Tsuguo Sasaki - Toei’s Legendary Publicity Icon
Tuguo Sasaki has been active as Toei's legendary publicity man for over 50 years. From his time at the Kyoto studio, he supported the golden age of yakuza films and handled the promotion of more than 200 movies. He is an indispensable figure in Japanese film history who continues to passionately serve as a bridge communicating the appeal of films while adapting to changing times.
A specialist in publicity who has supported the Japanese film industry for more than half a century. His rich experience and unique perspective have served as a bridge delivering many masterpieces to audiences. Sasaki's life is truly the history of Japanese cinema itself.
1
Encounter with Film (1950s)
Born in an established ryokan in Higashiyama, Kyoto, his father worked as a sound technician for films. From childhood, he frequented movie theaters and was captivated by the magic of cinema. His first step into the film industry came during high school when he worked part-time as an actor's assistant. He also gained experience in the drama club, deepening his interest in what happens behind the scenes. In 1958, he joined Toei Kyoto Studios as a publicity staff member. At that time, before the widespread adoption of television, movies were the premier entertainment, and publicity work played a vital role in connecting audiences with films.
2
Toei Kyoto Studios Period (1958-1973)
He flourished as a publicity man for 15 years during the golden age of period dramas. While the studio gathered over 1,000 craftsmen and produced more than 60 period dramas annually, he served as the films' "messenger." He developed deep relationships with stars like Kataoka Chiezo and Ichikawa Utaemon, creating effective promotional strategies by understanding their personalities. He handled various tasks including poster and flyer design, catchphrase creation, and media relations. With the belief that "a film's real work begins after completion," he sometimes stayed up all night developing publicity plans. The connections and experience cultivated during this period became the foundation for his later success.
3
The Era of Yakuza Films (Late 1960s-1970s)
He built close, trusting relationships with Tsuruta Koji and Takakura Ken. He supported the golden age of yakuza films, handling all eight films in the "Hibotanbokuto," series starring Fuji Junko. His work with Takakura Ken in particular included many hit films such as the "Abashiri bangaichi," series, contributing to the establishment of "Ken-san's" trademark image as a masculine actor. During this time, he would tour nationwide for stage greetings with the actors, valuing interactions with film fans across the country. He also handled publicity for early works by directors who would later represent Japanese cinema, such as Fukasaku Kinji, helping to introduce their talents to the world. His promotional methods were innovative, actively incorporating new media strategies that were unusual for the time, such as TV commercials and magazine tie-ups.
4
Appointment as Publicity Producer at Tokyo Headquarters (1974-Present)
Even after transferring to the Tokyo headquarters, he handled numerous major productions, and from 2000 has been active as a freelance publicity producer. Having promoted over 200 films, he is still revered as "Toei's legendary publicity man."
Mr. Sasaki won the Best Publicity Award for "Michi e no tabibito," and his outstanding promotional skills were fully demonstrated in masterpieces such as "Shigurenoki," "Nagasaki Buraburabushi," and "Poppo ya Tetsudō-in," all of which were selected for the Excellence in Publicity Award. His publicity methods are not merely technical but are supported by a deep love for cinema and keen insight into understanding films. His talent for accurately grasping the intentions of directors and actors and conveying the appeal of works in words that resonate with audiences has established the foundation of modern film publicity and made him an indispensable presence in the industry.
He earned deep trust from actors, particularly illustrated by anecdotes of Tsuruta Koji asking him to be the godfather of his first son and Takakura Ken for his second son, vividly demonstrating the deep friendship built between Sasaki-san and these actors. He also consistently earned respect and affection from film journalists. During photo sessions, his humorous and passionate personality remains unchanged even now, as he demonstrates poses himself with a long sword, asking "Shima-neesan" (Nickname of actress Shima Iwashita) to "Please pose like this." The sight of him brilliantly executing multiple pose variations has been etched into the hearts of many industry professionals.
Additionally, in Sayuri Yoshinaga's photo collection, Sasaki-san stands perfectly still in the background holding a large parasol, appearing like Totoro symbolizing kindness and reliability, and his presence continues to add warmth to film sets today.
While appearing generous and open-hearted, he possesses a sensitive sensibility; though he doesn't drink alcohol, he loves mahjong; and his human charm that shows kindness to everyone involved in filmmaking naturally opens the hearts of many actors and film journalists. His exceptional sense of balance and humanity have continued to provide vitality and dynamism to film publicity scenes from the era when cinema was the king of entertainment to the present, truly symbolizing the rare film publicity producer living in our time.
