Matsuko Deluxe and Mitsu Mangrove Co-star in CM for the First Time; Matsuko Exclaims, "This Commercial is Crazy!" New TV Commercial for "Manekiya" Premieres July 6 (Mon)!

Mizuno Co., Ltd. (Tokyo Head Office: Shinjuku-ku, Tokyo; President: Masayuki Mizuno; hereinafter "Mizuno"), which operates the high-price purchase specialty store Manekiya, will begin airing new TV commercials for "Manekiya" titled "Matsuko Mitsu Edition A Type" and "Matsuko Mitsu Edition B Type," starring Matsuko Deluxe and Mitsu Mangrove, from July 6 (Mon). A special website will also be launched simultaneously with the release.

The new TV commercial "Matsuko Mitsu Edition" features Matsuko Deluxe, known for her discerning eye in the entertainment industry, and Mitsu Mangrove, who stands out with her unique aesthetics and sharp intellect. Through the interactions of these two charismatic figures, the commercial conveys the joy of rediscovering the value of assets lying dormant in one's home.

The commercial begins with a shot of Matsuko in a striking red dress, gazing intently. As the camera pulls back, a luxurious set is revealed, with gold coins, jewels, and brand-name bags literally piled up like a "mountain." Mitsu peeks out from the treasure mountain, reveling in the sight, prompting Matsuko to sharply retort, "You've collected too much!" Matsuko urges Mitsu to "Sell it at Manekiya!" and Mitsu's exquisite reaction follows. The commercial comically and impactfully promotes the sale of gold, jewels, and brand-name items with the catchphrase "Iiwa ne!" (Good price!), symbolizing high-price purchases.

The contrast between Matsuko's "red," Mitsu's "white," and the shining "gold" in the background vividly impresses Manekiya's brand image of "high-price purchase." Please pay close attention to the surreal and fast-paced banter between the two.

New TV Commercial Information

Broadcast Start Date: Special website opens July 6 (Mon), TV commercials to be broadcast sequentially from July 6, 2026 (Mon)

Special Website: https://manekiya.shop/cm/

"Matsuko Mitsu Edition A Type" 15 seconds/30 seconds each

15 seconds: https://youtu.be/uSRxaMe7smI/

30 seconds: https://youtu.be/6onSauClhBY

"Matsuko Mitsu Edition B Type" 15 seconds/30 seconds each

15 seconds: https://youtu.be/Lm63OlcomXg

30 seconds: https://youtu.be/X66YpdV0bSo

Broadcast Areas: Kanto (1 Tokyo, 6 Prefectures), Kansai (2 Prefectures, 4 Cities)/Tokai (Aichi, Mie, Gifu)/Shizuoka/Fukuoka/Kumamoto

CM Concept and Highlights

This is the first TV commercial for "Manekiya," known for its concept "Selling is Circulation," in approximately two years. In response to the recent increase in demand for reuse and recycling, this TV commercial was created with the desire to further familiarize the public with "Manekiya" and encourage its use. Starring Matsuko Deluxe and Mitsu Mangrove, their candid remarks were incorporated into the commercial as much as possible.

With an impactful visual, we aimed for a story that would make viewers think, "Perhaps I have treasures sleeping in my home too...!" Please pay attention to it.

Filming Making-of

Along with the broadcast of the main TV commercial, a making-of video capturing the behind-the-scenes of the shoot will also be released.

As soon as Matsuko Deluxe and Mitsu Mangrove entered the luxurious set with a mountain of glittering treasures, the atmosphere became instantly vibrant. In contrast to their surreal and cool expressions in the main commercial, the two, who are close friends both professionally and personally, were seen exchanging friendly words and smiles every time the camera cut.

After Matsuko delivered a powerful line, the two couldn't help but burst into laughter at the sheer surrealism of the scene. During a break in filming, Matsuko playfully commented, "This commercial is a bit crazy! (lol)" which also made the staff erupt in laughter. The set was filled with a harmonious atmosphere of laughter throughout. Upon the successful completion of all filming, Manekiya President Masayuki Mizuno presented the two with bouquets and gifts. As warm applause ensued, Matsuko, upon receiving her gift, immediately cracked a dark joke, saying, "From now on, if you receive a gift you don't like, please feel free to sell it to Manekiya. (lol)" The set was enlivened until the very end, concluding with a smiling wrap-up that highlighted the strong bond between the cast and staff, and the outstanding chemistry of the two.

Performer Profiles

Matsuko Deluxe

Columnist. Born October 26. From Chiba Prefecture.

After graduating from vocational school, she worked in the beauty industry before becoming an editor for the gay magazine "Badi." Invited by Usagi Nakamura, she began working as a columnist. Currently active in various fields, including "Go-ji ni Muchu!" (TOKYO MX), "Matsuko no Shiranai Sekai" (TBS), "Getsuyou kara Yofukashi" (Nippon TV), and "Karisome Tengoku" (TV Asahi).

