Snow Man’s Miyake Ryota Stars in Pizza La’s New Summer Ad: Behind-the-Scenes & Finishing Touches!

Pizza-La is set to launch its “Summer Premium Quarter” campaign on June 13, 2026, featuring Snow Man member Ryota Miyadate. The campaign centers on the “after-topping” and “after-squeezing” concept—adding fresh lettuce or lemon just before eating—to provide a customizable, high-texture dining experience that emphasizes freshness and flavor contrast.

Why is “interactive dining” becoming a major food trend?

The upcoming Pizza-La campaign highlights a shift in consumer behavior: the move from passive eating to active participation. By introducing the “Atonose” (after-topping) and “Atogake” (after-squeezing) methods, the brand is tapping into a growing desire for sensory involvement in meal preparation.

According to the campaign details, the “Garlic Beef & Fresh Lettuce” pizza utilizes the “Atonose” method, where fresh lettuce is added immediately before consumption. This creates a specific textural contrast between the hot, rich garlic soy beef and the cold, crunchy lettuce. Similarly, the “Great Shrimp Garlic Shrimp” uses the “Atogake” method, allowing diners to squeeze fresh lemon over the shrimp to provide a bright acidity that cuts through the savory garlic sauce.

This trend suggests that future food products may increasingly arrive “incomplete,” requiring a final, satisfying step from the consumer to unlock the intended flavor profile. This “finishing touch” transforms a standard delivery meal into a brief, engaging culinary event.

How does celebrity persona influence brand authority?

The selection of Ryota Miyadate is a strategic move that goes beyond simple celebrity endorsement. Pizza-La is leveraging Miyadate’s specific “royal” and “elegant” public image to elevate the perception of their summer lineup.

In the new commercials, Miyadate performs these culinary actions with “vivid hand movements” and “graceful gestures,” aligning the act of topping a pizza with a sense of sophistication. This approach moves away from the traditional “fast food” imagery and toward a “premium experience” model.

Furthermore, the campaign utilizes Miyadate’s personal philosophy to build trust. When asked about his strengths in relation to the slogan “This deliciousness isn’t just for show” (Kono umasa, date janai), Miyadate stated, “The experiences I have walked through and the views I have seen are not just for show.” This connection between a celebrity’s hard-earned credibility and the product’s quality creates a powerful psychological link for the consumer.

Comparing the Sensory Profiles

The Summer Premium Quarter offers two distinct ways to engage with flavor, catering to different consumer preferences:

What should consumers expect from future seasonal menus?

As brands like Pizza-La experiment with “one-step” customization, we can expect a rise in “hybrid” food products. These products balance the convenience of pre-made meals with the freshness of made-to-order dining.

The “Summer Premium Quarter” also combines classic flavors—such as “Hokkaido Mascarpone & Aged Salami” and “Fresh Tomato & Basil”—with these new interactive elements. This suggests that the future of seasonal menus lies in a “Best of Both Worlds” strategy: offering the comfort of established favorites alongside the excitement of new, interactive culinary techniques.

Frequently Asked Questions

What do you think about the “after-topping” dining trend? Do you prefer interactive meals or traditional convenience? Let us know in the comments below or subscribe to our newsletter for more food industry insights!