Takuya Kimura stars in new Yoshinoya commercial

Actor Takuya Kimura is starring in a new television commercial for the beef bowl chain Yoshinoya. The campaign, titled ‘Ore to Oshi-gyu’, is set to begin broadcasting on September 3, 2026.

The commercial introduces the concept of ‘Oshi-gyu’, which refers to a customer’s personal, preferred way of eating Yoshinoya beef bowls through specific toppings and side dish combinations. In the advertisement, Kimura is depicted enjoying his own preferred combination, a large serving of beef bowl with extra onions and a raw egg (Oomori Negidaku Gyoku), while observing other customers’ unique preferences.

During the filming, Kimura noted the importance of professionals on set, specifically mentioning a stand-in who perfectly executed the egg-cracking scene during camera tests, which motivated him for the actual shoot. Kimura expressed that the joy of ‘oshi-katsu’ (supporting one's favorites) lies in finding a way of enjoyment that satisfies oneself without imposing it on others.