Why Hajime Moriyasu, Not Japan’s Star Players, Became the Center of Attention in the National Team’s New Commercial
Has managed the Japan national team since 2018. With Japan’s victory over Tunisia on June 21, he became the winningest Japan national team manager in World Cup history, recording his third World Cup victory.
Analyzing the team’s popularity from a unique perspective! The well-deserved No. 1
“There was a time when people laughed and said Japan had no place talking about becoming the world’s best. Even so, I believe in Japan’s true potential.”
These are the words written in a letter by Japan national team manager Hajime Moriyasu (57).
He closes the letter with the following message:
“Now, together, let’s become the best in the world.”
These words captivated countless viewers in an APA Hotel commercial featuring Moriyasu. Saori Yasutake, Head of PR and Marketing at television audience analytics company REVISIO (hereafter “Company R”), explains:
“Manager Moriyasu is well known for constantly taking notes during matches. Many fans have wondered, ‘What is he writing?’ so they were naturally drawn to the words he wrote in the letter featured in the commercial.
The closing message, ‘Together, let’s become the best in the world,’ is also significant as a powerful statement to fans ahead of the World Cup. The commercial was primarily aired during the 6 to 7 a.m. time slot. Viewers likely felt encouraged before heading to work, giving them a positive boost to start their day.”
Japan continues its impressive run at the FIFA World Cup in North America.
Company R conducted its own analysis of commercials featuring members of the Japan national team and manager Moriyasu. Rather than relying on conventional TV ratings—which increase simply because a television is turned on—the company ranked the Top 20 commercials based on how effectively they held viewers’ attention. (For details, see the “Methodology” section at the end of the original article. The analysis also includes Kaoru Mitoma (29) and Takumi Minamino (31), who were left out of the national team due to injuries, as well as Wataru Endo (33), who withdrew during the tournament.)
Yasutake continued with an overview of the findings:
“Mitoma appears multiple times in the rankings because he played in all four matches at the previous World Cup in 2022 and became highly visible, resulting in 51 different commercials—far more than any other player, who appeared in at most around 20.
We also found that commercials showing more than just on-field action tended to rank higher. Advertisements depicting behind-the-scenes moments or expressing the hidden thoughts and emotions of the Japan national team performed particularly well. The No. 1-ranked APA Hotel commercial featuring Manager Moriyasu, titled ‘Letter,’ is a perfect example.”
Although he was widely expected to be selected for this tournament, Mitoma suffered an injury while playing in the English Premier League and was not included in the announced squad.
Even commercials featuring the hugely popular Mitoma don’t always attract attention
The commercials ranked second and third both feature Kaoru Mitoma in Google Pixel Fold ads that highlight the behind-the-scenes side of his career. REVISIO marketing team manager Koki Mitsuhashi explains:
“The commercials showcase Mitoma’s play in England’s Premier League, where he plays for Brighton. In the second-ranked ad, ‘Big Screen,’ viewers then see Mitoma reviewing footage of his own performance on a Google Pixel with staff members, analyzing the match together.
The third-ranked ad, ‘Translation,’ shows him using the phone’s translation feature after a match to communicate with an Italian staff member. It offers a glimpse into the behind-the-scenes teamwork that makes ‘Team Mitoma’ function.”
Mitsuhashi also pointed to other Japan national team commercials from this World Cup cycle.
“The ninth-ranked commercial featuring Yuto Nagatomo for Attack ZERO also focuses on what happens behind the scenes. It reveals that the Japanese national team’s uniforms are washed with Attack detergent. One of the highlights is Nagatomo’s talkative personality. Having appeared on many variety shows, he’s an engaging speaker. Lines like ‘It really helps since I’m the one who sweats at a world-class level’ and his signature ‘Bravo!’ draw viewers in.
The eleventh-ranked commercial featuring Ritsu Doan for Indeed introduces three members of his support team: his manager, medical trainer, and personal chef. Through scenes of careful massage therapy and even discussions about how much rice he should have for seconds, viewers get a sense of how an entire team supports Doan behind the scenes.”
On the other hand, commercials with little connection to soccer tend to attract less viewer attention.
“The twentieth-ranked commercial featuring Mitoma for Sapporo Black Label is a good example,” says Saotake. “The ad centers on actor Satoshi Tsumabuki visiting Mitoma and sharing a beer with him. Since Mitoma appears in a business suit and there’s very little soccer-related content, it may not resonate as strongly with football fans.”
The Japan national team’s commercials have become more than simple advertisements—they’ve also become a way of satisfying fans’ curiosity and giving them a closer look at their favorite players.
From the July 10, 2026 issue of “FRIDAY.”
The only outfield player based in Japan to make the squad for this tournament. He became the first player in Japanese soccer history to be selected for five consecutive FIFA World Cups. His wife is television personality Airi Taira.
Japan National Team Commercial Ranking Methodology
Company R conducted an original survey in the Kanto region with the cooperation of approximately 2,000 households (about 4,300 people) and in the Kansai region with 600 households (about 1,400 people) to measure the engagement level—how closely viewers were watching the screen.Although viewership ratings rise even when people are multitasking—such as watching while cooking—the engagement level does not increase because they are often not actually looking at the screen.The score in the table is based on an average of 100; the higher the number, the greater the level of attention. The survey covered commercials aired on terrestrial television in the Kanto region from October 2020 to June 2026. In addition to commercials featuring individual players, the survey also included those in which multiple players or celebrities appeared together.This includes head coach Hajime Moriyasu, as well as Kaoru Mitoma and Takumi Minamino—who were left off the national team roster due to injury—and Wataru Endo, who withdrew midway through the campaign.
PHOTO： JMPA, MB Media / Afro