"Hi-Chew is beyond a candy. It's a lifestyle, it's a community," said 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."
"Apparel is definitely one of the most feasible and approachable categories to tap into the Gen Z community," Hsu said."
Hi-Chew entered the U.S. market in 2008 and developed a loyal Gen Z fan base by building a lifestyle brand through fashion and gaming partnerships and in-person activations. U.S. product sales surpassed $100 million in 2021 and parent company Morinaga America announced plans to expand U.S. production based on strong demand. Hi-Chew is celebrating 50 years in business and aims to connect with Gen Alpha while maintaining relationships with existing customers. Brand awareness among 18-to-24-year-olds reached 72% for men (up 8% over 2024) and 79% for women (up 3%). The brand uses an annual study and social listening to measure impressions, likability, and competitor preference. A Strawberry Hi-Chew-inspired apparel capsule with Lonely Ghost sold out hoodies and sweatpants in one day.
Read at Food Dive
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