HYDE Appears in Casillero del Diablo Wine CM: "Love and Quality are Essential for Continuing Activities Long-term"
This interview was originally published in Japanese on barks.jp. Translated by VK Chronicle.
HYDE Appears in Casillero del Diablo Wine CM: “Love and Quality Are Essential for Long-Term Success”
HYDE has been appointed as brand ambassador for the wine “Casillero del Diablo” from Devil’s Cellar. A web CM featuring HYDE titled “The Devil Is Proof of Deliciousness” will premiere on the official YouTube channel starting April 28, with TV commercials set to air nationwide beginning May 30.
This initiative is being carried out by Mercian Corporation to commemorate the 30th anniversary of the Japanese release of “Casillero del Diablo,” a premium Chilean wine brand produced by Concha y Toro, Chile’s No. 1 winery. The CM features “SO DREAMY” from HYDE’s latest album JEKYLL, marking his 25th anniversary as a solo artist.
“Casillero del Diablo” carries a legendary backstory: the wine was so delicious that people would steal it from the cellar. To protect the wine, the winery’s founder, Don Melchor, started a rumor that “a devil lives in this cellar.” Since then, the “devil mark” has become a symbol of deliciousness cherished worldwide.
The new CM begins with HYDE’s narration set against a deep red backdrop. The footage carefully captures the sound of wine being poured and the gesture of tilting a glass, creating an immersive feeling as if one is tasting the wine firsthand. The final product conveys that “deliciousness that gets stolen” that makes you reach for just one more sip. A key visual will be unveiled on May 1, and a collaboration campaign with HYDE will launch on June 6, the “Devil’s Day,” offering various experiences centered around the brand’s iconic “devil mark.”
HYDE, who has considerable knowledge of wine, commented on why “Casillero del Diablo” has remained beloved, saying it comes down to “love and quality.” Regarding the new CM, he offered this message: “There are scenes with smiles that are unfamiliar for me—I wonder if I did them well? I’m looking forward to hearing what everyone thinks.” In a post-shoot interview, HYDE, now marking his 25th year as a solo artist, discusses what he treasures while maintaining his career longevity, a touching episode that stole his heart, and his own “devilish side.”
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“SO DREAMY” Is About Sharing Dinner with Someone Special—The Song Features Wine in Its Lyrics, Making It Perfect for This CM
Q: Were there any particular scenes or episodes from the CM shoot that left a strong impression on you?
HYDE: The drinking scenes, I’d say. While filming those scenes, I was thinking things like “Cheers!” and “This is delicious!” in my mind. Without saying the words out loud, it’s harder to create the right facial expression. So I was mentally saying things like “this is delicious” while filming.
Q: Your latest album track “SO DREAMY” has been chosen as the CM song, set to release in May. After actually filming, did you feel any common ground or good chemistry between the CM’s world and the song?
HYDE: “SO DREAMY” is also about sharing dinner with someone special. Wine appears in the lyrics too, so it’s really the perfect song to have playing in the background of this CM.
Q: What were your thoughts and impressions when you tasted “Casillero del Diablo”?
HYDE: It’s a really well-known wine in Japan. I discovered it around the time when Chilean wines were becoming a hot topic, and I was surprised—”This wine is this delicious at this price point?” It was quite an eye-opener.
Q: How do you typically enjoy wine in your everyday life?
HYDE: I basically drink wine paired with meals, so I love both red and white equally. I also have opportunities to drink after dinner—pairing it with cheese, for example.
Q: For wine beginners, how would you recommend enjoying wine?
HYDE: I’d encourage people to choose wine carefully and pair it with food. For example, rich meat dishes go well with red wine, while lighter dishes or fish pair better with white wine. That kind of pairing is the most effective way to enjoy wine deliciously, I think.
Q: “Casillero del Diablo” is celebrating its 30th anniversary since its Japanese release. What are your honest thoughts, and do you have a congratulatory message?
HYDE: Thirty years is longer than I initially thought it would be. To sustain something for that long, you need genuine deliciousness and quality. I’ve actually visited their winery, and it’s a truly wonderful place. I got the impression that “they’re making wine with love.” That’s probably why everyone loves it and why it’s been able to continue for decades.
Q: What do you think are the conditions for a wine brand to remain beloved for such a long time?
HYDE: It really comes down to love, doesn’t it? Whether or not proper love and care are being put in. Wine-making has good years and bad years, but I think that’s something that can be compensated for based on accumulated experience. Long-established brands have the knowledge to navigate challenges skillfully. Brands without that foundation tend to be more vulnerable to a single setback. I’m sure “Casillero del Diablo” will face various challenges in the future, but I think it will continue thriving. Brands that consistently maintain quality while putting love into each product are strong.
