[Morinaga & Co., Ltd.] Sei Shiraishi encourages athletes competing in the Tokyo 2025 World Athletics Championships with her cheer song! “in brand” new CM “in brand FOR THE WIN”
Morinaga & Co., Ltd. Press release: September 2, 2025 To Members of the Press Shiraishi Sei will encourage athletes competing in the Tokyo 2025 World Athletics Championships with her cheer song! “in Brand” New Commercial “in Brand FOR THE WIN” Starts airing on Wednesday, September 10th! Morinaga & Co., Ltd. (Shibaura, Minato-ku, Tokyo; President and COO: Shinya Mori) has aired a new TV commercial for its “in Brand” brand, which provides positive support for the health and daily lives of busy modern people. The “WIN” commercial will begin airing on Wednesday, September 10th. The commercial features Sei Shiraishi singing HIPPY’s song “A Cheering Song for You” with the audience, encouraging the athletes. The commercial also features Morinaga’s brand partners, Shinka Kitaguchi (JAL), Ryuji Miura (SUBARU), and Rashid Murata (JAL).
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https://www.youtube.com/@in_jelly_morinaga Behind-the-scenes interview/scenes from the set –Looking back on the commercial shoot, what are your thoughts? We were blessed with good weather, and although it was hot during filming, the scenes where we all sang together really made me feel like I was cheering on the athletes, and I think we were able to feel the excitement firsthand as we all came together. –The commercial uses cheering songs to encourage track and field athletes. What do you do when you need energy? Meeting up with friends and talking gives me energy. Actually, I’m meeting up with a friend from elementary school today for the first time in a while, but she’s waiting for me at a cafe, so I’d like to talk to her there.
–Shiraishi-san, you’ve taken on big challenges, appearing in various dramas. Were there any words that encouraged you to take that big step? I’m close with my mother, and sometimes I talk to her about my worries or anxieties. She’s always been optimistic and would say, “Well, it’ll all work out!” It may seem like an irresponsible thing to say, but ultimately, I also tend to give in and gain unfounded confidence, so when I need to work hard at something, I tell myself, “It’s okay! It’ll all work out!” — Is there anything you would like to try in the future, Shiraishi-san? I would like to try my hand at stage acting. I haven’t had the chance to do it yet, so I would like to perform on stage someday. I’ll do my best if I’m given the opportunity to try any genre! –This is your first appearance in an in brand commercial. Do you have any stories related to “in Jelly”? Having “in Jelly” on set is often a lifesaver, especially during hot weather. In the summer, I lose energy without even realizing it, so being able to eat it quickly with one hand in my spare time is a great help. –Ryuji Miura, Rashid Murata, and Shinka Kitaguchi, who will be competing in the Tokyo 2025 World Athletics Championships, also appear in the film. Are there any athletes you’re paying attention to? Shinka Kitaguchi, a javelin thrower. We were born in the same year and are of the same generation, so I hope she achieves great results and spreads beautiful smiles all over Japan. –Please give a message to those who are watching the commercial. In this commercial, the entire audience, including myself, cheers on the athletes and fights back. I hope that when you’re about to take on a new challenge or feel like giving up, watching this commercial will inspire you to take a step forward. And when that happens, recharge your energy with “in Jelly”! ■Scenes from the Filming Set The filming took place on a scorching hot day with temperatures exceeding 35°C. During the briefing, the staff explained, “It’s so hot, we’d like to keep the shoot short!” Shiraishi responded with an enthusiastic “Yes, I understand! I’ll do my best!” and the shoot began. Shiraishi flexibly responded to the director’s detailed instructions for corrections. During the singing scene, Shiraishi’s powerful voice earned her a series of OK takes, with the director even exclaiming, “Perfect!” Filming was completed in less time than planned. Morinaga & Co. “In Brand FOR THE WIN” Cutouts
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https://prcdn.freetls.fastly.net/release_image/19896/670/19896-670-4f15da32a6d4bfb36927717f529c43f9-954×720.jpg Performer profile
https://prcdn.freetls.fastly.net/release_image/19896/670/19896-670-ef5d630a1af3d9927ba7e847f5fa71bc-2111×2700.jpg Sei Shiraishi Born August 10, 1998. Originally from Kanagawa Prefecture. Debuted in 2016. His first starring role in a TV drama was in “Kyoufu Shinbun” (Tokai TV/Fuji TV), which aired in 2020. His notable appearances include the Netflix series “Yu Yu Hakusho,” “Fermat’s Cooking” (TBS), “New Airport Occupation” (Nippon TV), “After All, It’s Someone Else’s Business” (TV Tokyo), “Undercover Brothers and Sisters: Special Fraud Special Investigator” (Nippon TV), and the Amazon Original drama “Marry My Husband.” He is scheduled to appear in the NHK Taiga drama “Toyotomi Brothers!”, which will air in 2026.
