In a continuation of its corporate advertising campaign, Kuraray will air the newest episode in the "Mirabakesso"(*) TV commercial series on Saturday, August 18, 2012.

"Chikyu Kai Kai," the magical keyword the new Mirabakesso episode is based on, is an abbreviation of the new Japanese catchphrase of the Mirabakesso campaign: Chikyu Mondai no Kaiketsu ni Idomu Kaisha (a company that takes on the challenge of solving global problems). This concept expresses Kuraray's intention to use its pioneering chemical technologies to address such planetary issues as global warming and limited natural resources.

The latest Mirabakesso commercial introduces a mysterious new character that repeats the keyword, Chikyu Kai Kai. Together with Kuraray-Chan and Riko Narumi., this commercial conveys Kuraray's unique worldview.

  • * Derived from the campaign phrase "Mirai ni Bakeru Shinsozai" which can be literally translated as "new materials that transform into the future"

1. Summary of the TV Commercial

Riko and Kuraray-Chan stare at each other.

A mysterious new character appears!


Kuraray Corporate Commercial "Mirabakesso Chikyu Kai Kai" episode running as 15- and 30- second spots

Start of Broadcast

August 18, 2012 (Saturday)

TV Commercial Storyline

The alpaca Kuraray-Chan and Riko Narumi are standing in a room facing each other. Riko asks Kuraray-Chan: "You are in fact…?" Suddenly, she is interrupted by the opening of the closet door, which reveals a mysterious being. Appearing somewhat similar to Kuraray-Chan, the mysterious being answers, "Kuraray is Chikyu Kai Kai!," to the surprise of both Riko and Kuraray-Chan. What is the true identity of this new character, who continues to repeat "Chikyu Kai Kai!"

Characteristics of the new character:

Approximately 38 cm tall, the new character's body is covered in fluffy fur and has a face that is similar to that of Kuraray-Chan. The new character has the following two special talents: finding solutions to global problems and making a small Earth float while doing its "Kai Kai pose".

In fact, the new character has not yet been named. Please visit the Kuraray website to submit your ideas regarding a name for the new character. The naming campaign will run from Saturday, August 25, 2012 through Friday, September 21, 2012. (Japanese only)

Broadcast Schedule

(1) TV programming (nationwide)

"Gaia no Yoake" (Dawn of Gaia) (documentary program on economic subjects, broadcast in affiliation with TV Tokyo Corporation from 10:00 p.m. to 10:54 p.m. every Tuesday)

(2) Commercial Airing Locations

Kanto, Kansai, Niigata, Okayama, Kagawa, Ehime, Nagoya, Fukui (Japan)
Saturday, August 18, 2012-Friday, September 7, 2012(*)

  • * Airing in Nagoya and Fukui until Friday, August 31, 2012

Production Staff

  • Production Company : LIGHT PUBLICITY CO., LTD.
  • Creative Director : Nobuyuki Miyadera
  • Director : Yoshinari Kamiya
TV Commercial Concept Developed by the Production Staff
As Kuraray is marking the sixth year of this corporate advertising campaign in 2012, the production staff planned the new commercial with to promote understanding of Kuraray as a company that takes on the challenge of solving global problems. Kuraray is promoting a positive corporate image as a company able to address such planetary issues as global warming and limited natural resources with the memorable keyword, "Chikyu Kai Kai." The newly introduced Kuraray-Chan-esque character embodies Kuraray's unique worldview.

2. Behind the Scenes

The commercial was shot at a studio in Tokyo in mid July. The set was designed to look like a room in a real home, creating a sense of anticipation among the staff. The real name of the alpaca featured in this commercial is Milky-Chan, a female alpaca and the sixth to play Kuraray-Chan. In a surprise event, Milky's birth was broadcast on a Japanese television show, making her a star from the very beginning. The latest commercial introduces a new character as well as the new and unique campaign keyword: Chikyu Kai Kai (a company that takes on the challenge of solving global problems). A sophisticated robot was created for the shoot. This robot has the ability to move dexterously, with subtle movements that gives it the appearance of being an actual living thing. Reinforcing this impression, Riko Narumi's realistic performance commanded everyone's attention. Riko's reaction when the new character appears is a must-see. Doing the "Kai Kai pose," Riko acts in a very expressive and comical manner. We hope you enjoy this commercial, which features the performances of Riko and her friends.

3. Profile of Riko Narumi

Riko Narumi was born on August 18, 1992 in Yokohama City, Kanagawa Prefecture. Her hobbies are playing the piano and sanshin. She was cast in her first leading role in the drama "Ruri no Shima" in 2005. Her latest film is Bungo: Sasayaka na yokubo, which is set to be released on September 29, 2012. In addition, her latest and much-anticipated photo book RICO DAYS (Wani Books Co., Ltd.) will be released on August 18, 2012. On September 3, 2012, Rico will appear in "Korekara," a new drama sponsored by au Video Pass.

4. About Alpacas

The sixth alpaca to play Kuraray-Chan, Milky was born on October 19, 2011.

Found mainly in South America, alpacas are a member of the camel family that have been domesticated since the time of the ancient Inca Empire. They live on grass and moss and grow to reach approximately 2 meters in height and 50 kg in weight. Though hard to imagine from their cute, unique appearance that stays in one's mind at just one glance, they are very cautious and shy.

5. Purpose of the Ad Campaign

Kuraray was established in 1926 in Kurashiki City, Okayama Prefecture, as a manufacturer of rayon synthetic fiber. After succeeding in the commercialization of Japan's first PVA fiber, KURALON, based on technologies developed domestically, Kuraray has utilized the technology for poval, the material used in creating KURALON, to become a company that currently boasts the world's largest market share for many highly functional materials developed using the Company's own technology. These materials include: poval film, which is essential for LCDs used in televisions and PCs; EVAL, a resin distinguished by its excellent gas barrier properties; CLARINO, a type of manmade leather used in school bags and other applications; and SEPTON, an advanced hydrogenated styrene-type thermoplastic elastomer with an elasticity similar to rubber.

In line with its corporate culture of "contributing to the world and individual well-being through actions that others are unable to produce," the Kuraray Group works to "contribute to the solution of issues threatening our planet and living things with pioneering technology" while aiming to realize sustainable growth as a "specialty chemical company with a global presence."

This corporate advertising campaign revolving around the television commercials has been conducted to support future growth and boost Kuraray's corporate brand value.

In addition to Mirabakesso ("Mirai ni Bakeru Shinsozai" or in English, "new materials that transform into the future"), Kuraray has established the new catchphrase: "Chikyu Mondai no Kaiketsu ni Idomu Kaisha" (a company that takes on the challenge of solving global problems). This catchphrase expresses the Kuraray Group's intention to provide effective solutions through pioneering technology for such current planetary problems as global warming, limited natural resources, water and food shortages, and environmental pollution.

Kuraray will continue to take on the challenge of creating new solutions in the water/environment, energy and optical/electronics fields.

Overview of Kuraray Co., Ltd.

President Fumio Ito
Headquarters 1-1-3, Otemachi, Chiyoda-ku, Tokyo, Japan
Principal businesses Manufacture and sale of resins, chemicals, fibers and other items
Capital ¥89.0 billion (as of March 31, 2012)
Consolidated number of employees 6,776 (as of March 31, 2012)
Consolidated net sales ¥369.0 billion (fiscal year ended March 31, 2012)
Consolidated operating income ¥54.7 billion (fiscal year ended March 31, 2012)