Q: You yourself are also marking a milestone—your 25th anniversary as a solo artist—and you continue to be active at the forefront of the industry. What do you prioritize to sustain your career long-term?
HYDE: I think it really comes down to quality. Creating quality that won’t sadden or disappoint fans—that’s my way of expressing love to them. It’s very similar to wine, but avoiding betrayal is crucial.
Q: Over the long years, there must have been pressures and difficulties that come with longevity. What aspects have been challenging, and how have you overcome them?
HYDE: I think it’s because we’ve built a good relationship of trust with fans. I’ve accumulated confidence that “if I make something carefully and earnestly, it will properly reach the fans.” So there’s no pressure, really. If I have confidence that “I’ve made this properly,” that’s perfect for me—a perfect 100. But if there’s any shadow of doubt—”Is this okay?”—the fans will see through it. So it’s important not to do that.
Q: Is there anything new you’d like to challenge yourself with in the future?
HYDE: Just like I have been, I want to continue pursuing the art I believe in without playing it safe. I think that’s how I express my love to the fans. I want to maintain that same stance going forward.
Q: The CM has this striking phrase about “deliciousness that gets stolen.” Have you had any experiences where your heart was similarly “stolen” by something deeply moving?
HYDE: There are many, but for example, when I went to Chile, there was an impressive trouble during a concert. The guitars and drums simply stopped working. It seemed hopeless—like the concert would have to end. But then the microphone was still working. I said, “I’m sorry, I can’t perform anymore. But please listen to me sing acapella,” and I started singing without accompaniment. It turned into a massive sing-along. It became an incredibly moving live performance. It’s partly the nature of Chilean people, but it was a moment where our mutual care and feelings became one.
Q: The phrase “the legendary devil’s wine” is also striking. If you had to point out a “devilish side” within yourself, what would it be?
HYDE: I have a weakness for the tears of fans crying during concerts—whether they’re moved to tears or lost in the lyrics and crying. (laughs) It’s kind of cute, you know? While I do feel a bit sorry that they’re crying, it’s definitely my weakness. I find it adorable.
Q: Please share a message for everyone watching the CM.
HYDE: I’m HYDE. I had the opportunity to appear in this CM. There are scenes with smiles that are unfamiliar for me—I wonder if I did them well? I’m looking forward to hearing what everyone thinks!
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Casillero del Diablo Wine CM
▼Web CM
Title: Casillero del Diablo “The Devil Is Proof of Deliciousness” (6-second / 15-second / 30-second versions)
Broadcast Start: April 28 (Tuesday) — Exclusive premiere on web
Starring: HYDE
Broadcast Platform: Official YouTube Channel
▼TV CM
Title: Casillero del Diablo “The Devil Is Proof of Deliciousness” (30-second version)
Broadcast Start: May 30 (Saturday)
Starring: HYDE
Broadcast Platform: Television
▼ CM Song
“SO DREAMY”
Artist: HYDE (Universal Music LLC)
Lyrics: HYDE / Ali
Composition: HYDE / hico
Arrangement: hico
June 6 Is “Devil’s Day” — HYDE × Casillero del Diablo 30th Anniversary Campaign
Application Period: May 1 (Friday) 12:00 ~ June 30 (Tuesday) 17:00
Receipt Validity Period: May 1 (Friday) ~ June 28 (Sunday) 23:59
How to Apply: After watching the video, photograph a receipt or purchase documentation showing purchases of 1,000 yen (tax included) or more of eligible products and submit to enter a lottery drawing for prizes.
Note: Complete video viewing is a mandatory requirement.
