From 1997-1998, Fujioka portrayed Segata Sanshiro in a series of television and print advertisements for the Sega Saturn video game console in Japan.
He also sang the theme song of the fictional character Segata Sanshiro (played by Hiroshi Fujioka) who appeared in Sega's commercials between 1997 and 1998 to advertise the Sega Saturn in Japan.