Junki Totsuka films new UMIUMA commercial in Iwate

Actor Junki Totsuka has filmed a new commercial for UMIUMA, a seafood processing brand representing the Sanriku and Joban regions. This marks his first time filming in his hometown of Iwate Prefecture in four years.

The fifth installment of the campaign, titled ‘Deliver the Deliciousness of the Sea,’ is scheduled to begin broadcasting on October 16, 2026. The commercial features Totsuka as the ‘UMIUMA Captain,’ working alongside 26 local residents and producers to depict the journey of seafood from the ocean to the dining table.

Totsuka expressed his joy regarding the return to his roots, describing the experience as a ‘reward.’ The campaign also promotes regional products such as shark ray dried fish from Iwate, shark fin from Miyagi, and Jomon-boshi from Fukushima, which are available through the UMIUMART e-commerce site.