Japan’s Hi-Chew brand celebrates 50th anniversary

Japanese-founded confectionery brand, Hi-Chew is marking its 50th global anniversary with a special Tik Tok Shop release, writes Neill Barston.

As the business explained, since founding in Japan in 1975 by Morinaga & Company, the popular sweet series has expanded considerably, including into the US in 2008.

Today, the brand has around 300 unique flavours, and over the past five decades, it has celebrated numerous milestones – including the debut of its playful mascot, Chewbie, and even earning certification for space travel.

According to the company, the brand is the best-selling chewy candy in Japan and continues to thrive in the U.S., with sales rising from $8 million in 2012 to over $100 million in 2022 and growing by more than 30% since then.

To celebrate the 50th anniversary and share the joy of this milestone, HI-Chew is launching five exclusive, limited-edition items in honour of the five decades of the brand’s flavourful history.

They include  Printed Patch ($8.59), featuring the anniversary logo and pillow packs of top-selling flavours from Hi-Chew/

There is also its Original Mix: Strawberry, Grape, Green Apple, and Mango. A perfect addition to your backpack, jacket, and more. For some lucky members of the Chew Crew, they can add this patch to their exclusive Chew Crew Jacket to level up the brand love.

Enamel Pins ($14.59): This set features three unique pin designs: the new packaging of Hi-Chew Original Mix, the original Strawberry Stick packaging from 1975, and the commemorative 50th anniversary logo in both English and Japanese. It is also offering Enamel Bag Charms featuring three designs, as well as a bucket hat and a branded purse for good measure.

“We’re incredibly grateful to celebrate 50 years of HI-CHEW® with the fans who’ve made it all possible,” said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc.

“The love for Hi-Chew continues to grow, and it’s been amazing to see people of all ages share their passion for the brand. This commemorative collection is a fun and unique way to bring that energy and our appreciation to life. And for the first time ever, we’re launching our brand on TikTok Shop, meeting fans where they already love to shop. It’s the perfect way to celebrate 50 years of Hi-Chew with our fans.”