Glico marks 60 years of Pocky with redesigned packaging, upgraded chocolate recipe

This International Friendship Day, Pocky is encouraging Malaysians to take friendship beyond the screen and reconnect through simple, shared moments of happiness.

The iconic biscuit stick brand is celebrating its 60th anniversary with the “#ConnectWithASmile” campaign across Southeast Asia.

The milestone features a refreshed packaging design, an improved chocolate recipe with a richer taste and crispier biscuit sticks designed to bring people together.

Pocky has remained a household favourite across generations, with its signature red box easily found in homes as well as classrooms and stashed in office drawers, and movie nights.

Glico Malaysia & International Cluster managing director Lee Yeen Theng said Pocky continues to unite generations and connect people through shared moments of happiness as the iconic snack marks its 60th anniversary.

“While lifestyles have evolved and digital interaction are more commonplace, we believe the value of genuine human connection has never been more important.

“Pocky has always been more than just a biscuit stick brand – it is a familiar companion that brings people together and elevates everyday moments into something special.

“As we celebrate this milestone, we are excited to introduce an even better Pocky experience while staying true to what people love most about the brand,” he said.

The upgraded classic Pocky Chocolate recipe features a richer, more chocolatey coating and a crispier biscuit snap, joining the brand’s line-up on the shelves, alongside Strawberry, Cookies & Cream, Milky Matcha, Double Chocolate, and Milk.

The full range is available nationwide in stores and online.

As part of its International Friendship Day celebrations, Pocky Malaysia is running the #PockyConnectSmiles campaign until July 27, 2026.

Participants can win prizes worth up to RM50,000, including a grand prize trip for two to Osaka and Universal Studios Japan, by snapping a creative wefie with a Pocky pack in front of a convex mirror and posting it on social media, by tagging @pockymalaysia and using #ConnectWithASmile.

No matter the occasion or location, Pocky offers fans of all ages the opportunity to turn a simple gesture – a smile, a conversation or a shared snack – into a meaningful connection that spreads happiness.