Beautifully presented within several layers of wrapping, Bunmeido's sponge cake is famous in Japan. It reminds me quite a bit of a buttery moist English madeira cake, quite dense and very delicious.

A friend of mine also pointed me to a video of the 1980s Japanese commercial for Bunmeido's sponge cake.

The words they sing are: カステラ一番、電話は二番、3時のおやつは文明堂。
In English I guess it's something like: sponge cake number 1, telephone number 2, for a 3 o'clock snack it's Bunmeido.