Known for its chewy texture and fruity flavor, popular Japanese candy brand HI-CHEW has steadily grown its presence in the U.S. market since its introduction in 2008. The brand continues to evolve and innovate to capture consumer interest. One such innovation is this Halloween season's Mystery Mix—featuring a secret flavor, festive packaging, and a guessing game.

In this discussion, Teruhiro “Terry” Kawabe, chief representative for the USA and president/CEO of Morinaga America, tells us about HI-CHEW candies, how the brand gained traction in the U.S, ways in which HI-CHEW is responding to confectionary trends, and the Mystery Mix and other recent innovations.

Bailee Henderson: Could you please share a bit about the history of HI-CHEW—when the brand got started, how it’s grown, and how it resonated with candy consumers in the U.S. market?

Terry Kawabe: HI-CHEW was first created in 1975 to combat the Japanese taboo of taking food out of your mouth in public by creating an edible chewing gum—the result was the Chewlet, which ultimately became known as HI-CHEW.

In 2008, Morinaga America, Inc. was established in California. When HI-CHEW first arrived in the U.S., distribution was limited, and the majority of sales came from West Coast cities, specifically those with large Asian populations. Around 2010, sales for HI-CHEW spiked in Salt Lake City due to missionaries coming home from Japan and bringing HI-CHEW with them for friends and family to try. Additionally, Japanese players in the MLB preferred to enjoy HI-CHEW in the dugout over other chewy candies, bringing national attention to the brand.

After continued growth and expansion, in 2015, Morinaga America Foods (MAF) opened its first U.S. manufacturing facility in NC to help keep up with the growing demand in the U.S. market. Last summer, we announced that our second manufacturing facility in Mebane, NC, is scheduled to begin operations in 2027. The new facility will significantly increase the brand’s production capacity to meet the ever-growing demands for our iconic fruit-flavored chewlets.

BH: Please share your thoughts on some of the notable confectionery trends at play in the market, especially those impacting HI-CHEW and its innovations.

TK: Consumers are increasingly seeking unique flavor experiences from their favorite candy brands. Gen Z, in particular, is more adventurous when it comes to exploring new tastes and textures, craving a diverse flavor palate that delivers a fun and distinctive snacking experience. To meet consumers where they are, HI-CHEW introduced the Getaway Mix earlier this year, featuring globally inspired flavor profiles like Mango Chamoy, Mai Tai, and Yuzu Lime—each designed to take taste buds on a flavorful journey.

To keep delighting consumers with innovation, HI-CHEW also introduced a playful twist to its iconic chewlets this year. The classic white exterior is being reversed—now featuring bold, colorful outsides with juicy white centers—while maintaining the same chewy texture and true-to-fruit flavor consumers love. At the same time, HI-CHEW unveiled a vibrant new packaging design that’s all about standing out on shelves, making shopping easier, and adding more fun to every bag. The brand’s signature HI-CHEW Original and HI-CHEW Tropical Mix assortments will be the first to showcase the updated packaging and exciting new chewlet colors, marking the start of a broader portfolio refresh which began rolling out in retailers in May 2025 and will continue into 2026.

BH: Let’s talk about HI-CHEW’s Halloween innovations—could you share some of the items you’ve released for trick-or-treaters and fans of the spooky season?

TK: HI-CHEW offers a variety of stand-up pouches that are perfect for filling up candy bowls for trick-or-treaters. This year, the brand introduces its first Halloween-themed product since the launch of HI-CHEW Sweet & Sour Mystery Mix in 2017: the limited-edition HI-CHEW Mystery Mix. We are thrilled to bring consumers another seasonal candy offering that celebrates the joy and mystery of the season.

BH: Then, let’s talk about this Mystery Mix—please tell us about the product and what about the LTO you believe is going to pique candy buyers’ interest.

TK: The HI-CHEW Mystery Mix includes a vibrant blend of beloved flavors, including Watermelon from Sweet & Sour Mix, Blue Raspberry from Fantasy Mix, and Candy Apple from Dessert Mix—plus a brand-new never-seen-before Mystery flavor. The Mystery flavor features HI-CHEW’s signature double-layer technology, but it's presented in an all-white chewlet to make it an interactive tasting experience that keeps consumers guessing.

To add extra excitement to this year's Halloween drop, our mischievous brand mascot Chewbie is featured on the Mystery Mix packaging in a festive witch costume against a spellbinding purple swirl background for a whimsical touch. For the first time ever, Chewbie also appears on each Mystery Flavor pillow pack, bringing even more fun to each unwrapping moment.

BH: The guessing-game element is fun—does Morinaga have any interactive elements where consumers can share their guesses with the company or brand?

TK: Creating a flavor guessing game tied to the Mystery flavor was another way to interact and reach brand fans this Halloween season. Consumers can visit HI-CHEW.com/houseofmystery for their chance to uncover the Mystery flavor and win a grand prize.

Participants are invited to taste and guess the Mystery flavor by selecting a combination of flavor vials they believe matches the hidden chew—then Chewbie will mix their choices in the cauldron. The Mystery flavor will remain a secret until Halloween day, but those who accurately guess the Mystery flavor will be entered for a chance to win the grand prize: a $2,500 Visa gift card to fund a mystery adventure of their choice, along with an assortment of HI-CHEW candy and merchandise. Also, the first 100 participants to enter the guessing game will receive a Mystery Prize Pack filled with HI-CHEW candy and exclusive Halloween-themed merchandise, ensuring everyone has a chance to walk away with something special for their seasonal celebrations.

BH: Does the brand have any other innovations coming up you can preview?

TK: HI-CHEW has a lot of exciting surprises in store for consumers throughout Q4 and into 2026. While the details remain under wraps for now, stay tuned for more fun and flavorful announcements from the brand.

BH: Finally, do you have a favorite HI-CHEW product or flavor?

TK: My favorite HI-CHEW flavor is one of our all-time best sellers: Grape!