakamura, set to air in the Kanto and Kansai regions starting from January 26, 2026.

The New TV Commercials

The new commercials consist of three distinct parts, each encapsulating the essence of the brand's fresh philosophy: "Brand is Dramatic." This message highlights the intricate emotions tied to owning and parting with branded goods, portraying these interactions as moments of personal drama. Risa Nakamura has been chosen as the face of this campaign due to her strong connection with the values that Brandear embodies — the organic flow of personal change and the brand experience.

Part 1: "Introduction" Segment

In the first segment titled "Introduction," Risa delivers a poignant narration showcasing the spirit of the rebranded Brandear. The imagery of Risa encountering mannequins with various styles on an escalator symbolizes the evolving relationship humans have with brands. She articulates the importance of recognizing the feelings that accompany desires, reminding viewers that simply dismissing their desires is a missed opportunity, reinforcing the slogan: "Brand is Dramatic."

Part 2: "GIRL’S MATH - Easy with the App" Segment

The second segment, "GIRL’S MATH - Easy with the App," is set in a café where Risa chats with friends about a jacket she has coveted for a year. Encouraging a playful perspective on shopping, Risa suggests dividing the jacket's price by 365 days, revealing its minimal daily cost. This segment cleverly positions the new Brandear app as a tool that simplifies both buying and selling items, contributing to a positive shopping mindset. Risa's message makes it clear: even if you outgrow a garment, you can always sell it back to Brandear, generating “infinite happiness.”

Part 3: "GIRL’S MATH - Proper Appraisal" Segment

In the last segment, "GIRL’S MATH - Proper Appraisal," Risa sits at a bar and enthusiastically discusses the benefits of using Brandear with a male companion. As she promotes the notion of purchasing items affordably and reselling them later, the commercial presents a lighthearted approach to enjoying brand interactions. The audience learns that Brandear conducts careful appraisals for each item, all while Risa encourages viewers to enjoy the present, echoing the joyful spirit of the campaign.

About Risa Nakamura

Risa Nakamura, born on October 18, 1989, hails from Nagasaki Prefecture and has built a versatile acting career in films and dramas while also gaining recognition as a model in fashion magazines. Her engaging social media presence showcases her personal life and fashion flair, resonating with a broad audience. In 2024, she will star in NHK's morning drama "Omusubi" and Netflix's "Downtime" in 2026.

Risa's Insights on the Campaign

Reflecting on the commercial experience, Risa expressed her enjoyment, emphasizing the authentic and relatable themes present in the scripts. She noted that her personal shopping philosophy aligns with the "GIRL’S MATH" concept, where she rationalizes purchases as investments in items she loves. Looking ahead, Risa aims to embrace vibrant colors and styles in her 2026 fashion choices, mirroring the transformative essence of Brandear's rebranding.

The new Brandear app launched on January 19, 2026, features over 50,000 second-hand items and allows users to effortlessly buy and sell brands, promoting a cycle of sustainable fashion.

Brandear is all set to redefine the way we engage with fashion and brands, making the journey of buying and selling more enjoyable and fulfilling than ever before.

Conclusion

Through these commercials and a revamped app experience, Brandear invites consumers to embrace both desire and detachment in their fashion choices. It encourages everyone to cherish their feelings and make choices that resonate with their current lives.