Who Is Peko-chan? Exploring the Legacy of Fujiya's Beloved Mascot
Only about 2% of people in Japan are Christians, yet most of its citizens love eating Christmas cake. We have Fujiya to thank for that.
The longstanding confectionery company introduced Christmas cakes to Japan over a century ago. Today, it has arguably the most beloved sweets stores and restaurants nationwide.
But that’s not all people love about Fujiya. Its mascot, Peko-chan, probably has more fans than the company that created it. The pigtail-haired, red-cheeked girl licking her lips is one of the most recognized images among candy and snack lovers in Japan.
Let’s discuss everything about Fujiya’s iconic products and their unique qualities. We’ll be sure to reveal more in-depth information about the beloved Peko-chan and her impact on Japanese culture.
What is Fujiya?
Fujiya is a chain of Japanese confectionery stores and eateries. The company produces a variety of sweets, snacks, and drinks sold in various shops, outlets, and online platforms across Japan. It also manages 1,000 cake stores.
Fujiya is currently a subsidiary of Yamazaki Baking Co., Ltd. Although its headquarters is in Tokyo, there are other famous branches in Nagoya, Sapporo, Fukuoka, Osaka, and Sendai. It has nine factories dedicated to producing confectioneries and beverages.
Peko-chan, Fujiya’s first mascot, is a household name among lovers of Japanese sweets. Her appearance is that of a young girl adorning pigtails, smiling, and licking her lips. The character is eternally six years old. She was originally created to promote Fujiya’s cakes, but over the years, she has become the center of the company’s marketing and brand identity.
The Origin of Fujiya and Peko-chan
Rin’emon Fujii founded Fujiya in 1910. The new bakery specialized in creating British-style Christmas cakes. It became the first store in the country to strictly sell Western-style sweets, also known as yougashi.
After spending several years in Los Angeles, Mr. Rin’emon Fujii returned to Japan with new ideas for his company. He started by selling shortcakes, which proved successful. The company began experimenting with candies after that.
Fujiya created Peko-chan in 1950. The character was a six-year-old girl with an appearance that portrayed the average Western media child.
The next year, Fujiya launched Peko-chan’s favorite brand of soft candies, Milky. In the 1950s, dairy products were scarce in Japan. People started using Milky as substitutes for milk during periods of hardship. Fujiya would also release a male mascot named “Poko” in the same year.
The 1960s saw Fujiya release more unique products, such as Look A La Mode chocolate and Nectar fruit beverage. Papier-mâché dolls of Peko and Poko graced the brand’s stores for decades. The characters became the first ever 3D trademark in 1998. After a capital tie-up agreement, Fujiya became a subsidiary of Yamazaki Baking in 2008.
Exploring Fujiya’s Diverse Product Line
Fujiya has a wide range of product offerings, including Japanese candies, chocolates, beverages, and pastries. Let’s dive into a detailed exploration of their most popular offerings and how each has captivated generations.
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Milky Soft Candy: This is a creamy caramel sweet made with Hokkaido milk. It’s Fujiya’s flagship candy and Peko-chan’s favorite treat. The candy does not contain any artificial flavoring or coloring.
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Look Chocolate: These chocolate bites are famous for their creamy fillings, which come in a wide variety of flavors. Popular Look Chocolate flavors include Japanese tea, A La Mode, Strawberry Jelly, Roasted Sweet Potato, and Marshmallow.
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Home Pie: Made with 700 pastry layers of butter and pie dough, this old-fashioned snack was first sold in 1968. It’s light and sweet, with a flaky texture.
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Peko Cream Puff: This is a baked treat stuffed with ice cream. Its main flavors are milk and strawberry.
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Fujiya cakes: Fujiya’s cake business is one of the most lucrative arms of the enterprise. Its most popular products are the strawberry sponge cake, fruit cake, and chocolate cream cake.
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Nectar: This is a slightly carbonated fruit juice. The white peach flavor is the most common product in the line. However, many people love the Nectar Mix, which is made from pureed peach, banana, and apple.
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Pop Candy: These are sweet lollipops available in all kinds of fruity flavors.
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Country Ma’am Cookies: These are sold as packs of chocolate chip cookies. The cookie dough may be mixed with other flavors, creating delightful variations.
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Peko Poko Chocolate: The two mascots combine their marketing powers in the promotions and packaging of these chocolates. Peko Poko Chocolates are super-famous in Japan, especially among kids.
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Lemon Squash: This is carbonated lemonade made with real lemon juice. You can even taste the pulp!
