Culture

All you Need to Know About Pocky Day in Japan

There’s no escape from the confectionery power of this ubiquitous chocolate-coated biscuit.

By Alexandra Ziminski Nov 11, 2022 5 min read

November 11 is Pocky Day in Japan! Maybe you know it by another name—like “Mikado” in Europe or (until 2014) “Rocky” in Malaysia—but the product remains the same: those irresistible chocolate-coated biscuit sticks that snap delightfully with each bite. This signature “snap” is precisely where the name “Pocky” comes from, inspired by the Japanese onomatopoeic word pokkin (ポッキン).

Pocky’s global popularity is impressive, especially given the crowded world of chocolate snacks. It even holds the Guinness World Record as the “world’s largest chocolate-coated biscuit brand.”

In Japan, November 11 is “Pocky Day” because the slender shape of a Pocky stick resembles the number “1.” It’s a day to indulge, whether sharing a box with someone special Lady and the Tramp-style or savoring one solo on the couch.

The History of Pocky

The story of Pocky begins more than 55 years ago, in 1966, with a simple yet inventive idea: the world’s first stick-shaped chocolate. The concept was inspired by Pocky’s older savory brother, Pretz, who entered the market a few years earlier in 1963.

They are produced by confectionary mammoth Ezaki Glico (or just Glico), one of the top 10 candy companies in the world. Glico is also responsible for several of our favorite Japanese snacks, including Pucchin pudding and Caplico, an ice-cream-shaped sweet.

At first, Glico workers hand-dipped Pocky using melted chocolate, so the end of the distinctive bare biscuit offered a practical solution to sticky hands. However, even after the manufacturing process implemented machines, this design stuck because who wants a chocolate finger mess when answering work emails?

A popular game involves two friends (or a couple) biting both ends of a Pocky stick and trying not to break their respective ends.

The brand made sure adults knew that Pocky was not just for kids, which led to campaigns like “Pocky on the Rocks,” which framed the treat as a drink stirrer, and Pocky Bitter, which had a more “mature” taste and was aimed at men.

Pocky is popular not just in Japan but maintains a following globally. Many collectors eagerly await limited-edition flavors and regional specialties.

Unsurprisingly, imitations have made waves over the years. The most controversial is the Korean snack Pepero, which bears an uncanny resemblance to Pocky. They even call Nov. 11 “Pepero Day.”

However, despite these copycats, there can only be one true Pocky.

Pocky’s Flavors

Throughout the years, Pocky has launched hundreds—if not thousands—of variations. From its humble beginnings as a classic chocolate treat, the company, similar to Kit Kat, has made a name for itself with its limited and sometimes unusual editions.

A few unique and distinctive flavors you can sometimes find, typically in souvenir shops, are:

Black sesame
Blueberry and chocolate
Custard fondue
Giant rainbow pocky (popular among tourists)
Milk
Salty pocky

Glico chose this day not only because the treats’ shapes represent the number “1,'” but also because it was the Japanese year of Heisei 11

However, the lineup you’ll almost always find in every konbini (convenience store) is:

Almond Crush Pocky
Plain Chocolate Pocky
Pocky Gokuboso (“extra-thin” in Japanese, as they are half the thickness of regular Pocky)
Pocky Luxury (for adults, shorter, thicker and more expensive)
Strawberry and Chocolate Pocky
Tasty Pocky (chocolate made with fermented butter and roasted milk)

It is an official day recognized by the Japan Anniversary Association. Yet, Knee-high Day didn’t make the cut. Bummer.

The regional list takes it up a notch with notable inclusions:

Tokyo Amazake: Made with sweet sake from Tokyo’s sake brewery.
Ehime Iyokan Orange: Uses oranges from the Seto Inland Sea.
Gorojima Kintoki Sweet Potato: from the Kaga dune region of Japan.
Uji Matcha: traditional green tea from Kyoto prefecture.
Yubari King Melon: from the fruitful melon fields of Hokkaido.

Available flavors change depending on your country and may not even be sold in Japan, such as Salted Caramel Pocky in Europe or Chocolate Banana in Australia. So, try searching online. If you don’t have much of a sweet tooth, you can always satiate your salty cravings with Pretz, which includes savory flavors such as corn, salad and tomato.

Pocky and Pretz days

Glico declared Nov. 11 as Pocky and Pretz Day on Nov. 11, 1999. Glico chose this day not only because the treats’ shapes represent the number “1,'” but also because it was the Japanese year of Heisei 11, giving them a once-in-a-generation opportunity.

It is an official day recognized by the Japan Anniversary Association. Yet, Knee-high Day didn’t make the cut. Bummer. Pocky Day is significant for the brand and chocolate lovers alike with passionate marketing campaigns that have broken more than one world record and attempted several others.

On November 11, 2012, Glico urged customers to take to Twitter and spread the word about Pocky—literally. It successfully produced a world record with 1,843,733 mentions of “Pocky” on Twitter within 24 hours. The following year, they retained their title with a staggering 3,710,044 mentions.

In 2020, at the height of the coronavirus pandemic, 143 people took to Zoom to obtain the slightly long-winded “most people opening packaged food online simultaneously” accolade.

A popular game involves two friends (or a couple) biting both ends of a Pocky stick and trying not to break their respective ends. You are bound to see these types of celebratory fanfare every year with romantic up-close-and-personal relay races, megaphones, Tokyo Tower collabs, elaborate Don Quijote displays and much more.

So, if you’re in Japan on November 11, appreciate the dynamic history, dedication, and many eclectic tastes of Pocky.

What’s your favorite flavor of Pocky? Do you have a different favorite Japanese snack? Have you tried any unusual flavors? Let us know in the comments!