is the twenty-fifth single by Japanese artist Masaharu Fukuyama. 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's KÃ Âhaku Uta Gassen, live via satellite from Glover Garden in Nagasaki.