For a long time, KitKat has been marketing itself as a kind of lucky chocolate. February and March are the season for university entrance examinations in Japan and KitKat has used a play on words to imply that pairing your study time with its chocolate bars will bring certain success: kitto katsu, 屹度勝つ, you will undoubtedly win, or gain victory. You can see how this would appeal to an anxious high school senior, munching away on sustaining sugary snacks while they study for potentially the most important exams of their life.
In recent years there has been less pressure on high school students; with the declining birthrate there are fewer students, and the exam hell imprinted on the imaginations of people in the West is not necessarily an accurate portrayal of what every high school student goes through. Universities need to fill their places and in the autumn there is a system of early admission which assures many students of a place. Of course, the ones who want to go to prestigious universities and other students who have not yet secured a place still face the exam hell of February and March.
In past years I have seen combination packs of KitKats and a matching mug for sale in convenience stores, but this year I haven’t seen any. KitKat has moved into other auspicious times of the year; the post office sells specially-packaged bars with the animal of the next year on the box and an ‘otoshidama’ (お年玉) envelope for New Year money attached to the back.
With such rich pickings to be had in the auspicious chocolate market, if only you can carve your own niche, it’s really a wonder that it has taken Glico this long to market its Pocky varieties as more than just ‘stick to fun’. Of course, there are the many seasonal and regional variations, but until now Glico hasn’t messed with the Pocky name itself. But this spring, Glico has introduced a range of ten different named boxes, all with an eye to the Valentine chocolate market and beyond.
I don’t know how long these special boxes will be available, and not all the boxes have the special names. To find the originally-named boxes you have to poke along the shelf and past the regular boxes. Your reward will be the boxes below. Beneath each special name is a short phrase clarifying the message. Not all Pocky varieties have these special boxes, it’s confined to five varieties; the original red-box Pocky, thin Pocky, almond crush Pocky, heart-shaped strawberry Pocky and ‘adult milk’ (?) Pocky.
And now, with a drum roll, please, I’ll present these ten wonders, in reverse order, according to their awesomeness, having set myself up as the Pocky Authority:
This is my least favourite. ‘Okaeshi’ (お返し) means a return gift, something you give to someone after they have given you a gift. Under the name it says ‘おかえしです’, which simply means, ‘this is a return gift’.
Going over-the-top with the heart-shaped, seasonal, specially-named strawberry-with-bits-in variety here, I’m putting Lovecky at #9, in large part because I’m not sure how Glico wants us to pronounce it. Under the name it says, ‘ai shitemasu’ (愛してます), or, I love you.
#8: Mamacky and Papacky
In joint 8th place I’m putting the Mamacky and Papacky pair. I suppose these are aimed at the Mother’s Day and Father’s Day markets, but they’re some of the most difficult to find. Under Mamacky it says, ‘Mama, arigatou’ (ママ、ありがとう) or, thank you, Mum. Under Papacky it says (predictably), ‘Papa, arigatou’ (パパありがとう) or, thank you, Dad.
Here is the pair to Lovecky, Tomocky. ‘Tomodachi’ (友達) is the Japanese word for ‘friend’ and under the name it says ‘kore kara mo, tomodachi’ (これからもともだち), from now on too, friends, or I suppose, let’s always be friends. I can see this one being quite a hit with high school girls.
The first of the thin Pocky pair, Thanky. Under the name it says, ‘itsumo sankyuu desu’ (いつもサンキューです) or, thank you always. Probably one of the more popular ones, it would be nice to have this one available permanently, but I suspect it won’t happen.
Here comes Thanky’s twin, Yorocky. Under the name is the phrase, ‘yoroshiku onegaishimasu’ (よろしくお願いします), one of the great untranslatables. My dictionary app offers the following; please remember me, please help me, please treat me well, I look forward to working with you. It’s a way of appealing to someone for their patronage, really, and while that might sound odd in English, it’s amazing how often there are opportunities to use it. Another that might be good to have around.
Just as ‘yoroshiku onegaishimasu’ is a phrase for daily life, so is the wording on this box; ganbatte kudasai’ (がんばってください), or, please do your best or hang in there. You can use it to exhort someone in any endeavour. There’s also a version you can use to assure those around you of your intention to do your best; ganbarimasu, or 頑張ります. British fans of Takeshi’s Castle, an old Japanese series on repeat somewhere in the ether, will be familiar with this declaration, made by contestants before they attempt a challenge. Another Pocky there would probably be a permanent market for.
Here is the runner-up, the fantastically-named Sukky. The message on the box is ‘anata ga suki desu’, あなたが好きです, or, I like you. A clear candidate for Valentine’s Day and maybe next month’s White Day. Clearly the genius here is in the name, which Glico must have thought looked cool but of course looks just plain wrong. I have bought a number of these to take back to the UK as gifts. Excellent.
And in 1st place . . . another drumroll please . . .
Pipping Sukky, it’s original Pocky twin, to the post, ladies and gentlemen I give you Giricky. Disappointed? Maybe you don’t speak Japanese or don’t know about the particular traditions of Valentine’s Day in Japan.
In Japan, Valentine’s Day is the day that girls and women give chocolate to men; men reciprocate (if they want to!) a month later, on March 14th, White Day. Valentine chocolate can be divided into two categories. The first is honmei choco, or genuine feeling chocolate. This is traditionally homemade chocolate or cakes and cookies and is given to a boyfriend or father. The other category is giri choco, or obligation chocolate, and is given in massive quantities in workplaces. I read recently that the average amount spent on each ‘obligation chocolate’ gift is ¥500 to ¥1,000. Clearly, it can be an expensive day.
But now, Japanese women and girls have this genius option: Giricky. The message on the box is ‘giri choko desu’, 義理チョコです, or, THIS IS OBLIGATION CHOCOLATE.
I have no words for how much I love this. Every year I see women buying huge amounts of chocolate, spending all that money, and then at work I see my male colleagues looking increasingly pleased with themselves through the day as they fill a carrier bag with all the chocolate they receive, puffed up on the smugness of (apparently) being popular.
I am hoping that this year a lot of women have decided against spending that ¥500 to ¥1,000 and have instead nipped down to their nearest convenience store, spent ¥130 and bought up a good supply of these boxes. I am imagining men across Japan going to work tomorrow, happily anticipating a haul of chocolate and instead receiving boxes of (admittedly yummy) Pocky emblazoned with the message: THIS IS OBLIGATION CHOCOLATE.
Be under no illusions, men of Japan. This is OBLIGATION chocolate. Happy Valentine’s Day.