News Reporting

Happy Sugar Life Gets Third TV Spot


I hope you’re ready to bring the pain, because this show clearly isn’t pulling punches.

Earlier today, the official Happy Sugar Life anime website updated with a new TV spot. The commercial, which is being dubbed the “painful version,” focuses on the show’s darker aspects.

Happy Sugar Life hits Japanese TV on July 13. The full broadcast schedule is as follows:

  • MBS: 7/13/2018 at 25:55 (7/14/2018 at 1:55AM)
  • TBS: 7/13/2018 at 25:55 (7/14/2018 at 1:55AM)
  • BS-TBS: 7/14/2018 at 24:00 (7/15/2018 at Midnight)
  • AT-X: 7/18/2018 at 24:00 (7/19/2018 at Midnight)

Nobuyoshi Nagayama (My Girlfriend is Shobitch) is directing the project at studio Ezo’la, with Keizou Kusakawa (Magical Girl Lyrical Nanoha A’s, Fuuka) working as chief director. Shōko Yasuda (Unlimited Fafnir, My Girlfriend is Shobitch) is providing character designs, while Touko Machida (Chaika – The Coffin Princess, Tears to Tiara) takes charge of series composition.

Happy Sugar Life Key VisualNanawoakari will perform the show’s opening theme song. ReoNa will perform closing theme song SWEET HURT.

Other confirmed crew members include:

  • Director of Photography: Yasuyuki Itou
  • Background Art Director: Kiyotaka Yachi
  • Color Key Artist: Youko Matsubara
  • Editor: Yuuji Oka
  • Music: Koichiro Kameyama
  • Sound Director: Yayoi Tateishi

The series will star the following:

  • Satō Matsuzaka: Kana Hanazawa
  • Shio Kōbe: Misaki Kuno
  • Asahi Kōbe: Yumiri Hanamori
  • Shōko Hida: Aya Suzaki
  • Taiyō Mitsuboshi: Natsuki Hanae
  • Satō’s Aunt: Kikuko Inoue
  • Daichi Kitaumekawa: Kaito Ishikawa

Happy Sugar Life hits MBS (among other networks) in July. VAP is holding a stage event for Happy Sugar Life at AnimeJapan on March 25. Actresses Yumiri Hanamori and Misaki Kuno will appear at the show as guests.

Happy Sugar Life Character Visual - Satō Matsuzaka

Tomiyaki Kagisora’s Happy Sugar Life manga made its début in Square Enix’s Gangan Joker magazine in May 2015. Seven compiled volumes have been released to date, with the latest shipping to stores today.

Manga resource Baka-Updates describes the title as:

High-schooler Matsuzaka Satou has a reputation for being easy, but one day her lifestyle of sleeping with one boy after another comes to an end. It happens when she meets the child Shio, for whom she is convinced she feels true love for the first time. Satou may seem sweet and innocent, but there is nothing she won’t do to protect their life together, including committing murder. But from where did she acquire the little girl, and how long can their “Happy Sugar Life” together last?

Sources: Twitter (pKjd)

About the author

Samantha Ferreira

Samantha Ferreira is Anime Herald’s founder and editor-in-chief. A Rhode Island native, Samantha has been an anime fan since 1992, and an active member of the anime press since 2002, when she began working as a reviewer for Anime Dream. She launched Anime Herald in 2010, and continues to oversee its operations to this day. Outside of journalism, Samantha actively studies the history of the North American anime fandom and industry, with a particular focus on the 2000s anime boom and bust. She’s a huge fan of all things Sakura Wars, and maintains series fansite Combat Revue Review when she has free time available. When not in the Anime Herald Discord, Samantha can typically be found on Bluesky.

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