“Sararincho Iccho!” Resounds in Izakayas: New Product “Hakata no Shio Sararincho” TV Commercial to Start National Broadcast from Saturday, May 9

Hakata Salt Industry Co., Ltd. (Headquarters: Matsuyama City, Ehime Prefecture; Representative Director and President: Kazumi Ishimaru) will sequentially broadcast a TV commercial for its new consumer product "Hakata no Shio Sararincho" nationwide as a spot commercial starting from Saturday, May 9, 2026.

"Hakata no Shio Sararincho" is a handy bottle type of salt. It features a 2-way cap that can be opened and closed with one hand, making it convenient to use while cooking. Its smooth texture allows it to be sprinkled evenly, making it ideal for stir-fries, grilled dishes, and more.

The TV commercial is set in an izakaya, starting with a customer ordering edamame and saying, "Salt, please!" With the lively shout of "Sararincho Iccho!" from the staff, the commercial conveys the product's appeal through catchy music and unique choreography. Pay attention to the contrast with the perplexed customer thinking, "What is 'Sararincho'?"

"Hakata no Shio Sararincho" Izakaya Version (15 seconds)

https://youtu.be/Hf1eZ5Sc1-Q

Let's dance together! Recruitment for Sararincho Supporters!

In conjunction with the start of the TV commercial broadcast, a dance video will be released on the official YouTube channel. We would be delighted if you could imitate the CM's choreography and dance along. If you post on SNS with the hashtag "#sararincho_oentai", our official account may react. We look forward to your participation!

●Watch the video here

https://youtube.com/shorts/g9oj6U1MvTs

●Hakata Salt Industry official SNS here

[X] https://x.com/hakataengyo

[Instagram] https://www.instagram.com/hakatanoshio_official/

Product Information

The product name embodies the message of wanting to provide new value to "Hakata no Shio" with its "smooth texture" and the ability to "use it smoothly anytime, anywhere, by anyone, for any dish." Because "Hakata no Shio" has been loved for over 50 years, it is a salt that proposes new ways of enjoyment while maintaining the unwavering quality and trust in its taste.

Product Name: Hakata no Shio Sararincho Capacity: 100g Suggested Retail Price: Open Price Release Date: February 27, 2026 (Friday)

《Special Site》

https://www.hakatanoshio.co.jp/lp/sararincho/

TVCM Overview (Spot Broadcast)

Title: "Hakata no Shio Sararincho" Izakaya Version (15 seconds) Broadcast Date: Sequentially from Saturday, May 9, 2026 Broadcast Area: Nationwide (broadcast schedule may differ in some areas).

[Inquiries regarding the CM]

Hakata Salt Industry Co., Ltd. Promotion Department TEL: 089-943-9672 (Weekdays 9:00-17:00)

[Inquiries regarding the product]

Hakata Salt Industry Co., Ltd. Sales Department TEL: 089-943-9670 (Weekdays 9:00-17:00)

[Company Profile]

Company Name: Hakata Salt Industry Co., Ltd. Representative: Kazumi Ishimaru, Representative Director and President Location: 2-3-4 Otemachi, Matsuyama City, Ehime Prefecture, 790-0067 Established: August 1973 Business Activities: Manufacturing and sales of salt Corporate Website: https://www.hakatanoshio.co.jp/

*Hakata no Shio is made from imported sun-dried salt and Japanese seawater.