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Hoshimachi Suisei and Hatsune Miku Sing ‘Ao no Sumika’ in Lotte’s First Joint Coolish x Sou TVCM, Airing Nationwide from July 7
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Lotte Co., Ltd. has produced a new TVCM titled ‘A Cold, Blue Summer Has Arrived’ for its first-ever joint campaign between drinkable ice cream brand Coolish and micro-ice brand Sou, set to air nationwide starting July 7, 2026 (Tuesday). The CM features hololive talent Hoshimachi Suisei and virtual singer Hatsune Miku performing ‘Ao no Sumika,’ written and composed by Kitani Tatsuya.
Key Points
- CM Air Date: July 7, 2026 (Tue) nationwide (15-sec, 30-sec, and 90-sec versions)
- Performers: Hoshimachi Suisei and Hatsune Miku / Song: ‘Ao no Sumika’ (written and composed by Kitani Tatsuya)
- Campaigns: Pin badges for 100 winners (Lotte online shop), B2 poster for 50 winners (Coolish official X)
- Tie-in Events: Collaboration room at Lotte City Hotel Kinshicho, Tokyo Metro Hibiya Line train jack, first pitch at Chiba Lotte Marines game
New TVCM Blending Live-Action and Animation
This CM was created around the shared brand color ‘blue’ of both Coolish and Sou. Two iconic figures who embody ‘blue’—Hoshimachi Suisei, one of the VTuber industry’s top vocalists, and Hatsune Miku, the globally beloved virtual singer—perform ‘Ao no Sumika,’ a song with ‘blue’ in its title. Character design was handled by Nishiki Kope.
In the CM’s story, Hoshimachi Suisei and Hatsune Miku appear as ‘blue classmates’ to a student struggling in the summer heat. The narrative—where the cooling sensation of Coolish and the refreshing taste of Sou ease both body and mind—is depicted through a fusion of live-action and animation. The 90-second, 30-second, and 15-second versions are available on YouTube.
First-Ever Joint CM for Coolish and Sou
This marks the first time Lotte’s flagship ice cream brands Coolish and Sou have collaborated on a joint CM. The singers, the song, and the brand colors all converge on ‘blue,’ making this a truly special commercial. A dedicated website has also been launched.
Prize Campaigns and Numerous Tie-in Events
The Lotte official online shop is running a campaign from July 6 (Mon) to August 31 (Mon) where 100 purchasers of eligible ice cream products will win original design pin badges (set of 2) through a lottery. Additionally, the Coolish official X account is hosting a follow-and-quote-post campaign from July 4 (Sat) to July 17 (Fri), giving away B2-size illustration posters to 50 winners.
Further tie-in events include a collaboration room at Lotte City Hotel Kinshicho, a train jack on the Tokyo Metro Hibiya Line, and a first pitch ceremony at a Chiba Lotte Marines game.
Future Outlook
Lotte states it aims to ‘become a presence that accompanies even more people’s summer moments through coolness and sweetness,’ with multi-faceted promotions rolling out alongside the CM’s airing. Hoshimachi Suisei also has an upcoming appearance at ‘X VORDER RUNWAY‘ at Makuhari Messe on September 27, making this a notable period with major projects lined up from summer through autumn.
Commentary
Lotte’s bold move of creating its first joint CM for two flagship ice cream brands with Hoshimachi Suisei and Hatsune Miku as the faces is remarkable. The fusion of live-action and animation, along with tie-in events spanning hotel collaborations, train jacks, and baseball first pitches, represents perhaps the largest-scale VTuber x major food manufacturer collaboration to date. The elegant concept of uniting the performers, song, and brands through the common thread of ‘blue’ is particularly striking.
Source: PR TIMES
