Sony Sonpo Casts Hinatazaka46's Kosaka, Shogenji, and Fujishima as 'Three Sisters' in New Car Insurance CM

Sony Sonpo has announced that Nao Kosaka, Yoko Shogenji, and Kaho Fujishima, three members of the popular idol group Hinatazaka46, will star as the "three sisters" in their new car insurance TV commercial, which is set to air this autumn. The new CMs are scheduled to be broadcast nationwide starting sequentially from mid-October, and fans are already expressing immense anticipation and joy.

Following the announcement from Hinatazaka46's official X account (September 30, 2025), "Sony Sonpo" quickly became the number one trending topic on Yahoo!, indicating the high level of public interest. Social media was flooded with comments such as, "The best and strongest three sisters! So cute, I'm really looking forward to the CM release!" and "Thank you, Sony Sonpo-sama." Regarding Nao Kosaka's continued appearance and the first-time CM appearances of Yoko Shogenji and Kaho Fujishima, many exclamations of delight were seen, like, "Shogekaho (the affectionate nickname for Yoko Shogenji and Kaho Fujishima) are joining! A perfect trio of sisters☺️" and "You wouldn't find such beautiful sisters with different types in real life, lol."

This casting is expected to showcase new facets of the Hinatazaka46 members. While the fresh performances of Shogenji and Fujishima, affectionately known as "Shogekaho," are drawing particular attention, Kosaka's stable popularity is also being reaffirmed with comments such as, "I'd have a really good impression if Kosha (Nao Kosaka's nickname) continued to appear in Sony Sonpo's CM forever!"

Although some voices express regret over the departure of Hinano Uemura, who previously appeared in the commercials, the broadcast of the new CM featuring the new trio of sisters is eagerly awaited to see what fresh direction it will bring to Sony Sonpo's brand image and what kind of emotions it will evoke in fans.

The context

Hinatazaka46 is a hugely popular Japanese idol group, known for their captivating performances and engaging personalities. In Japan, idol groups frequently feature in television commercials (CMs) for a wide range of products and services, from food and beverages to technology and insurance. Their presence in advertising significantly boosts brand visibility and appeal, leveraging their extensive fan bases and general public recognition.

Sony Sonpo is a prominent Japanese non-life insurance company, specializing in car insurance. Utilizing popular idols like Hinatazaka46 members in their CMs is a strategic move to connect with a broader, younger demographic while maintaining a relatable and positive brand image. The "three sisters" concept is a common theme in Japanese advertising, designed to evoke feelings of family, warmth, and trustworthiness, making the product or service more approachable. The casting of Nao Kosaka, a long-standing and popular figure in Sony Sonpo's CMs, alongside newer, rising stars Yoko Shogenji and Kaho Fujishima, creates a blend of familiarity and freshness that excites fans and is likely to generate significant buzz, as evidenced by the trending topics on social media.