Ho Chi Minh City, 17 August 2026 – Glico Vietnam is marking 60 years of sharing happiness globally with its biggest update yet for Pocky — one of the world’s most recognisable snacks. To mark this momentous milestone, Glico is unveiling its year-long Have Pocky, We Poc Up The Smile brand campaign that aims to Pốc every little moment and reignite the magic of Pocky as the spark for real-life connection in a world where digital interaction sometimes takes precedence. The campaign, which is the local adaptation of the regional Connect with a Smile campaign, is underpinned by the launch of a brand-new packaging design across the full Pocky range, alongside an improved Pocky Chocolate recipe that delivers a more chocolatey taste and a crispier snap.
Since its creation in Japan in 1966, Pocky has been the snack that brings people together — loved for its iconic biscuit stick snap and easy-to-share format. Connect with a Smile spotlights the small but meaningful gestures that have always been at the heart of the brand, from passing a stick across the table to sharing a box with friends, family, classmates, colleagues, and loved ones.
60 years and counting: Pocky continues to inspire the next generation to share happiness and forge meaningful connections.
Rolling out across Vietnam this month, the campaign will come to life through a set of consumer-focused activities featuring a photo series and engaging social media activities that culminate into the Pocky Box Visual Parody Challenge. Designed to spark laughter, spread happiness, and connect with a new generation of consumers, especially Gen Z, these initiatives continue to champion Pocky Vietnam’s We Poc Up Smile spirit in everyday moments where one simple gesture can spark a smile, start a conversation, and create a shared memory.
"In Vietnam, Pocky has been a close friend to young people for many years. Whether it's to lift their mood, spark conversation with friends and family, or as a lucky charm during tough times like exam season. Pocky is a caring touch that creates a way for us to connect, spreads joy, and sparks happiness together with loved ones. That's the spirit behind 60 years of sharing happiness with Pocky, and it's why this milestone means so much to us here,” said Nguyen Ngoc Kim Hang, Managing Director, Glico Vietnam. “This year, we're not only introducing a refreshed packaging design to the Pocky core range but also an improved recipe for Pocky Chocolate that delivers an even more chocolatey taste and crispier bite. Through our Have Pocky, We Poc Up The Smile campaign, we hope to continue bringing people closer and fill everyday moments with a little more Pốc, while staying true to Glico's purpose of 'Healthier Days, Wellbeing for Life.'”
A Fresh Look, Made for Today’s Consumers
Glico is introducing new vivid packaging designs across the Pocky range designed to stand out on shelves. The refreshed graphics give each box a more contemporary, youthful, and visually striking expression, while keeping the warmth, playfulness, and recognisable identity the brand is known for. The new designs will span these five flavours: Chocolate, Strawberry, Cookies & Cream, Milky Matcha, and Milk.
Fun, youthful packaging for the full Pocky flavour line-up.
Indulgent Chocolate Taste, More Satisfying Snap
For lovers of classic Pocky Chocolate, there’s even more to smile about. Pocky Chocolate will feature an improved recipe – crafted to be crispier and more chocolatey – providing a richer, more indulgent taste with a satisfying mouthfeel from the very first bite. This reflects Glico’s continued commitment to product innovation, while staying true to great taste, quality, and the spirit of sharing that have made Pocky a consistent favourite across the generations.
The refreshed Pocky range is now available at all supermarkets, CVS, and retailers across Vietnam. Join us as we celebrate 60 years of sharing happiness with #ConnectWithASmile and discover Vietnam's #WePocUpSmile activities, where every shared stick is a chance to Pốc up a smile and create new memories together.
For the latest happenings on Pocky in Vietnam, follow Facebook (@PockyVN), TikTok (@PockyVN), and subscribe to their YouTube channel (GLICO VN).
