Kawai Yumi casts a dark shadow over Ayase Haruka as she becomes the “new CM queen”... Her rise to power is reminiscent of Honda Tsubasa’s fall.

talent
0001Reporter Fuyutsuki★.Oct. 6, 2024 (Sun) 15:39:47.73ID:/lzISH099
Kawai Yumi (23) is the hot topic among viewers, with many saying, “There’s not a day that goes by without seeing her on TV.” That’s no surprise, as since the beginning of September Kawai has been appearing in new commercials for five major clients, including Suntory, Uniqlo, Morinaga Milk Industry, Kinoshita Construction, and Ajinomoto, making it seem as if he has taken over the television. Kawai suddenly attracted attention for her role as a foul-mouthed Showa-era high school girl in the TV drama series “Too Much Inappropriate!” (TBS), which aired in January this year. Kawai’s commercial contracts, which were just two when he first appeared in “Futehodo,” have now increased to seven. This figure ranks 20th in the “Ranking of Celebrities Appearing in Commercials in the First Half of 2024, Actress Category” announced by Nihon Monitor Inc. in July of this year, putting her on par with Kasumi Arimura (31), Satomi Ishihara (37), and Alice Hirose (29). It is extremely rare for a drama that did not even have very good ratings to receive such high praise. ■Mei Nagano’s popular “Kunoryu Cup Soup” has also been replaced. In the entertainment world, where there are those who rise to the top, there are also those who are pushed back. One such person is Mei Nagano (25), who was cast as the first love of Toyotomi Hidenaga, played by lead actor Taiga Nakano (31), in the 2026 Taiga drama “Toyotomi Brothers!” announced on the 2nd of this month. Speaking of Nagano, she starred in the NHK morning drama series “Hanbun, Aoi.” in the first half of 2018. Her performance as the heroine in “Knorr Cup Soup” is still beloved by a wide range of viewers, but the facial expression she showed in the commercial for “Knorr Cup Soup” (Ajinomoto), which has been airing since September 2019, is one of the reasons why she has maintained such a favorable impression, with many saying it is “soothing.” On social media, the product was met with rave reviews, with comments such as “When I saw Mei drinking it with gusto, I ran out to buy some myself” and “Mei’s smile and the steam rising from the soup are soothing,” with many praising it as “a contributor to raising awareness of the product.” Considering the timing of the change in product image character, Nagano’s predecessor, Haruna Kawaguchi (29), also had a five-year contract period, and Nagano’s as well, the change to Kawai was not sudden. However, there are sure to be many consumers who feel sad that the face of a familiar product will be changed. The movement towards a generational change can also be seen in Uniqlo’s commercials. Kawai will be co-starring with Haruka Ayase (39) in the “Life and Wear/Merino Day” edition starting on September 9th. Some people in the advertising industry are whispering that this is a demonstration with an eye to the future. “For Uniqlo, which is always selling freshness, there is no doubt that Ayase, who turns 40 in March next year, is being considered for replacement. Another issue is that reports of her frequent cohabitation and pre-marital trip with SixTONES member Jesse, which were revealed in August this year, have led to debate as to whether she should continue as the product’s image character. If Ayase and Jesse get married, a change in her image character in the near future could come into view. “For now, I think they’re just showing footage of Ayase and Kawai and gauging consumer reaction,” said an advertising agency source. Based on these trends, and based on my own experience from interviews, Kawai’s commercial domination is set to expand even further. Just like three years ago, Honda Tsubasa (32) was replaced by Kawaguchi Haruna. “If sales of products such as Suntory and Ajinomoto continue to grow smoothly, Kawai’s title as the new CM queen will no longer be a pipe dream. On the other hand, if the momentum doesn’t continue, she will soon be replaced by another actress or model.” (Another advertising agency source)
There is no doubt that there will be drastic changes in the advertising industry from now on.