Eiji Matsuda - The Mastermind Who Knows Everything About Toei Group
A Unique Career Spanning Both Film and Advertising
Served as a bridge between sponsors and production teams
Leadership as Former Chairman of Toei Agency
47 years at the forefront of film and advertising
Produced Landmarks of Japanese Cinema and Anime
Including "Yamato" and "One Piece"
Since joining Toei at the age of 23, Mr. Matsuda has supported the Toei Group for over half a century from both film production and advertising strategy perspectives. As the former chairman of Toei Agency, he demonstrated exceptional leadership by sponsoring nationally beloved anime series such as "Sailor Moon" and the "Pretty Cure" series, captivating the hearts of many children. He was also deeply involved in the global expansion of the internationally successful "Power Rangers," leaving a significant mark as a pioneer in bringing Japanese content to the world. His warm and personable character has endeared him to many within and outside the industry, and he continues to maintain his influential presence as an advisor to Toei.
Mr. Matsuda's greatest achievement was perhaps his ability to balance commercial success with artistic value by standing between advertisers and creative teams. Particularly during the 1990s and 2000s, when Japanese anime gained worldwide attention, Matsuda-san's business acumen and international perspective greatly contributed to Toei Animation's global expansion. He also played a vital role in the worldwide distribution of the "Dragon Ball" series, becoming a pioneer in developing overseas markets for Japanese anime.
Additionally, Mr. Matsuda, well-versed in the different customs of the advertising and film industries, developed innovative marketing strategies incorporating the best elements of both. His partnership strategies between children's content and toy manufacturers, in particular, laid the foundation for the "media mix" business model that followed. He was also involved in rebranding the "Kamen Rider" series, serving as a bridge to pass down Showa era classics to the new Heisei generation.
Highly trusted within the industry, he is known as "Toei's mediator" who never loses his composure in difficult negotiations. He has also dedicated himself to nurturing young producers, and his words—"Planning is about balancing interest with feasibility"—have influenced many successors. The contributions of Mr. Matsuda, who has steered through transformative periods in Japan's entertainment industry throughout his nearly half-century career, are immeasurable.
Koichi Fujino - Music Producer Who Colored the Showa Era
Horipro Manager Era
In the 1970s, during the boiling idol culture era, he supported Goro Oishi, Nagisa Katahira, Akiko Wada, and others. He watched over legendary idol Momoe Yamaguchi's career for 5 years until her "Legendary Farewell Concert" (1980). Especially in his work with Momoe Yamaguchi, as a promotional producer behind hits like "Playback Part 2" and "Ii Hi Tabidachi," he played a role in maximizing her charm and delivering her presence to the wider world. His exceptionally sensitive approach to understanding artists' feelings was highly valued among industry professionals, with many artists trusting him enough to say, "I can only tell this to Fujino-san."
Philips Records Era
From 1982 to 1988, he produced a succession of hit songs representative of the late Showa period, including Yoshie Kashiwabara's "Hello Goodbye," Junko Ohashi's "Simple Love," and Monta & Brothers' "Dancing All Night." Despite his unusual background as a former boxer, his warm and sincere personality allowed him to nurture talented individuals with affection. As a promotional producer, he was deeply involved in recording sessions to maximize the appeal of the songs, devoting himself to "how to deliver the artist's soul." Sometimes staying up all night to develop promotional strategies, his sincere attitude toward his work was highly regarded within the industry.
Success After Independence
After establishing his own production company in 1990, he quickly demonstrated his abilities as a producer by introducing Tina Gushiken, the lead actress in the film "Bokurano Nanokakan Sensou 2" (1991), guiding her to win the 14th Japan Academy Prize for Best New Actress.
Always supporting from the field, sometimes gently pushing artists' backs from a step behind—Fujino-san's approach continues to endear him to many people as a "backstage storyteller" of Showa era music and entertainment.
Later, although he experienced a temporary turning point in the flow of business, he formed a connection with King Records at just the right moment, attracting new opportunities. His journey appears as if he were a person blessed with extraordinary luck, with fate on his side.
Always supporting from the field, sometimes gently pushing artists' backs from a step behind—Fujino-san's approach continues to endear him to many people as a "backstage storyteller" of Showa era music and entertainment.
Later, although he experienced a temporary turning point in the flow of business, he formed a connection with King Records at just the right moment, attracting new opportunities. His journey appears as if he were a person blessed with extraordinary luck, with fate on his side.
