From celebrity endorsements to its own special holiday, Pocky has transformed from a simple Japanese snack into a worldwide cultural icon. Invented by Yoshiaki Koma in 1966, this chocolate-covered biscuit stick has a rich history and a surprisingly clever design. Its journey shows how a simple treat can capture the hearts and taste buds of millions across the globe, becoming a staple in pop culture and pantries alike.
Celebrity Endorsements That Fueled the Hype
When big names in entertainment rave about a snack, the world takes notice. That’s exactly what happened with Pocky. In 2022, actor Jeff Goldblum tried Pocky for the first time on a live stream, describing the experience as “almost religious ecstasy.” His genuine and delightful reaction made the snack feel new and exciting all over again.
A few years earlier, in 2019, famed pastry chef Claire Saffitz admitted on a Bon Appétit show that she had never tasted Pocky. This confession led to one of the most popular episodes of her series, Gourmet Makes, where she attempted to recreate the iconic snack. The episode was praised for its visual appeal and brought Pocky into the spotlight for a new audience of food lovers.
These moments weren’t just fleeting viral clips; they were powerful endorsements that significantly boosted Pocky’s popularity. They showed that Pocky’s appeal crosses cultural and generational lines, making it a beloved treat for everyone from five-year-olds to Hollywood stars.
The Sweet History Behind the Iconic Snack
Pocky’s story began in 1966 at the Japanese confectionery company Ezaki Glico. Its inventor, Yoshiaki Koma, originally named the snack Choco-teck. However, the name had to be changed, and the company cleverly settled on Pocky.
The new name was inspired by the Japanese onomatopoeia “pokkin,” which is the sound a thin stick makes when it snaps. This perfectly captured the crunchy experience of eating the biscuit stick. In the beginning, each Pocky stick was dipped in chocolate by hand. This manual process left one end of the biscuit bare, creating a convenient handle to keep fingers clean. This simple but brilliant design choice helped Pocky stand out from the messier chocolate bars of that era.
While the original chocolate flavor was a huge hit, Glico didn’t stop there. They introduced new varieties to keep customers excited, with the almond flavor arriving in 1971 and the now-iconic strawberry cream flavor launching in 1977.
How Pocky Day Became a Cultural Celebration
Glico’s marketing genius didn’t end with a clever name. On November 11, 1999, the company launched Pocky Day in Japan. The date, 11/11, was chosen because the numbers visually resemble Pocky sticks standing side by side. It was a simple yet memorable idea that quickly caught on.
Pocky Day encourages people to share the snack with friends, family, and loved ones. It has become a day associated with friendship, love, and simple joy. The celebration has grown over the years and often includes fun activities and promotions.
- Gift-Giving: People exchange boxes of Pocky as a small token of appreciation and affection.
- Special Editions: Glico releases limited-edition flavors and special packaging just for the holiday.
- Publicity Stunts: The company has organized eye-catching events, like launching 3.3-meter-long Pocky-shaped rockets in 2013.
This annual celebration has strengthened the brand’s connection with its fans and even inspired similar holidays in other countries, such as Pepero Day in South Korea.
Pocky’s Impressive Journey to Global Market Dominance
Pocky’s appeal extends far beyond Japan’s borders. In 2020, it achieved a major milestone when it was certified by Guinness World Records as the world’s No. 1 selling chocolate-coated biscuit brand. This recognition was based on its estimated global sales of US$589.9 million in 2019, a testament to its widespread popularity.
Today, Pocky is sold in over 50 countries, with its iconic red box being a familiar sight in supermarkets from North America to Europe. The brand has successfully adapted to different markets by introducing locally inspired flavors while maintaining the core product that everyone loves.
| Region | Annual Sales |
|---|---|
| Japan | $300 million |
| North America | $150 million |
| Europe | $100 million |
| Asia-Pacific | $39.9 million |
This breakdown shows just how significant Pocky’s presence is on the world stage, solidifying its status as a true global snack sensation.
The Endless Variety of Pocky Flavors
One of the key reasons for Pocky’s lasting success is its constant innovation. While the original chocolate remains a classic, the brand is always introducing new and exciting flavors to keep things fresh. This variety ensures there is a Pocky for every palate.
From traditional Japanese tastes to modern dessert-inspired creations, the range of Pocky flavors is vast. The brand also releases limited-edition and seasonal varieties, which create a sense of excitement and urgency among fans who want to try them before they’re gone. Some of the most popular and unique flavors include Matcha Green Tea, Cookies & Cream, and even savory options like Pretzel.
Pocky vs Pepero A Tale of Two Snacks
You can’t talk about Pocky without mentioning its famous South Korean counterpart, Pepero. Created in 1983 by Lotte Wellfood, Pepero is very similar in appearance to Pocky and has also become a cultural phenomenon in its own right.
Like Pocky, Pepero has its own special day on November 11, known as Pepero Day, which is celebrated with gift-giving among friends and couples. While Pocky is known more for its sweet varieties, Pepero also offers a popular savory version called Pretz. In 2020, Pepero’s export sales surpassed its domestic sales for the first time, showing its growing influence on the international stage. Both snacks have proven that a simple stick-shaped biscuit can become a powerful symbol of connection and fun.
Frequently Asked Questions
What is Pocky and why is it so popular?
Pocky is a Japanese snack made of a biscuit stick coated with cream. It’s popular because of its simple and clean design, delicious taste, wide variety of flavors, and strong cultural presence, including its own holiday, Pocky Day.
Why is one end of a Pocky stick not covered in chocolate?
The bare end was designed as a handle. When Pocky was first made, each stick was hand-dipped in chocolate, and leaving one end uncoated made it easier to hold without getting messy fingers.
What is Pocky Day and when is it celebrated?
Pocky Day is a marketing holiday created by Glico, celebrated every year on November 11. The date 11/11 was chosen because the numbers look like Pocky sticks, and it encourages people to share the snack with others.
How many Pocky flavors are there?
There are over 50 flavors of Pocky, including standard ones like chocolate and strawberry, as well as many regional, seasonal, and limited-edition varieties. The company constantly innovates to create new flavors for fans around the world.
Is Pepero the same as Pocky?
Pepero is a very similar snack from South Korea, but it is made by a different company, Lotte Wellfood. While they share a similar shape and a celebratory day on November 11, they have distinct flavor lineups and brand histories.
