Glico Pocky is a snack manufactured and sold by Ezaki Glico, a Japanese food company. Pocky was first introduced in 1966 and has become extremely popular both in Japan and abroad. Pocky consists of a long, thin biscuit stick coated with chocolate or other sweet coatings, making it a convenient snack to enjoy.
From the official website
Pocky comes in various flavors, including classic chocolate, strawberry, melon, matcha, almond, and banana, as well as numerous seasonal and regional limited flavors. Additionally, limited-edition packaging designs are sometimes released to coincide with special events or holidays.
Pocky is loved not only in Japan but also worldwide, with sales in the United States, Europe, and various Asian countries. Pocky is also recognized as part of Japanese culture and is sometimes used as a gift for cross-cultural exchange or as a symbol of friendship.
Every year on November 11th, “Pocky Day” is celebrated, and through a campaign planned by Ezaki Glico, the promotion of Pocky sales takes place. This date was chosen because the numbers 1 and 1 lined up resemble the stick shape of Pocky.
History of Pocky
Pocky was first developed in 1966 by Ezaki Glico in Osaka Prefecture, Japan. At that time, Pocky was a simple chocolate-coated biscuit stick, but various flavors and variations were added over time, leading to the diverse lineup available today.
From the official website
Origin of the Pocky name
The name Pocky comes from its unique sound. When you bite into the biscuit stick, it makes a “pokki” sound, which is where the name comes from.
Manufacturing process
Pocky is made by forming a thin, elongated biscuit dough made from ingredients such as wheat flour, sugar, shortening, margarine, and butter. The biscuit sticks are then baked and coated with chocolate or other flavored coatings and cooled to finish.
Package design
Pocky’s package design features different colors and illustrations for each flavor, making it visually enjoyable as well. Seasonal and event-limited packages have designs tailored to their respective themes.
Marketing strategy
Pocky appeals to a wide range of generations through television commercials, advertisements using social media, various collaborations, and campaigns. In addition, the “Pocky Game,” in which participants share a Pocky held in their mouths while shortening it, has become popular, particularly among young people, further enhancing its popularity.
International expansion
Pocky is extremely popular outside of Japan and is sold worldwide. In the United States, sales are handled by the local subsidiary Glico USA Corporation, and it is also loved by many people in Asia and Europe. As a result, Pocky has become a representative Japanese snack and a symbol of Japanese culture abroad.
Pocky derivatives
Due to the success of Pocky, Ezaki Glico has developed and sold various derivative products based on Pocky. For example, the following products are available:
Pretz: A savory version of Pocky, with a salty coating on the biscuit stick. While there are many flavors of Pretz, they are primarily based on a savory taste.
Pocky G: Pocky G features a harder type of biscuit stick and a thicker chocolate coating, resulting in a rich taste.
Slim Pocky: Slim Pocky uses thinner and longer biscuit sticks compared to regular Pocky, giving it a more stylish appearance. Various flavors are available.
Decorate Pocky: Decorate Pocky features additional designs on the Pocky coating, making the appearance more colorful and enjoyable.
Pocky assortments: Pocky is also sold in gift boxes containing multiple flavors, making it popular as a present.
Limited flavors in Japan
In Japan, regionally limited Pocky flavors are also sold, making them popular as souvenirs and at tourist destinations. For example, there are Hokkaido-limited “Melon Pocky” and Okinawa-limited “Pineapple Pocky.” These products feature flavors based on local specialties, making them popular among tourists.
Pocky’s event utilization
Pocky actively participates in events and exhibitions. For example, they exhibit at anime and gaming conventions in Japan and overseas, selling original merchandise and limited-edition products. Pocky also hosts its own events and campaigns, providing opportunities for Pocky fans to gather together.
Social media initiatives
Pocky engages in marketing through social media. They operate official accounts on platforms such as Instagram, Twitter, and Facebook, sharing information about new products and campaigns. They also suggest hashtags for users to use when posting photos of Pocky, encouraging word-of-mouth spread on social media.
Environmental initiatives
Ezaki Glico, the company behind Pocky, is committed to environmental protection, and as part of this, they are mindful of the packaging materials used for Pocky. Some products have switched from traditional plastic materials to more environmentally friendly paper packaging. They are also working on resource conservation and recycling, aiming for sustainable product development.
Ezaki Glico’s corporate activities
Ezaki Glico, the manufacturer and seller of Pocky, is active in many food sectors, offering not only confectionery but also dairy products, snacks, and health foods. The company is committed to social contribution activities, supporting projects related to food education and health promotion, and valuing collaboration with local communities.
Through these initiatives and product developments, Pocky has become a beloved snack worldwide and has established its position as a representative product of Ezaki Glico. New flavors and designs will continue to be introduced, delighting Pocky fans around the world.
Furthermore, Pocky has gained popularity, especially among young people, through the “Pocky Game.” In this game, two people bite on opposite ends of a Pocky stick and continue to nibble it shorter. The game is played to express romantic feelings or to deepen friendships. Such games have further fueled Pocky’s popularity, making it a beloved snack across a wide range of generations.
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