Hi-Chew is celebrating its 50th anniversary with a limited merchandise collection available only in the U.S. through TikTok Shop, while supplies last. The brand, founded in Japan in 1975 by Morinaga & Company, entered the U.S. market in 2008 and has created more than 300 flavors. It is the best-selling chewy candy in Japan, with U.S. sales rising from $8 million in 2012 to over $100 million in 2022 and growing by more than 30% since then.
The anniversary lineup features five items that nod to five decades of flavor. A printed patch ($8.59) carries the anniversary logo and pillow packs from the Original Mix. A set of enamel pins ($14.59) includes the new Original Mix packaging, the 1975 Strawberry Stick, and the 50th logo in English and Japanese. Enamel bag charms ($14.59 each) mirror those designs. A reversible bucket hat ($26.90) channels the brand’s yellow and blue for Chew Crew devotees. A plush Hi-Chew shaped purse ($34.90) is inspired by the classic pillow pack, with a wait list now open.
“We’re incredibly grateful to celebrate 50 years of HI-CHEW® with the fans who’ve made it all possible,” said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc. “And for the first time ever, we’re launching our brand on TikTok Shop, meeting fans where they already love to shop.”