▼ Prizes and Number of Winners
- HYDE Course: Original QUO Card (1,000 yen) × 600 winners
- Diablo Course: Original Pair Glasses × 66 winners
Details: https://cp.kirin.jp/story/36770
Casillero del Diablo: https://www.kirin.co.jp/alcohol/wine/cyt/wines/diablo/
Album JEKYLL
Digital Release: March 11, 2026 (Wednesday)
Distribution Link: https://hyde.lnk.to/jekyll
CD Release: May 13, 2026 (Wednesday)
CD Purchase: https://hyde.lnk.to/jekyll_cd
【UNIVERSAL MUSIC STORE Limited Edition (CD + Blu-ray + M∞CARD + Booklet + Goods)】
PDCV-1251 / 14,850 yen (tax included)
Completely limited quantity / LP-size special box
- CD: Digipak format
- Blu-ray / M∞CARD: Full Music Videos and Special Movie for all 10 CD tracks
- M∞CARD initial access period: May 12, 2026 ~ May 12, 2028
- Blu-ray and M∞CARD contain the same footage
- Booklet: LP-size
- Goods: 4-piece acrylic panel set
【First Press Limited Edition (CD + Blu-ray + M∞CARD)】
UICV-9345 / 6,490 yen (tax included)
- CD: Digipak format
- Blu-ray / M∞CARD: Full Music Videos and Special Movie for all 10 CD tracks
- M∞CARD initial access period: May 12, 2026 ~ May 12, 2028
- Blu-ray and M∞CARD contain the same footage
【Standard Edition (CD)】
UICV-1120 / 3,300 yen (tax included)
- CD: 12cm plastic case format
▼ Track List (Common to all editions)
- DIE HAPPILY
- SSS -HYDE Ver.-
- MAISIE -HYDE Ver.-
- FINAL PIECE
- SO DREAMY
- THE ABYSS
- TATTOO
- NOSTALGIC
- SMILING
- FADING OUT
● First Press Inclusion for All Editions
Single & Album Collaborative Raffle “MONSTERS CHANCE”
Serial number raffle entry for collaborative bonuses
Note: You can enter the raffle using serial numbers included with both the new single “THE ABYSS” and the new album *JEKYLL. Details to be announced.*
● CD Shop-Specific Bonuses
- VAMPROSE STORE: Clear file
- Amazon: Mega jacket
- Rakuten Books: A2 poster (Rakuten Books exclusive design)
- Tower Records: A2 poster (Tower Records exclusive design)
- HMV: A2 poster (HMV exclusive design)
- UNIVERSAL MUSIC STORE: A2 poster (UMストア exclusive design)
- Other CD Shops: A2 poster (other CD shop exclusive designs)
JEKYLL LP
【Analog LP】
PDJV-1015 / 5,500 yen (tax included)
Pre-order URL: https://store-annex.universal-music.co.jp/product/pdjv1015/
This product is a UNIVERSAL MUSIC STORE exclusive. For customers who want to purchase with certainty, pre-order by April 19 (Sunday) is recommended.
Sales will end once the planned quantity is reached.
▼ Track List (Same as Standard Edition CD)
- DIE HAPPILY
- SSS -HYDE Ver.-
- MAISIE -HYDE Ver.-
- FINAL PIECE
- SO DREAMY
- THE ABYSS
- TATTOO
- NOSTALGIC
- SMILING
- FADING OUT
〈HYDE Orchestra Tour 2026 JEKYLL in Wien〉
May 25 (Monday) — Wiener Konzerthaus, Großer Saal
Tour Special Site: https://www.hyde.com/pages/jekyll2026
〈HYDE Orchestra Tour 2026 JEKYLL in Wien LIVE VIEWING〉
【Live Viewing (Live Broadcast)】
Showtime: May 26 (Tuesday) 2:30 (Japan Standard Time)
Prior to showtime, we plan to air “20th Orchestra Concert 2021 HYDE HEIANJINGU.”
Admission Restrictions: Those under 18 years old (high school students and below) cannot be admitted, even with parental accompaniment.
Age verification may be required at entry for live viewing. Please bring a valid ID.
Some theaters may have concession hours that differ from screening times. Please note in advance.
▼ Venues
Movie theaters nationwide: https://liveviewing.jp/hyde-jekyll-in-wien/
Doors open at 0:00 (planned).
▼ Ticket Price
¥5,500 (tax included / all reserved seating)
Ages 3 and up: paid admission / Children under 3 require paid admission if using a seat
Additional handling fees apply when purchasing tickets through ticket sales platforms.
【Delay Viewing (Recorded Screening)】
Showtime: May 26 (Tuesday) 19:00 (Japan Standard Time)
▼ Venues
Movie theaters nationwide: https://liveviewing.jp/hyde-jekyll-in-wien/
Door opening times vary by theater.
In Osaka Prefecture, due to prefectural ordinance, those under 16 must be accompanied by a guardian for screenings ending after 19:00.
▼ Ticket Price
¥4,500 (tax included / all reserved seating)
Ages 3 and up: paid admission / Children under 3 require paid admission if using a seat
Additional handling fees apply when purchasing tickets through ticket sales platforms.
【General Release (First Come, First Served)】
Application Period: May 16 (Saturday) 18:00 ~ May 22 (Friday) 12:00
◯ Lawson Ticket: https://l-tike.com/hyde-jekyll-in-wien/
◯ Lawson / Ministop in-store terminals “Loppi”
Up to 4 tickets per person
General release is first come, first served. Booking will end once the planned number of seats is reached.
(Inquiries) Lawson Ticket Information: https://l-tike.com