Enetopia Group Launches New TV Commercial Featuring Hinatazaka46's Honami Hirao, Starting Today, July 14

Enetopia Group (Tottori Gas Co., Ltd., Tottori Gas Sangyo Co., Ltd.) (Headquarters: Tottori City, Tottori Prefecture; President and CEO: Taichi Kojima; hereinafter 'the Company') has announced a new brand message, 'The Power to Move the Future,' in anticipation of its 110th anniversary in 2028.

Alongside this, the company will begin airing a new television commercial titled 'The Power to Move the Future' featuring Honami Hirao, a member of Hinatazaka46 and native of Tottori Prefecture, starting July 14.

Since its founding in 1918, the Company has supported local communities as a regional energy provider. In recent years, as the energy landscape and societal needs have rapidly evolved, the Company aims not only to supply energy but also to contribute to the sustainable development of the region.

This newly announced brand message represents a new initiative to widely communicate these aspirations, with the new commercial serving as the first step in brand communication.

The Meaning Behind the Brand Message

The new brand message, 'The Power to Move the Future,' expresses the Company's desire to support local lifestyles and ambitions through energy and contribute to building a better future.

Energy is often an invisible presence in daily life, yet it forms the essential foundation for people's lives, work, and community activities. The Company will continue to provide safe and reliable energy while remaining a pillar of regional development.

Reasons for Featuring Honami Hirao

The new commercial features Honami Hirao, a native of Tottori Prefecture who is active nationwide as a member of Hinatazaka46.

Hirao's dedication to her hometown while pursuing new challenges resonates with the Company's vision of moving forward alongside the community. Through this collaboration, the Company aims to convey both its local roots and a forward-looking message.

About the New Commercial: 'Enetopia Girl: The Power to Move the Future'

The commercial begins in a home kitchen as a gas stove ignites.

Hirao, playing the 'Enetopia Girl,' bursts into the streets, dancing and connecting with families, children, students, and working people.

By showcasing various scenes of daily life and human connections, the commercial illustrates how energy supports vibrant community life.

In the final scenes, a performance inspired by bicycle-powered electricity generation symbolizes how individual efforts collectively shape the future. The commercial concludes with the brand message 'The Power to Move the Future' and the statement '110 years by 2028. Together with this town, always.'

Creative Highlights

① Depicting Energy Through Human Movement

Rather than showing gas or electricity directly, the commercial uses smiles, activities, and dance to represent the spread of energy, reflecting the Company's role in energizing communities.

② Featuring a Wide Range of Generations

By showing people of all ages—from children to seniors—moving in rhythm together, the commercial emphasizes the Company's deep connection to the local community.

③ Message Toward the 110th Anniversary

Looking ahead to the 110th anniversary in 2028, the closing message 'Together with this town, always' reinforces the Company's long-term commitment.

Behind-the-Scenes

Filming focused on dance sequences with Honami Hirao at the center.

Choreography was led by Miyou Yoneyama of INFINITY Dancers, known for work with artists and live performances. The dance was designed to be simple and accessible for broad appeal.

Hirao maintained a bright and energetic presence throughout filming, actively engaging with staff and delivering a dynamic performance. The set remained cheerful and collaborative throughout.

Comment from Honami Hirao

'I'm truly delighted to be featured in Tottori Gas's commercial. Ever since joining Hinatazaka46, I've hoped to give back to my hometown. To now become an ambassador for enetopia is both surprising and deeply fulfilling. I approached filming with the intention of sharing my love for my hometown. The dance I perform is very catchy, and I hope viewers will enjoy watching it.'

Comment from Creative Director Yasuto Nakae

'This commercial focuses not on energy itself, but on the human activities and connections it enables. By depicting everyday moments that lead to the future, we express Tottori Gas's role as a company walking alongside the community.'

Comment from President and CEO Taichi Kojima

'In 2028, we will celebrate our 110th anniversary—a significant milestone. With gratitude to the community members who have supported us, we will continue striving toward the next era.

Through our new brand message and commercial, we aim to convey our commitment to supporting the region's future and contributing to its ongoing development.'

New Commercial Overview

Title: 'The Power to Move the Future' Edition

Starring: Honami Hirao (Hinatazaka46)

Air Date: July 14

Broadcast Area: San'in region

Length: 15 seconds / 30 seconds

Brand Website: https://www.enetopia.jp/

Commercial Videos:

15 seconds: https://youtu.be/9ejxHfZHjBM

30 seconds: https://youtu.be/zu2Uu9xojR8

Making-of Video: https://youtu.be/IqAf5BP0254

Profile of Honami Hirao

Born July 31, 2003, in Tottori Prefecture.

Joined Hinatazaka46 as a fourth-generation member in September 2022.

Active in various fields, including a monthly column 'My Mind is a Toy Box' in Nikkei Entertainment! magazine and as a radio personality on 'Hinatazaka46 Honami Hirao's HiraHou Radio' (FM Tottori).

The group will hold its fourth consecutive concert at Yokohama Stadium in April 2026.

Their 17th single, 'Kind of Love,' released in May, topped the Oricon Weekly Singles Chart, marking their 17th consecutive and 17th overall No.1 single.

'HiNATA FES 2026,' a regional revitalization and SDGs-themed event, is scheduled for September 5–6 in Miyazaki Prefecture.

About Enetopia Group (Tottori Gas Co., Ltd., Tottori Gas Sangyo Co., Ltd.)

A comprehensive energy and life infrastructure group headquartered in Tottori City, Tottori Prefecture, centered on Tottori Gas Co., Ltd. and Tottori Gas Sangyo Co., Ltd. Since its founding in 1918, the group has supported life in the San'in region (Tottori and Shimane). The name 'Enetopia' combines 'Energy' and 'Utopia.'