#Japan #Koto, Tokyo #Umios #Issey Takahashi #Maruha Nichiro

Maruha Nichiro's Evolution into Umios: A Fresh Take on Corporate Identity

In a move that reflects its commitment to innovation and sustainability, Maruha Nichiro is gearing up to officially become Umios on March 1, 2026. This transformation will coincide with the launch of a new series of advertisements, showcasing an exciting collaboration between actor Issey Takahashi and a captivating new character, Umios. The debut campaign will feature three commercials titled Umios Appears (Beach), Umios Appears (Vinegar), and Umios Appears (Swing), which will air starting February 27, 2026.

The New Face of Maruha Nichiro: Umios

The company, based in Koto, Tokyo, has chosen to introduce its new corporate character, Umios, as a vital part of its rebranding initiative. This charming new life form embodies the themes of curiosity and exploration, resonating with the company’s vision of addressing global issues through culinary solutions. Each commercial presents heartwarming and humorous interactions between Takahashi and Umios in everyday settings like beaches, parks, and Chinese restaurants.

In the Beach segment, viewers will see the friendly Umios engaging in delightful antics with Takahashi, establishing a connection that emphasizes the message, “Maruha Nichiro is evolving into Umios.” Whether it is swinging together or greeting others with playful enthusiasm at a restaurant, Umios' journey to discover more about the world is both entertaining and thought-provoking, encouraging audiences to reflect on their own experiences.

A Message Beyond the Menu: Environmental Responsibility

As Umios prepares to make its way into the hearts of viewers, it symbolizes not just a brand change, but a more profound commitment to sustainability. Maruha Nichiro has a long-standing history of providing quality food, and the transition to Umios signifies a proactive approach to environmental challenges. The company aims to contribute to society by making the ocean, a source of life, central to its operations.

Takahashi's involvement in the project adds a layer of depth, as he has built a reputation for connecting with audiences through his performances. His reflections on Umios during a recent interview highlighted the character's playful yet enigmatic nature. “Umios is like a mystery to me. It’s as if it possesses a charm that draws people in while simultaneously keeping them intrigued.”

The commercials showcase various facets of this relationship, with the playful antics of Umios often reflecting Takahashi's own observations about the whimsical nature of this new character. Umios, for its part, is highlighted as an inquisitive being, learning about different foods and experiences, such as tasting vinegar, with an innocent charm that’s bound to resonate with viewers.

Behind the Scenes: The Making of the Umios Campaign

The shooting for these commercials took place in diverse locations that reflect the lively interactions between Umios and Takahashi. Capturing genuine moments of connection proved to be a delightful experience for the cast and crew. Takahashi’s professionalism was showcased as he engaged with Umios, creating a bond that would be palpable on screen. The scenes of tender exchanges, such as the playful hugs and mutual curiosity, encapsulate a heartwarming dynamic that encourages a positive outlook on new adventures.

Takahashi has expressed enthusiasm for the challenges ahead with Umios, hinting at collaborative ideas for future product developments. “I would love to explore the chance to create something special with Umios—perhaps even limited-edition merchandise that reflects our unique tastes.” This eagerness to innovate aligns with Umios' essence as a character that embodies culinary exploration and community engagement.

Inspiring a New Generation: A Message for Aspiring Individuals

As the brand prepares for this new era, both Takahashi and Umios serve as symbols of fearlessness in the face of change. In his closing thoughts, Takahashi encouraged individuals beginning new journeys—whether in a new season or personal endeavors—to embrace challenges and see them through their own pace. “Spring brings a perfect opportunity for new beginnings,” he shared, reinforcing the importance of persistence and joy in the process.

As Maruha Nichiro transitions into Umios, the company not only highlights its dedication to quality food but also commits to being a solution-oriented entity in addressing the pressing issues facing our planet. With a refreshing character like Umios leading the charge, the future looks promising, inviting everyone to embark on this exciting new journey together.