Not Becoming the Second Meiji How Japanese Chocolate Brands Break Through in Different Ways
Facing rising cocoa prices and changing
consumer habits, Japan’s chocolate brands chose divergence over imitation.
Instead of copying Meiji, each brand leaned into its own strengths—through function,
culture, channels, or emotion.
Morinaga
From Sweet Treats to Functional Snacks
Morinaga avoided direct competition on
taste and craftsmanship.
Instead, it repositioned chocolate as a functional daily supplement.
Products enriched with GABA now appear in drugstores, convenience stores, and even hospitals—blurring the line between dessert and nutrition.
Ezaki Glico
Pocky as a Cultural and Global Product
Pocky is no longer just a snack—it is a social
symbol.
Its slim shape and visual appeal make it ideal for social media, youth culture,
and lifestyle scenarios.
To manage costs, Glico expanded production in Southeast Asia and launched heat-resistant, region-specific flavors, turning Pocky into a global tool rather than a single-market product.
GODIVA × Lawson
Convenience Stores as Premium Entry Points
By partnering with Lawson, GODIVA brought
premium chocolate into daily life.
Small, chilled desserts sold at accessible prices allow consumers to experience
the brand without entering a boutique.
This strategy expands reach while preserving brand value—a clear win for both sides.
Fujiya
Chocolate as Emotional Expression
Fujiya went beyond physical products.
Through digital gifts and messaging-platform collaborations, chocolate became a
tool for emotional connection, not just consumption.
In this model, value comes from expression—not shape.
One Industry, Multiple Paths
While Meiji focuses on technical platforms,
these brands prove another point:
culture, channels, and systems can be just as powerful as formulas.
None tried to become “the second Meiji.”
Each built growth from its own core strength.