Dozens of prominent companies in Japan have recently stopped airing their advertisements on Fuji Television due to allegations that the network’s executives attempted to conceal a sex scandal involving one of the nation’s most recognized television hosts.
The controversy primarily concerns Masahiro Nakai, a former member of the immensely popular boy band SMAP, who is currently well-known as a television presenter on Fuji and other channels. According to local media reports, Nakai has been connected to an alleged sexual assault that supposedly took place at a party organized by a Fuji TV employee.
The issue gained traction when a publication named Shukan Bunshun revealed in December that Nakai had reached a settlement amounting to 90 million yen (around $580,000) with a woman over claims of sexual misconduct stemming from a dinner event in 2023. In response to this report, Nakai released a statement acknowledging the settlement regarding “an incident” but categorically denied any allegations of violence.
Initially, the scandal did not cause immediate widespread withdrawals of sponsorships. However, following a recent news conference held by Fuji TV that sparked widespread criticism for a perceived lack of transparency and accountability, several sponsors began replacing their commercials with public service announcements.
Major sponsors, including automakers like Nissan and Toyota, cosmetics giant Shiseido, retailer Seven & I Holding Co., and life insurance company Meiji Yasuda, declared their decision to withdraw advertisements from Fuji TV. Reports from local media indicate that over 50 companies have followed suit.
On Tuesday, Nissan stated that it had ceased its advertising with Fuji TV and was observing the situation before making any further decisions. During the news conference on Friday, Fuji TV President Koichi Minato expressed regret and admitted that the network had failed to disclose details of the issue, even though it had been aware of the allegations for approximately six months prior to the revelations by Shukan Bunshun. Minato indicated that an investigation into the matter would be conducted while maintaining that his employees had acted properly.
Moreover, Fuji TV extended apologies for the inconveniences caused to its advertisers and partners but did not elaborate on specific details of the case. The latest issue of Shukan Bunshun, which was published Thursday, featured claims from an unnamed female announcer at Fuji, asserting that a senior official of the network had coordinated similar events for Nakai and the station.
Public acknowledgment of the investigation only followed criticism from one of Fuji TV’s largest shareholders, Rising Sun Management, which called for a thorough inquiry and subsequent action. Rising Sun is affiliated with Dalton Investment, a U.S.-based investment management firm.
Japan’s entertainment sector is currently facing a myriad of sexual misconduct allegations, particularly after the now-defunct talent agency Johnny & Associates admitted in 2023 to systemic abuse perpetrated by its late founder, Johnny Kitagawa, against numerous boys and young men, including those from SMAP and other boy bands.