#Japan #Tokyo #LAVA Hot Yoga #Haruna Kawaguchi #Rintosull

LAVA Hot Yoga Studio's New TV Commercial Featuring Haruna Kawaguchi

LAVA International, renowned for operating over 540 hot yoga studios across Japan, is set to unveil its new television commercial starring brand ambassador Haruna Kawaguchi from May 10, 2025. Titled "LAVAってどうなの？" (How is LAVA?), this advertising campaign comprises five unique stories that delve into the enchanting world of LAVA hot yoga, showcased through engaging post-class dialogues following the classes.

The five stories include:
1. The Surprisingly Dim Episode
2. Cost Performance Episode
3. Machine Pilates Episode
4. After Work Episode
5. Reopening Episode

In these segments, Haruna interacts with various characters and highlights the alluring aspects of hot yoga and LAVA’s offerings while shedding light on the genuine feelings of participants post-yoga session. The commercials aim to resonate with everyone from those who have never tried hot yoga to long-time practitioners, ensuring a warm and positive reminder of the benefits that LAVA provides.

Commercial Broadcast Details

• - Title: “LAVAってどうなの？”
• - Air Date: May 10, 2025
• - YouTube Release: May 1, 2025
• - Broadcast Area: Nationwide Japan

The unique storyboard is a reflection of LAVA's ethos, encouraging a deeper connection with potential clients. The vibrant visuals capture the brand's signature colors while ensuring a relatable narration that highlights both the physical and mental upliftment that follows a yoga session.

Shooting Details

The commercial was filmed at an actual LAVA studio, with Kawaguchi dressed in lively attire featuring their brand colors of orange and blue. As she engaged in conversations with participants playing the roles of clients, the vibe was harmonious, reflecting a genuine environment conducive for practicing yoga.

The soothing atmosphere of the studio allowed for beautiful captures of the yoga poses that Kawaguchi meticulously practiced, showcasing both her dedication and the tranquil ambiance of LAVA studios. Behind the scenes, she also expressed interest in the Reformer Pilates machines, further emphasizing the diverse offerings at LAVA. Overall, the filming exuded a warm and friendly atmosphere, perfectly mirroring LAVA's mission of promoting happiness through yoga.

Making Of Short Film

You can catch a glimpse of the behind-the-scenes action by visiting the LAVA official YouTube channel, where a making-of video was released on May 1, 2025. The video encapsulates the journey of shooting, affirming the collaborative spirit of the team and the genuine connection established during the production process.
Watch the Making Of Video Here!

About Haruna Kawaguchi

Haruna Kawaguchi, born on February 10, 1995, in Nagasaki Prefecture, has made her mark as an actress since winning a modeling competition in 2007. She debuts on screen in Tokyo DOGS and has joyfully embarked on an illustrious career, becoming a prominent figure in Japanese entertainment. Her exceptional versatility is highlighted as she takes on roles including a host for significant events such as the NHK Red and White Song Festival and lending her voice to characters in popular animated films like Disney & Pixar's My Element.

LAVA International's Vision

Founded on the belief that yoga can enhance individual happiness, LAVA has become Japan's largest chain of hot yoga studios, with plans to widen its reach by incorporating diverse fitness solutions like Rintosull machine Pilates and BurnesStyle kickboxing. With over 2.5 million participants experiencing its offerings and consensus deeming LAVA as the top fitness club in overall satisfaction, it continues to delight customers and enhance their well-being.
For more information, visit LAVA International's Official Website.