Sachiko Kobayashi concludes Meiji Milk Chocolate 99th anniversary campaign

Meiji has released the final installment of its ‘Melody of meiji’ project, a campaign celebrating the 99th anniversary of Meiji Milk Chocolate. The project, which serves as a lead-up to the brand’s 100th anniversary in September 2026, featured 12 different artists performing the ‘Meiji Chocolate Theme’ in a relay format.

Singer Sachiko Kobayashi appeared as the final performer, wearing a lavish gold and brown costume designed to reflect the chocolate’s packaging. In accompanying interviews, Kobayashi discussed her childhood connection to the product, her hobby of scuba diving, and her philosophy of staying flexible by embracing the perspectives of younger generations.

To commemorate the occasion, Meiji also placed a special advertisement in the Yomiuri Shimbun newspaper featuring the package design used since 2009.