Overview
| Summary | Itsuyaruka? Imadesyo! is a powerful Japanese catchphrase that means “When will you do it? Now’s the time!” Originally delivered by a charismatic prep school teacher in a TV commercial, the phrase quickly became a national phenomenon. With its sharp rhythm and motivational tone, it resonated with students, parents, and comedians alike. Though it began as a serious push for academic commitment, it later took on a broader cultural meaning—used both sincerely and humorously. This phrase was originally used in a commercial for a famous cram school, but it soon became a nationwide buzzword and was frequently featured in TV shows and comedy skits. |
| Japanese Writing | いつやるか、今でしょ（いつやるか、いまでしょ） |
| Genre | Motivational Slogan / TV Commercial Catchphrase / Pop Culture Meme |
| Typical Age Group | 15–50 years old Especially students, educators, and fans of Japanese TV or comedy from the early 2010s. |
| Audience | Students in academic settings Comedy fans who enjoy catchphrase culture Social media users and meme lovers |
| Popularity | ★★★★☆ |
| Relevance | ★★★★☆ While the original TV ad aired over a decade ago, Itsuyaruka? Imadesyo! remains instantly recognizable to most Japanese people. It still appears in memes, parodies, and school-related contexts. Its structure—question + assertive answer—makes it highly reusable and emotionally impactful. |
| Usability | ★★★★★ |
| When to Use | When encouraging someone to stop procrastinating As a dramatic or humorous push for action In motivational talks, classroom settings, or social posts Whenever you want to say “No more excuses!” |
| How to Use | 1.Ask sharply: “Itsuyaruka?” (When will you?) 2.Immediately follow with strong conviction: “Imadesyo!” (Now, of course!) |
| Cultural Note | This phrase became famous in 2013 after a cram school commercial featuring teacher Osamu Hayashi went viral. While it began as sincere academic advice, the phrase’s memorable delivery and confident tone made it a hit beyond the classroom. Comedians, variety shows, and everyday conversations picked it up, often with exaggerated gestures or parody tones. It reflects Japan’s love for simple, punchy slogans—and how quickly they can cross over into humor and pop culture. |
Original performance
You can hear a similar phrase at about 00:21 in this YouTube video.