UP-T new commercial announcement press conference

2025.05.04

From left: Hiroyuki Nishimura / AKB48 / SKE48 / NMB48 / Rough x Rough / Sumoppi

A press conference to announce the new commercial for "UP-T," a service that allows you to create original T-shirts, was held in Tokyo on the 30th.Hiroyuki NishimuraWithIn addition to AKB48, the newly appointed members of SKE48, NMB48, Rough x Rough (an eight-member idol group produced by Nobuyuki Sakuma), and Sumoppy (a popular social media character) also took to the stage. The event was filled with excitement as they performed the dance from their new commercial and competed in a rock-paper-scissors tournament between the groups.

What is UP-T?
　Marui Orimono Co., Ltd. offers a service that allows you to easily create original goods. In addition to T-shirts and hoodies, you can also create smartphone cases and nail tips, and there is a wide variety of options. What's more, it not only lets you create goods, but also has a sales page where you can sell the things you make.

■Behind the scenes of the new commercial

　The event began with a total of 45 people taking to the stage and performing the dance from the new commercial. "(The dance) reminds me of my elementary and middle school sports festival," said a bewildered Hiroyuki. "It was quite difficult, but I think I managed to make it look like it was real. I think I could have done it if I'd tried a little harder, but it's fine now (laughs)," he said with a wry smile, drawing laughter from the audience.
　Members of the 48 groups also had some mishaps during filming. AKB48's Chiba Eri said, "The dance was more difficult than last year," SKE48's Kumazaki Haruka said, "When we were recording 'UP-T!' I had a regional accent and struggled to get it in sync," and NMB48's Haga Rei said, "The choreography involves stopping on one foot, and when I tried to make it cute and arrange it in my own way, I couldn't stop and we had to do a lot of NG takes."

　Following the comments on the shoot, choreographer Makita Saeko spoke about the highlights of the dance.
"By using four groups, we were conscious of bringing out the individuality of each group. AKB48 has an image of being a 'mainstream idol', so we included live-performance-like movements like waving their hands, and SKE48 has an aggressive image, so we gave them a big, cool atmosphere. Also, for Kansai's NMB48, we gave them a pose that resembles a leopard, and for Rough x Rough, we gave them a pose that evokes a 'smile', as the group name is derived from.The "UP-T" pose is my favorite, but be sure to check out the differences in the choreography too!” he said.

■Talk beyond the group, Hiroyuki's style

　The following talk session saw Hiroyuki's characteristically sharp comments pop up throughout. In reference to the new commercial "Let's Print the World," the theme was "We want to fill the world with XX," to which NMB48's Shiotsuki Kiion replied, "We're idols, and being from Kansai, we also want to do our best in comedy, so we want to fill the world with 'smiles'." Hiroyuki responded, "It may seem like a safe answer, but it's actually a way to kill the rough and tumble. I'm not letting the keyword 'smile' slip through my fingers (laughs)."

Fujisaki Mirai of Rough x Rough giving a presentation to Hiroyuki

　Also,"What if we were to create a new product using UP-T?”On this theme, each group representative presented their ideas to Hiroyuki, who was to judge the ideas displayed, including hair pins for makeup (AKB48), banners with names printed on them (SKE48), nail tips to make your hands look cute (NMB48), and toilet paper with the faces of people you like and dislike printed on them (Rough x Rough)."If we were to commercialize it, I thought nail tips would be a good choice as they are easy to implement, but I thought toilet paper would be the product that would get the most attention, so I went with a rough x rough approach!"He also made a typical comment, saying, "By the way, if you were to print the face of a member you dislike in a rough x rough style, who would it be?"

■An opportunity to enjoy individuality and craftsmanship

　Anyone can make their own original UP-T goods. What do the people who act as the brand's image characters think about this ease?

Hiroyuki
I think it would be great for elementary and middle school students, as well as aspiring designers, to try it out. If you can actually see what you envision, you'll be able to get a more concrete image of what it would be like.

AKB48 Yui Oguri
First of all, it's very convenient. I think there's a joy in being able to design something yourself whenever you feel like it. It's fun that UP-T has a wide variety of products, not just T-shirts, and I hope it spreads all over the world. The theme of this new commercial is "Make the world more interesting with individuality," so I hope everyone will enjoy their own individuality.

SKE48 Haruka Kumazaki
I didn't do well in art at school, but when I tried making something with UP-T, it turned out really cute. I imagine that school festivals are made by kids who are good at design, but I think that by using UP-T, everyone's opinions can be reflected in the creation. I hope you enjoy using it.

　UP-T allows you to update the design yourself and give form to your own style. I felt that it would be great for everyone in a variety of situations, such as school events, activities related to supporting one's favorite idol, and creative experiences.

Interviewed by Student Newspaper Online on November 30, 2025 (written and compiled by Minami Yoshikawa, second-year student at Sophia University)