Chu New Lip

Here’s a catchy little Shiseido advert I noticed on television recently advertising a lipstick. Some interesting wordplay in the CM too!

Well, the best thing to do first is to have a watch of the advert, often called ‘CM” in Japan (シーエム) – short for ‘commercial’. Japanese television clips often end up being taken down from Youtube though, so apologies if the clip is unviewable. Not to worry though, as there are only a couple of lines in Japanese we’ll focus on :).



This is very much a commercial soundbite to enhance the video rather than a complete sentence. We can find out a fuller version by reading around the net a bit. In one video, the actor in the video explains how she felt using the product:



ほんとうに エッセンスを ちゅうにゅうしたみたいに ぷっくりして、そして おもわず チュウしたくなる くちびるになる、 ルージュになっています。

Using the lipstick, it was really as if an essence was inserted into my lips. It made them fuller; the sort of lips you can’t help but want to kiss.

So what is 注入? You may have already figured out the link to the product name – Chu New Lip. ‘Chu New’ sounds exactly like ちゅうにゅう, so it’s a play on words, with ‘chu’ (チュウ) meaning ‘kiss’ (in a light, soft sort of manner – no deep stuff!) A new lipstick that makes you kissable. 注入 then means ‘insert’ or ‘inject’ in a formal sense, but here it means something closer to ‘padded’, or in the case of lips, ‘full’. まるで means ‘like’ or ‘as if’. So ‘as if an essence was inserted into (my) lips’.

I’m no expert on cosmetics, but I figure the ‘essence’ here is a beauty extract of sorts – as if something silky and natural has been implanted into the lips. As a sidenote, ルージュ is another term for リップ – lipstick, and the lipstick makes your lips look fuller by using a silicon gel containing a special essence (you can read in the screenshot further down the page).

Of course, you’re probably also wondering about the catchphrase used throughout the song (by moumoon, if you’re interested).


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9 Responses to Gakuu. Studying with Real Japanese

  1. Sabrina September 29, 2010 at 5:48 pm #

    This is pretty cool! Right now I’m studying on Textfugu which is great! I belive Gakuu can be really helpul too. What I like most is that its for pre-intermediate to advanced level students. So you can’t say its the same thing over and over again… students can actually improve their knowledge here. Thank you very much for creating this site. Have a nice day :)

    • Gakuranman September 30, 2010 at 1:09 am #

      Hi Sabrina! Thank you for your comment :).

      That’s definitely our aim. I love Textfugu for beginners and really getting students a solid grounding in the language, but afterwards (and even while) studying the basics, it can really help to encounter raw Japanese material. You don’t have to understand everything at first, but feeling challenged and picking up little bits here and there that are extra to your learning the basics helps expand your mind. Let me know if you have any more questions! More demonstration material will be up soon! We are currently having a special launch sale price for early adopters, so check out the pricing page if interested :).

      • Sabrina September 30, 2010 at 5:14 pm #

        Thanks for your reply. :) Unfortunately I’m even still miles away from the intermediate level. But I’ll definetly return to Gakuu when I get to this point. Anyway, I’m looking forward to the extra demonstration material. :) Keep up the good work.

        • Gakuranman October 1, 2010 at 12:21 am #

          Sure thing :). Let me know if you have any other questions or suggestions for things you’d like to see on Gakuu!

  2. missingno15 October 1, 2010 at 7:31 pm #

    When I looked at this, I first thought to myself, “aw hell no, gakuranman is doing the same thing as koichi…even the website layout is similar”. But then I realized “it’s aimed at pre-intermediate to advanced level students” which is perfect for my situation right now because I now really want to excel way past beginner. So basically, Gakuu really complements Textfugu. Can’t wait for more lessons to see how this is gonna be like so I can decide if its worth getting.

    • Gakuranman October 1, 2010 at 7:37 pm #

      Hey there! Thanks for dropping by :). No way – Koichi and I are buds. I’ve always loved teaching the more advanced stuff so it worked out perfectly. I’ll be adding more stuff in the coming days, so please stay tuned!

      • Lee Aloy October 23, 2016 at 5:20 am #


        I am sorry to ask this silly question. Are you Japanese?
        am hoping to find a Japanese friends here please shot me an email:

  3. DumbOtaku (percent20) October 3, 2010 at 12:58 am #

    This is really cool. I am glad to see more online content going beyond just teaching hirigana and katakana. That is what I try to do on my blog, but with to little consistency. Glad to see an expert do it, btw already a signed-up paid member now. :)

    • Gakuranman October 3, 2010 at 2:24 pm #

      Glad to have you man! Look forward to hearing any suggestions you have for the site and future lessons :)

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