Taro Hakase Appears in New Saran Wrap® TV Commercial! Dynamically Expressing "Adhesion" with Newly Written Music

Asahi Kasei Home Products Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President: Eiichi Hori) is featuring world-renowned violinist Taro Hakase in a new TV commercial and web video for "Saran Wrap®," which boasts the No. 1 share in the wrapping film market. Set to music newly composed exclusively for this commercial, the new TV commercial "Saran Wrap ~Adhesion Concert~" will begin airing nationwide on July 1, 2026 (Wed.), with web videos "Durability Concert" themed around "durability" and "Freshness Concert" themed around "keeping freshness" also released on the same day.

*Source: Intage SRI+ Wrapping Film Market, Cumulative Sales Value from April 2025 to March 2026.

About the New Commercial "Adhesion Concert"

The stage for the new TV commercial "Saran Wrap ~Adhesion Concert~" is a solemn classical concert hall. Taro Hakase appears on stage alongside "Tabun, Kuma," the familiar brand character of Saran Wrap®.

With many people holding glasses covered with Saran Wrap® upside down in sequence behind him, Taro Hakase delivers a dynamic performance.

The music, newly written just for this commercial, is characterized by Hakase's signature expansive melody and uplifting rhythm. Within the solemn world of a classical concert, simple phrases that everyone will want to hum resonate, uniquely enhancing the presence of Saran Wrap®, an everyday kitchen item.

The highlight is a captivating scene where Saran Wrap® is tightly applied to glasses filled with green water, and the glasses are rhythmically turned upside down. This visually and clearly conveys Saran Wrap®'s high adhesion by showing that the liquid does not spill. The combination of the rhythmic melody and the direction leaves a strong impression of the catchphrase "Pita tto! Patto! Super Adhesion!"

Furthermore, by dynamically demonstrating Saran Wrap®'s high adhesion in the extraordinary setting of a classical hall, the commercial achieves a balance of functionality and entertainment, making it a compelling watch.

New TV Commercial / Web Video Overview

● New TV Commercial

Title: "Saran Wrap ~Adhesion Concert~" (30 seconds)

Start Date: July 1, 2026 (Wed.)

Broadcast Area: Nationwide (excluding some areas)

URL: https://youtu.be/tEho7MtB2oA

● Web Videos

Title: "Saran Wrap ~Adhesion Concert~" (15 seconds)

URL: https://youtu.be/31fLwiR029M

Title: "Saran Wrap ~Durability Concert~" (30 seconds)

URL: https://youtu.be/7gn0vk-2K8Y

Title: "Saran Wrap ~Freshness Concert~" (30 seconds)

URL: https://youtu.be/SGDk_3sZ48o

Asahi Kasei Home Products Official YouTube: https://www.youtube.com/@asahikaseihp

*Available on the official YouTube channel from 10:00 AM on Wednesday, July 1st.

Interview with Taro Hakase

Q1. How was it to appear in this new Saran Wrap commercial? Please tell us about any memorable scenes or episodes from the shoot.

Compared to the impression I got from the storyboard alone, the actual footage was very lively and I thought it was a very fun commercial. I thought, "They come up with such interesting ideas." The many extras also gave wonderful performances, which made me think, "I can't be outdone!" and I approached the shoot with a sense of determination while enjoying it.

I was also impressed by the creative team's ideas, thinking, "So this is how you can express 'freshness,' 'durability,' and 'adhesion'!"

Q2. You also composed the music for this new commercial. What image did you focus on when composing, and what feelings do you hope listeners will have when they hear this CM song?

I composed the song while watching my 26-year-old daughter happily cooking in our kitchen. My daughter, who loves to sing, often uses Saran Wrap as a microphone and sings in the kitchen. (laughs)

I wrote the song with a fun, bright, and positive image, so I hope people will hum along! Please enjoy cooking while singing "Picnic Basket"!

Q3. I heard you enjoy fishing. Where do you often go fishing, how do you spend your time fishing, and how do you enjoy the fish you catch with your family?

I often go to the Seto Inland Sea, a mecca for sea bream fishing. My daily life tends to be indoors, so going out onto the vast ocean while bathing in the morning sun and feeling nature is a luxurious and special time. Of course, my family and I eat the fish I catch. I've become accustomed to eating only fresh fish.

After removing the scales, I wrap the fish in kitchen paper, then wrap it tightly with Saran Wrap for storage. In the summer, we often eat outdoors, such as in the garden.

Q4. In your busy life, what does mealtime mean to you? Do you have any important habits related to meals or cooking at home?

