ARTICLES
Legendary Hokkaido CM "Yama Oyaji" Revived After 26 Years with Vocals by YUKI! Senshuan's Classic Snack Gets a Major Makeover
The new "Yama Oyaji" commercial that has just started airing
The original "Yama Oyaji" commercial, which aired in Hokkaido from 1960
What is Yama Oyaji?
"Yama Oyaji" is the flagship product of Sapporo Senshuan, a long-established confectionery maker in Hokkaido. Since its launch in 1930, it has been a beloved bestseller among Hokkaido residents for 94 years. It's a Western-style senbei (cracker) made with carefully selected butter and milk, featuring an engraving of a bear on skis carrying a salmon on its back. The name "Yama Oyaji" is a local term of respect for the brown bear, meaning "old man of the mountain."
A New Design Inspired by "That Commercial"
The packaging for "Yama Oyaji" has been updated from the traditional black can to a new design that evokes the crisp air of winter. It depicts the familiar bear from the old commercial, carrying a salmon and bamboo leaves, skiing down a snowy mountain. Looking at the package brings back fond memories of when the commercial was on the air.
"That Commercial" Returns After 26 Years! And the Singer is None Other Than YUKI
Along with the packaging renewal, the television commercial is officially making a comeback! And the voice singing "Detekita detekita Yama Oyaji♪" is none other than YUKI, the Hakodate-born singer also known as the former vocalist of JUDY AND MARY! The arrangement is handled by Sapporo-born music producer Koichi Tsutaya, who has worked with numerous famous artists. This marks the realization of a powerhouse collaboration of talent from Hokkaido.
Artist Comments
Vocals: YUKI
This is what it means to bring honor to my hometown.
I used to sing this song during the MC parts of my concerts in Sapporo. I might have had a secret hope that word would get back to Senshuan... (Okay, I definitely did!)
Now, after all this time, when I received the offer to sing this song for the commercial, I threw my fist in the air. I immediately emailed Tsutaya-kun. I knew he was the only one who could truly understand this song! I'm so proud as a native of Hokkaido, and it feels like I got to ski alongside the Yama Oyaji. I hope families will enjoy watching it together.
Arrangement: Koichi Tsutaya
I'll never forget the day YUKI suddenly sent me just a photo of Yama Oyaji via email. I immediately replied, "Detekita detekita Yama Oyaji!" and she responded, "Want to record this song together?"
Recording Yama Oyaji with YUKI... as a fellow Hokkaido native, there is no greater honor. The new commercial is filled with both unchanging nostalgia and a newness that looks to the future. I hope it reaches many people in Hokkaido.
The commercial is scheduled to air starting Monday, March 18th, during STV's "Dosanko Wide" program. For those who remember the original, it's a chance to bask in nostalgia, and for the younger generation who don't, it's the perfect opportunity to try Yama Oyaji for the first time.
