Former TOKYO member Masahiro Matsuoka, a native of Hokkaido, along with Ryo Hashimoto, Rei Yabana, and Yujin Suzuki of the Junior group B&ZAI, appear in Hokuren Agricultural Cooperative’s new commercials that have been airing in the Hokkaido area since December 24, 2025. These ads, titled “The “Deliciousness of Milk” and “Infinite Deliciousness,” are also available online.
As part of their initiative to promote the consumption of Hokkaido-produced milk and dairy products under the “Milkland Hokkaido” campaign—which is supported by contributions from approximately 4,200 dairy farmers in the area—the cooperative has launched a new promotion with the slogan “With milk, more delicious. More gentle,” to introduce kind moments made with Hokkaido milk and dairy products. This new promotion is called “Hokkaido is Milkland.”
In the CM, Matsuoka, as the king of Milkland, gives the mission to his three advisors to come up with “gentle milk recipes.” Each one proposes a unique recipe: Hashimoto suggests “Honey Hot Milk,” with the gentle harmony of sweet milk and honey; Yabana presents “Matcha Milk,” featuring the soft sweetness of milk and the aroma of matcha; and Suzuki introduces “Royal Milk Tea,” a blend of milk’s smoothness and the fragrance of tea. Despite its comedic tone, the CM effectively conveys the “deliciousness and gentleness” of milk.
During filming, all four actors got the opportunity to take on roles they don’t usually portray. Matsuoka wore a milk-patterned cape and a pure white “kaiser mustache” and crown, making him a fitting symbol of Milkland, while the three strategists wore glamorous costumes and introduced their recommended recipes, all while keeping eye contact with the camera. They all performed in a way that highlighted the commercial’s quirky atmosphere.
In one particular scene, the three advisors—Hashimoto, Yabana, and Suzuki—rush to the King —Matsuoka—with excitement, but show some nervousness. Matsuoka lightened the mood, joking, “We’re all adults, but today, let’s pretend we’re child actors!” His playful comment helped ease their nerves. Despite it being their first time working together, the shoot progressed in a cheerful and harmonious atmosphere.
In addition, a campaign called “Which Milk Recipe is Your Favorite? Winter Milk Recipe National Vote” is also being held. Viewers can choose their favorite recipe from the three hot milk recipes recommended by the king’s advisors for a chance to win prizes through a lottery. The campaign runs until February 28, 2026.
COMMENTS FROM THE CAST
Q: How did you feel about appearing as the King of Milkland?
Matsuoka: “Growing up, milk was always around and something I took for granted. After moving to Tokyo, I never expected to have the opportunity to work with Hokkaido milk again, let alone become a king! As I approach fifty, I feel like I’ve come full circle in my relationship with milk. This time, I even got to wear a fun royal costume, so I was really excited during the shoot.”
Q: Winter is a time when milk production increases, but colder temperatures often lead to a drop in milk consumption, causing a gap between supply and demand. Do you have any suggestions for encouraging people to drink milk in the winter?
Hashimoto: “I drink milk every day—both in the morning for breakfast and after a bath. It’s part of my routine now, and I can’t go without it. I hope everyone else will try this as well!”
Yabana: “I recommend hot milk. It’s said to be good for helping you sleep, so drinking it before bed will warm you up from the inside.”
Suzuki: “I love cooking, and I often use milk in my recipes. My winter favorite is a hot pot. I love miso, so I’ve tried making a “Milk Miso Hot Pot.” It was delicious!”
Matsuoka: “I grew up drinking milk, so there’s nothing particularly special for me. But as we get older, it’s nice to add a little brandy to hot milk for an adult twist. Milk can even be used in cocktails, so that might be a fun way for adults to enjoy it too.”