Naniwa Danshi: Sugi Pharmacy Ambassadors with Too Much Charm!
Imagine yourself in the heart of Tokyo, surrounded by flashing cameras and infectious laughter as seven young men light up the stage. If you’ve ever dreamed of diving into Japanese pop culture, this is your ticket! On January 28, 2026, the beloved idol group なにわ男子 (Naniwa Danshi), literally “Osaka Boys,” stole the spotlight at a press conference for スギ薬局 (Sugi Yakkyoku), one of Japan’s biggest drugstore chains. As their new brand ambassadors, they’re blending idol energy with everyday life in a way that’s perfect for Japanese learners like you to explore real-world language and culture.
A Star-Studded Announcement at Sugi Pharmacy’s 50th Anniversary
Held at Tokyo’s Jiji Press Hall, this lively 会見 (kaiken, press conference) marked a major moment for スギ薬局 (Sugi Yakkyoku) as they celebrated their 50th anniversary. なにわ男子 (Naniwa Danshi) debuted as ambassadors with a new TV commercial set to air from February 2, featuring their catchy song スキスギ (Suki Sugi, “Like Too Much”) from the upcoming single “HARD WORK,” releasing on February 18. The event kicked off with a screening of the ad, instantly setting a playful tone for the day.
The seven members—Daigo Nishihata, Ryusei Onishi, Shunsuke Michieda, Kyōhei Takahashi, Kento Nagao, Jōichirō Fujiwara, and Kazuya Ohashi—brought their 意気込み (ikigomi, enthusiasm) to the stage. Nishihata shared a sweet story about his mom’s excitement over a nearby Sugi store, while Nagao joked he’d strut into Sugi locations thinking, “That’s me!” Fujiwara, trying to keep quiet, couldn’t resist a pun on スギ (Sugi, cedar), tying it to the brand name and cracking up the crowd. These moments show the group’s charm and knack for wordplay—a skill you’ll want to pick up as a Japanese learner!
Puns and Personality: The Sugi Wordplay Magic
The press conference wasn’t just business—it was a masterclass in humor. A quiz about Sugi Pharmacy had leader Ohashi and Fujiwara competing with high stakes (think no birthday gifts if they failed!). Despite playful ツッコミ (tsukkomi, retorts) from their bandmates, both passed with flying colors, with Fujiwara quipping, “Guys… let’s keep in touch,” to everyone’s relief.
The real highlight? Personalized catchphrases built around スギ (Sugi), meaning “too much” in a fun, slangy way. Ohashi’s “Buying Too Much” (買いスギ, Kai Sugi) and Fujiwara’s “Coupon Expert Too Much” (クーポン詳しスギ, Kūpon Kuwashi Sugi)—a nod to mastering クーポン (kūpon, coupons)—showed off their quirks. Onishi, labeled “App-Savvy Too Much” (アプリ詳しスギ, Apuri Kuwashi Sugi), embraced his techy vibe, while Nagao’s “Enjoying Too Much” (楽しみスギ, Tanoshimi Sugi) encouraged fans to live joyfully. These puns aren’t just cute—they’re a window into how Japanese ads love to play with language.
Cultural Context: Idols and Everyday Brands in Japan
If you’re new to Japanese entertainment, なにわ男子 (Naniwa Danshi) hails from ジャニーズ事務所 (Janīzu Jimusho), now Smile-Up, a legendary agency behind iconic groups like Arashi. Formed in 2018 from Kansai trainees, they carry the warm, humorous spirit of the 関西 (Kansai) region—think Osaka’s laid-back vibe compared to Tokyo’s more formal 関東 (Kantō) style. Their name, tied to Osaka’s old nickname “Naniwa,” screams regional pride.
