"Hatsukoi" (はつ恋, lit. "First Love") is the twenty-fifth single by Japanese artist Masaharu Fukuyama. It was released on 16 December 2009. "Hatsukoi" (はつ恋) 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. "Anmonite No Yume" (アンモナイトの夢) 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's Kōhaku Uta Gassen, live via satellite from Glover Garden in Nagasaki.