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Since entering the U.S. market in 2008, candy manufacturer Hi-Chew has built a lifestyle brand through key partnerships across fashion and gaming, and a loyal Gen Z fan base through buzz-worthy in-person activations.
These efforts have resulted in U.S. product sales exceeding $100 million in 2021. Morinaga America last year announced plans to expand its U.S. production capacity due to strong demand. Hi-Chew, Japan’s best-selling candy and celebrating its 50th anniversary, hopes to continue to maintain relationships with existing customers while connecting with Gen Alpha, a cohort that is still learning.
“Hi-Chew is more than just candy – it’s a lifestyle and a community,” said Joanne Hsu, senior brand marketing manager at Morinaga America. “We have a lot of passionate fans. Once they come to Chukru, they stay with us for a long time.”
form a connection
According to the company, Hi-Chew’s brand awareness increased 8% compared to 2024 to 72% among men aged 18 to 24, and increased 3% to 79% among women of the same age group. Brands gather actionable information through annual brand studies that measure quantitative data such as impressions, likeability and preference for competitors, along with quantitative information such as social media comments and direct messages, Hsu explained.
Success with younger consumers has come in part from a focus on catering to that demographic. For example, consider the brand’s recent partnership with Gen Z and millennial-oriented fashion brand Lonely Ghost. Last November, the clothing company launched a capsule collection featuring Strawberry Hi-Chew-inspired hoodies, sweatpants, and hats. Hoodies and sweatpants sold out in one day.
“Apparel is definitely one of the most viable and accessible categories to reach the Gen Z community,” Hsu said.
Hi-Chew’s three-year partnership with the online video game Fortnite reflects the brand’s focus on authentic and unobtrusive media activations. What started out as a sponsorship in the first year expanded into a custom Fortnite game in the second year. In 2025, Hi-Chew sponsored a creator contest on its platform, giving players the opportunity to create their own Hi-Chew x Fortnite branded experience. Three of the cartographer’s creations will be playable in Fortnite indefinitely.
“With each activation, we are observing and collecting more user insights and consumer data,” Hsu said. “We use this information to adjust our approach and role as a brand in the Fortnite game each year.”
Get ahead
The brand also hosts powerful offline events tailored to attract members of its Chew Crew Rewards Program. Hi-Chew launched a direct-to-consumer e-commerce platform in early 2024.
Last March, the brand set up a setup at Miami International Airport to introduce Hi-Chew Getaway Mix. Over 10 days, more than 36,000 people visited the pop-up, including sampling buckets. Meet and greet the brand mascot, Chewbie. hot air balloon photography; And prizes. The brand also distributed 48,000 product samples.
During Halloween, the brand attracted more than 2,500 visitors to its Hi-Chew House of Mystery pop-up at the Spectrum Center in Irvine, California. The installation was a fun haunted house featuring four flavor-themed rooms with puzzles and challenges, limited-time prizes and, of course, candy sampling. Direct activation provides an important opportunity to learn valuable insights, Hsu said.
“When we do in-person, we have a lot of opportunity to connect directly with consumers and find out what they think about the brand and what they like about the brand,” she said.
The guiding principle in both digital and IRL activations is to engage with the community in a natural, organic, and authentic way. For example, the Miami International Airport activation occurred around spring break, when Miami is a popular destination for both families with teenage children and Gen Z students.
“We want to allow the community to meet organically and authentically in places they already want to go,” Hsu said. “Rather than something that just pops out of nowhere.”
In the new year, the brand plans to continue targeting Gen Z while also turning its attention to Gen Alpha. This may include looking at different gaming platforms and other areas where the next generation gathers.
“We want to be ahead of the game, just like we were with Gen Z,” Hsu said. “At this point, there is still a lot we have to learn.”
