Meiji Co., Ltd. “Meiji Bulgaria Yogurt” 50th Anniversary Launch Ceremony held President Katsuya Matsuda an nounces “Brand Vision” and new initiatives for the next 50 years

Meiji Co., Ltd.
“Meiji Bulgaria Yogurt” 50th Anniversary Launch Ceremony held President Katsuya Matsuda announces “Brand Vision” and new initiatives for the next 50 years
Hakata Hanamaru’s Daikichi and new CM talent Nanoka Hara reveal their “aspirations for the future” in their own handwriting! – New TV commercial to be released from December 5th (Tuesday) will be unveiled for the first time –
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Meiji Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and CEO: Katsuya Matsuda) will hold a “Meiji Bulgaria Yogurt” 50th
Anniversary at EBiS303 3F Event Hall (Ebisu, Tokyo) from 11:00 on Monday, December 4, 2023. We held a presentation.
At the presentation, President and Representative Director Katsuya Matsuda announced the vision and new initiatives for the future of “Meiji Bulgaria Yogurt” in preparation for the 100th anniversary in 50 years. In addition, comedian Daikichi Hakata Hanamaru and actor Nanoka Hara, who appeared in the new commercial, also appeared on stage as guests, greatly enlivening the presentation.
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Congratulatory speeches from Minister of Economy, Trade and
Industry/Ambassador Extraordinary and Plenipotentiary of the Republic of Bulgaria and Deputy Director of the Pasteur Institute, France Prior to the event, Mr. Bogdan Bogdanov, Minister of Economy, Trade and Industry, and Ms. Marieta Alavazhieva, Ambassador Extraordinary and Plenipotentiary of the Republic of Bulgaria, who have provided indispensable support for the growth of the Meiji Bulgaria Yogurt brand, offered congratulatory speeches.・Assistant Director of the Institut Pasteur, France, which is one of the world’s leading biological and medical research institutions that has achieved notable achievements in vaccines and other fields, and has been conducting joint research with the Meiji Group for over 10 years since 2011. Senior Deputy Director Isabelle Buckle took to the stage to give a speech, and guests from overseas also congratulated us on the brand’s 50th anniversary.
President Katsuya Matsuda proudly declares the new brand vision: “Authenticity creates the future.”
Representative Director and President Katsuya Matsuda, who took the stage at the presentation, expressed his brand vision for the next 50 years: “Authenticity creates the future.” ” was announced. This brand vision, “Authenticity creates the future,” was given permission to bear the name by the Bulgarian homeland of yogurt 50 years ago, and “Meiji Bulgaria Yogurt” has been building history for the past 50 years. These words express our strong desire to continue evolving even further into the future.
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Additionally, we introduced three actions that symbolize the future vision that “Meiji Bulgaria Yogurt” is aiming for.
The first is about new products scheduled to be released in spring 2024. The second is about the “Yogurt Future Project”, an initiative aimed at improving the overall wellness of Kashiwa-no-ha Smart City in Kashiwa City, Chiba Prefecture. is a “sales floor verification using cerebral blood flow measurement” that Meiji independently conducted with the aim of creating a new sales floor for the future.
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Regarding the 50th anniversary of the release of “Meiji Bulgaria Yogurt” this year, Mr. Hanamaru said,
“It is said that persistence is power, but I think it is really difficult to continue for a long time.”
On the other hand, Daikichi commented,
“50 years is a great master who has surpassed his master in the world of comedians. I think it’s simply amazing.”
We received a comment congratulating Meiji Bulgaria Yogurt on its 50th anniversary.
In addition, as the year-end and New Year holidays are near, we asked them to reflect on 2023 and share their “aspirations for the future” in their own handwriting. The answers from the three parties are “luminescence” (Mr. Hanamaru), “light” (Mr. Daikichi), and “forward” (Mr. Hara).
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And the reason for each
“It’s “luminescence” which is the combination of “fermentation” in “Meiji Bulgaria Yogurt.” I wrote this because I wanted to be a person who can shine brightly.” (Mr. Hanamaru)
“I believe that our job is to brighten the world, so I put my hope that next year and beyond will be a brighter year as well.” (Daikichi)
“There are many skills and experiences that I don’t have as an actor, so I get anxious and feel depressed at times, but today I think it’s important that I continue to move forward in my own way while listening to what you have to say.” “I thought so,” (Hara-san) explained.
