Buzz
Japan is renowned for its diverse culinary offerings, from sushi and ramen to onigiri. However, its snack culture is equally impressive, featuring unique candies, cakes, and cookies that are hard to find elsewhere. Among these, Pocky stands out as a snack that has achieved worldwide fame.
The Origins of Pocky
Launched in 1966 by Ezaki Glico Co., Pocky consists of slender, chocolate-coated biscuit sticks. The name, pronounced similarly to rocky but with a p, draws from the Japanese term pokin, which mimics the crisp sound made when biting into the sticks. Initially targeted at young women as a portable treat, Pocky soon gained widespread popularity across all age groups in Japan.
Glico's journey began earlier as a company. Established in 1922 by Riichi Ezaki, it gained fame with the creation of Glico Caramel, a beloved caramel candy. Initially sold at Osaka's Mitsukoshi Department Store, these candies introduced the iconic red box later linked to Pocky. Ezaki opened a factory in Osaka's Kita ward in 1925 and expanded to Tokyo in 1936. Unfortunately, both factories, along with the Dalian facility in China, were destroyed during World War II. Glico Co. resumed operations in 1951, and its popularity remained strong despite the hiatus.
At the time of Pocky's launch in the mid-1960s, chocolate in Japan was primarily imported from the U.S. and Europe. While Pocky gained popularity, the original version faced some challenges, notably the fully chocolate-coated sticks that left fingers messy. To address this, the company left part of the stick uncoated, a feature that persists today. As reported by Entrepreneur, this design was influenced by kushikatsu, a skewered fried pork dish popular in Japan.
Within just four years of its debut, Pocky's popularity spread across Southeast Asia, especially after Ezaki established a presence in Thailand. Additionally, the company soon launched
two new flavors. The first, introduced in 1971, featured almond pieces rolled onto chocolate-coated Pocky. In 1976, Glico unveiled a strawberry cream variant, replacing the traditional chocolate coating. By then, Pocky had become so ubiquitous that restaurants and cafés began serving them as snacks and even as drink stirrers.
Pocky's Global Expansion
Today, Pocky is a globally beloved treat, but its expansion was gradual. The snack didn’t reach Europe until the 1980s, when Generale Biscuit Glico France S.A. was founded to manage its distribution across Europe and the UK. This led to its introduction in Canada in 1987, followed by China in 1995 and the U.S. in 2003. Indonesia welcomed Pocky in 2014.
With over 50 unique flavors, many Pocky varieties are region-specific. For instance, Brazilian Orange Pocky debuted during the 2016 Rio Olympics, while Royal Milk Tea Pocky is exclusive to the UK. Japan offers localized flavors like Kobe Wine, Hokkaidō Yūbari Melon, and Shinshu Kyoho Grape. In the U.S., consumers can enjoy five flavors: chocolate, strawberry, cookies and cream, matcha green tea, and chocolate banana.
Pocky's popularity in the U.S. has grown significantly over the years. In 2004, Louisville, Kentucky, highlighted the “Pockoholic” trend sweeping the area. Today, the snack is widely available at major retailers like Target, Walmart, Costco, and Amazon. According to Glico, approximately 500 million boxes are sold annually, with 19 billion sold globally since 1966.
Pocky’s Enduring Impact
Despite its global success, Pocky remains a favorite in Japan. Many bars serve it with ice water or alcohol, similar to how pretzels are offered in U.S. establishments. The snack has also appeared in anime and manga, and inspired imitators like South Korea's Pepero, proving its lasting influence and appeal.
In 1999, Glico designated November 11 as Pocky Day, aligning with the 11th year of the Heisei era and the snack's resemblance to the number one. On November 11, 2013, Glico launched a campaign to make Pocky the most tweeted brand in 24 hours, a feat that still holds the Guinness World Record with 3.71 million mentions. In 2019, Pocky achieved another world record as the largest chocolate biscuit brand globally, generating $589 million in sales.
If you haven’t tried Pocky yet or need to restock, you can purchase a 10-pack of the classic chocolate flavor for less than $20 on Amazon.
