The director had to give instructions on his… unintentional smile? Matsuzaka-san loses to the temptation of rice!?

In our new commercial, titled “Donabe is Tiger,” we are proud to feature Tori Matsuzaka, who has been appointed as the new image character for Tiger rice cookers. We resonated with his stance of constantly challenging himself to reach his ideals, much like how he has stacked up numerous prestigious awards through his talent.

Mr. Matsuzaka, a self-proclaimed rice lover, conveys a simple yet universal message to viewers: “Rice cooked in a Donabe (clay pot) is delicious.” Be sure not to miss his excited expression as he peers into the Donabe with steam rising from the freshly cooked rice, his hearty appetite as he takes bite after bite, and the smile that inevitably spills out from the sheer deliciousness of the Donabe rice.

Highlights of the CM

The “Donabe” (clay pot) is unique to Tiger and cannot be found anywhere else; it cooks the ultimate delicious rice. That is why we chose actor Tori Matsuzaka, who is said to possess some of the finest expressive power of his generation. This meeting of two “peaks”—the top-tier product and the top-tier actor—took place in a “Modern Japanese” style space surrounded by majestic gold folding screens.

Actually, Mr. Matsuzaka loves rice. He arrived on set having skipped breakfast, stating, “I could firmly feel the original taste of the rice; it was delicious.” There was even a scene where he couldn’t help but smile at the temptation of the fluffy rice cooked right before his eyes. When the director instructed him to “please suppress the smile to bring out a sense of power,” he commented, “When I imagine the overflowing deliciousness, it’s actually harder to suppress the smile (laughs),” bringing laughter to the filming set.

Moved by the taste of Donabe rice, he even refused the prepared side dishes

Since the filming involved continuous scenes of him stuffing his cheeks with large mouthfuls of white rice, the staff prepared side dishes as palate cleansers. However, he was so moved by the deliciousness of the Donabe rice that he continued filming saying, “The deliciousness of the rice stands out so much that I don’t even need side dishes, so I’m fine!” When asked what was difficult during filming, he struggled between the deliciousness and his acting, saying, “The rice was so good that I kept chewing it, which created gaps in the dialogue, so adjusting that was tough… (laughs).”

Filming Interview

Did you do anything to prepare before the shoot?

I skipped breakfast (laughs). I felt I had to go in with that level of commitment…! I was filming a drama until late last night, and when I got home, I thought, “I’m hungry,” but I held back. So, I’ve been fasting since a little after 9 PM last night until now (laughs).

Please tell us your thoughts on today’s filming.

My impression is… it was just truly delicious. That says it all (laughs). Being hungry allowed me to savor the taste even more. The director asked me to suppress my smile a bit (to express strength), but human beings just naturally smile when something is delicious (laughs). When I ate it, I was like “Yum…” I had an internal task of trying to erase that smile that just naturally spilled out. I realized that people really do smile when they eat good food.

What is your favorite “rice companion”?

Miso soup! As long as I have miso soup and rice, I’d be fine with that for all three meals. Maybe with nameko mushrooms and tofu… If I have rice, I think I can get through almost anything.

What is your favorite rice texture (cooking consistency)?

When making fried rice, I prefer it firm, but when it’s with miso soup, I really like it right in the middle. Not too hard, not too soft—I like a fluffy feel. I think that balance of firmness and softness mixes best when you have rice in your mouth and take a sip of miso soup. (Today’s rice) was cooked to perfection.

Tiger Corporation has adopted the vision “Spreading joyous harmony throughout the world.” When do you feel “joyous” or happy in your daily life, Matsuzaka-san?

Right now, it’s when I’m with my family. When I have time with my wife, and time to be with my child—that is the happiest time for me right now. I believe the time spent eating together, the conversations born there, sharing time, and sharing delicious food is a way of “harmony” unique to families. That might be the thing I want to cherish most in my life going forward.

Tiger Corporation’s Donabe rice cookers have been pursuing evolved deliciousness every year since their debut in 2006. What kind of evolution do you want to challenge yourself with in 2025?

“Flexibility.” I want to make my body more flexible! My body is stiff… Physical flexibility, including core strength, is very important for acting. It’s not just for action scenes or big movements; as I challenge myself with various roles in the future, “flexibility” is one thing I want to master within myself. I think doing a little bit after a bath—like “flexibility savings”—suits me, so I want to continue that.

A message for the viewers watching the CM.

Hello, I am Tori Matsuzaka, and I will be appearing in the Tiger Donabe Rice Cooker CM. It is a commercial that conveys the deliciousness of fluffy, sweet rice cooked in a Donabe. I would be happy if those who watch the CM could also experience the deliciousness of rice cooked in a Donabe rice cooker.

ご泡火炊きSeries