In addition, in between talks, we specially prepared new products scheduled to be released in spring 2024, and when three people tried them, they said, “It’s delicious and I can’t stop eating it,” and “I love it at any time of the day, morning, noon, or night.” We received high praise from everyone, including, “It’s perfect.” [Image 8

The new TV commercial starring Hiroko Yakushimaru and Nanoka Hara is unveiled for the first time!
“Meiji Bulgaria Yogurt”‘s new TV commercial “Meiji Bulgaria Yogurt Connecting Smiles” edition (60 seconds, 30 seconds, 15 seconds) will begin airing nationwide from Tuesday, December 5, 2024. At the presentation, a new TV commercial was also unveiled for the first time.
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The new TV commercial features actors Hiroko Yakushimaru and Nanoka Hara, and is based on the theme of “Meiji Bulgaria Yogurt, which keeps smiling faces forever”, and depicts a mother and daughter who live separately in a faraway land. The commercial is an impressive depiction of people caring for each other in their daily lives. Ms. Yakushimaru, who played the role of the mother, was not able to attend the presentation, but she sent a video message saying, “I am very happy to be involved in Meiji Bulgaria Yogurt at this special time of the 50th anniversary.” We hope that you will continue to warmly support and love Meiji Bulgaria Yogurt.”
[CM main URL]
Meiji Bulgaria Yogurt “Connecting Smiles” Edition 15 seconds https://youtu.be/dpQGOAZaPYg
Meiji Bulgaria Yogurt “Connecting Smiles” Edition 30 seconds https://youtu.be/TQduRR7y-QA
Meiji Bulgaria Yogurt “Connecting Smiles” Edition 60 seconds https://youtu.be/mm_7T4NVBn0
Presentation program
・Opening movie broadcast
・Welcome Speech
Speakers:
Kazuo Kawamura (Representative Director, President and CEO, Meiji Holdings Co., Ltd.)
・Congratulatory speech from the Republic of Bulgaria
Speakers:
Mr. Bogdan Bogdanov (Minister of Economy, Trade and Industry of the Republic of Bulgaria)
Marieta Alavadjieva (Ambassador Extraordinary and Plenipotentiary of the Republic of Bulgaria)
・Greetings from the Pasteur Institute
Speakers:
Ms. Isabelle Buckle (Senior Deputy Director, Institut Pasteur) ・Meiji Bulgaria Yogurt 50th anniversary opening movie broadcast ・Meiji Bulgaria Yogurt 50th Anniversary Evolution Declaration Speakers:
Katsuya Matsuda (President, Meiji Co., Ltd.)
Hiroko Yakushimaru (new CM talent) *Video appearance
・Meiji Bulgaria Yogurt FUTURE TALK SESSION
Speakers:
Katsuya Matsuda (President, Meiji Co., Ltd.)
Hakata Hanamaru/Mr. Daikichi (guest talent)
Nanoka Hara (new CM talent)
From Katsuya Matsuda, Representative Director and President
Thank you very much for coming to the 50th anniversary presentation of “Meiji Bulgaria Yogurt”.
Thanks to your support, Meiji Bulgaria Yogurt was able to reach a memorable milestone this year, marking its 50th anniversary since its release.
We believe that this is proof of the continued patronage of our customers over the years. This 50th anniversary is an important milestone, but at the same time, I believe it is also a new start for the next 50 years.
With the recently announced vision of “Authenticity is what creates the future” in mind, “Meiji Bulgaria Yogurt” aims to “create a society where smiles are connected through food and we share a healthy daily life.” We will continue to evolve with the aim of creating “yogurt that connects to the future.”
Talent profile on stage
Comedian Hakata Hanamaru Daikichi
Debuted in May 1990 as a first-generation member of Fukuoka Yoshimoto. He gained popularity after appearing on a local program in Fukuoka. In April 2005, they moved their base of activities to Tokyo, and the following year, in February 2006, Hanamaru won the “R-1 Grand Prix.” On the other hand, Daikichi’s popularity rose in September 2008 when he appeared on the program “Ametalk” (TV Asahi) titled “Comedians who belonged to groups that weren’t cool when they were in junior high school.” In 2014, he won “THE MANZAI 2014”. In April 2018, she became the second caster of the morning information program “Asaichi” (NHK General).
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“Meiji Bulgaria Yogurt” product information
Using only genuine Bulgarian LB81 lactic acid bacteria and
high-quality milk ingredients, and using our unique manufacturing method “mellow fermentation,” it has a melt-in-the-mouth flavor that balances intestinal bacteria and is approved as a food for specified health uses. Plain yogurt is effective.
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