Actor Lily Franky praised the proactive promotional efforts of actress-producer MEGUMI during a public event for the film “FUJIKO” on Monday [1].
This unconventional marketing strategy highlights a shift toward direct-to-company outreach to create grassroots awareness for Japanese cinema. By targeting specific brand names, the campaign seeks to embed the film's identity into the daily commercial landscape of Japan.
During the event, Franky said he admired MEGUMI's energy and her direct approach to securing collaborations. MEGUMI said she focused her efforts on any business that contained the word “fuji” in its name [1].
“I am doing collaborations, so I simply reached out to every place that has ‘fuji’ in the name,” MEGUMI said [1].
Franky extended his congratulations on the arrival of the film's release date [1]. He said the story has emotional resonance, suggesting that the movie encourages viewers to reflect on their relationships with their mothers. He said some viewers might feel inclined to call their mothers or buy flowers for those who have died after watching the film [1].
Franky said he hopes the movie would be viewed by audiences worldwide, stating that no one in the world is without a mother [1]. The event marked the official launch of the film, coinciding with the publication of promotional footage on June 8, 2026 [1].
““I simply reached out to every place that has ‘fuji’ in the name,” MEGUMI said.”
The 'fuji' campaign represents a hyper-local approach to movie marketing, leveraging linguistic commonalities in Japanese business names to create a wide network of unplanned partnerships. This strategy moves away from traditional studio-led advertising toward a more aggressive, personal outreach model led by the film's producer.
