Japanese candy sensation Hi-Chew has successfully carved out a significant niche in the U.S. market since its 2008 entry, largely thanks to its innovative lifestyle marketing strategy. By deeply engaging with Gen Z consumers through strategic partnerships in fashion and gaming, alongside buzz-worthy in-person activations, the brand has cultivated a loyal fanbase. These efforts propelled U.S. product sales past $100 million in 2021, leading parent company Morinaga America to announce plans for expanded domestic production. Celebrating 50 years in business, Hi-Chew, a top-selling candy in Japan, now aims to connect with Gen Alpha while nurturing existing customer relationships.
“Hi-Chew is beyond a candy. It’s a lifestyle, it’s a community,” stated Joanne Hsu, senior brand marketing manager at Morinaga America. “We have a lot of die-hard fans. Once they are a part of the Chew Crew, they stay with us for a long time.”
Fashioning a Connection with Youth
Hi-Chew's success with younger demographics stems from meeting them where they are. According to company data, brand awareness among 18-to-24-year-old men reached 72%, an 8% increase over 2024, while similarly aged women showed 79% awareness, up 3%. The brand meticulously gathers actionable insights from an annual study, combining quantitative data like impressions and likability with qualitative information from social media comments and direct messages, Hsu explained.
A prime example of this strategy is Hi-Chew's recent collaboration with Gen Z and millennial-focused fashion brand Lonely Ghost. In November, the apparel company launched a Strawberry Hi-Chew-inspired capsule collection, featuring a hoodie, sweatpants, and a hat, which saw the hoodies and sweatpants sell out within a single day. Hsu noted, “Apparel is definitely one of the most feasible and approachable categories to tap into the Gen Z community.”
Gaming and Digital Engagement
The brand's evolving three-year partnership with the popular online video game Fortnite exemplifies its commitment to authentic and unobtrusive media activations. What began as a simple sponsorship in the first year progressed to a customized Fortnite game in the second. By 2025, Hi-Chew sponsored a creator competition on the platform, empowering players to design their own Hi-Chew x Fortnite-branded experiences. Three of these user-generated maps will remain playable on Fortnite indefinitely.
“Throughout each activation, we are observing and collecting more user insights and consumer data,” Hsu explained. “We use that information to tweak our approach and our role as a brand in the Fortnite game from year to year.”
Robust In-Person Activations
Beyond digital engagement, Hi-Chew also orchestrates impactful in-person events, specifically designed to attract members of its Chew Crew rewards program. The brand further expanded its reach by launching a direct-to-consumer e-commerce platform in early 2024.
In March, Hi-Chew introduced its Getaway Mix with an installation at Miami International Airport. Over ten days, the pop-up attracted more than 36,000 visitors, offering sampling buckets, meet-and-greets with brand mascot Chewbie, a hot-air balloon photo opportunity, and giveaways, distributing 48,000 product samples.
During Halloween, the brand's "Hi-Chew House of Mystery" pop-up at the Irvine Spectrum Center in California drew over 2,500 visitors. This playful haunted house featured four flavor-themed rooms with puzzles and challenges, limited giveaways, and, of course, candy sampling. Hsu emphasized the value of these events: “A lot of times when we have these in-person activations, we have a chance to interact with the consumer firsthand and get to know what they think about the brand, how they like the brand.”
The guiding principle for both digital and real-world activations is genuine, organic community engagement. The Miami Airport event, for instance, was strategically timed with spring break, a peak travel period for families with teens and Gen Z students heading to Miami. “We want to be able to meet the community organically and authentically at a place they are already planning to go,” Hsu stated, “rather than, like, popping up out of nowhere.”
Staying Ahead with Gen Alpha
Looking ahead, Hi-Chew plans to maintain its strong focus on Gen Z while strategically expanding its attention to Gen Alpha. This future-oriented approach may involve exploring new gaming platforms and other emerging spaces where the next generation congregates.
“We want to be ahead of the game, like we did for Gen Z,” Hsu affirmed, acknowledging, “There’s still a lot for us to learn at the moment.”