Mealtime is an irreplaceable time for relaxation. I take photos of all my wife's cooking every day, which also serves as a record.

Q5. What are some things that are "essential yet commonplace" in your life?

Of course, music, meals, and time with family are essential and important to me. Among these, time spent watching videos on YouTube is also a precious moment. I get to learn about things I wouldn't have encountered without YouTube, such as watching videos of my favorite fishing spots, experiencing performances by musicians from around the world, and enjoying the worlds of art and cooking. People from all over the world share knowledge, values, and entertainment with me.

It brings me great joy to gain new discoveries and inspiration through information and content I choose based on my interests.

Q6. In your music career, how do you feel about maintaining "freshness" and the moments when your heart "connects perfectly" with the audience at concerts, in relation to Saran Wrap's features of "freshness," "adhesion," and "durability" depicted in this commercial?

Music itself is not something that easily becomes boring, even without conscious effort. Rather, it's something that can never be perfected, no matter how many times you do it. In terms of "maintaining freshness," every day is fresh.

Each time, I approach the stage aiming for a sense of unity with the audience and for the music to resonate with their hearts.

From the adhesion challenge of inverting cups, the durability challenge of dropping a 2kg ball, and the freshness challenge of keeping food fresh for 5 days, all depicted in this commercial, I genuinely thought, "Saran Wrap is amazing!"

Q7. Please give a message to those who will see the new commercial, along with your thoughts on the music.

Like the title "Picnic Basket," I would be happy if it could bring a little fun and excitement into everyday life. As a commercial song that accompanies daily life and dining tables, I hope many people will remember the melody and sing along!

*The adhesion challenge and durability challenge may yield different results depending on the conditions. These were conducted under safety management, so please do not attempt to replicate them.

Profile of Taro Hakase

Born January 23, 1968, in Osaka Prefecture.

Debuted in 1990 as a violinist for KRYZLER & KOMPANY.

Became globally recognized for his collaboration with Celine Dion.

After KRYZLER & KOMPANY disbanded in 1996, he began his solo career.

In 2002, he established the label HATS, for which he serves as music director.

In the fall of 2007, he relocated to London with the theme of returning to his roots.

Hakase continues to challenge himself without pause, performing in approximately 100 concerts annually.

In the spring of 2023 and 2024, he held an exquisite chamber music concert tour in a trio formation with Yukie Nishimura (piano) and Hiroki Kashiwagi (cello).

In the fall of 2024, Taro Hakase formed a new group, "TARO HAKASE & THE LADS," with nine top Japanese musicians who have been participating in his concert tours since 2020, going beyond the scope of tour members to create a unique violin-centric ensemble.

They debuted at Blue Note Tokyo in Minami-Aoyama, Tokyo, in February 2024, and began a nationwide tour "VIBRANT" (40 performances) in September.

The band sound, created by seasoned musicians with an average age of 60 who have each worked in diverse musical genres, creates a groove that transcends various genres such as jazz, rock, and Latin.

In the spring of 2025, he celebrated his 35th debut anniversary and held "Orchestra Concert 2025 ~The Symphonic Sessions~" for the first time in three years, followed by "TARO HAKASE 35th Anniversary The Best of 35 Years" in the fall.

In 2026, he will celebrate his 30th solo debut anniversary and hold "Orchestra Concert 2026 ~The Symphonic Sessions~" across 23 venues nationwide for 28 performances starting March 14.

In addition to his performance activities, he has composed over 450 songs as a composer. He has also created numerous theme songs for TV programs, including movies, dramas, news, and variety shows, as well as many company songs and image songs.

He is constantly challenging himself with new things, continuously evolving, and building his unique world of "Taro Hakase."

[Reference] Saran Wrap®'s High Film Performance

● Recommended for food preservation with high barrier properties

Compared to polyethylene wrap, Saran Wrap® has a higher ability to retain moisture, thus preserving the freshness of ingredients. It keeps fish and vegetables fresh. Furthermore, it is difficult for oxygen to pass through, preventing the oxidation of ingredients and keeping meat and other items fresh. It also prevents odors from transferring to other foods in the refrigerator.

● High adhesion that clings tightly

The film's surface is very smooth, creating fewer gaps between the film and dishes or containers, ensuring a secure seal.

● Durable film with stiffness and body

Made from a material with stiffness and body, the film is durable and resistant to tearing. It is easy to handle when pulling it from the package, wrapping food, or covering bowls.

*Saran Wrap® Official Website: https://www.asahi-kasei.co.jp/saran/products/saranwrap/