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The story
The TV commercial for Soumi Foods’ pasta sauce “Haconese,” airing since October 2026, features impersonator Hoi Kenta — known for his spot-on impression of comedian Sanma — repeatedly shouting “Haconese!” Reports say this has sparked comments calling it “unbearably unpleasant” and “incredibly stressful,” and reactions on 5ch were split. While some said the impression feels jarring and off-putting to viewers unfamiliar with the show it’s tied to, plenty of others questioned whether the backlash was really as big as reported, with comments like “that’s nowhere near enough to call it a flood of complaints” and “if you can’t stand 15 seconds, that’s a mental illness.”
November 12, 2026
“Haconese, Haconese, Haconese~♪”
The commercial for Soumi Foods’ pasta sauce “Haconese,” airing since October 2026, stars impersonator comedian Hoi Kenta — and its content is now generating major buzz.
Source: news.livedoor.com / Original article here
What people said
Exactly! How did that one even get approved?
That one's seriously disgustingly creepy. Is that even okay from a feminist standpoint?
And honestly, it's wall-to-wall comedians I've never even heard of — it wears me out…
Whenever that commercial comes on I change the channel, but the channel I switched to had him sticking his tongue out too, perfect timing.
Keep it local, please.
For people who don't,
it's just some scruffy middle-aged guy suddenly filling the screen
and belting out a song in a grating voice — utterly unpleasant.
Way overblown.
That Carsensor ad with Ano is more unpleasant.
Seems like it's all this kind of stuff lately.
That one's less "unpleasant" and more just way too loud and grating. I finally stopped seeing it, though. I actually like Tokyo 03 themselves, so it's the incompetent director's staging and editing that's to blame.
https://video.twimg.com/amplify_video/2104841474018078720/vid/avc1/1920×1080/evTqFEZt6otEJyTd.mp4
Once it's three people it gets really overbearing lol
This one's just plain noisy and annoying.
That's probably true.
I'd never even heard of Hoi Kenta to begin with, so being this unpleasant might actually be what makes it memorable.
Background and Key Points of Debate
The phrase “flood of complaints” in the original headline comes from media reporting, and no specific complaint numbers were given. Within the thread, many comments questioned the scale of the backlash itself, calling it “nasty-troll-level” or “overblown” — the biggest point of disagreement wasn’t the content of the commercial itself, but whether it’s really causing as much trouble as reported. Another axis was differing viewing context: posters noted that regular viewers of the show the ad airs alongside take it in stride, while those unfamiliar with the show are more likely to find the sudden impersonation jarring and off-putting. There were also many comparisons to other ads that “become talked about through unpleasantness,” like Uber Eats and Amazon, with some suggesting this might be a deliberate attention-grabbing tactic. Details of Hoi Kenta’s own career and his relationship with Sanma were not covered in depth in either the original article or the thread.
*This article is excerpted and summarized from the 5ch (Geisupo Sokuho+) thread ““Unbearably Unpleasant” — Pasta Sauce Commercial Starring Hoi Kenta Reportedly Flooded with Complaints, “Incredibly Stressful” — The Truth Behind the Different Reaction from the Real Sanma.”
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