#Japan #Tokyo #Yokumoku #Cigar #Cookie

Yokumoku's New CM: A Touch of Sweetness

Yokumoku, a renowned confectionery brand from Tokyo, has launched a new commercial for its beloved product, Cigar®. The campaign, titled "Sakutto, Amayasou" (Let’s Treat Each Other Sweetly), premiered on August 8, 2025, and can be seen across Connected TVs as well as selected cinemas in major cities like Tokyo, Osaka, and Fukuoka. In addition to these platforms, the commercials will also be available on Yokumoku's official YouTube channel along with social media platforms like X and Instagram.

This new ad takes a nostalgic journey, telling the story of the enduring love shared between mothers and daughters through the lens of the Cigar® cookies, which have been cherished since their launch in 1969. The narrative beautifully captures the essence of caring and supporting one another, resonating with audiences of all ages, and reinforcing the concept of intergenerational love and affection.

The CM Stories

Mother’s Episode

In the first segment, titled "Sakutto, Amayasou Mother," we see a mother just returning from work walking through a park. As she glances around, her eyes land on her daughter, who is sitting on a swing, engrossed in a comic book and laughing heartily. Children nearby eagerly ask her to push them on the swing, and her daughter obliges, animatedly pushing the kids while also trying to engage in a game of tag. Despite the chaotic play and the children’s enthusiasm, her mother watches from a distance, beaming with pride and encouragement, mirroring her daughter's enthusiastic gestures.

Upon returning home, the mother quietly expresses her joy by sharing a cookie, the Cigar®. Watching her daughter savor the treat, she smiles affectionately, culminating in a touching moment where they share smiles and love, reinforced by the narration of "Let’s Treat Each Other Sweetly.”

Daughter’s Episode

The second segment features the daughter in a different light in "Sakutto, Amayasou Daughter." After school, she stumbles upon her mother in a bustling area, helping a group of tourists take photos. Despite her awkwardness, the mother demonstrates her kindness by taking several pictures and receiving sincere thanks from the visitors. The daughter watches from a distance, admiring her mother's genuine spirit, and captures the moment on her smartphone.

Once home, the daughter hands her mother a Cigar®, feeling proud of her mother's generous nature. Sharing the delicious cookie, they both enjoy a laugh, and the commercial closes with their shared moment of joy and the recurring phrase, "Let’s Treat Each Other Sweetly,” reinforcing the bonds they share.

Creative Team Behind the CM

The new commercials were directed by Karina Nogami, with creative direction by Saki Katsurase and copywriting by Ryota Kasahara, all from Dentsu East Japan. Featuring talented actresses Hanna Kin and Naoko Kojima, the commercials successfully portray an emotional connection between the characters.

More About Cigar® Cookies

Cigar® are rolled cookies representing Yokumoku's flagship product, celebrated for over 55 years. Their unique taste is achieved by maximizing the buttery flavor without overwhelming the senses. The light and crunchy texture makes them a delightful treat for individuals and families alike.

Conclusion

As Yokumoku continues to innovate while holding onto tradition, their latest commercial encapsulates the brand's spirit of sweetness, love, and connection across generations. It urges us all to cherish our relationships and embrace the moments we share, complemented perfectly by the delicious Cigar® cookie.

For more details, visit Yokumoku Official Website or check out the CM trailers on YouTube: Mother Episode | Daughter Episode.