On December 25, it was announced that SixTONES‘ Hokuto Matsumura, actors Mio Imada and Yumia Fujisaki, and voice actor Subaru Kimura have been appointed brand ambassadors embodying the Daiichi Life Group’s new message, “Expanding the way people live.”
Daiichi Life Holdings, Inc. is set to change its corporate name to Daiichi Life Group, Inc. on April 1, 2026, with the group name also shifting from Daiichi Life Group (第一生命グループ) to Daiichi Life Group (Daiichi Lifeグループ). In line with this change, the company is expanding beyond its core life insurance business into a broader range of services, a direction it has encapsulated in the phrase “Expanding the way people live.” To represent and bring this vision to life, the group selected the four figures as its new brand ambassadors.
In the key visual, set against the newly introduced brand color “Daiichi Life Blue”, the four appear dynamic and full of energy, wearing bright, forward-looking expressions that powerfully convey their own interpretations of “expanding the way people live.”
To coincide with the announcement, a new television commercial featuring all four, titled “Why Are We Changing to Daiichi Life?”, will begin airing nationwide on December 29.
On set, Mio arrived in a blue tailored ensemble paired with softly waved long hair, giving off a fresh and breezy impression. Hokuto took part in the shoot wearing a vivid blue long jacket, approaching the filming with a light, relaxed energy. In a scene where he walks with dance-like steps, he showcased impressive footwork. Yumia and Subaru filmed together on the same day, with Subaru seen warmly easing Yumia’s initial nerves at the start of the shoot. Subaru also appeared to struggle slightly during a scene in which all four walk in unison.
Following the shoot, they took part in an interview. Below are some of the key exchanges.
INTERVIEW
Q. The commercial features the striking narration, “Why are we changing to Daiichi Life?” In line with that message, what is something you would like to change or challenge yourself to do next year?
Hokuto: “I love clothes, but I tend to hold on to them instead of throwing them away, and I’ll sometimes wear things again after a few years. I’ve accumulated so much that I can’t rearrange the space where I keep my clothes at all. So next year, I’m thinking of changing my clothing rack or rearranging the furniture. What should I do…? Um, I’ll do it. Definitely!” (laughs)
Q. With the commercial being released as the year draws to a close, what would you say was your most memorable moment of this year?
Hokuto: “I took a trip to Ise Grand Shrine with my best friend, and on the way back we decided to drive all the way to Tokyo, which took about seven and a half hours. I’d never spent that long traveling by car before, but it flew by. It made me realize that seven and a half hours is actually a very manageable distance, and that experience has really stayed with me.”
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