The Sugiura Family Steps into the Spotlight for AEON Pay
In a heartwarming announcement that has captivated fans across Japan, the beloved celebrity family of Taiyo Sugiura, Nozomi Tsuji, and their eldest daughter, Noa, are set to appear together in a new TV commercial for AEON Pay. This marks a significant milestone as it’s the first time the trio will be seen together in a commercial, bringing their authentic family charm to screens nationwide from April 10, 2026.
The decision to feature the “Sugiura Family” highlights their genuine connection and active lifestyle. Known as an “oshidori fufu” (lovebird couple), Taiyo and Nozomi have long been admired for their harmonious relationship, while Noa garners immense support from Japan’s Z-generation. Their daily lives, filled with family time and enjoyable shopping experiences, perfectly embody the vibrant lifestyle that AEON Pay champions. The family’s pre-existing use of AEON Pay further solidifies their role as ideal ambassadors, ready to convey the service’s convenience from their unique perspectives.
Voices from the Sugiura Family
The family expressed their excitement about this unprecedented collaboration.
Taiyo Sugiura shared his deep emotions: “This is our first time co-starring as a family of three. Seeing our eldest daughter, Noa, grow so much and work alongside us like this is truly moving. The AEON Pay commercial shoot, for a service we regularly use, was a very fun and harmonious time for us as a family. We are committed to sharing the convenience and appeal of AEON Pay in a way only our family can. Please look forward to it!”
Nozomi Tsuji reflected on the unique experience: “It was fresh to film as a trio, but more than anything, I never thought the three of us would dance to ‘LOVE Machine’ together – it felt so surreal! It was also a great opportunity to feel my daughter’s growth through this collaboration. Aeon is truly the supermarket our family relies on the most, so it’s a little embarrassing to think our visuals will be displayed there, but I hope everyone enjoys their shopping with the easy and beneficial AEON Pay! The Sugiura Family hopes to continue spreading the word about AEON Pay.”
Noa offered her youthful perspective: “Honestly, filming a commercial with my family felt a bit strange, but I’m incredibly happy. It was fresh to stand alongside my parents in the same capacity, rather than just as their daughter. I hope to convey the joy and reassurance of ‘using it as a family’ to people my age.”
Meet the Family Behind the Campaign
Taiyo Sugiura
Born on March 10, 1981, Taiyo Sugiura debuted in 1998 and starred in “Ultraman Cosmos” in 2001. A father of five, he holds qualifications such as a Vegetable & Fruit Advisor and Mushroom Meister, boasting professional-level cooking skills. His YouTube channel and social media, where he shares glimpses of his family life and parenting, resonate with many parents.
Nozomi Tsuji
Born on June 17, 1987, Nozomi Tsuji rose to fame as a 4th-generation member of Morning Musume in 2000. After graduating in 2004, she engaged in unit activities before establishing a solo career, appearing in numerous variety shows. A mother of five, she actively updates her Ameba Blog and Instagram while appearing on TV and at events. She also develops original apparel, lifestyle, and beauty brands, creating items based on her experiences. Her YouTube channel, “Tsuji Channel,” updated three times a week, draws empathy with its unadorned, real-life content.
Noa
Born on November 26, 2007, Noa debuted in entertainment on her 17th birthday, quickly amassing over 3.64 million followers across her social media platforms. She has appeared in TV commercials for Punirunzu (Bandai) and advertisements for Pringles (Kellogg’s), as well as fashion events like TGC. Her authentic lifestyle and fashion sense have earned her immense popularity among teens. She enjoys baking, sharing her creations on Instagram and YouTube.
-
Instagram: https://www.instagram.com/noa..1126/
About AEON Pay
AEON Pay is a cashless payment service available by downloading AEON’s total app “iAEON” or “AEON Wallet.” It allows for smooth payments at AEON stores and participating merchants nationwide with just a smartphone, eliminating the need for a physical wallet.
AEON Pay offers two flexible payment methods: code payment (2D code, barcode) and WAON Touch (e-money WAON). Users can easily transfer balances between these methods within the app, adapting to their specific needs. Additionally, AEON Pay features a “Local WAON” function, enabling users to contribute to local economies, environmental conservation, and tourism promotion by selecting from approximately 180 regions and organizations for donations through their charge payments. Everyday shopping can thus become a meaningful act of social contribution.
For more details on AEON Pay’s features and benefits, please visit:
https://www.aeon.co.jp/service/lp/aeonpay/
This collaboration with the Sugiura Family is expected to significantly broaden AEON Pay’s appeal, reaching diverse demographics from seasoned parents to the trend-setting Z-generation. Their genuine enthusiasm and relatable family dynamic will undoubtedly make AEON Pay an even more integral part of daily life for many, reinforcing its image as a convenient and family-friendly payment solution for the future.
