Japan’s Masahiro Nakai sex scandal prompts dozens of companies to pull Fuji TV ads

Major sponsors such as carmakers Nissan and Toyota and the owner of 7-Eleven announced they were pulling ads from Fuji TV over the scandal

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Flags of Japanese broadcaster Fuji Television Network are seen in front of the company’s building in Tokyo. Photo: AFP

Published: 3:51pm, 21 Jan 2025

Dozens of major companies in Japan have pulled their adverts from Fuji Television amid allegations company officials tried to cover up a sex scandal involving one of the country’s most famous television hosts.

The scandal centres on Masahiro Nakai, a former member of the popular male band SMAP and now a host at Fuji and other Japanese networks. Nakai has been linked by local media to an alleged sexual assault at a party reportedly arranged by one of Fuji TV’s staff.

After the weekly magazine Shukan Bunshun reported in December on a 90 million yen (US$578,000) settlement between Nakai and a woman over the alleged sexual assault at a 2023 dinner party, the former SMAP star issued a statement acknowledging a settlement over “a trouble”, but he denied using any violence.

News of the scandal did not immediately trigger a flood of pullouts by sponsors. But many apparently started replacing their commercials with public service announcements after a news conference on Friday by Fuji TV that triggered criticism that the company was lacking transparency and contrition over the affair.

Masahiro Nakai, former member of the J-Pop boy band SMAP and a celebrity television host, pictured in Tokyo. Photo: Jiji Press / AFP

Major sponsors such as carmakers Nissan Motor Co. and Toyota Motor Corp.; cosmetics maker Shiseido; retailer Seven & I Holding Co. and life insurer Meiji Yasuda announced they were pulling ads from Fuji TV. Local media reports said more than 50 companies had done the same.