Peko-chan’s Role in Fujiya’s Branding
Peko-chan started out as a character whose image was pasted on the packaging of products and live-sized dolls placed in front of Fujiya stores. However, she is now the face of Fujiya. She doesn’t just promote Milky but also other products.
Her name comes from a Japanese phrase, "peko-peko,” which is an onomatopoeia of the sounds that hungry stomachs make. Since she was released during the food crisis of the 1950s, Peko-chan represented Fujiya’s identity as a company striving to provide food products in times of scarcity.
Exclusive Flavors from Fujiya
Let’s highlight a few exclusive and seasonal Fujiya products.
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Pop Candy (Fruits Assort): Each candy pack contains an assortment of lollipops with different flavors. They include grape, apple, banana, and strawberry flavors.
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Look Chocolate (Amaou Strawberry): Fujiya’s line of luxury chocolates includes one with an exclusive strawberry cream filling. It’s made with the world-famous Amaou strawberry from the Japanese Fukuoka prefecture.
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Look Chocolate (Spring): This product comes in two special-edition flavors that offer the taste of spring. You get to enjoy the tanginess of strawberry and the mild sweetness of peach.
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Country Ma’am Cookies (New York Baked Cheesecake): It contains the rich taste of premium cheese in the form of Western-style cheesecake.
Fujiya’s Chocolate Creations
Fujiya’s confectionery business is famous for the manufacturing and wholesale distribution of delicious chocolate creations. These products are sold in supermarkets, convenience stores, and specialty shops nationwide.
Fujiya’s most popular chocolate brands are Look Chocolate and Peko Poko Chocolate. The latter is especially famous for using traditional themes on its packaging. The company also has some baked goods that use chocolate as a major ingredient, such as its chocolate cream cake and Country Ma’am Cookies.
The Lollipop Legacy: Fujiya’s Iconic Offering
Pop Candy is Fujiya's main brand of lollipops. Beloved by kids all over the country, each piece of candy is made with natural fruit juice. Top flavors are orange, apple, grape, strawberry, and melon.
Pop Candy has been around since 1954. The lollipops stand out in the candy market because they contain healthy ingredients like green tea polyphenols, which are good for the teeth. Also, the lollipop sticks are made of paper and not plastic. Since Pop Candy is made with real fruit juices, they serve as useful sources of antioxidants, vitamins, and other nutrients.
Fujiya in Japanese Pop Culture
Fujiya’s impact on pop culture is tied to its biggest mascot. Peko-chan’s role shifted from a papier-mâché doll at chain stores into something much bigger. The character has appeared in many forms of Japanese media, including TV commercials, promotional posters, and fashion magazines.
The likeness of Peko has also been sold as merchandise such as toys, cups, bags, and t-shirts. In 2015, Fujiya sponsored a Peko exhibition. It took place at the Hiratsuka Museum of Art in Kanagawa, Japan.
Fujiya and Peko-chan: A Global Influence
Many tourists travel to Japan to experience dining at Fujiya restaurants with the famous Peko-chan mascot as the main attraction. Those who can’t make the trip prefer to shop for Fujiya products through third-party companies. The brand remains largely domestic, with overseas outlets in China and Vietnam, but it also maintains a steady export business via online channels.
Fujiya’s Commitment to Quality and Innovation
Fujiya strives to maintain high-quality standards, despite facing many challenges over the years. The company is committed to providing customers with confections and beverages made with premium ingredients.
Fujiya follows standards set by the American Institute of Baking (AIB), which requires it to authenticate, monitor, and assess all staff coming in and out of the factories. The company has also obtained the necessary certifications.
Innovation is a big part of the overall business strategy, and the organization is open to changes. By surveying changes in consumer tastes and interests, Fujiya has modified their core brands dozens of times since they hit the shelves for the first time.
Collectible Fujiya Merchandise
Fans and collectors alike can find Fujiya and Peko-related items to add to their collections. These include rare Peko-chan dolls, Fujiya mascot box sets, Peko doll houses, vintage Peko or Poko toys, and special edition Furiya sweets created in collaboration with Sanrio.
Fujiya on Bokksu Market
Bokksu Market is your one-stop shop for rare and exclusive Fujiya products. You’ll find Fujiya chocolate products with Sanrio character designs and stickers of Kuromi and the Hapidanbui group. We also sell delicious Pop Candy fruit assorted flavors and so much more! Simply enter “Fujiya” using the search feature on our site to see the latest treats available for purchase. Next, add the items to your cart, fill in the necessary details, and make your payment. We'll send your order right to your doorstep.
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