#Japan #Tokyo #Kirin Ichiban #Dondecorte #Beer CM

A New Era for Beer Enthusiasts

Kirin Brewery has long been a household name in Japan, especially renowned for its flagship beer, Kirin Ichiban Shibori. First launched in 1990, this beer has been crafted with a philosophy that aims to brighten the lives of its consumers through the joy of drinking delicious beer. In its continuous quest for excellence, Kirin only uses the finest ingredients by adopting its unique Ichiban Shibori brewing method, ensuring that customers enjoy every sip of their beer.

On June 5th, Kirin unveiled its latest web commercial titled “The Man Afraid of Luxury,” featuring the popular comedy duo, Dondecorte, consisting of Ginji Watanabe and Kyosaku Kobashi. This lighthearted yet thought-provoking ad quickly gained traction, racking up over 4.7 million views within just five days on social media platforms. Both the commercial and its hidden Easter eggs—including scenes not featured in the main cut—have engaged viewers and received overwhelming positive feedback via the official Kirin Ichiban Twitter account, @ichiban_KIRIN.

Building on the success of “The Man Afraid of Luxury,” Kirin Brewery is set to release a sequel entitled “To Those Who Order First.” This new commercial will premiere on June 10th, reinforcing the theme of enjoying quality beer with the tagline, “If you’re going to drink, make it a little better.” The newly launched video will be available on YouTube as well as on the official Kirin Ichiban Twitter account.

The Plot of the CM

The sequence kicks off in a bustling izakaya, alive with post-work patrons, where the dynamic duo from Dondecorte finds themselves when the server inquires about their first order. In a humorous turn of events, Kobashi promptly goes for the familiar order, “Just a draft beer for now.” However, Watanabe seizes this moment to deliver an impassioned speech questioning the popular phrase, “Just a draft.” His powerful statement emphasizes his passion for good beer, urging viewers to rethink their choices.

Throughout the duo's engaging banter, the charm of Kirin Ichiban Shibori is showcased brilliantly—especially when Watanabe inquires about the beer brand at the izakaya. When the waiter reveals that they serve Ichiban Shibori, stay tuned as Watanabe delivers an unexpected and comical remark that is bound to leave the audience in stitches. Following “The Man Afraid of Luxury,” the ad promises more comedic genius by capturing the unique dynamic between the two comedians.

New CM Details

• - Title: “To Those Who Order First”
• - Featuring: Dondecorte (Kyosaku Kobashi, Ginji Watanabe)
• - Release Date: June 10, 2026
• - Video Links:

- Landscape Version
- Portrait Version

For fans eager to dive deeper, the hidden gems from the original “The Man Afraid of Luxury” can still be viewed on the official Twitter account, enriching the viewing experience with unseen scenes and behind-the-scenes insights.

Background on Dondecorte

The comedy duo Dondecorte comprises Kyosaku Kobashi (born June 17, 1989, in Okinawa) and Ginji Watanabe (born August 2, 1985, in Yamaguchi). Active members of Shibuya’s Yoshimoto Manzai Theater, they initially formed as a trial unit called “news38” in 2018 before rebranding to Dondecorte in 2019. Their breakthrough moment came during the M-1 Grand Prix in 2019, where they made a remarkable run, ultimately becoming finalists in the 2025 edition and finishing in second place.

Set Design & Inspirations

Following the release of “The Man Afraid of Luxury,” various social media posts highlighted the intricate details of the set design. Many fans noted features like the izakaya's decor, which included prompts from their comedic routines. The new ad capitalizes on these details, ensuring an immersive experience for viewers.

Unique Set Features

1. Cameo Appearance: The izakaya's owner, portrayed by Kohei Masuda from the comedy group Kageyama, establishes a connection with Watanabe, who has lived with him, enhancing the camaraderie shown onscreen.
2. Izakaya Naming: The restaurant is humorously named “Masumasa-tei,” a nod to their everyday life at “Masumasou,” Masuda’s family home.
3. Signature Dishes: The menu features culinary delights that Watanabe has showcased on his YouTube channel, demonstrating a connection to his personal favorites.
4. Comedic Homages: Displayed on the walls are tributes to Dondecorte’s signature comedy bits, providing layers of entertainment for keen-eyed viewers.
5. Special Offerings: Notably, helping highlight Watanabe's culinary prowess, his famed shrimp fried rice—a dish he proudly demonstrates in various shows—makes a memorable appearance in the CM.

The festivities surrounding the release of Kirin Ichiban Shibori’s new commercial illustrate the brand's commitment to celebrating quality beer while promoting a thoughtful approach to drinking in a friendly and humorous way. Keep an eye on the screens as the story unfolds, combining laughter with the joy of a refreshing beer.