Hayato Sano named new ambassador for Meiji Nama no Toki

Meiji Co., Ltd. has appointed actor and artist Hayato Sano as the new image character for its ‘Nama no Toki’ confectionery line. To coincide with this appointment, new television and web commercials, including the ‘Yoin yo, Tsuzuke’ and ‘Kimi to Eien no Toki’ versions, are scheduled for nationwide release starting October 6, 2026.

The advertising campaign focuses on the product’s dense, soft texture achieved through Meiji’s patented ‘Nama-neri’ manufacturing process. The commercials depict Sano in classical attire enjoying the rich flavor and lingering aftertaste of the sweets in an antique setting.

In addition to the new campaign, Meiji will launch ‘Nama no Toki Nagori Matcha’ nationwide on October 6. The company also announced a package renewal for its existing ‘Nama no Toki Shittori Milk’ product following the series reaching cumulative sales of over 7.8 million units.