In a memorable live stream back in 2022, actor Jeff Goldblum described his first taste of Pocky as a near-religious experience. Goldblum was visibly amazed by the two flavors he sampled—matcha and strawberry cream—clasping his hand to his chest in surprise. His co-host, Jon Weigell, laughed and remarked, “It’s like you’ve become a kid again.”
This kind of enthusiasm is not uncommon for the Japanese snack. Pocky, first created by Yoshiaki Koma at Ezaki Glico in 1966, quickly became a sensation. Originally named Choco-teck, it was later rebranded as Pocky, inspired by the snapping sound the stick makes when broken (pokkin). The biscuit sticks, initially hand-dipped in chocolate with one end left bare, became a popular, mess-free treat that contrasted with bulkier chocolate bars. Pocky’s signature red boxes and its wide variety of flavors, including the beloved strawberry cream introduced in 1977, have made it a household name worldwide.
Pocky’s popularity is celebrated every year on November 11, designated as Pocky Day since 1999. The date, 11/11, resembles a series of Pocky sticks, making it a fitting choice for the holiday. Glico introduced this event to thank fans, encouraging everyone to share the snack with loved ones. It has since become an official celebration, recognized by the Japan Anniversary Association. Pocky Day festivities often include special promotions and stunts, such as the 2013 launch of giant Pocky rockets to a height of 1,111 meters.
In South Korea, a similar tradition called Pepero Day also takes place on November 11. The celebration started informally in the 1990s among teenage girls in North Gyeongsang province, who exchanged Pepero snacks with wishes to “stay slim like Pepero sticks.” Noticing an increase in sales every November, Lotte Wellfood, the manufacturer of Pepero, embraced the trend, distributing free Pepero in major cities and promoting the event nationwide.
Although initially driven by consumer enthusiasm, Pepero Day has become a major marketing opportunity. Pepero is now exported to over 50 countries, with exports exceeding domestic sales in the first half of this year, reaching 32.5 billion won (US$23.3 million). The shared cultural phenomenon of Pocky and Pepero Day highlights the global appeal of these iconic snacks and the joy they bring to fans worldwide.
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