International-hit candy Hi-Chew adds English to in-Japan logo, makes it bigger than the Japanese

Has there ever been a much bigger Japanese-sweets-overseas success story than Hello-Chew? Certain, Japanese dessert flavors, like matcha and sakura, have made inroads in different international locations, as have sure candy snack varieties like ice daifuku (usually known as “mochi ice cream”). As a person product from a selected model, although, few can rival Morinaga’s Hello-Chew fruit chew candies in English-language territories, the place even Glico’s Pocky can’t match its reputation and enthusiastic acceptance by the mainstream public.

Hello-Chew wasn’t an in a single day abroad success story, although. It first went on sale in Japan again in 1975, nevertheless it wasn’t till about 10 years in the past that it actually caught on within the U.S., thanks in no small half to phrase of mouth from Boston Purple Sox teammates of Japanese pitcher Junichi Tazawa. Free samples on the stadium then turned baseball followers into Hello-Chew followers too, prompting Morinaga to open a Hello-Chew manufacturing unit within the U.S. to maintain retailers together with Goal, Walmart, and a slew of different retailers exterior the Asian meals specialty market sphere stocked too.

So now, to replicate Hello-Chew’s evolution to a world snack staple, Morinaga has redesigned the brand it makes use of for the sweet in Japan, and never solely have they added English to it, the English textual content is far more distinguished than the Japanese.

▼ Previous Hello-Chew emblem in Japan

▼ New Hello-Chew emblem in Japan

The brand new emblem nonetheless options the Hello-Chew title written in Japanese phonetic katakana characters (ハイチュウ), however hanging off to backside proper of the brand, beneath the HI-CHEW half. “We’re taking this chance to revamp our model emblem from katakana to an English rendering of Hello-Chew as we purpose to be a world model cherished by many individuals,” says Morinaga in its announcement.

Morinaga has additionally stated that it is going to be bringing mango Hello-Chew, the second-most standard taste in America (behind strawberry) to Japan for the primary time, with the packaging even touting it as “A well-liked taste in America!” (アメリカで人気のフレーバー！).

It’s common for Japanese companies to design logos that use English script as a substitute of Japanese. Nintendo, Toyota and Sony are simply three examples of prestigious firms that use an English-text emblem for his or her organizations even inside Japan. For that matter, Morinaga itself makes use of English textual content for its firm emblem, which options an angel with M-shaped wings.

Specifically, Japanese firms with worldwide aspirations commonly use English logos companywide, with Japanese-text-only logos extra generally related to entities with a extra provincial scope, or closely centered on merchandise with deep ties to classical Japanese tradition.

As such, the brand redesign isn’t prone to be seen inside Japan as Hello-Chew sweeping its originated-in-Japan standing below the rug, however as an indication that the sweet has achieved success and recognition abroad past that of a short-lived fad or novelty.

Supply, photos: PR Occasions

Learn extra tales from SoraNews24.

— Hello-Chew releases new Japanese College Lunch taste to stimulate appetites and nostalgia

— What does this Japanese sweet should do with the Purple Sox? Quite a bit, really

— Hello-Chew fruit candies re-invented in DIY meals creations

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