Dozens of major companies in Japan are pulling their advertisements from Fuji Television amid escalating allegations surrounding a sex scandal linked to Masahiro Nakai, a prominent television host and former member of the band SMAP. The controversy centers on claims that company officials attempted to cover up an alleged sexual assault that occurred during a party orchestrated by a Fuji TV staff member, as detailed in reports from SCMP and AP News.

Local publications revealed that after the Shukan Bunshun magazine reported a settlement of around 90 million yen (approximately US$580,000) between Nakai and an alleged victim over the incident, Nakai acknowledged the settlement while denying any acts of violence. Following that report, several major sponsors, including industry giants such as Nissan, Toyota, and Shiseido, have announced their decision to retract advertisements from Fuji TV.

Initial reactions from sponsors did not show a significant withdrawal; however, following a press conference held by Fuji on Friday that was met with criticism for a perceived lack of transparency, many of these companies began replacing their commercials with public service announcements. Reports indicate that more than 50 firms have opted out, reflecting a strong response to the scandal.

At the press conference, Fuji TV President Koichi Minato expressed regret over the situation, admitting that the company had been aware of the issues before the publication but failed to take proper action. He stated that Fuji would be conducting an internal investigation but maintained that the company’s employees had acted appropriately. Fuji TV has faced increased scrutiny from its shareholders, particularly Rising Sun Management, which demanded a comprehensive investigation into the affair.

Compounding the fallout is the broader context of a cultural reckoning in Japan's entertainment sector, which has recently been rocked by numerous sexual assault allegations. This includes historic abuses linked to the now-defunct Johnny & Associates, a talent agency with a preceding track record of managing several popular idol groups, including SMAP. The agency has publicly acknowledged abuse allegations affecting countless boys and young men by its deceased founder, Johnny Kitagawa, illuminating deep-seated issues within the industry.

The unfolding situation around Nakai, a high-profile figure in Japanese media, has sparked widespread discussions regarding accountability and the culture of silence surrounding sexual misconduct in Japan’s entertainment landscape.