Anime Star Mamoru Miyano Voices a Marmot in Lotte's New Commercial
Mamoru Miyano, one of the most iconic voices in the anime world, has appeared in a new web commercial for the Japanese food giant Lotte's highly popular hard gummy series, Kajitte. In the "Newcomer" (Shiniri) segment of the ad campaign, Miyano unexpectedly voices a marmot. This collaboration, which was kept secret initially, quickly became a trending topic on social media when combined with the artist's unique and energetic vocal tone.
Born in 1983, Mamoru Miyano has brought unforgettable characters to life throughout his career, such as Light Yagami in Death Note, Rintaro Okabe in Steins;Gate, and Osamu Dazai in Bungou Stray Dogs. Not only a voice actor (seiyuu) but also a successful singer and actor, Miyano drew attention last June 2025 when he left the Gekidan Himawari agency, where he had been affiliated for over 30 years, to join Ken-On. The artist continues to maintain his popularity recently by voicing characters like Michael Kaiser in Blue Lock and August in Gachiakuta.
Lotte's Kajitte series has achieved great success in Japan since its launch in August 2025, exceeding sales targets by 150%. The "surreal" mascots used in advertising campaigns emphasizing the fruity taste and hard texture of the gummies have gone viral, especially among young consumers. The marmot character voiced by Miyano forms the newest link in the brand's humorous and attention-grabbing marketing strategy. In Japan, the participation of famous voice actors in food commercials is known as a deep-rooted industry tradition that increases the fan base's loyalty to the brand.
Miyano's entertaining performance was described by his fans as "both funny and charismatic." The artist's wide range, extending from serious roles to such mascot voiceovers, proves once again why he is considered one of the best in the industry. With the release of new fruit-flavored varieties of the Kajitte series in the coming days, we can expect to see this cute marmot voiced by Miyano in more commercials.
