Suumo Counter launches new ad campaign featuring Sari Ito

Suumo Counter, a free consultation service for home building and new condominium purchases operated by Recruit, has announced a new television commercial campaign featuring actor Sari Ito.

The campaign is scheduled to begin broadcasting on television across Japan on September 19, 2026. Prior to the television launch, the official Suumo Counter YouTube channel will release the full commercial, along with making-of footage and interviews with Ito starting September 17.

In the advertisements, Ito portrays an advisor helping families navigate the complexities of building custom homes. The commercials use a comedic approach, featuring miniature versions of Ito appearing from various places to represent different aspects of the service, such as organizing customer requests, providing procedural support, and assisting with budget planning and construction company introductions.