#Japan #Niigata #Seto Shio #Hiroe Igeta #Kuriyama Rice Snacks

Celebrating 20 Years of Seto Shio: A Wild Commercial Debut

In a thrilling move to commemorate the upcoming 20th anniversary of their popular snack, Seto Shio, Kuriyama Rice Snacks Co., Ltd. is excited to announce the release of an extraordinary new web commercial (CM) starting June 9, 2025. The launch is marked by the introduction of a quirky hero known as 'Seto Shio Mask,' portrayed by the talented actress Hiroe Igeta.

Since its debut in 2005, Seto Shio has delighted snack enthusiasts with its crispy texture and perfectly balanced flavor, quickly becoming one of Kuriyama's flagship products. As the brand approaches a major milestone, they decided to shake things up and create an unforgettable promotional campaign involving unexpected elements and jaw-dropping visuals.

The commercial showcases Seto Shio Mask in bizarre scenarios, racing on a motorcycle, and even running through explosions, all while Hiroe Igeta performs her role with flair. The campaign's humor shines through in the tagline: 'Ultra Crispy Salty Taste Super Ultimate Rice Snack,' setting the tone for the wild ride viewers can expect.

Additionally, outdoor advertisements (OOH) tied to the CM will be displayed in high-traffic areas such as Shinjuku, Shibuya, and Umeda starting on the same day to amplify the festive spirit of the anniversary. Igeta's powerful visuals paired with the eccentric hero character promise to captivate passersby.

New Web Commercial Overview

The commercial blends a sense of mystery with exciting action sequences, ensuring viewers are entertained and engaged. The 'Hero' episode introduces a detective-like boy who witnesses the flamboyant Seto Shio Mask in action. With each twist and turn, the boy munches on the crispy snacks, culminating with the catchy conclusion: 'It's the 20th anniversary, after all.'

In the 'Talent' episode, Seto Shio Mask, shrouded in mystery, dashes into a hidden base, only to be followed by the boy. As the thrilling narrative unfolds, unexpected revelations lead to a charming final scene revealing the identity of the hero — Hiroe Igeta herself.

Igeta’s dedication to her role shines through in both her performance and her approach during filming. She expressed her excitement in an interview prior to the shoot, revealing her lifelong love for the snacks. Her commitment ensured that the commercial didn’t only evoke laughs but also portrayed the brand with the seriously fun vibe it deserves.

Furthermore, the promotional campaign extends to social media with the '#20th anniversary' campaign running from June 10 to June 22, 2025, giving fans a chance to win exclusive Seto Shio T-shirts.

The creative team behind the CM has certainly outdone themselves, mixing humor, nostalgia, and thrilling action to celebrate two decades of snacking joy. With their daring approach, Kuriyama Rice Snacks is set to make this landmark anniversary one to remember, so gear up to enjoy Seto Shio amidst a revolutionary and playful backdrop!

For more information and to catch a glimpse of the new adventures with Seto Shio Mask, visit the special campaign site for all the latest updates.