Pocky: The Beloved Chocolate Stick with Global Appeal

Nov 14, 2024by Bokksu Staff

Pocky is a sweet Japanese snack that consists of biscuit sticks coated with flavored cream, especially chocolate cream. Produced and distributed by Japanese multinational food company Ezaki Glico, Pocky is one of the most popular brands in the global snack industry. These cookies are sold in dozens of countries all over the world, including nations in Asia, Europe, North America, and Oceania. In 2020, the Guiness World Records certified Pocky as the best-selling chocolate-coated biscuit brand in the world.

From Classic Chocolate to a Symphony of Flavors

Today, it’s sold in portable rectangular packs. Each pack contains 6 to 8 sticks, and each stick is covered on one end by a creamy coating. Chocolate is the most common type of coating on Pocky sticks. People eat it alone or paired with milk, tea, or any other beverage. Its sweet, creamy, and crunchy taste with a smooth texture has made it one of the most successful cookie brands to come out of Japan. The original Pocky, first produced in 1966, used a creamy chocolate coating. Today, there are many more coating flavors, including honey, matcha (green tea), strawberry, milk chocolate, and banana.

Where Is Pocky From?

Ezaki Glico started selling the original version of Pocky in Japan in 1966. It was created by a man named Yoshiaki Koma, about 44 years after Gilco was founded. The snack got its name from the Japanese onomatopoeia "pokkiri,” which is similar to the snapping sound the sticks make when they are eaten. This original version was coated with chocolate cream in a manual hand-dipping process. By coating only one end of the sticks, Glico gave consumers a chance to eat the treat without making a mess.

People share snack Pocky, with Pocky being enjoyed anytime

Pocky was a smash hit in Japan. In a few years, the brand became big enough to expand into other Asian countries. Then came expansions into other countries in the world, including the United States and Canada.

The Evolution of Pocky Flavors

After the release of the original pocky flavors in 1966, Glico did not start releasing new variants until the 1970s. Let’s recap the evolution of Pocky flavors over the decades, from the classic version to the latest innovative varieties.

Strawberry Pocky

First variants (1970s): The first version released after the classic chocolate Pocky came in 1971 with the launch of an almond-coated version. This happened a year after the brand began its expansion into international markets, starting with the creation of Thai Glico in Thailand. In 1976, Pocky Strawberry was launched and sold in all relevant markets, which now included southeast Asia.
Gender-targeted variants (1980s): Glico dug deeper into customer analysis and research in the 1980s, coming up with new flavors that appealed to specific demographics. For men, they released Pocky Bitter as an alternative to the sweet snacks. They also released a handy, short version called Little Pocky that appealed to young women. For older women, the Almond Crush was created to satisfy their desire for sweet and light snacks.

More innovative flavors (1990s): This period saw the launch of Chunky Strawberry Pocky, which had chunks of freeze-dried strawberry on top of the coating. Another new flavor during this period was Marble Pocky, a bitter flavor with modern design. Glico also started producing limited-edition and regional flavors, starting with Giant Pocky (Yubari King Melon) in 1994.

Fancy Mousse Pocky flavors (2000s): In 2000, Glico created Mousse Pocky, a version with smooth and creamy icing on the stick. Within three years, they had released the White, Matcha, and Strawberry versions. This era also saw the release of the aesthetically pleasing Pocky Decorer.

What Is Pocky Made Of?

Pocky is made up of three main components: wheat flour biscuit stick, flavored creamy coating, and solid toppings. The biscuits are made via an automated manufacturing process. Firstly, wheat flour, sugar, chocolate liquor, salt, vegetable oil, yeast, milk powder, vegetable oil shortening, baking soda, and water are mixed to form a batter. This batter is cut into long strands that are then cooked and cut into biscuit sticks.

wheat flour

The biscuits are dipped in a creamy coating and topped with tiny bits of nuts or other ingredients. The coating covers all but one end of the stick, a unique design principle that has played a huge role in the company’s success. By leaving one end free, people can enjoy the treat without messing up their fingers with chocolate or other ingredients. This allows consumers to eat the snack on the go or while multitasking.

How many Pocky sticks flavors are there?

There are more than 50 different flavors of Pocky released worldwide. Some are available globally, while others are only sold in specific countries. Either way, we’ve curated a list of some of the most popular flavors. Check it out!

Chocolate: This is the classic Pocky Chocolate flavor. Infused with sweetened cocoa powder, this variant is delicious with coffee, wine, tea, and milk.

