Sakurazaka46’s Hikaru Morita Joins McDonald’s Japan Campaign Featuring “RikuRyu” Duo

Sakurazaka46 member Hikaru Morita stars in a new McDonald’s Japan commercial campaign, marking her first on-screen collaboration with the figure skating duo Riku Miura and Ryuichi Kihara, known collectively as “RikuRyu.” The campaign, released in June 2024, centers on a promotional tie-in with the works of director Mamoru Hosoda, specifically highlighting themes from his celebrated filmography.

Who is appearing in the new McDonald’s campaign?

The campaign features Hikaru Morita, a prominent vocalist and performer from the J-pop group Sakurazaka46, alongside the world-class figure skating pair Riku Miura and Ryuichi Kihara. According to McDonald’s Japan, the collaboration brings together figures from the worlds of music and elite sports to promote the brand’s seasonal menu items. The advertisement utilizes visual motifs associated with director Mamoru Hosoda, whose films—such as Summer Wars and Belle—are frequently cited in Japanese pop culture for their focus on community and summer aesthetics.

What is the connection to Mamoru Hosoda?

McDonald’s Japan frequently partners with major cultural franchises to drive foot traffic. This specific campaign integrates the aesthetic and emotional resonance of Mamoru Hosoda’s animated films to market seasonal products. Hosoda, the founder of Studio Chizu, is a veteran of the Japanese animation industry. His partnership with McDonald’s serves as a strategic move to appeal to both long-time fans of his films and the younger demographics that follow Sakurazaka46 and competitive figure skating.

How does the campaign impact the performers’ profiles?

For Hikaru Morita, this collaboration represents a continued expansion into mainstream commercial work outside of her music career. Morita, who became the center for Sakurazaka46’s debut single “Nobody’s Fault” in 2020, has maintained a high profile in Japanese media. For Miura and Kihara, the appearance follows their historic 2023 World Figure Skating Championship gold medal, which made them the first Japanese pair to win the title. The inclusion of the skaters in a mainstream commercial highlights their growing status as household names in Japan following their international success.

Key Details of the Collaboration

• Primary Talent: Hikaru Morita (Sakurazaka46), Riku Miura, and Ryuichi Kihara.
• Creative Theme: Collaboration with the works of anime director Mamoru Hosoda.
• Release Date: The campaign began its rollout in late June 2024.
• Industry Context: McDonald’s Japan continues to use high-profile celebrity “tarento” (talent) to localize its global marketing strategy.

Why this collaboration matters

Brand partnerships in Japan often rely on “cross-pollination” between different sectors of entertainment. By pairing a pop idol with world-champion athletes under the umbrella of a respected filmmaker like Hosoda, McDonald’s effectively targets three distinct audience segments simultaneously. This strategy aligns with the company’s historical reliance on seasonal, limited-time offerings that leverage current cultural trends to maintain market relevance in a competitive fast-food landscape.