After lighting up stages across the country during their electrifying live tour OdoROK! DANCE TOUR, AmBitious are back in the spotlight—this time as the fresh, playful faces of HEP FIVE BARGAIN, the summer campaign for Osaka Umeda’s iconic shopping complex, HEP FIVE.
Running from July 1 to July 31, the campaign invites shoppers to meet a “new version” of themselves through fashion—perfectly aligned with AmBitious’ own evolution as a group.
In the web CM, fans will get a glimpse of a more grown-up, wild side to AmBitious. Dressed in black with sleek, summer styling, the boys effortlessly balance charisma with charm—posing with water guns, pool floats, and bursts of laughter. The contrast between their model-like poise and their cheeky spontaneity makes the campaign irresistibly fun to watch.
But it’s not just about fashion. This year’s theme, “Don’t Miss Your Fated Encounter,” ties into a full-scale summer experience. Inside HEP FIVE, fans can enjoy a wide array of content—from sales across 100 stores, to exclusive in-store broadcasts featuring the members’ favorite memories and thoughts on the space, and even a life-sized group photo panel for your next 推し活 (oshikatsu) snap. With every purchase, visitors also receive a scratch card for a chance to win shopping vouchers worth up to 1,000 yen.
And if you’re not in Osaka? No worries—AmBitious have you covered on SNS too. With the #HEPFIVEBARGAINCHALLENGE, they take on spontaneous dance routines, quirky 10-second intros, and even segments where they shower viewer-submitted fashion with compliments. It’s the kind of joyful chaos fans have come to love, captured in snackable short videos bursting with each member’s personality.
Behind the scenes, the group’s natural chemistry shines just as brightly. From Mayumi Takeyuki, who dropped 4kg in preparation for the shoot and flashes a giant peace sign after his line “Ready to meet the new me?”, to Ouchi Rion and Nagaoka Leo gleefully goofing around with water guns, the shoot was filled with unscripted warmth. Oka Yuri, after a solo cut, bashfully confessed, “That was embarrassing… no one’s ever complimented me like that before,” while Inoue Ichita struck poses in oversized sunglasses, drawing laughs from the crew. Their genuine camaraderie, as seen in the behind-the-scenes footage, is a reminder of what makes AmBitious feel so refreshingly real.
Interview with AmBitious
How did you feel being selected as the model for HEP FIVE BARGAIN?
Yamanaka: HEP FIVE was where I bought my first clothes, and ever since then, I’ve been going regularly. There are restaurants, clothing stores—it’s such a versatile place. This campaign gives me even more reasons to visit!
Mayumi: Seeing our faces at HEP FIVE is crazy! When I first heard about this, I was kind of puffed up, so I lost 4kg to get ready for today! I didn’t want to see a chubby version of myself on a poster—that’s how excited I was.
Q: What should we look for in the web CM?
Inoue: It’s got this super cool vibe, but we’re holding water guns and pool floats—very kid-like. That contrast is something I’d love people to notice. Oka even posed seriously on an inflatable shark!
Oka: I imagined the shark was a motorbike.
Nagaoka: We also wore things we don’t usually wear, like sunglasses, necklaces, and scarves. I think fans will enjoy seeing a different side of us.
Q: What does HEP FIVE mean to you?
Ura: Whenever we have free time, we always end up at HEP FIVE. It’s got clothes, accessories—everything. It just feels like a safe, go-to place.
Mayumi: So you see HEP FIVE like that? It gives you a sense of comfort?
Ura: Totally. It’s like a mom-level sense of security!
Ouchi: And Osaka’s big, right? But HEP FIVE is red. Just look for the red! That’s how you know you’re close.
Mayumi: Like a bull chasing red? Same logic!
Ouchi: Everyone, make sure to charge in—
Mayumi: —Through the entrance, properly!
Nagaoka: Enter slowly through the automatic doors, please~!
Q: The campaign theme is “Don’t miss your fated encounter.” Is there something you never wanted to miss?
Nagaoka: Isn’t that something Oka always says?
Oka: I miss my fate all the time, but if I had to pick one—it’s joining AmBitious. I was actually planning to study abroad for a year and had even gone to the interview. But then I heard about the group forming and decided to skip the interview. I just knew I couldn’t miss this. I’ve been giving it my all ever since.
Nagaoka: So we’re your fated encounter?
Oka: Exactly!
Ouchi: It’s like we’re tied together with a red string… red, like HEP FIVE!
All: Don’t mess up your lines! (laughs)
Following last year’s live tour—a defining moment that showcased a more musically mature and performance-driven AmBitious to audiences across Japan—this summer campaign feels like a natural continuation of their evolution. They’re still playful. Still cheeky. But there’s a new polish, a new confidence in how they carry themselves, both on stage and off. For a deeper look at how far they’ve come, be sure to check out our full live report from the tour, where we captured not just the spectacle, but the heart of their performance journey. Fans, whether you’ve been there since day one or just discovered them, are bound to notice how brightly AmBitious continue to shine.
As AmBitious remind us through this campaign: fashion (and life) is about discovering new sides of yourself. And sometimes, that discovery comes with water guns, smiles, and a whole lot of heart.
