Fukushima Prefecture unveils rice and beef ads with Sambomaster, Matsuoka
In short
Fukushima Prefecture said on Oct. 5 it has produced new commercials promoting the safety of locally grown rice and beef, part of efforts to dispel reputational damage from the Fukushima Daiichi nuclear accident. The 30-second commercial features former TOKIO member Masaaki Matsuoka and the band Sambomaster, whose vocalist Takashi Yamaguchi is from Aizu-Wakamatsu in the prefecture. It is to be shown from Oct. 6 on television in Fukushima, the Tokyo metropolitan area, Kansai and Okinawa, and on the prefecture's YouTube channel and the TVer catch-up service.
Why it matters
The campaign is the prefecture's latest attempt to counter reputational damage to its food products after the 2011 nuclear accident, and it puts public money and well-known performers behind that message. The choice of a band that has played recovery concerts in Fukushima and a singer from the prefecture gives the campaign a local angle the outlets highlighted. Beyond Japan, the safety of Fukushima produce has been a recurring issue, though the documents give no information on the campaign's cost or effect.
Key facts
- Fukushima Prefecture announced on Oct. 5 that it had produced new commercials promoting the safety of prefecture rice and beef, to dispel reputational damage from the TEPCO Fukushima Daiichi nuclear accident [ 1 , 3 ]
- The 30-second “Rice and Beef edition” commercial features former TOKIO member Masaaki Matsuoka and the three members of the band Sambomaster [ 1 , 2 ]
- Sambomaster vocalist Takashi Yamaguchi is from Aizu-Wakamatsu in Fukushima Prefecture [ 1 , 2 ]
- In the commercial the performers eat Fukushima beef grilled on a shichirin with prefecture rice; the background music is Sambomaster's “Mata Aeru Kana” [ 1 ]
- The commercial is to be shown from Oct. 6 on television in Fukushima Prefecture, the Tokyo metropolitan area, Kansai and Okinawa, and on the prefecture's official YouTube channel and TVer [ 1 ]
- Sambomaster has held concerts in the prefecture to support recovery, and this is the band's first appearance in the prefecture's series of commercial videos [ 1 , 2 ]
- The same song was used in three other prefecture commercials, including a “Peach edition” announced in July [ 1 ]
Confirmed by several sources
- Fukushima Prefecture announced that it has produced new commercials promoting the safety of prefecture rice and beef in order to dispel reputational damage [ 1 , 3 ]
- Former TOKIO member Masaaki Matsuoka appears in the new commercial [ 1 , 2 , 3 ]
- The band Sambomaster appears in the new commercial [ 1 , 2 , 3 ]
- Sambomaster vocalist Takashi Yamaguchi is from Aizu-Wakamatsu, Fukushima Prefecture [ 1 , 2 ]
Still unclear
- Where the prefecture made the announcement or where the commercial was filmed The documents do not give a location for the announcement or for filming.
- Whether any part of the commercial had already aired when the reports were published Document 1 says it can be seen from Oct. 6; none of the documents say whether a broadcast has taken place yet.
- How many commercials are in the prefecture's series Document 1 refers to three types of commercials including a “Peach edition” announced in July but does not list them all.
- The commercial is to be broadcast or streamed from Oct. 6, according to the prefecture's announcement Reported by a single source so far
What local media are saying
Timeline, local time
- Sankei Shimbun reports that Fukushima Prefecture announced on this day it had produced new commercials promoting the safety of prefecture rice and beef [ 1 ]
- TBS NEWS DIG reports the new prefecture commercial featuring Masaaki Matsuoka and Sambomaster [ 2 ]
- Tokyo Shimbun reports the new commercial promoting prefecture rice and beef to dispel reputational damage [ 3 ]
- Oct. 6: the commercial is to be shown on television in Fukushima Prefecture, the Tokyo metropolitan area, Kansai and Okinawa, and on the prefecture's official YouTube channel and TVer [ 1 ]