Strawberry: The crispy biscuits combined with the fresh taste of strawberry cream. It has a unique texture due to the tiny bits of pulp in the coating. There are multiple strawberry flavors, including crunchy versions, which contain strawberry puree granulate (with brown sugar), strawberry powder, and strawberry flakes.

Glico Pocky: Crunchy Strawberry

A fruity, chocolatey treat you'll love, this Pocky's lightly bitter cocoa biscuit nicely complements its sweet and tart chocolate coating made with real strawberry powder. And here’s a berry nice fact - this type of Pocky is called tsubu tsubu (bumpy) in Japan for its crunchy freeze-dried strawberry crumbles on the outside!

Common Allergens: Milk, Tree Nuts, Wheat, Soy. May also contain: Eggs, Peanuts.

1.79 oz

Matcha: This is perfect for those who crave a bittersweet and earthy taste. The biscuit is infused with finely powdered matcha and coated in green tea powder.
Almond crush: This is one of the earliest variations to hit the market. It consists of a biscuit coating made from roasted almonds.

Glico Pocky: Almond Crush

Almond Crush Pocky is a timeless Japanese snack. The combination of deliciously nutty toasted almonds and a double layer of smooth milk chocolate on each crunchy biscuit stick is hard to beat!

Common Allergens: Milk, Tree Nuts, Wheat, Soy. May also contain: Eggs, Peanuts.

1.45 oz

Cookies and cream: This version uses chocolate-flavored biscuit sticks coated in white chocolate and topped with bits of crunchy cookies.

Chocolate banana: It tastes a lot like banana split. This delicious flavor combines a chocolate-covered biscuit stick with a creamy topping of Pocky banana powder.

Glico Pocky: Chocolate Banana

Love bananas? Fall head over peels for this chocolate banana Japanese Pocky! A crunchy cocoa biscuit stick coated in a fruity banana cream white chocolate - it’s the perfect snack for banana split fans everywhere!

Common Allergens: Milk, Wheat, Soy. May also contain: Tree Nuts.

2.47 oz

Yubari Melon: This is one of the most popular region-specific flavors in the world. It’s made from melon sourced from Yubari in Hokkaido Prefecture, Japan.

Why do Japanese love Pocky?

Pocky has been woven into the fabric of Japanese culture. Adults take a pack to enjoy at work, and children carry the snack to school in their lunch box. It has also graced parties, get-togethers, and study breaks since its invention in 1966. In fact, it is so famous in Japan that there is a day reserved for celebrating the snack.

Pocky Day: A Festive Tribute to a Favorite Snack

The date is November 11 every year, and the event is known as Pocky Day. It may not be an official holiday, but a lot of people celebrate it by making desserts with the cookies, sharing some with others, and playing Pocky-themed games.

Pocky Around the World

Pocky has been able to break into different global markets by adapting certain aspects of its brand to match specific regions. It uses a different name and packaging in certain countries. For example, in Malaysia, the brand was called Rocky until 2014, when it reverted to its original name. Mikado is the alternate name for the snack in multiple European countries, including the United States, France, Belgium, Spain, Switzerland, and Greece.

Glico has also produced region-specific flavors to match the tastes of people in different countries. Many of such flavors are only available in select countries. Examples include Yuzu (Japan) and Daim Bar (the UK).

Pocky’s Impact on the Confectionery Industry

Before Pocky hit the global market, chocolate snack sticks were nowhere near as popular as they are today. They certainly were not as popular in Western regions as chocolate bars. Pocky’s global fame began by spreading from Japan to other Asian countries. It then reached Western countries, where it gained new consumers and fans.

Pocky Day Celebrations: Breaking World Records on Twitter

On November 11, 2013, which was Pocky Day, the snack broke the world record for the “most mentions of a brand name on Twitter in 24 hours.” This feat did not only serve as undeniable evidence of Pocky's global popularity but also helped to further popularize chocolate snack sticks worldwide.

Where to Buy Pocky

Pocky flavors in your country are available in local supermarkets, convenience stores, department stores, and Asian marketplaces. In Japan, you can even buy them from vending machines. If you don’t feel like leaving your house, you can get rare, delicious flavors from the comfort of your home by exploring our Asian Pocky collection.

Why Pocky Continues to Captivate

The mix of crunchy biscuits, sweet cream, and tasty coating has made Pocky one of the best snacks in the world. The brand has managed to evolve with the changing times, a major reason for its enduring appeal. Feel free to explore the variety of flavors and experience why it remains a beloved treat globally.