Yoshinoya launches new winter meal campaign with Takuya Kimura

Yoshinoya has launched a new television commercial for its winter staple product, ‘Gyu-suki Nabazen’, featuring brand ambassador Takuya Kimura. The campaign, which includes a new TV spot and key visuals, highlights the hot beef sukiyaki meal that has surpassed 120 million servings sold since its introduction in 2013.

In an interview regarding the product, Kimura described the meal as having a ‘perfect formation’ of colors and ingredients, including beef, vegetables, tofu, and kishimen noodles. He noted that the use of solid fuel keeps the meal hot, allowing the flavors to develop throughout the dining experience. Kimura shared his personal preferences for eating the dish, such as pairing beef with Chinese cabbage and using the remaining sauce with rice toward the end of the meal.