Joyman” is getting a second break, and Yoshio Kojima is very popular with the little ones… Why are “one-hit wonder” comedians so valued in Reiwa?

Joyman” is getting another break, as seen in the commercial for Nissin-York’s “Pilkul Miracle Care.

Last year, “Joyman” appeared 112 times at sales events held at shopping malls and other places. Last year, Joyman made 112 appearances at shopping malls and other venues, ranking him number one by far among comedians affiliated with Yoshimoto Kogyo. The reason for his popularity is that his fees are reasonable for his name recognition, and there are almost no NGs.

Yoshimoto has two types of performers: those whose schedules are managed by a dedicated manager, and those who are “PC-managed” without a specific manager. The ease with which any Yoshimoto employee can hold down a schedule has also been a tailwind,” said a broadcaster.

The latter was a boon for him! Yoshio Kojima (43), who took the world by storm with his phrase “I don’t care about that!

In the early ’00s, when short stories boomed on shows such as “Bakusho Red Carpet” (Fuji TV), comedians with strong characters emerged one after another.

In Reiwa, on the other hand, the trend now is to focus on award shows and to showcase material in a slow and deliberate manner. They are not suited for operating in places such as shopping malls, where people of various generations gather in zones of excitement.

Now that the COVID-19 crisis has passed and events have resumed, there is a growing demand for “one-hit wonders of yesteryear” who are recognized by a wide range of people and have strong characters that can stop first-time visitors in their tracks,” said an advertising agency official.

(An advertising agency official) “One-hit wonders” are also in demand in Reiwa, where compliance is strictly enforced.

Many of the one-hit wonder comedians who are still alive today, like Joyman and Kojima, specialize in material that is funny but not hurtful to others. They can be safely shown to children and have impactful phrases, so they are perfect for commercials, where appeal in a short period of time is essential.

The broadcaster noted that the one-hit wonders that have made a comeback in Reiwa “have one thing in common: they have skillfully utilized new tools such as social networking sites.

For example, Shinya Takagi (43), who played the role of “Joy Man,” posted a message on an EGOS search site asking, “Has Joy Man disappeared? ″ and he uses it well, ego-searching a post and replying, ″Here I am. Anyway, Yasumura (42), who made a reimported breakthrough after making the finals of Britain’s Got Talent, a popular British audition program, is also actively uploading videos for overseas audiences on YouTube to promote himself.

Nagano (49), who is well-known for his phrase “I love Lassen,” has successfully changed his character to a tongue-in-cheek one.

He has a sharpness that reminds me of the old Hiroyuki Ariyoshi (49). His true self is this way. Moreover, he is a hard worker who spent a long time as an underachiever, so he is happy to do Lassen material if asked to do so. He is very easy to use.

As “Reiwa Roman,” the winner of last year’s “M-1 Grand Prix,” stated publicly that “TV is the lowest priority,” there are fewer young comedians who say, “I’ll do anything as long as I can be on TV! There are fewer and fewer young comedians who are willing to do whatever it takes to make it on TV. In such an environment, we are grateful for the one-hit wonders of the “araho-year-old” generation who are willing to work hard.

Where there is a god who discards, there is a god who picks up.

From the April 19, 2024 issue of FRIDAY