[Starring Yumia Fujisaki] Koikeya’s “Pure Potato Oni no Utage” New TV Commercial. This addictive new TV commercial, featuring the hit song “Oni no Utage” by Tomonari Sora, which has been played over 1 billion times on social media, will begin airing on Thursday, October 9, 2025.
Koikeya Press Release: October 9, 2025 [Starring Yumia Fujisaki] Koikeya’s “Pure Potato Oni no Utage” New TV Commercial. This addictive new TV commercial, featuring the hit song “Oni no Utage” by Tomonari Sora, which has been played over 1 billion times on social media, will begin airing on Thursday, October 9, 2025. Welcome to a mysterious world of feasts governed by appetite Image
URL: https://prcdn.freetls.fastly.net/release_image/3039/1544/3039-1544-6e9fe63901bc068a87ea8059d8e820c9-1783×1000.jpg
https://prcdn.freetls.fastly.net/release_image/3039/1544/3039-1544-6bf0a692a718cc6b8a9afd8c12773f66-3885×1080.jpg Dressed in a bright red outfit, Fujisaki entered the set with a cheerful greeting, “Thank you for your cooperation!” Filming began in a harmonious atmosphere with a lovely smile. Once the cameras started rolling, Fujisaki’s expression, a stark contrast to the cute one she had when she first arrived, revealed a cool and powerful look that had the entire staff glued to the monitor. Also, as this was Fujisaki’s first time appearing in a snack commercial, she was nervous about filming the eating scenes. However, from the very first shot, she made a beautiful “crunch” sound as she ate, and the staff burst into praise, saying, “She’s so good…!” The addictive worldview is based on the lyric video for the song “Oni no Utage.” Be sure to pay attention to Fujisaki’s expressions as she becomes addicted to the addictive deliciousness of “Pure Potato Oni no Utage,” as well as the music created by the song and the chewing sounds of chips. Interview with Yumia Fujisaki
https://prcdn.freetls.fastly.net/release_image/3039/1544/3039-1544-cef88dc923cddc49ec0ef6d692e00a55-3900×1079.jpg Through the filming, we were able to experience “Pure Potato Oni no Utage” and the song “Oni no Utage,” Fujisaki has become addicted to both. In the interview, she also shares stories about her obsessions with gourmet food and hobbies! Q: Please tell us how you honestly felt when you were chosen to appear in this commercial. This is my first time appearing in a Koikeya commercial. I often see Koikeya’s advertising posters hanging around town and have always wanted to try it myself, so when I heard that it was a new work for Pure Potato, I was overjoyed. When I first heard about this project, I heard that it was based on the theme of “Oni no Utage” (Demon’s Banquet), and when I listened to the song, it made a huge impact on me, so I was really looking forward to seeing what this shoot would be like. Q: Now that filming the commercial is complete, what are the highlights, memorable scenes, and any mishaps that happened during filming or moments that made you laugh? Today’s shoot was the first time I tried Sriracha sauce, and even before that, I was wondering what it would taste like while filming. But when I put it in my mouth, I honestly thought, “What is this addictive taste?” Even during filming, the sound of me chewing became addictive, which was fun. Also, this was my first time doing a food commercial, so I struggled with how to best express the crunchy feeling when you eat it, but the staff around me kept giving me advice like, “It should be like this!”, which was really helpful. Q: What are your thoughts after trying this new product, “Pure Potato Oni no Utage Sriracha Sauce, So Spicy Even a Demon Would Addict”? The moment I took my first bite, I was hooked on the spiciness of the Sriracha sauce, the umami, and the final sourness I felt as I ate it. I thought it was a truly wonderful balance, and I felt like it was the kind of flavor I’d want to eat even after filming stopped. →Q: After tasting this Sriracha sauce, who would you want to try it with? It truly is a “demon feast” As the theme of the dish goes, I thought this must be what it would be like to eat it with my family, and I imagined that even children who don’t like spicy food would enjoy it, as it’s not just spicy but also sweet, so it doesn’t feel spicy but rather more like “Wow! Delicious!” I ate it imagining that both children who like potatoes and those who don’t like spicy food would be able to eat it, as the thickness of the dish would also add to the umami of the potatoes. Q: The commercial is based on the worldview of Tomonari Sora’s song “Oni no Utage.” What were your thoughts when you first heard the song, and were there any points you kept in mind during filming? When I first heard it, I thought, “What a cool song!” and immediately added it to my playlist. The tones and rhythm of the Japanese instruments are so unique and catchy, and the more I listened, the more I wanted to move along with the rhythm. It was an addictive song. The song was playing in the background the whole time we