#Japan #Tokyo #Nippon Steel #Haruna Kawaguchi #Iron Festival

Nippon Steel's New CM Series Kicks Off

Nippon Steel Corporation, led by President Masashi Imai, has launched their third installment in the series titled "The World is Made of Steel". The new commercials, "Iron Festival" and "Shiritori," feature actors Haruna Kawaguchi, Taisei Kido, and child actor Kurea Abe. These ads will start airing nationwide on October 1, 2025.

In this series, viewers are introduced to three siblings who share a deep love for iron. The commercials are designed to highlight the company's global vision and commitment to steel, showcasing the unique materials that have shaped our world.

Summary of the CM Stories

Iron Festival

The "Iron Festival" commercial opens with the three siblings visiting a vibrant festival filled with artistic structures and installations made of steel. Throughout the event, a band performs using iron instruments, and entertainers dressed as steel statues engage the crowd. Amid the excitement, the siblings join 130 friends from around the world to enjoy the iconic "Nippon Steel Exercise." This joyous scene culminates with Kawaguchi playing a steel triangle, proclaiming, "Steel is global!" While the lyrics of the exercise have been adapted into English, the colorful cast of international participants emphasizes Nippon Steel's global presence.

Shiritori

In the "Shiritori" segment, the three siblings find themselves waiting for a train, deciding to play a unique version of the traditional Japanese word game, shiritori, with a twist focused on iron-related words. Their fast-paced exchange reveals their passion for steel as they swiftly name various iron products. Hilariously, they become so engrossed in their game that they miss their train, turning the moment into a comical chase. The commercial creatively illustrates how iron products are essential in our daily lives, while also emphasizing steel's status as the ultimate recyclable material.

Behind the Scenes Highlights

The filming for the "Shiritori" commercial took place at a train station platform. During a pleasant reunion, Kido asked Abe about his age, highlighting their camaraderie. The rapid-fire delivery of iron product names posed a challenge for the trio during the shiritori scenes, filled with unfamiliar terms that proved difficult to remember. Leading up to the main shoot, they practiced together, contributing to a warm and friendly atmosphere. As they encouraged each other, even after mistakes, they collectively completed 15 takes before successfully wrapping up the segment, earning a round of applause from the crew.

The "Iron Festival" shoot featured a large cast of 130 participants, including 90 Japanese extras and 40 international actors. The siblings smoothly executed the Nippon Steel exercise, showcasing their familiarity as they mingled energetically with fellow performers. Engaging curious extras about their experiences and even interacting amiably with foreign children illustrated the global spirit present during the shoot.

CM Overview

Title: "Iron Festival" and "Shiritori" (15 and 30 seconds)
Air Date: October 1, 2025, onwards
Starring: Haruna Kawaguchi, Taisei Kido, Kurea Abe
Special Website: Nippon Steel
CM Links:

• - "Iron Festival" (15 sec): Watch Here
• - "Iron Festival" (30 sec): Watch Here
• - "Shiritori" (15 sec): Watch Here
• - "Shiritori" (30 sec): Watch Here
• - Making Of: Watch Here

Interviews with the Cast

Kawaguchi: "Both commercials were a joy to film. The shiritori was a heartwarming moment, while the festival felt like a celebration with many extras."

Kurea: "Learning the words for the shiritori was fun, but executing it during filming posed a unique challenge with many niche terms related to iron."

Kido: "The international participation at the festival made it memorable, especially when we joined together to perform the Nippon Steel exercise, creating an atmosphere of joy and teamwork."

Overall, these commercials beautifully illustrate both the fun and importance of iron in our lives, promoting Nippon Steel's pivotal role in shaping our global community.