is the twenty-fifth single by Japanese artist Masaharu Fukuyama

Masaharu Fukuyama

is a Japanese singer-songwriter, guitarist, record producer, actor, radio personality, and photographer from Nagasaki, Nagasaki Prefecture. He is the best-selling male solo artist in Japan. He is a member of entertainment company Amuse, Inc. and is known for his low, deep voice. Among fans, he is...

. It was released on 16 December 2009. has a tied in with Toshiba Regza Fall/Winter CM. "On and On 09'" is the re-worked version of "On and On," which was performed in Mischishirube 20th Anniversary Tour. is an instrumental piece used in Dunlop CM. This single was released in three versions- Limited Edition T-shirt, (designed by LILY FRANKY), Limited Edition DVD (which includes the PV for Hatsukoi) and Normal Edition. Fukuyama decided to release "Hatsukoi" as a single due to the public demands. He also performed the song in NHK

NHK

NHK is Japan's national public broadcasting organization. NHK, which has always identified itself to its audiences by the English pronunciation of its initials, is a publicly owned corporation funded by viewers' payments of a television license fee....

's Kōhaku Uta Gassen

Kohaku Uta Gassen

, more commonly known as simply Kōhaku, is an annual music show on New Year's Eve produced by Japanese public broadcaster NHK and broadcast on both television and radio, nationally and internationally by NHK's networks and some overseas broadcasters which bought the program...

, live via satellite from Glover Garden

Glover Garden

thumb|right|250px|Glover House known as Ipponmatsu from a drawing of 1863. The tree was chopped down in the early 1900s is a park in Nagasaki, Japan built for Thomas Blake Glover, a Scottish entrepreneur who contributed to the modernization of Japan in shipbuilding, coal mining, and many other...

 in Nagasaki

Nagasaki

is the capital and the largest city of Nagasaki Prefecture on the island of Kyushu in Japan. Nagasaki was founded by the Portuguese in the second half of the 16th century on the site of a small fishing village, formerly part of Nishisonogi District...

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CD

1. (First Love)
2. On and On 09
3. (Dreams of Ammonite)
4. (original karaoke)
5. On and On 09 (original karaoke)

Charts

Release	Chart	Peak Position	First Week Sales	Sales Total	Chart Run
16 December 2009	Oricon Daily Singles Chart	1
	Oricon Weekly Singles Chart	1	151,030	263,225	20 weeks
	Oricon Monthly Singles Chart	1
	Oricon Yearly Singles Chart	19		269,765