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0036Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:54:23.65ID:cDyRMCW40
>>1
Haruna Kawaguchi wins by a landslide.
0004Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:42:11.35ID:pF2fx/mS0
The queen of commercials these days (lol)
Is there anyone who watches commercials?
0005Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:42:17.14ID:h0Xi3ek20
Kawai Yumi isn’t that cute, so it’s probably just for now.
0119Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 16:18:22.23ID:kkPUWVn10
>>5
Honestly, she looks inferior to Ayase Haruka, who’s almost 40.
0006Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:44:04.56ID:rUmlKsX80
He’ll probably be in high demand as long as the pay is low.
0007Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:44:07.67ID:C3VG/oQh0
I feel like this person won’t last.
0009Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:44:41.48ID:yNuYK5Kh0
I sometimes confuse Kawai Yumi and Ishibashi Anna.
0010Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:44:49.35ID:yrG6tmZW0
Ayase Haruka, who is so innocent that she seems like a virgin and has never had any rumors about her affair, is in a relationship with an idol much younger than her, which must be a shock to her fans.
0023Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:49:29.81ID:sjP+4xVl0(2/3)
>>10
Are there any die-hard fans?
It’s a difficult age for a role.
0057Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:59:15.88ID:/AqCMExD0
>>10
No, I want everyone to be happy.
Jesse’s fans are the problem.
0011Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:45:25.71ID:AobVgHTL0
Ayase Haruka’s stock dropped after the Johnny’s thing.
0022Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:49:14.38ID:caXiu/WW0
>>11
Before that, his image was tarnished by his VIP treatment after being hospitalized due to COVID-19.
0012Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:45:59.32ID:C9mN5xdT0
The boss’s idol was a bad choice.
0013Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:46:14.27ID:sjP+4xVl0(1/3)
I wonder if it was the Showa era when commercials sold products?
Nowadays, a simple search brings up a lot of information and the range of options has expanded.
0019Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:48:31.47ID:iHYyCHTj0(2/2)
>>13
Young people these days hate buying products advertised on TV and think they chose and bought products they saw on social media, but I want to tell them that this is stealth marketing.
0014Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:46:35.08ID:g4TdebGX0
I feel like I see Kawaguchi Haruna more often.
0050Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:57:17.29ID:nzVJ+Q1O0(2/2)
>>14
Do you have some dark debt that you need to pay tomorrow? You’re not picky about your work at all lol.
0015Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:47:01.68ID:iHYyCHTj0(1/2)
The pay is practically free. It’s a way to gain recognition through the agency’s power.
0039Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:54:56.09ID:gP+Q0ph80(2/3)
>>15
This is the technique used by Kasumi Arimura
But she’s too unremarkable.
0016Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:47:12.67ID:Bi/kr/Da0
I’m 40 years old. Generations change, history repeats itself.
0020Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:48:32.61ID:USAohFKc0(1/2)
The mysterious pushiness, especially the idol commercials, is irritating.
0084Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 16:06:43.37ID:WNPlbXuF0(1/2)
>>20
The Boss commercial was something they shouldn’t have done
Apparel is okay though.
0021Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:48:34.31ID:cw6qDEGL0
There is also a Giant Cone commercial in Ayase Haruka’s Uniqlo commercial.
0024Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:50:08.10ID:rzXOVXZ30
She’s a good singer so she could sell more.
0025Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:50:23.38ID:MCc4pIN70
It’s getting harder to tell the difference between these trendy young actresses. I don’t know this girl or Nagano Mei. I only know Hamabe Minami.
0026Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:50:47.24ID:0p4qOSjF0
She’s not that pretty. She’s a good actress but her commercials aren’t that great.
0027Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:51:26.85ID:gbdt4Jea0
I mistook her for Ishihara Satomi.
0029Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:52:39.60ID:lL2w6e+20
I can’t picture his face.
0030Security Guard [lv.26].Oct. 6, 2024 (Sun) 15:52:41.36ID:/3U04kF80(1/2)
I’m so annoyed by the ugly Gori. It’s impossible for someone that ugly to play a popular idol role.
0033Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:53:10.69ID:gYwlPUvI0(1/2)
>>30
Don’t go crazy, Auntie.
0032Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:52:59.12ID:Pb58E4+U0(1/2)
The reason I’m a fan of Gori is because of Taeyeon, so there’s no other reason than that, right?
0035Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:54:11.32ID:xr1eFl2s0
It’s really weird to see married woman Ueto Aya looking like a cutesy girl in casual clothes in this commercial.
0037Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:54:34.17ID:RLS43Qkw0
After all, she’s an idol.
0040Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:54:57.99ID:uJ4YRLbT0
When you find out that someone is of Korean descent, it’s hard not to make assumptions.
0041Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:55:43.10ID:nteZOUsj0
I wish he would succeed under his real name.
0043Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:56:30.48ID:nzVJ+Q1O0(1/2)
If the short-haired, knitted, busty woman from Uniqlo was also Kawai, then maybe it’s time for Ayase to step aside; she’s gone on for too long.
0044Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:56:44.35ID:gP+Q0ph80(3/3)
In the first place, it’s a drama with low viewership ratings that was simply hyped up by the industry, regardless of whether it was inappropriate or not.
0046Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:56:50.87ID:p4O0nYKi0
Looking closer, it’s that plain looking guy. I thought it was a commercial for extras.
0048Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:56:58.71ID:uU7V1Q0d0
Is her origin confirmed? Is it similar to Oswald’s sister?
0052Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 15:57:53.72ID:y084dv010
Well, this girl is a genius, her acting skills are enough to give you goosebumps, and even now she has the best acting skills in Japan.
0083Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 16:05:45.48ID:5QAG2MWi0
>>52
Yeah! It’s cute.
0065Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 16:02:12.83ID:+TfqcKpY0
Goriki and Kawai look somewhat similar.
0078Anonymous @I’m sorry.Oct. 6, 2024 (Sun) 16:04:38.08ID:Ne+KPMT+0
Ayase Haruka could go the same route as Yoshinaga Sayuri. She just came out so we don’t know yet.
Reference: https://hayabusa9.5ch.net/test/read.cgi/mnewsplus/1728196787/

Other languages: 【芸能】河合優実、”新CM女王まっしぐら”で綾瀬はるかに暗い影…本田翼の陥落劇を彷彿させる下剋上の様相, La “Nueva CM Queen Straight” de Yumi Kawai tiene una sombra mucho más oscura que la de Ayase... La apariencia de su ascenso recuerda a la caída de Honda Tsubasa.

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