Fuji Media Faces Crisis Over TV Star Scandal

Fuji Media, one of Japan’s largest broadcasting groups, is under fire after allegations involving TV personality Masahiro Nakai triggered a wave of advertiser boycotts. Major brands—including Toyota, McDonald’s, and 7-Eleven—have pulled commercials, forcing the network to fill ad slots with public service announcements. Insiders say the turmoil stems from Fuji’s allegedly inadequate response to claims that a staff member organized a dinner where Nakai acted inappropriately.

With multiple advertisers fleeing, Fuji Media’s board called an emergency meeting, only to face mounting pressure from activist shareholders demanding a leadership overhaul and a possible sale of non-core assets. Despite the scandal, the company’s stock jumped amid speculation that the shake-up could force positive change. Critics, however, argue Fuji has turned a blind eye to governance failures for years.

Though Fuji insists it’s committed to “high ethical standards,” some observers fear the damage is already done. More than 80 advertisers have abandoned the channel, and it may take more than a quick internal probe to restore trust. The investigation’s outcome will shape the company’s future in a media landscape that’s known for sweeping scandals under the rug—until they can’t.