"Since entering the U.S. market in 2008, candy maker Hi-Chew has developed a loyal Gen Z fan base by building a lifestyle brand through key partnerships across fashion and gaming, as well as deploying buzz-worthy in-person activations. Such efforts helped U.S. product sales surpass $100 million in 2021. Last year, parent Morinaga America announced plans to expand U.S. production capabilities based on strong demand. Going forward, Hi-Chew - which is a top-selling candy in Japan and is celebarting 50 years in business - is hoping to connect with Gen Alpha, a cohort it is still learning about while maintaining a relationships with existing customers"
"Hi-Chew's brand awareness is at 72% among 18-to-24-year-old men, up 8% over 2024, and at 79% for similarly aged women, up 3%, according to the company. The brand gleans actionable information from an annual brand study that measures quantitative data, including impressions, likability and preference over competitors, along with quantitative information such as social media comments and DMs, Hsu explained."
"Success with younger consumers has come, in part, from a focus on meeting those demographics where they are. Take, for instance, the brand's recent partnership with Gen Z and millennial-skewing fashion brand Lonely Ghost. In November, the apparel company dropped a Strawberry Hi-Chew-inspired capsule collection that included a hoodie, sweatpants and a hat. The hoodies and sweatpants sold out in one day."
Since entering the U.S. market in 2008, Hi-Chew developed a loyal Gen Z fan base by building a lifestyle brand through fashion and gaming partnerships and buzz-worthy in-person activations. U.S. product sales surpassed $100 million in 2021, prompting parent Morinaga America to announce plans to expand U.S. production capacity. Hi-Chew is a top-selling candy in Japan and is celebrating 50 years in business while seeking to connect with Gen Alpha and retain existing customers. Brand awareness reached 72% among 18-to-24-year-old men and 79% among similarly aged women. The brand measures impressions, likability, preference, and social engagement with an annual study.
Read at Marketing Dive
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