Their role as アンバサダー (anbasadā, ambassadors) for スギ薬局 (Sugi Yakkyoku) also reflects a classic Japanese marketing move: using idols to promote everyday brands. Drugstores like Sugi are everywhere in Japan, selling everything from meds to snacks, and often acting as community spots. Pairing a youthful group like なにわ男子 with clever スギ (Sugi) puns makes the brand feel relatable. It’s a reminder of how language, humor, and culture mix in Japanese media—something you’ll notice more as you learn.
Learn Japanese from This Article
Ready to pick up some authentic Japanese from this event? Let’s break down key words and grammar patterns that popped up in the press conference and campaign. These aren’t just textbook terms—they’re the kind of language you’ll hear in real Japanese conversations, ads, and entertainment.
Key Vocabulary
| Japanese | Romaji | Meaning |
|---|---|---|
| アンバサダー | anbasadā | ambassador (brand representative) |
| スギ | sugi | cedar (tree); also Sugi Pharmacy |
| 男気 | otokogi | manliness, chivalry, guts |
| クーポン | kūpon | coupon |
| 会見 | kaiken | press conference, interview |
| 意気込み | ikigomi | enthusiasm, determination |
| ツッコミ | tsukkomi | retort, comeback (often in comedy) |
Grammar Spotlight: 〜スギ (Too Much)
The 〜スギ (~sugi) pattern, meaning “too much” or “excessively,” is a casual, slangy way to exaggerate something playfully. It’s often used in ads or jokes, as seen with なにわ男子 (Naniwa Danshi)’s catchphrases. You attach スギ to a verb stem or noun to overemphasize an action or trait.
- Structure: Verb stem/Noun + スギ
- Examples:
- 買いスギだよ！ (Kai Sugi da yo!) - “Buying too much!”
- 楽しみスギじゃない？ (Tanoshimi Sugi ja nai?) - “Enjoying too much, aren’t you?”
- 可愛いスギる！ (Kawaii Sugi ru!) - “Too cute!”
When to Use: This is super informal and often humorous. You’ll hear it in marketing (like this campaign) or among friends, but avoid it in formal settings.
Grammar Spotlight: 〜だけに (Precisely Because)
The 〜だけに (~dake ni) pattern means “precisely because” or “as expected,” often adding a twist or wordplay to a statement. It’s great for puns or emphasizing a point, much like how idols play with language at events.
- Structure: Verb plain form/Noun + だけに
- Examples:
- スギ薬局のアンバサダーだけに、スギパワーを感じる！ (Sugi Yakkyoku no anbasadā dake ni, Sugi pawā o kanjiru!) - “Precisely because I’m a Sugi Pharmacy ambassador, I feel the Sugi power!”
- 関西人だけに、面白いね。 (Kansai-jin dake ni, omoshiroi ne.) - “As expected of a Kansai person, you’re funny.”
- アイドルだけに、笑顔が最高だ。 (Aidoru dake ni, egao ga saikō da.) - “Precisely because they’re idols, their smiles are the best.”
When to Use: This adds nuance or humor, often implying a logical connection. It’s common in casual speech or creative contexts like ads.
Continue Learning
Want to dive deeper into the Japanese used by idols like なにわ男子 (Naniwa Danshi)? Check out these lessons to build your skills:
- Greetings and Self-Introductions: Authentic Entry Phrases: Ready to dive deeper? Our lesson on Greetings and Self-Introductions: Authentic Entry Phrases will help you master these concepts.
- Ni, De, and E: Mapping Directions and Locations: Curious about the Japanese used here? Our Ni, De, and E: Mapping Directions and Locations lesson covers this in depth.
- Wa vs. Ga: Emphasizing Importance in Sentences: Curious about the Japanese used here? Our Wa vs. Ga: Emphasizing Importance in Sentences lesson covers this in depth.
Closing
Learning Japanese through real moments like this press conference shows you how language lives in Japan’s vibrant culture. Keep exploring, and you’ll find yourself laughing at puns and cheering for idols in no time. これからもよろしくお願いします。 Kore kara mo yoroshiku onegaishimasu.