were filming, and it was on repeat in my head, so I was sure it would appear in my dreams that night. Q: Please tell us about any current fads that you’re into. I quite like spicy food, and I prefer spicy foods over super spicy ones. When I go out to eat and someone asks me, “What do you want to eat?” I answer, “Thai food!” I love the heat of spices and cilantro so much that eating Thai food helps me blow away any fatigue and change my mood, so I eat it often. →Q: What’s your favorite Thai food? It’s a tough choice… I really love tom yum fried rice. It leaves a lingering spiciness in your mouth, but it’s so addictive that you just want to keep eating it, so I eat it often. Q: Your first photo book will be released in December of this year. What’s the difference between the commercial and the photo book? What are the points you want people to look out for in particular? This was my first time going to Greece for my photo book. Releasing a photo book was something I’d always dreamed of, but it was also a dream of mine to go to Europe, Greece, so I was incredibly happy to be able to make both of those dreams come true. I think the commercial had a strong vibe, paired with the cool music, but the photo book shows a more natural side of me, closer to my everyday self, simply enjoying a trip. I think I’ve been able to express a different side of myself than in the commercial, so I hope that every time you flip through the pages, you’ll feel like you’re traveling through the streets of Europe and Greece with me. I hope you enjoy both. →Q: What scenery in Greece left an impression on you? The agency I’m currently affiliated with is called Meteora, and it’s located in Greece, and it’s a magnificent clifftop monastery. The view from there is incredible, and when I stood on top of it, I was like, “What is this view? I’ve never seen it before…!” It was a very memorable experience. I haven’t seen any photos yet, but I’d be happy if we could enjoy it together. Q: Has there been a moment in the past year when you felt you have grown in particular, or experienced a change? I’m very happy that over the past year, I’ve met so many different people and been involved in so many different projects, and that these experiences have given me the opportunity to think about what I might do differently and to make the decision to do it. Originally, I was like, “Yes, I’ll try it,” when I was told, but when I said, “I want to do it,” everyone responded to that, and I made a lot of new
discoveries, like, “If I do this, it will be even better like this.” I think there will be more opportunities to learn more things in the future, and I felt like I was able to grasp that in the past year. Also, since I often went to the provinces, I was able to decide, “Let’s take this!” in preparation for the provinces, and I was happy that things went more smoothly. TVCM overview Title: Pure Potato Oni no Utage Hen 15 seconds/30 seconds Starring: Yumia Fujisaki Commercial song: “Oni no Utage” by Tomonari Sora Broadcast start date: Thursday, October 9, 2025 Commercial main feature: Koikeya “Pure Potato Oni no Utage” (30 seconds): YouTube link https://youtu.be/ItdX78v4jY0 Koikeya “Pure Potato Oni no Utage” (15 seconds): YouTube link
https://youtu.be/QugyTlKvK00 Behind-the-scenes and interview footage: YouTube link: https://youtu.be/9FsffZWd1nM ◇Cast Profile Yumia Fujisaki (Fujisaki Yumia) Born February 16, 2008. Originally from Hiroshima Prefecture. She will make her drama debut in July 2023 in “The Best Teacher: One Year Later, I Was ■ed by My Student.” That same year, she was appointed the 19th cheering manager for the “All Japan High School Soccer Championship.” She has since appeared in the film “Parade,” commercials for “Tokyo Metro,” “Private Tutoring School IE,” “Otsuka Pharmaceutical Oronamin C,” and “Smaregi.” She is also set to play the heroine, Kazuki Futaba, in the Netflix series “Ikusagami,” which is scheduled to be released in November of this year. ◇Song information “Oni Banquet” / Tomonari Sora Distribution URL:
https://tomonarisora.lnk.to/imonoutage ◇ Tomonari Sora Profile A new generation singer-songwriter born in 2002. She burst onto the J-POP scene like a comet, and each song she releases has become a viral hit. Her catchy melodies, humorous word sense that exudes mystery and venom, and expression of a Japanese worldview have become a hot topic, and her song “Oni no Utage,” released in January 2024, dominated the top of the charts for the first half of 2024. Her song “Niramekko,” released in May of the same year, also became a viral hit. From a young age, he wanted to create a “country,” and decided to create the most familiar “world” – music – that could provide refuge in a difficult world, and he taught himself how to compose music from the fourth grade of elementary school. He is a multi-talented person who not only writes lyrics, composes music, and arranges music, but also creates illustrations and music videos all by himself.
