Dozens of major Japanese corporations have withdrawn their advertising from Fuji Television, one of the country’s leading networks, amid accusations that company officials attempted to conceal a sex scandal involving popular TV host Masahiro Nakai, The Associated Press reports.
The controversy centers on Nakai, a former member of the iconic boy band SMAP, who is now a prominent figure on Fuji TV and other networks. Local media reports link Nakai to an alleged sexual assault at a party reportedly arranged by a Fuji TV staff member.
The scandal surfaced in December when the weekly magazine Shukan Bunshun reported a 90 million yen ($580,000) settlement between Nakai and a woman regarding the alleged incident at a 2023 dinner party. While Nakai acknowledged the settlement over “a trouble,” he denied any use of violence.
Initially, the news did not spark an immediate advertising exodus. However, a recent press conference held by Fuji TV has ignited a firestorm of criticism, with many accusing the network of lacking transparency and remorse. In response, numerous companies have begun pulling their commercials and replacing them with public service announcements.
Among the major sponsors who have pulled ads are prominent automakers Nissan Motor Co. and Toyota Motor Corp., cosmetics giant Shiseido, retailer Seven & I Holding Co., and life insurer Meiji Yasuda. Local media estimates that over 50 companies have now joined the boycott. Nissan confirmed their withdrawal on Tuesday, stating they are monitoring the situation before making further decisions.
During the widely criticized Friday news conference, Fuji TV President Koichi Minato apologized for the situation, admitting the company was aware of the issue six months before the Shukan Bunshun report but did not disclose it. While stating that Fuji TV would investigate the matter, Minato also expressed his belief that his employees had not acted improperly. Fuji TV has apologized for inconveniencing advertisers and agencies but declined to offer further details.
Adding to the pressure, the latest edition of Shukan Bunshun, published on Thursday, included allegations from an unnamed female Fuji announcer claiming that the senior company official implicated in the 2023 party had arranged similar gatherings for Nakai and Fuji TV.
Fuji TV’s public acknowledgment of the inquiry came after significant pressure from one of its largest shareholders, Rising Sun Management, an affiliate of US investment firm Dalton Investment. Rising Sun demanded a full investigation and appropriate action, citing concerns about the company’s handling of the situation.
This scandal unfolds against the backdrop of a wider crisis in Japan’s entertainment industry, which has recently seen a string of sexual assault allegations. This includes the massive scandal surrounding the now-defunct talent agency Johnny & Associates, which managed SMAP and many other popular groups. In 2023, Johnny & Associates admitted to decades of sexual abuse against hundreds of boys and young men by its late founder, Johnny Kitagawa.
