Riku Miura and Ryuichi Kihara will star in a new limited-edition Big Mac summer commercial for McDonald's starting June 30 [3].

The partnership leverages the popularity of the "Riku-Ryu Pair" to evoke summer memories and drive seasonal engagement for the fast-food giant in Japan.

Miura, 24 [1], and Kihara, 33 [2], appeared in the campaign titled "Back Then and Now, Summer Means..." The production involved a series of scenes designed to highlight the bond between the two performers. During the filming process, the pair experienced several lighthearted mishaps that added a candid element to the shoot.

Kihara shared details about his personal traditions and relationship with Miura during the promotion. He said that he and Miura visit Niagara Falls every year to experience the feeling of summer.

The duo's chemistry is a central part of the marketing strategy. Kihara said that when they fight, he gives Miura delicious food to make up.

The commercial is scheduled to air across television and online platforms throughout Japan. The campaign focuses on the Big Mac as a staple of the summer season, aiming to connect the product with nostalgic, and contemporary emotional experiences.

“"Every year (with Miura) I go to Niagara Falls and feel the summer."”

By utilizing the 'Riku-Ryu Pair,' McDonald's is employing a 'ship' or duo-based marketing strategy targeting a specific fan demographic that values the chemistry between these two personalities. This approach shifts the focus from the product's attributes to the emotional resonance of companionship and nostalgia, which is a common tactic for seasonal campaigns in the Japanese market.