Jeff Goldblum and Claire Saffitz aren’t the only celebs falling head over heels for Pocky. This beloved Japanese treat has captured hearts worldwide, blending tradition with modern flair.
Celebrities Embrace Pocky: A Cultural Phenomenon
When Jeff Goldblum took his first bite of Pocky during a Rolling Stone live stream in 2022, his reaction was priceless. “Almost religious ecstasy,” he declared, eyes wide with delight as he savored the matcha and strawberry cream flavors. His co-host, Jon Weigell, couldn’t help but laugh, saying, “It’s like you’ve reverted to a five-year-old kid all of a sudden.”
Similarly, pastry chef Claire Saffitz surprised her Bon Appétit colleagues in 2019 by admitting she had never tried Pocky. Her honest confession—“I just missed that piece of cultural knowledge”—resonated with many viewers. Undeterred, Saffitz embarked on a mission to recreate Pocky on her show, leading to one of the highest-rated episodes of Gourmet Makes. Vulture praised the episode as “one of the most visually stimulating,” highlighting Pocky’s appeal beyond just taste.
These celebrity endorsements have significantly boosted Pocky’s popularity, making it a staple in households and a favorite in pop culture references.
The Sweet History of Pocky: From Choco-teck to Global Icon
Pocky’s story began in 1966 with Yoshiaki Koma at Ezaki Glico, a renowned Japanese confectionery company. Initially named Choco-teck, the snack was renamed Pocky after another brand claimed the original name. The new name cleverly mimicked the sound of a stick snapping in two—“pokkin” in Japanese—which perfectly described the product’s shape.
Originally, each biscuit was hand-dipped in chocolate, leaving one end bare to prevent messy fingers. This simple yet ingenious design quickly won over consumers, standing out amidst the bulkier chocolate bars of the time. By 1971, Glico introduced an almond-flavored version, but it was the baby pink strawberry cream Pocky launched in 1977 that truly became a fan favorite.
Evolution of Pocky Flavors
| Year | Flavor Launch |
|---|---|
| 1966 | Choco-teck (later Pocky) |
| 1971 | Almond |
| 1977 | Strawberry Cream |
| 1980s | Varied Seasonal Flavors |
| 2000s | Limited Edition Collaborations |
Over the decades, Pocky has expanded its flavor range to include diverse and innovative options, keeping the brand fresh and exciting for new generations of snack lovers.
Pocky Day: Celebrating with a Crunch
November 11, 1999, marked the birth of Pocky Day in Japan, a clever marketing move by Glico. The date, 11/11/11, visually represents six Pocky sticks standing upright, making it a memorable and symbolic choice. The holiday encourages people to share Pocky with loved ones, fostering a sense of community and joy.
Pocky Day Celebrations
- Gift-Giving: Exchanging Pocky as a token of friendship and love.
- Special Editions: Limited-edition flavors released exclusively for Pocky Day.
- Publicity Stunts: In 2013, Glico launched 3.3-meter-long Pocky rockets reaching 1,111 meters high.
Pocky Day has not only strengthened the bond between the brand and its consumers but also inspired similar celebrations worldwide, such as South Korea’s Pepero Day.
Pocky’s Market Dominance and Global Reach
In 2020, Pocky was certified by Guinness World Records as the world’s No. 1 selling product, boasting estimated annual global sales of US$589.9 million in 2019. This achievement underscores Pocky’s universal appeal and its successful penetration into international markets.
Pocky is now available in over 50 countries, each embracing the snack with local twists and flavors. Its iconic red packaging and recognizable biscuit sticks have made it a symbol of Japanese confectionery excellence.
Global Sales Snapshot
| Region | Annual Sales (2019) |
|---|---|
| Japan | $300 million |
| North America | $150 million |
| Europe | $100 million |
| Asia-Pacific | $39.9 million |
This table highlights Pocky’s robust presence across different regions, showcasing its ability to adapt and thrive in diverse markets.
Innovations and Varieties: The Many Faces of Pocky
Pocky’s success is not just about its original flavor but also its continuous innovation. The brand frequently releases limited-edition flavors and collaborates with popular franchises to keep the product lineup exciting.
Popular Pocky Flavors
- Matcha Green Tea: A nod to traditional Japanese flavors.
- Strawberry Cream: Beloved for its sweet and fruity taste.
- Cookies & Cream: Combines crunchy cookie pieces with creamy filling.
- Sakura (Cherry Blossom): Infused with floral notes for a unique experience.
- Pretzel: A savory twist with a crunchy pretzel coating.
Additionally, Pocky has introduced seasonal flavors like pumpkin spice in the fall and refreshing cucumber in the summer, catering to varied consumer tastes throughout the year.
The Rise of Pepero: A Korean Twin
While Pocky enjoys global fame, its Korean counterpart, Pepero, has carved out its own niche. Invented in 1983 by Lotte Wellfood, Pepero shares similarities with Pocky but offers a savory Pretz version alongside the sweet options.
Pepero Day, celebrated on November 11, mirrors Pocky Day with a focus on friendship and gifting. In 2020, Pepero’s export sales reached 32.5 billion won (US$23.3 million), surpassing domestic sales for the first time, highlighting its growing international presence.
Pepero vs. Pocky
| Feature | Pocky | Pepero |
|---|---|---|
| Origin | Japan | South Korea |
| Main Variants | Sweet (chocolate, strawberry) | Sweet and Savory (Pretz) |
| Popular Day | Pocky Day (11/11/99) | Pepero Day (11/11) |
| Export Sales | $589.9 million (2019) | 32.5 billion won (2020) |
This comparison highlights the similarities and unique aspects of each brand, showcasing how both have become cultural staples in their respective countries.
