How Much Do Arashi and Mei Nagano Earn Now? 2025 Celebrity Commercial Fees Revealed!

FRIDAY interviewed casting agency presidents and commercial planners based on confidential data held by a major advertising agency. By cross-referencing this information with the data they possess, we compiled the “Latest 2025 CM Appearance Fee List” for popular athletes and celebrities. The figures in the list represent standard market rates — essentially a starting point for negotiation — and may fluctuate depending on the relationship with the client and specific conditions.

For the athlete edition, see here: [Exclusive! We Obtained Confidential Data from a Major Ad Agency — Latest 2025 Commercial Fee List for Popular Athletes Revealed!]

Mei Nagano is open but not operating

The appearance fees for commercials paid to popular celebrities mostly follow their level of recognition and achievements. While leading actresses like Kanna Hashimoto (26), Haruna Kawaguchi (30), and Sairi Ito (31) have successfully secured raises in the range of tens of millions of yen, Ryoko Yonekura (50) stands out as an exception.

“Since the movie version of ‘Doctor X,’ she hasn’t appeared in any new projects, yet her fee has increased. In Yonekura’s case, there is a designated hire factor. Clients contract her not because she appeals to everyone, but because they want a strong message conveyed. The same applies to Matsuko Deluxe. Even in commercials, she won’t say lines she doesn’t want to say. Matsuko’s words are genuine. As a result, her use often becomes a huge hit,” said a casting agency president.

The same agency president noted that despite being a leading actress, Mei Nagano (25) is in a state of open but not operating.

“No matter how many raw and sensational articles come out, she denies the allegations of an affair outright. Although she managed to finish the Sunday Drama ‘Caster’ (TBS), reality isn’t kind. Just her presence causes a flood of complaints to client customer service centers, and if another scandal occurs, those who recommended her would also be held accountable. It could lead to demands for compensation covering production and personnel costs for commercials and POP materials. Right now, there are no inquiries, nor proposals being made,” he continued.

On the other hand, Akari Takaishi (22), the heroine of the upcoming 2025 NHK morning drama series ‘Bakebake,’ is receiving a flood of inquiries.

“The morning drama is a gateway for young actresses. Both recognition and image rise dramatically. Many clients have already made inquiries and are in contact with her agency. After the show ends, her commercial exposure will increase rapidly. The annual contract fee is expected to be around 15 million yen,” he said.

Following the affair allegations against Nagano, there has been movement within actor Kei Tanaka’s (41) agency.

“Since the agency manages many popular actors, it was often the case that inquiries were shut down with a no response. But Tanaka’s scandal caused trouble for major clients like Kao, and they can no longer afford to be so blunt. The agency president, Shun Oguri (42), is taking the lead and actively appearing in commercials,” said an executive at a major advertising agency.

Ryo Yoshizawa (31), who was under contract for an Asahi Beer commercial but had his contract canceled after a drunken incident where he entered the neighboring room of his home, is reportedly making a V-shaped recovery according to the casting agency president. This is largely thanks to the massive 10-billion-yen hit movie ‘Kokuho’ that he starred in.

“He has effectively wiped out the stigma from the drinking incident. The impact of the beauty he showed in ‘Kokuho’ is strong. He’s expected to be in high demand for cosmetics commercials. His strength in the beauty sector rivals that of Ren Meguro (28) from Snow Man,” the casting agency president said.

Among the former Johnny’s idols, while Ren Meguro and Ren Nagase (26) from King & Prince have secured raises of 10 million yen since last year, members of Arashi such as Sho Sakurai (43) and Kazunari Ninomiya (42) have seen their fees decrease.

“It’s probably because their value was tied more to being members of the mega-idol group Arashi than their individual activities. If there are added benefits like using footage from their last concert or group appearances, a fee increase is possible,” said an advertising agency executive.

Only those with unwavering talent who continuously meet fans’ expectations can amass huge fortunes from commercial appearances.

From the September 26, 2025, issue of “FRIDAY”