Pocky Turns 60 with New Look, Better Chocolate and a Campaign to Help Gen Z Connect Offline

Glico Asia Pacific is celebrating 60 years of Pocky with its biggest brand refresh to date, unveiling a new regional campaign, updated packaging designs and an enhanced chocolate recipe aimed at inspiring meaningful real-world connections among a new generation of consumers.

The year-long “Connect with a Smile” campaign marks a major milestone for one of the world’s most recognisable snack brands. Rolling out across Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, the initiative seeks to remind people of the simple joy of sharing moments with others in an increasingly digital world.

Since its launch in Japan in 1966, Pocky has built its reputation around its iconic biscuit sticks and shareable format, becoming a familiar snack enjoyed across generations. The new campaign celebrates the small but meaningful acts that have long defined the brand, whether it is sharing a stick with a friend, passing a box around the table, or creating memorable moments with family, classmates, colleagues and loved ones.

As part of the anniversary celebration, Glico is introducing a refreshed visual identity across the entire Pocky range. The new packaging features brighter colours and contemporary graphics designed to appeal to today’s consumers while retaining the warmth, playfulness and recognisable character that have made Pocky a household favourite for decades. The redesign will be rolled out across eight flavours: Chocolate, Strawberry, Cookies & Cream, Milky Matcha, Double Chocolate, Nutty Almond, Milk Chocolate and Milk.

Fans of the original Pocky Chocolate can also look forward to an upgraded recipe. The improved version has been crafted to deliver a richer chocolate flavour and a crispier texture, creating a more indulgent experience with every bite. The enhancement reflects Glico’s continued focus on innovation while maintaining the quality and taste that consumers have come to expect from the brand.

The Connect with a Smile campaign will feature a series of promotional activations, pop culture collaborations, refreshed creative assets and social-first content designed to engage younger audiences, particularly Gen Z consumers. Through these initiatives, Glico hopes to encourage more authentic interactions and celebrate the everyday moments where a simple gesture can spark a smile, start a conversation and create lasting memories.

The new packaging and enhanced Pocky Chocolate recipe will begin launching across Southeast Asia from June, starting in Thailand, with market-specific activities and consumer engagement programmes set to be introduced progressively throughout the region.