Asano personally promotes Miyagi's rice in light-hearted television spots and even hosts a weekly radio program, playing songs by his long--time hero Elvis Presley.

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Mr. Torme's NBC radio program was sponsored by Toni, and he made a splash when he packaged a Torme record in a pink-and-white Toni box.

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Mr. Daisey's story unraveled after a reporter from a different radio program, American Public Media's "Marketplace, " met with the translator used by Mr. Daisey on his travels to Shenzhen.

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