Sponsor Responses Could Decide Mei Nagano’s Fate Amid Double-Affair Scandal
Can she get over her complete denial? The image of a purist has collapsed due to reports of her alleged affair and two-timing with Kei Tanaka, and she is in big trouble....
There’s no choice but to hold off on casting offers
“After comprehensively assessing various impacts, we have decided to withhold (the CM video) from being posted,” said HOYA.
“The reason for deleting the CM video is that we judged it difficult to convey the brand’s original value,” said Sunstar.
The top pure-image actress of the era is now in a crisis.
Following reports of a double affair scandal, sponsors are beginning to distance themselves from Mei Nagano (25). When the first report broke on April 24, companies took a wait-and-see approach. However, after the second article revealed a new two-shot photo with Kei Tanaka (40) and explicit LINE messages, six companies removed CM videos as of May 14.
Nagano debuted as a lead actress in the 2016 drama “Koe Koi” (TV Tokyo) and rose to stardom after winning the heroine role in NHK’s 2018 morning drama “Half, Blue.” Currently, she stars as the heroine in the Sunday drama “Caster” (TBS) and has grown into a flagship actress for the major talent agency Stardust.
How are TV stations reacting to the scandal involving the queen of commercials with ten sponsors?
A TBS insider quietly said:
“Since Nagano plays a key heroine role in ‘Caster,’ there are currently no plans to replace or remove her. Promotional videos already filmed are also scheduled to air as planned on news programs, etc. However, many take seriously the leaked LINE messages that seem to suggest Nagano and Tanaka coordinated their stories.
On another channel, Tanaka—reported as the affair partner—had his appearance canceled on the May 14 broadcast of ‘Chidori Kamaitachi Golden Hour’ (Nippon TV). Taking these movements into account, some programming executives are advising that ‘using Nagano for promotions might be problematic.’ While Abe Hiroshi (60) and Michieda Shunsuke (22) can handle promotions for the upcoming May 16 release of her starring film ‘Kakukaku Shikajika,’ it’s uncertain what will happen with PR for that movie”
Another programming manager at a key station confessed, “We are also currently observing quietly.”
“All stations fear that program sponsors will object to Nagano’s appearances. No matter how much she and her agency completely deny it, we cannot ignore the wishes of CM sponsors in program production. If sponsors request it, we have no choice but to refrain from using Nagano for promotions or new drama casting offers.”
Rather a wild personality
What decision will the sponsor companies of the commercials featuring Nagano make? FRIDAY interviewed 10 sponsors about their future use of Nagano and how they have responded to the series of reports. The table summarizes each company’s response and stance as of May 12.
The previously mentioned companies, HOYA and Sunstar, gave strict responses toward Nagano, while three companies — NTT Communications, Kracie, and JCB — revealed that they are currently considering their future stance.
An entertainment industry executive analyzed Nagano’s future:
“Although Nagano has been known to the public as a pure and innocent image, she personally loves alcohol and motorcycles — in fact, she has a rather wild personality. Even before the scandalous reports emerged, Nagano struggled with the gap between her true self and the public image. It seems that her agency intends to use this opportunity to shift her career away from the pure image. However, with the continued removal of commercials and sponsors turning away one after another, that will be difficult.”
Nagano’s fate rests in the hands of these 10 sponsors.
From the May 30, 2025 issue of “FRIDAY”
PHOTO： Kazuhiko Nakamura
