- HABA x Koneko Film Collaboration Short Drama Series Hits 24 Million Views
- The Unforgettable Presence of Hisako Manda
- Overwhelming Audience Engagement and Koneko Film’s Influence
- Commemorative Campaign: Squalane Starter Set
- HABA’s Commitment to ‘Additive-Free Principle’
- The Future of Japanese Beauty Marketing
HABA x Koneko Film Collaboration Short Drama Series Hits 24 Million Views
Japanese beauty brand HABA, renowned for its ‘Health Aid Beauty Aid’ philosophy, has achieved monumental success with its collaborative short drama series, surpassing 24 million total views. Featuring the iconic actress Hisako Manda, the full four-episode series, including titles like “Hisako Manda,” “Grand Actress vs. The Real Deal,” “Transformation Part 1,” and “Transformation Part 2,” began its simultaneous streaming on YouTube on January 2, 2026, celebrating this remarkable milestone.
HABA’s venture into this vertical short drama format, a first for the brand, was a strategic move to broaden its appeal, particularly among the 30-40 age demographic, while also reaching younger, digitally-savvy audiences. Partnering with Koneko Film, a creative powerhouse boasting over 5 million followers across social media platforms (as of December 21, 2025), allowed HABA to tap into a vibrant online community often disengaged from traditional television.
The Unforgettable Presence of Hisako Manda
At the heart of this captivating series is Hisako Manda, a true icon of Japanese entertainment, making her debut in vertical short dramas. With an impressive 34-year tenure as HABA’s image character, her presence is nothing short of magnetic. The drama’s unique blend of Koneko Film’s distinctive storytelling, known for its quirky and engaging narratives, and Manda-san’s seasoned artistry, resonated deeply with audiences. One viewer’s comment perfectly encapsulates the sentiment: “Manda-san’s elegance and unique charm truly elevate these short stories!”
Joining Manda-san are popular Koneko Film actors Akama Mariko, Handa Shuhei, Fujii Aki, and Murakami Shingo, whose unique worldviews merge with Manda-san’s individuality to create a truly one-of-a-kind short drama experience. The special New Year’s streaming also includes exclusive promotional information from HABA’s PR team.
Access the HABA x Koneko Film vertical short dramas here:
An exclusive collaboration special site is also available for more details:
Overwhelming Audience Engagement and Koneko Film’s Influence
The drama’s success extends beyond view counts, with over 121,000 ‘likes’ and more than 2,800 comments received across HABA and Koneko Film’s official Instagram, YouTube, TikTok, and X accounts (as of December 22, 2025). This enthusiastic engagement underscores the series’ ability to connect with a broad audience.
Koneko Film, led by MINO Bros., is a collective of seasoned creators from film and drama production, renowned for pushing boundaries in digital content. Their impressive track record includes over 5 million followers and 2.5 billion total video views across their SNS channels (as of December 21, 2025), making them an ideal partner for HABA’s innovative marketing push.
Explore Koneko Film’s creative world:
Commemorative Campaign: Squalane Starter Set
To commemorate the drama’s 24 million total views, HABA is offering a special “Squalane Starter Set with Collaboration Logo Sticker” for first-time customers, available until January 31, 2026. Priced at just 1,540 yen (tax included), this limited-edition set allows new users to experience HABA’s high-grade Squalane, a product Hisako Manda has used since her 30s.
Campaign Product Details:
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Availability: Until January 31, 2026 (Saturday)
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Purchase Method: Mail order (special site) and participating HABA shops nationwide (excluding some self-service stores).
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Application URL: https://tinyurl.com/8btyu3rp
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Set Contents (for first-time HABA customers only):
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High-grade Squalane (Cosmetic Oil) 15mL (full size) – approximately 3 months’ supply
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Medicated White Lady (Beauty Essence) [Quasi-drug] 8mL
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G Lotion (Toner) 20mL
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Squa Cleansing (Makeup Remover) 20mL
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Night Recovery Jelly (Night Gel Essence) 2g x 2 sachets
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Original Pouch (approx. 10 x 12.5 x 3.5 cm, made of polyester, zinc alloy, made in China)
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HABA x Koneko Film Collaboration Logo Sticker 1 sheet
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Only one set per person. Limited quantity, available while supplies last. Not applicable to existing HABA customers.
HABA’s Commitment to ‘Additive-Free Principle’
Beyond innovative marketing, HABA remains steadfast in its ‘Additive-Free Principle’ (Mutennka Shugi®), a philosophy upheld since its founding over 40 years ago. This commitment means their cosmetics are formulated with only what the skin truly needs, supporting its natural functions while excluding five common irritants: preservatives, parabens, petroleum-based surfactants, synthetic fragrances, mineral oils, and tar-based dyes.
The Future of Japanese Beauty Marketing
This successful collaboration between HABA and Koneko Film not only demonstrates the power of digital storytelling in modern beauty marketing but also hints at the future trajectory of Japanese brands reaching global audiences. By embracing platforms like TikTok and YouTube with engaging, visually rich content, they are effectively bridging the gap between traditional brand values and contemporary consumer habits.
The playful yet sophisticated essence of this drama, combined with the accessible format of vertical video, aligns perfectly with the evolving global appreciation for ‘Kawaii’ culture—a blend of cute, charming, and endearing aesthetics. Such innovative approaches are surely paving the way for more Japanese beauty and lifestyle brands to captivate hearts worldwide, not just through product efficacy but also through compelling, culturally rich narratives.
For more information and updates, follow HABA’s official social media accounts:
Customer Inquiries:
HABA Laboratories
Free Dial: 0120-82-8080
URL: https://www.haba.co.jp/
