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J-pop group TOKIO to promote Fukushima goods in new TV commercials

The image shows a poster featuring pop group TOKIO and regional goods of Fukushima Prefecture.

FUKUSHIMA -- A set of new TV commercials in which members of the pop group TOKIO promote regional goods from this northeastern Japan prefecture, with the aim to dispel harmful rumors that spread after the 2011 disaster at the Fukushima Daiichi Nuclear Power Station, are set to go on air, according to a July 13 announcement.

Fukushima Gov. Masao Uchibori is optimistic about the ads, saying, "Through these wonderful commercials, we would like to share with everyone in Japan the great qualities of the prefecture's agricultural, forest and fishery products, as well as the pride of the producers here."

Since 2012, a year after the accident at Tokyo Electric Power Co.'s nuclear power plant, TOKIO has been promoting regional goods from Fukushima Prefecture through commercials and posters.

There are three types of commercials: one featuring group leader Shigeru Joshima with peaches, another showing Masahiro Matsuoka with tuna and one starring Taichi Kokubun with summer vegetables. Producers and children from Fukushima Prefecture appear in all three types of ads, and they present the region's goods with comical movements and a bright smile.

The commercials will be broadcasted from July 15, not only in the prefecture but also in the Kanto region in eastern Japan and the Kansai region in western Japan.

Every summer, Gov. Uchibori travels to metropolitan areas such as Tokyo and Osaka to promote the trade of regional goods, but he has decided to suspend this year's visits due to the effects of the novel coronavirus. Uchibori said, "Even with the restrictions, we would like to promote our agricultural products by broadcasting commercials and by other means."

(Japanese original by Ryusuke Takahashi, Fukushima Bureau)

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