King Records Era
At King Records, he handled enka and kayokyoku powerhouse artists such as Junko Akimoto with "Ai no Mama de...", Kohei Fukuda with "Nanbu SemiShigure," and Shoji Koganezawa with "Arigato...Kansha" (Thank You...Gratitude), even producing works that exceeded CD sales of 1 million copies. Adhering to his belief that "music that stays in the heart is more important than chasing trends," he became a contributor to carrying on the richness of Showa's music culture into the Heisei era. His journey was never about pursuing flashiness or sensationalism. Rather, it was a path built by carefully engaging with each artist, discerning their unique qualities and characteristics, sometimes being strict, sometimes encouraging, and always supporting them. Behind the glamorous entertainment industry, his attitude of steadily, sincerely nurturing people and continuing to shine light on them is truly the essence of who Koichi Fujino is.
- A promotional producer who built the golden age of idol culture in Japan's music world
- He handled renowned popular artists such as Goro Oishi, Nagisa Katahira, and Akiko Wada, and notably supported and watched over Momoe Yamaguchi's brilliant career for 5 years leading up to her retirement concert.
- In his work with Momoe Yamaguchi, he had the sensitivity to empathize with her emotional pain and vulnerabilities, earning her deep trust.
- From 1982, he worked at Philips Records, contributing to the success and promotion of signature hit songs by artists like Yoshie Kashiwabara, Junko Ohashi, and Monta & Brothers.
- At King Records as well, he played a central role in promotion, demonstrating his outstanding skills. The artists he managed, including Junko Akimoto with her lyrical voice that captured many hearts, and Kohei Fukuda who powerfully led the enka world with his overwhelming singing ability, all left strong impressions. Particularly in promoting Shoji Koganezawa, he accurately brought out his charm and delivered it to a wide audience, firmly establishing his presence.
- With his warm and sincere personality, he lovingly nurtured talented individuals and devoted himself to bringing out artists' souls. This attitude, along with the wide and deep connections he built in the music world, is the greatest proof of how deeply Fujino-san was loved by many people.
Mr. Fujino presence continues to be cherished by many people as a "backstage storyteller" of Showa era music and entertainment. A person who knows the pulse of Showa music and the people who lived in that era—that is Koichi Fujino.
Kazuharu Oda - A Versatile Entertainment Professional
Toei Publicity Producer
As a publicity producer at Toei, he worked on numerous classic Showa-era films including "JInginaki Tatakai" and the "Truck Yaro" series, making his mark at the forefront of film promotion. His unique sensibility and meticulous strategy helped lead many productions to success.
His talent extended to discovering young actors as well. For the film "Moeru Hero," which starred Hiroyuki Sanada (who later won the 82nd Golden Globe Award for Best Actor in a Television Drama for "SHOGUN"), he organized a Toei audition that attracted approximately 20,000 applicants. From this pool, he discovered the then-unknown Kazue Ito and cast her as the female lead opposite Sanada, launching her career.
Actress Training School "WISAKS"
He produced this joint project between Toei and Hakubi. Dedicated to discovering and nurturing talented young actresses, he helped launch many stars into the industry.
Stage and Film Producer
Currently active as the Entertainment Division Manager of Univision Inc. He is involved in content production across various media from movies and television to theatrical productions.
Kazuharu Oda worked as a publicity producer at Toei on numerous hits that defined the Showa era, including "Jingi Naki Tatakai" the "Truck Yaro" series, and "Nogikuno haka" starring Seiko Matsuda. His exceptional promotional instincts and planning abilities were highly regarded in the industry, making him a notable figure who breathed new life into productions.
With the belief that "a film's success is determined by its promotion," he constantly pursued innovative approaches. He paid attention to every detail of posters and catchphrases and sometimes orchestrated groundbreaking promotional events to maximize a production's appeal.
Mr. Oda's talents extended beyond promotion to discovering young actors. For the film "Burning Hero," which starred Hiroyuki Sanada (who later won the 82nd Golden Globe Award for Best Actor in a Television Drama for "SHOGUN"), Toei held an audition for the heroine role that attracted approximately 20,000 applicants. From this pool, Mr. Oda discovered the then-unknown Kazue Ito and cast her as the female lead opposite Sanada. This production became Ito's acting debut and marked a significant turning point that launched her professional career in the entertainment industry.
Later, he served as producer for the actress training school "WISAKS," pouring his passion into developing young actresses. With strict yet warm guidance, he helped many talents blossom, contributing to bringing fresh energy into the entertainment world.
Currently, as the Entertainment Division Manager of Univision Inc., he creates next-generation entertainment from the position of a stage and film producer. Leveraging his years of experience and extensive network, he continues to take on new projects.
Beloved by many for his sincere personality and kindness, Mr. Oda has earned deep trust both within and outside the industry. With the belief that "entertainment enriches people's hearts," he continues his energetic activities today. As Japan has transitioned from the Showa to Heisei and now Reiwa eras, he remains an important figure who continues to support the Japanese entertainment industry.