WEBSITE：https://avex.jp/tomonarisora/ TikTok:
https://www.tiktok.com/@tomonarisora YouTube Channel:
https://www.youtube.com/c/TomonariSora X (Twitter):
https://twitter.com/TomonariSora
Instagram：https://www.instagram.com/tomonarisora/ ◇Staff List Creative Director: Shota Hatanaka Producer: Takuya Masuda, Nobuyuki Imoto Production Manager: Tsuji Anna Director: Denki Imahara
Cinematographer: Daichi Hayashi Lighting director: Haruya Harazawa Stylist: Yu Ota Hair & Makeup: Hiromi Sasaki Offline Editor: Takahiro Tsuchiya Online Editor: Ota Takuya Colorist: Ryo Ariga Mixer: Masasuke Asada SFX: Noriko Fukuda Making Director: Yoshiyuki Shida Product information Made with carefully selected ingredients, the “Pure Potato” brand uses domestically sourced fresh potatoes sliced to luxurious thicknesses and deep-fried. The rich flavor of the potato combined with the equally robust seasoning creates a satisfying taste in each and every bite, making it the perfect “potato chip treat” for your everyday life. In August 2025, we undertook a full renewal of the brand, completely updating its concept, with the aim of further evolving it. To further promote the new “Pure Potato,” we are collaborating with the song “Oni no Utage.” “Pure Potato,” which allows you to enjoy the addictive flavor of domestically grown sweet potatoes, and singer-songwriter Sora Tomonari’s song “Oni no Utage,” featuring an addictive melody, have teamed up to launch a variety of addictive projects.
https://prcdn.freetls.fastly.net/release_image/3039/1544/3039-1544-c54b260e89cb9f8602766c304aad59cc-846×1000.png The song “Oni no Utage,” which will be the subject of this
collaboration, has been played over 1 billion times on social media and ranked third in the 2024 DAM Karaoke Ranking, attracting a lot of attention, especially among young people. The product packaging incorporates the album cover and lyrics of “Oni no Utage,” expressing its addictive worldview and appealing to not only regular “Pure Potato” consumers, but also fans of the song.
今回、味わいのテーマにしている「シラチャーソース」は、全米での大ヒットをきっかけに、日本でも大手調味料メーカーが続々と商品化を進めるような勢いのある調味料です。コロナ禍以降加速する辛いものに対する需要はスナック菓子との親和性も高く、話題の調味料「シラチャーソース」を採用することで、唐辛子の辛み、ガーリックの旨み、甘み、酸味が特徴のやみつきになる味わいに仕上げました。シラチャーソースの辛味・甘味・酸味の絶妙なバランスで、一度食べたら抜け出せない、鬼もハマる美味しさです。
さらに、「ピュアポテト」定番アイテム4品（オホーツクの塩と岩塩、濃いのり塩、超コンソメ、ゆず胡椒）においても、2025年10月13日（月）より10％増量施策「芋の宴」を実施し、ブランド全体を盛り上げてまいります。 ※10月13日（月）～11月29日（土）の予定ですが、店頭によっては展開期間が前後します。
https://prcdn.freetls.fastly.net/release_image/3039/1544/3039-1544-23c0eaf90df7f7df492efe3dc246a6fe-3556×1000.png 【商品概要】 ■商品名／内容量 「ピュアポテト 鬼ノ宴 鬼もハマる辛さ シラチャーソース」／52g ■価格 オープン価格 ■発売日／販売先 2025年10月6日（月）／全国・コンビニエンスストア先行 2025年10月13日（月）／全国・スーパーマーケット他一般チャネル ■「ピュアポテト 鬼ノ宴」特設サイト：https://koikeya.ownly.jp/join/35478
■「ピュアポテト」ブランドサイト：https://purepotato.koikeya.co.jp/ ■「ピュアポテト
鬼ノ宴」発売記念イベント：『鬼もハマるピュアポテトノ宴』概要 イベント名：「ピュアポテト 鬼ノ宴」発売記念イベント
『鬼もハマるピュアポテトノ宴』 開催日時：2025年10月12日（日） 11:00～19:00 開催場所：渋谷モディ1F 店頭イベントスペース（東京都渋谷区神南1-21-3） 入場料：無料（事前申し込み不要） コンテンツ： ・SNS投稿で「ピュアポテト 鬼ノ宴」をプレゼント ・ガラポンで景品プレゼント ※一部コンテンツは、予定配布数に達し次第終了となります。 ※このメールは自動送信されていますので、返信はご遠慮ください。 Press Release Download Press release attachments