From science fiction to reality | Space Utilization Support Media | ASMILLA
When you think of space-themed commercials, which ones come to mind? In Japan, many might recall Nissin Foods' iconic "NO BORDER" Cup Noodles ad, filmed in space years ago. At the time, it was a groundbreaking feat that sparked the imagination of countless viewers. Today, more companies are embracing space-themed commercials to showcase their innovation and futuristic visions.
But did you know there's actually a program that makes real space filming possible—not just CGI? In 2024, Osaka Rasenkan Kogyo Co., Ltd. (headquartered in Osaka, Japan) sent their product, "Worm-Free Flex," to the International Space Station (ISS) and filmed it inside the Japanese Experiment Module "Kibo" (as seen in the image above). This groundbreaking project shows that shooting commercials in space is no longer just a dream—it's a reality.
"Worm-Free Flex" is an ultra-flexible molded tube that goes beyond traditional flexible tubing. It combines the flexibility of a rubber hose with remarkable durability, boosting both work efficiency and longevity. Its high quality has earned it a place in the "Kibo" module aboard the ISS. This unique feature inspired Osaka Rasenkan Kogyo to film their commercial in space, showcasing the product in its most extraordinary environment.
This filming was made possible through JAXA's "Kibo Utilization Program." This program allows companies to use the "Kibo" module on the ISS for commercial filming. Note: As of January 2025, applications for projects to be conducted by June 2026 are closed. The technical support for this commercial was provided by Japan Manned Space Systems Corporation (JAMSS), experts in space utilization who have supported the "Kibo" module's operations for over 15 years. From initial planning to the final shoot, JAMSS collaborated closely with Osaka Rasenkan Kogyo and JAXA. The filming itself took approximately two hours, with an astronaut inside the "Kibo" module and ground controllers coordinating in real time.
Due to its high flexibility, "Worm-Free Flex" exhibited unexpected movements during filming. However, through trial and error, the planned filming was successfully completed. The commercial video has yet to be released, and its completion is eagerly awaited.
In the past, creating a space commercial meant that companies had to manage the entire project from the ground up, facing substantial costs and time commitments. However, with JAXA's "Kibo Utilization Program," businesses can now film commercials in space with significantly less hassle. This innovative approach to product PR not only reduces the burden on companies but also opens up exciting new marketing opportunities that are sure to capture attention in the future.
Source(Japanese only)
Osaka Rasenkan Kogyo Co., Ltd. Official Website
Call for Commercial Filming Projects Using the "Kibo" Module
