| Hatsukoi | |
| Cover: | Hatsukoi_CD_Cover.jpg |
| Type: | single |
| Artist: | Masaharu Fukuyama |
| Album: | The Best Bang!! |
| Released: | 16 December 2009 |
| Genre: | J-pop |
| Label: | Universal Music Japan |
| Producer: | Masaharu Fukuyama |
| Prev Title: | Keshin |
| Prev Year: | 2009 |
| Next Title: | Hotaru/Shōnen |
| Next Year: | 2010 |
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 Kōhaku Uta Gassen, live via satellite from Glover Garden in Nagasaki.
| Release | Chart | Peak position | First week sales | Sales total |
|---|---|---|---|---|
| 16 December 2009 | Oricon Daily Singles Chart | 1 | ||
| Oricon Weekly Singles Chart | 1 | 151,030[1] | 263,225 | |
| Oricon Monthly Singles Chart | 1 | |||
| Oricon Yearly Singles Chart | 19[2] | 269,765 |