From a Breakthrough McDonald’s Commercial to the Theater: Kumiko Endo Shares Her Journey

There may be no right answer

“Even at home, being able to ask, ‘What emotions should I have when delivering this line?’ is something unique to being married. Directors and actors usually only get to discuss these things on set.”

These are the words of actress Kumiko Endo (48). Endo’s husband is film director Hatsuki Yokoo, whom she married in July 2016. Endo also appears in Yokoo’s latest film, Iroha, which will be released nationwide beginning May 22. The road movie follows two young sisters as they travel throughout Nagasaki Prefecture and reexamine themselves through the journey. (The following comments are Endo’s.)

“My role is one of the proprietresses of an inn that welcomes the sisters. In fact, the two women running the inn together are also sisters, with me playing the younger one. Even when the young sisters staying there, who have emotional thorns in their hearts, wake up late, they warmly greet them with an ‘Ohayou’ in the local dialect and welcome them. But there are no correct answers in acting. It’s difficult to ever feel completely satisfied with a performance.”

The always-cheerful “Enkumi” has grown into an actress capable of portraying a wide range of characters. She says that from a young age, she longed to perform.

“I was inspired by TARAKO, the voice actress from the anime Chibi Maruko-chan. I thought it was amazing that she could express Maruko’s anger and sadness using only her voice.”

Endo was devoted to basketball during her school years, but a turning point came during her first year of high school.

“I was working part-time at a fast-food restaurant. One day, a friend of my older sister, who was five years older than me, came in to eat hamburgers. That person happened to work in the entertainment industry. For some reason, they took a strong interest in me and said, ‘How about giving it a try? I’ll introduce you to an agency.’ They encouraged me to audition, and I thought, ‘Why not give it a shot?’ The role I happened to land was the McDonald’s commercial.”

The commercial that catapulted Endo to fame was McDonald’s 1995 “ID Photo” advertisement. In it, Endo enters a photo booth to take identification pictures and leaves the fries and other food she bought at McDonald’s with her friends. From outside the booth, her friends ask questions such as, “Can I drink your shake?” The audience responded warmly to Endo’s expressions as the short-haired young girl, who answered “Sure” despite her confusion.

“At the time, I had absolutely no acting experience. I didn’t know what kind of feeling I should put into saying ‘Sure.’ Things didn’t go well, and I went home and cried after filming. But when I saw the finished commercial, it somehow worked. The confused expression I had while saying ‘Sure’ without really understanding what was going on ended up fitting the role of a bewildered girl perfectly.”

In 2002, she took on her first stage production, The Bellringing Man of Dublin. This play became the catalyst that led her to focus increasingly on theater.

“It was through this production that I truly thought, ‘Acting is really fascinating!’ The experience of actors and directors exchanging ideas and creating a work together felt fresh to me. It was also exciting to directly sense the audience’s reactions in the theater. To see people laughing or crying right in front of me because of my performance. Since then, even when acting in television dramas, I’ve always been conscious of the viewers on the other side of the camera.”

However, true to her earlier remarks, Endo says she still isn’t fully satisfied with her acting.

“Even with a single line like ‘Thank you,’ the way it’s delivered changes depending on who the other person is and what the situation is. There isn’t just one correct answer. I may never be satisfied with my own acting. But I think that’s precisely why I can continue acting.”

Even as her career has progressed, Enkumi’s smile remains unchanged, and her growth shows no signs of stopping.

In the May 22 issue of “FRIDAY” (June 5/12 combined edition) and the paid edition “FRIDAY GOLD,” Endo also speaks candidly about the invaluable advice she received from Kenichi Hagiwara, with whom she co-starred in her first drama, as well as the struggles she experienced on variety shows. The magazines also feature numerous photographs showcasing Enkumi’s enduring charm.

For more details and additional photos, click below.

From the June 5-12, 2026 issue of “FRIDAY”