Glico Asia Pacific is marking 60 years of sharing happiness with its biggest update yet for Pocky, it says. To mark the milestone, Glico is unveiling its year-long Connect with a Smile brand campaign. The campaign will include the launch of a brand-new packaging design across the full Pocky range, alongside an improved Pocky Chocolate recipe that aims to deliver a more chocolatey taste and a crispier snap.

Rolling out across Singapore, Malaysia, Thailand, Indonesia, Vietnam, and the Philippines, the campaign will also comprise a series of promotional activations, pop culture partnerships, refreshed creative assets, and social-first content designed to connect with a new generation of consumers—especially Gen Z. 

“For 60 years, Pocky has been one of the simplest ways for people to share happiness, express care, and connect with one another,” says Yukio Kimura, COO, Glico Asia Pacific. “Connect with a Smile celebrates that magic while giving Pocky a fresh new look. As we celebrate this milestone, our goal here is to keep creating products and moments that bring people across Southeast Asia closer together and spark joy into everyday life, guided by our Company Purpose ‘Healthier days, Wellbeing for life.’”

A fresh look

Glico is introducing new vivid packaging designs across the Pocky range designed to stand out on shelves, the company says. The refreshed graphics aim to give each box a more contemporary, youthful, and visually striking expression, while keeping the warmth, playfulness, and recognizable identity the brand is known for, Glico adds. The new designs will span eight flavors: Chocolate, Strawberry, Cookies & Cream, Milky Matcha, Double Chocolate, Nutty Almond, Milk Chocolate, and Milk.

The full Pocky flavor line-up

Indulgent chocolate taste, more satisfying snap

Pocky Chocolate will feature an improved recipe—crafted to be crispier and more chocolatey—providing a richer, more indulgent taste with a satisfying mouthfeel from the very first bite, Glico notes. According to the company, this reflects Glico’s continued commitment to product innovation, while staying true to great taste, quality, and the spirit of sharing that have made Pocky a consistent favorite across the generations.

The new boxes will be officially launched across Glico’s regional markets from this month onwards, beginning with Thailand. Market-specific campaign activities and consumer engagement initiatives will be announced progressively across Southeast Asia on Glico's social platforms. 

Ezaki Glico Co., Ltd. is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.