https://prcdn.freetls.fastly.net/release_image/19896/670/19896-670-9e95adfb31fde19e667af61c83782caf-378×357.jpg Shinka Kitaguchi 26 years old, born March 16, 1998. Originally from Hokkaido. A female javelin thrower affiliated with Japan Airlines. ・2022 World Championships in Athletics, Oregon, 3rd place ・2023 World Championships in Athletics, Budapest, Winner ・2024 Paris Olympics, Winner ・This year’s Tokyo 2025 IAAF World Championships
representatives
https://prcdn.freetls.fastly.net/release_image/19896/670/19896-670-0975c431b889ad2f50dc818976aa4736-379×389.jpg Rashid Muratake 22 years old, born February 6, 2002. From Chiba Prefecture. Men’s 110-meter hurdles athlete affiliated with Japan Airlines. ・Oregon 2022 World Athletics Participation ・2024 Paris Olympics 5th place ・2025 Japanese record set 12 seconds 92 First Japanese to achieve 12 seconds ・This year’s Tokyo 2025 IAAF World Championships representatives
https://prcdn.freetls.fastly.net/release_image/19896/670/19896-670-5d54a670d6fab136ce4c341a6c648693-379×340.jpg Ryuji Miura Born February 11, 2002, 22 years old. From Shimane Prefecture. A middle- and long-distance runner affiliated with SUBARU. Specializes in the 3000m steeplechase. ・2021 Tokyo Olympics, Men’s 3000m Steeplechase, 7th place ・2024 Paris Olympics, Men’s 3000m Steeplechase, 8th place ・2025 Japan record set 8 minutes 03.43 seconds ・This year’s Tokyo 2025 World Athletics Representatives
https://prcdn.freetls.fastly.net/release_image/19896/670/19896-670-a567cddc4380a285551c8f677895e125-729×486.jpg HIPPY Major label debut in 2015 under NIPPON CROWN. Although “Kimi ni Sasageru Oenka” (A Cheering Song for You) wasn’t a signature song at the time, nearly 10 years after its release, it has been viewed over 100 million times on both YouTube and TikTok, and has been gaining attention in various media outlets as a “Reiwa Era cheer song” that connects people from person to person. He continues to sing across the country as a singer who encourages people overcoming difficulties in a variety of situations, including ranking first in the title ranking of professional baseball player entrance songs, and his latest album, “Yoake – Be Alive -,” reaching third on the Oricon chart and earning a streaming gold certification from the Recording Industry Association of Japan. He is also involved in the Hiroshima A-bomb heritage project, holding the “Atomic Bomb Storytellers: Testimony of A-bomb Survivors” event on the 6th of every month. Under the slogan “Cheerful A-bomb Heritage,” he gives cheerful lectures on the subject along with songs, and has visited over 150 schools nationwide. Morinaga & Co. is an official supporter of the Tokyo 2025 IAAF World Championships.
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