Her books include "Koufukugenso: Usagi to Matsuko no Jinsei Soudan" and "Deluxe ja Nai."

Mitsu Mangrove

Singer/Talent

Born April 10, 1975, in Yokohama City.

Debuted as a drag queen in 2000. Since then, she has been active in various entertainment activities, including live event performances nationwide, and is currently active on TV and radio.

She is a regular on "Go-ji ni Muchu!" (TOKYO MX), "Sports Sakaba Katari Tei" (NHK BS), "Mitsu the Collection" (Nippon Broadcasting), "Matsui Ai no Sukoshi Aishite MORE" (MBS Radio),

"Konshuu no O-tsutome" (AERA dot.), and "Kissako" (Weekly Gendai, Kodansha).

She also performs music as part of the music unit "Hoshikuzu Scat," formed in 2005, and conducts nationwide tours.

New TV Commercial Cuts

Staff List

Agency: Sky Seeds Inc.

Creative Director: Mitsuhiro Miura, Freelance

Art Director: Shin Takayanagi, CAMP

Copy Writer: Yoshiki Totani, Write&Light

Photographer: Sho Sato, NOT FOUND

Retoucher: Naoki Kurishita, VONS

Executive Producer: Shuzo Yamada, AOI Pro.

Producer: Takuro Shima, AOI Pro.

Producer: Yusuke Mori, AOI Pro.

Production Manager: Sakio Hirano, AOI Pro.

Director: Takeshi Jyoaka, CluB_A

DOP: Hiroki Ando, Hiroki Ando Cinematography Office

Light: Masami Tsuchiya, Freelance

Art Designer: Toshihiko Takashima, EARTH

Stylist (Matsuko): Tomohiro Nakazato, Minowa

Stylist (Mitsu): Nao Furusawa, Freelance

Hair & Make (Matsuko): Eichu Takahashi, Freelance

Hair & Make (Mitsu): Yukifumi Uchikanemaki, Sandroplet

Offline Editor: Ryosuke Murakami, Dadavis

Online Editor: Takeshi Yamamoto, IMAGICA

Casting: Naoki Onadaka, GOLDCAST

PR consulting: Kano Mizu, Antille

About Manekiya

About "Manekiya"

Manekiya operates under the concept "Selling is Circulation" and has stores mainly in the Kanto, Kansai, Tokai, and Kyushu regions.

To accommodate various customers, we offer a wide range of appraisal and purchase methods, including in-store purchase, home visit purchase, and LINE appraisal, not limited to in-store purchases. We provide industry-leading appraisal prices and service quality.

Store List

Kanto Area: Ginza Main Store, Ueno Okachimachi Store, FLAT Kodaira Store, Yokohama Main Store, Lalala Kohoku Store, Furespo Yashio Store, Casty Kawaguchi Store, Tsukuba Kenkyu Gakuen Store, Seibu Rakuchi Moriya Store, Furespo Utsunomiya Ichiba Store

Kansai Area: Umeda Main Store, Shinsaibashi Store, Shinsaibashi Main Store, Hankyu Sanbangai Store, Abeno Store, Lalaport Sakai Store, JR Takatsuki Ekimae Store, Kyoto Shijo Main Store, Matsuiyamate Store, Himeji Main Store

Tokai Area: Nagoya Sakae Main Store

Shizuoka Area: Shizuoka Main Store

Kagawa Area: Takamatsu Hyogo Store

Fukuoka Area: Fukuoka Ropponmatsu Store, Tenjin Nishidori Main Store, Kashi Ekimae Store, Nishitetsu Kurume Ekimae Store

Kumamoto Area: Kumamoto Main Store

(As of July 6, 2026, Mon)

"Manekiya" Service Site: https://manekiya.shop/

About Mizuno Co., Ltd.

After operating as the first FC store of a major purchase specialty store, Mizuno Co., Ltd. began operating its original brand "Manekiya" in June 2021. Aiming to realize a circular society where high-quality items are readily available, Manekiya is expanding nationwide. Through high-price purchase specialty stores, Mizuno Co., Ltd. aims to create a sustainable future that connects the richness of human life and local communities through the reuse of valuable items.

Company Overview

Company Name: Mizuno Co., Ltd.

Tokyo Head Office: Shinjuku International Building Shinkan 8F, 6-6-3 Nishi-Shinjuku, Shinjuku-ku, Tokyo

Osaka Head Office: Sankyo Umeda Building 3F, 1-5 Doyoma-cho, Kita-ku, Osaka

Representative: Masayuki Mizuno, President and Representative Director

Capital: 109.5 million yen

Sales: 13.1 billion yen (estimated as of end of June)

Number of Employees: 160

Business Activities: Operation of Manekiya, operation of Chanel vintage specialty store CO&CO, operation of Manekiya Auction (Maneoku)

Manekiya URL: https://manekiya.shop/

Company HP: https://www.miduno.jp/